CASUAL diners and time-limited consumers are among the key opportunities for soft drinks sales this summer, according to Britvic.
The firm has identified the two consumer groups as regular purchasers of soft drinks in the on-trade, and has advised licensees to stock up accordingly.
In order to maximise sales, Britvic reckons operators should focus on four key areas: stocking a core range that meets consumer needs on a variety of occasions; making the product visible both at the bar and in secondary locations such as table menus; creating value by accompanying a strong product with a hospitable environment; and offering the perfect serve including branded glassware, correct temperature and offering ice and fruit wedges.
The soft drinks giant also advised publicans to stock drinks across four main sub-categories: low sugar options, kids’ options, adult options, and emerging brands.
Andrew Boyd, commercial director, leisure, at Britvic, said: “There are a number of consumer trends driving these purchases, including a growing need for value-for-money, speed and convenience, a balanced approach to health and wellness, and the importance of a unique experience.
“A draught offering enables licensees to deliver even further value to customers with the perfect serve. However, there is a perception amongst consumers that draught equals lower quality in comparison to packaged options.
“It’s more important than ever for outlets to get it right and ensure they can provide a great soft drinks offering, served perfectly every time.”
The most recent Britvic Soft Drinks Review claimed the category is performing well in the on-trade.
CGA data quoted by Britvic revealed a 1.5% increase in the value of soft drink sales in 2012, with the category now the third largest behind beers and spirits in the UK on-trade.
Image – There is plenty of scope for growing soft drinks sales this summer, says Britvic.
