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.