Giant kicks off cup plan

CCEP is giving pubs World Cup POS.
CCEP is giving pubs World Cup POS.

SOFT drinks giant Coca-Cola European Partners (CCEP) is aiming to help operators exploit what the company said is a £60 million opportunity for the licensed trade, this summer’s World Cup, which kicks off next week (June 14).

Over 8000 Coca-Cola branded activation kits for the international tournament will be made available to licensees, which will include a match planner and international flag bunting.

Rob Harris, CCEP’s out-of-home director, said: “38% of younger consumers between the ages of 18 and 34 are planning to watch matches at the pub, so there’s no denying that the World Cup presents an extremely lucrative opportunity for licensees.

“Soft drinks are already the second biggest category by share of serve in trade, and with the majority of games being played before 7pm, there is a real chance to maximise soft drinks sales.”