Britvic ramps up on-trade focus

Three-year investment plan to improve draught quality

• The new Pepsi glassware has been designed to enhance ‘carbonation’ of the liquid.

BRITVIC Soft Drinks is introducing new equipment and glassware to the on-trade this month as part of a multi-million pound, three-year investment in its draught product.

The firm said it plans to improve syrup quality and roll out new technical systems, font designs and glassware.

The roll-out will start with managed outlets and 2000 independent venues in year one.

Britvic aims to reach 20% of its customers in the first year of the investment, starting with managed outlets and 2000 independent venues.
And over 23,000 outlets and new businesses across the UK are expected to receive the new range of fonts.
In addition to the fonts, developments include a seven-litre lower yield bag-in-box designed to match the syrup’s shelf-life to the average rate-of-sale in a premises, with the goal of maintaining quality, increasing efficiency and reducing waste.
New flow control technology is also being introduced to improve consistency and quality.
Britvic is also rolling out new Pepsi glassware, which utilises smartphone technology, allowing consumers to view exclusive content by interacting with the glassware using the Blippar phone app.
The new glassware is said to have been designed to enhance carbonation of the liquid while emphasising the ice content in each serve.

New tech has also been introduced to improve consistency and quality.

Nigel Paine, commercial director for Britvic, said the activity represents “our long-term commitment to the provision and evolution of draught carbonate soft drinks through sustained investment and continued support for our customers”.
“We want to ensure that our customers serve great quality draught soft drinks, driving profits by maintaining the standard of serve and delivering the perfect in-outlet refreshment every time,” he said.
“The new proposition will unlock incremental category growth, while simultaneously improving consumer perception through enhanced experiences, which will in turn improve the bottom line for both large and small operators alike.”