Retailers can expect an increased demand for Ribena, the UK's number one selling juice drink brand from GlaxoSmithKline, this summer as the Ribena experiential tour heightens brand awareness and drives consumers in store.

The nationwide tour will allow the makers of Ribena to target more than a million consumers at strategic locations, and will also support the Ribena Summer Festival Tickets on-pack promotion. It will span nine weeks across the summer season, with the mobile 'Berry Wagon', branded bicycles and a themed picnic area making their first appearance on 7 July in London.

"This summer's Ribena experiential tour has been designed to appeal to all of the Ribena core audiences, from young adults to mums and families," explains Michael Walford, Ribena Senior Brand Manager, GlaxoSmithKline Nutritional Healthcare. "Our 2011 tour is our most strategic to date, with every venue carefully positioned near multiple points of sale. It will also be our first tour to include the full Ribena product range, incorporating all our 'drink now' and 'take home' variants. Retailers should stock up across the board ahead of what's set to be a busy season."

The Ribena experiential tour will visit motorway service stations and supermarkets on major routes to and from its wide selection of family friendly festivals. Every venue on the tour route has been selected due to its proximity to numerous retailers, and sales will be tracked to measure the tour's success. In addition, both office workers and families en route will be able to request specific visits via the Ribena website, while traditionally popular summer holiday venues will also be accounted for, helping retailers across the UK to boost their summer sales.

"The mobile nature of our Berry Wagon and tour bicycles together with our engaging picnic areas will allow this year's tour to directly engage with more than 160,000 consumers, with thousands more able to experience a free sample," continues Walford. "In particular, our bicycles will reinforce the Summer Festival Tickets on pack promotion with strong branding and imagery, reminding consumers of the exciting prizes to be won."

The Ribena Summer Festival Tickets promotion offers families and adults the chance to win free tickets to a variety of popular music festivals across the country. The promotion is already proving popular among the increasing numbers of festival goers in the UK, and is part of an £11m brand investment with a £2.1m dedicated spend.