Soft drinks firm targets free-trade

Vimto to build sales through focus on free and managed outlets

Soft drinks and dispense firm Nichols, owner of Vimto, is targeting significant growth in the on-trade after restructuring its ‘out of home’ arm.

Nick Yates is the director of Vimto Out of Home. He joined the firm this year.
Nick Yates is the director of Vimto Out of Home. He joined the firm this year.

The rebranded Vimto Out of Home division (previously Nichols Out of Home) is aiming to double its sales in the course of the next five years through building its presence in the free-trade as well as in managed estates.
The plans are spearheaded by the company’s out of home director, Nick Yates, who joined the firm earlier this year.
Though most recently with tissue and toilet paper manufacturer Georgia Pacific, Yates previously spent 15 years in on-trade roles with Pernod Ricard.
Yates said Nichols aims to “become more of an integral part of the trade” in the years ahead through a “targeted portfolio approach”.
“What is really a stand-out for me is [Vimto’s] ability to tailor requirements to outlets,” he said.
“What I mean by that is we’re able to actually tailor the range in individual outlets to their consumer demographic.
“So if it’s a nightclub that sells a lot of vodka and energy drinks we can put an energy drink solution on [the gun], we can put cranberry juice on there.
“Whereas our competitors can only put four SKUs in there, we can put seven or eight SKUs on the gun and make it a lot more tailored.”
In addition to Vimto the company’s portfolio includes Sunkist, Panda, Levi Roots and the Feel Good Drinks Company. The business also has dispense partnerships with AG Barr and Coca-Cola.