Iron Press is aimed at 25 to 55 year olds and is a non-alcoholic malt drink available in lime and apple flavours.
Richard Clark, head of innovation, said: “There are a limited number of soft drink choices for men and Iron Press fills a gap.
“The trend towards lowering the drink-drive limit has always been there and it was only going to go one way. The possibility of further reductions in the limit in the future means there will be greater demand for soft drinks for men.”?Clark said retailers were reacting positively and listings were being discussed ahead of its official launch on July 1.
It will be supported by a national marketing campaign, including press and TV advertising, as well as sampling.
The brand is labelled as “the soft drink for real men” and Clark said the marketing campaign will be influenced by how beer used to be advertised in the 1970s and 1980s.
The product will be available in 50cl brown glass bottles with an rrp of £2.