Cupra continues to build its brand with its own experiences and products. Now, hand in hand with Vichy Catalan has launched its own drink, which it has called “The Taste of Cupra”. It is, as described, a soft drink whose main ingredients are natural carbonated mineral water, lime and ginger.
The automobile brand assures that it is “a drink far from conventional, with the DNA of the brand, and for a Mediterranean lifestyle”. This is due, as he explains, to the fact that does not contain alcohol or added sugarsis low in calories, since it only contains the natural sugars of the fruit, and is made with natural ingredients.
Specifically, brands have given meaning to ingredients. Thus, they point out that the essence of ginger It provides a unique flavor and reflects the challenging spirit; while the acidic taste of lime It is inspired by the electrifying performance of Cupra cars. Lastly, the sparkling water reflects the automotive industry’s connection to the Mediterranean.
The distribution strategy of the new drink seems aimed at reinforcing the premium character and experience of the brand. It is now on sale in the Vichy Catalan online store, in the Cupra City Garages and at Casa Seat. It will also be served at 1881 hotels, the Vichy Catalan Corporation hotel group; and will be offered to attendees at Cupra events. In addition, it will be available in selected physical stores.
The objective of the initiative seeks transfer the Cupra brand through new meanings. ““The Taste of CUPRA” is the representation in a drink of our challenging spirit and the unique style that defines us”, commented Cécilia Taïeb, Global Director of Communication of the brand. “We are proud to collaborate with Vichy Catalan, another brand from Barcelona known for its unmatched carbonated mineral water that allows us to create products that are far from conventional.”.
The product represents a historic collaboration since it is the first time that Vichy Catalan has partnered with a car brand. In addition to its origins, the alliance is also based on shared passion for design and inspiration.
“This collaboration with Cupra marks an important step forward in the innovation of our beverages. We partner two brands that embody a unique spirit and style”said Laura Álvarez, Marketing Director of Vichy Catalan Corporation.
The drink was presented at an event at the Cupra City Garage in Madrid, in which a immersive tasting and tasting directed by the critic Santi Rivas.
