Advertorial – this article contains paid-for content supplied by Britvic.
SUMMER is one of the biggest opportunities for the soft drinks category, as people are on the lookout for light, refreshing options to quench their thirst during the warmer weather.
Soft drinks sales surged by 60.3% year-on-year across licensed venues to just shy of £4.6 billon in 2022. And Britvic suspect this is set to continue growing.
With the rise in the cost of living, consumers are going out to eat and drink less frequently.
As a result, when they do, they are demanding more from the experience, with 88% of consumers saying that they want bars and pubs to provide them with an experience they cannot get at home.
This is particularly true of the younger generations who are more likely to value experiences over material wealth.
This means licensed operators need to develop better and more inclusive experiences that cannot be recreated at home.
Make the most of music
One way for operators to drive footfall and boost their summer drinks sales is by tapping into popular events.
This year is expected to be the biggest year for live music, paving the way for an opportunity to amplify live music moments and drive-up socialising occasions.
Operators should offer live music or music-themed events in venue to attract customers.
Pubs and bars situated near large concert venues can tap into the crowds that gather prior to seeing singers by creating pre-show food and drink menus that begin and end at set times.
Tribute acts and bands can also be a good way to capitalise on the buzz of a pop star visiting a region or the UK in general.
Match the occasion
Operators should also ensure that they are offering elevated serves to match the occasion.
Cola remains the number one segment in the channel, with a value of nearly £2 million, up by 59.8% since the previous year.
This presents a good opportunity for operators who should consider serving a favourite like Pepsi MAX with a shot of vanilla Mathieu Teisseire.
Recent Britvic research estimates that doing so could unlock a sales opportunity worth a whopping £123m.
Pairing food with soft drinks, and offering attractive linked deals on menus, can enhance both value and quality perceptions.
Offering clearly defined value tiers can also help encourage diners to trade up, allowing operators to drive value into their venues.
Targeting the UK’s music festival fan
Pepsi has always been synonymous with music but this year the brand is dialling up the experience to the MAX.
Making the most of the summer footfall and tapping into the nations love of festivals, Pepsi MAX, is offering consumers the chance to win a VIP experience at either the Reading or Leeds music festival.
Pepsi MAX is now the number two diet cola brand within the licensed sector and has grown by 62% since the previous year.
For more information on how to drive summer soft drinks sales, please visit sensationaldrinks.com.
