It’s a question of trust, Barr says
OPERATORS should respond to consumers’ growing interest in product provenance by stocking a range of bottled waters in various pack sizes.
That’s according to AG Barr, which claims its Strathmore brand is the top selling water in the Scottish on-trade.
Head of marketing Adrian Troy said the brand, which comes in a range of glass, PET and flavoured water products, taps into growing interest in how and where products are made.
“Provenance and product benefits are becoming increasingly important to consumers, particularly in relation to water,” he said.
“People are not only looking for water brands they know and trust, they are also increasingly conscious about the source of water which reinforces the provenance message.”
Troy also argued that flavoured water should be considered a must-stock in pubs, as its growing popularity in the impulse sector (convenience stores, newsagents and other outlets) causes a knock-on effect in the on-trade.
Quoting figures from Nielsen, he said the category has grown by 30% in the Scottish impulse sector over the last year, compared to unflavoured water at just 5%.
“Flavoured water, which was pioneered by Strathmore over 20 years ago, presents an ideal offering for licensed venues,” said Troy.
“Strathmore Twist, pure Scottish water with a twist of natural fruit flavour, is a trusted, quality beverage which has appeal for people of all ages.”