Quench the thirst for soft this summer

• Firms highlighted water’s importance.

REGARDLESS of the weather this summer, operators should have plenty of opportunities to grow sales of soft drinks, say firms.

And stocking a range that focuses on refreshment and variety will be key.
Alan Hay, on-trade controller for AG Barr, whose brands include Irn-Bru and Strathmore, said offering “thirst-quenching, refreshing drinks” is key to boosting profits.
Hay predicted flavoured carbonates will perform “particularly well” this summer “as people look to quench their thirst”.
But should poor weather arise it is “not necessarily a barrier to soft drinks sales”, said Hay, who claimed people will still visit pubs and that the key is to have the right soft drinks range ready.
Hay also advised operators not to forget “the importance of offering trusted, quality water brands during the summer”.
Graham Carr-Smith of soft drink brand Qcumber suggested operators consider stocking a wide range as consumers are increasingly “keen to try something new”.
“In order to maximise soft drinks sales in the summer months, licensees should try to offer something a little bit different to other nearby outlets and not be afraid to innovate,” said Carr-Smith.
“A successful summer soft drinks range should include options to meet all consumer tastes; the key thing is to offer a broad variety and avoid repetition of similar styles of drink.”
He also said providing the perfect serve for soft drinks shows an outlet “really cares about presenting its drinks in the best way possible”.