This article contains paid-for content in collaboration with Britvic Sensational Drinks.
Visitors to Britain’s pubs, clubs and restaurants are rethinking drink. As Britvic explored in the 2023 Britvic Soft Drinks Review, they’re now far less likely to drink alcohol when they go out to socialise. This presents a sparkling £170m growth opportunity for soft drinks in the out-of-home sector. How can it be realised?
Experience is everything in the out-of-home sector. Pubs, clubs and restaurants that offer their guests experiences they can just as easily have at home face an uncertain future. This applies to everything from the ambience and service standards in venues, to the food and drink they serve.
It’s time operators rethink their approach to soft drinks. One in three adults now rarely or never drink alcohol and 38% say they are going out to eat and drink less often in response to the cost-of-living crisis. But when they do venture out, quality is crucial. Only 11% of people say they have compromised on the quality of the drinks they consume; the same number say they are now enjoying higher quality drinks.
Britvic calculates that Britain’s venues can deliver a sales boost of up to £170m by encouraging just 10% of consumers to trade up from tap water to a soft drink[1]. Raising the bar in soft drinks requires a deft touch and good understanding of the trends currently driving change in the market. At Britvic, we’re working with our trade partners to help them realise this sparkling sales opportunity.
Raising the bar with premium soft drinks
People want to be wowed, regardless of whether they’re drinking alcohol or not. Paying close attention to soft drinks ranges with clearly defined ‘good, better, best’ tiering and ensuring they’re served at the right temperature in sophisticated glassware with well-considered garnishes can give that wow factor. Soft drinks should be just as eye-catching and mouth-watering as their alcoholic equivalents.
Demand for more complex and challenging flavour profiles that balance sweetness with bitter and sour notes is growing. Serving up London Essence Company Crafted Sodas – available in adventurous flavours such as Roasted Pineapple and White Peach & Jasmine – or Britvic Pink Raspberry and Elderflower Tonics can help operators meet that demand.
The value in versatility
In the age of Instagram, TikTok and near universal internet access, drinks don’t just need to taste good; they need to look the part too. Providing a wide range of well-presented drinks takes time, skill and space.
Britvic have several solutions for operators looking to become more versatile and add value with a wider range of soft drinks. The London Essence Company Freshly Infused dispense system allows bar staff to serve drinks including Pomelo & Pink Pepper and Grapefruit & Rosemary Tonics at the touch of a button. Mathieu Teisseire flavoured syrups help operators up their cocktail game with less effort too.
Pairing is caring
It also pays to pair soft drinks with food in a similar way to how sommeliers have long partnered certain wines and spirits with specific dishes. Offering linked deals can help improve diners’ perception of value while also raising average spend. Try linking burgers with Pepsi MAX® or 7Up Zero, curries with London Essence Company Spiced Ginger Beer or sophisticated seafood dishes with house signature mocktails.
For more information on how to drive soft drinks sales, please visit www.sensationaldrinks.com
[1] CGA, November 2022, calculations based on 500m tap water occasions, trading up 10% of tap water consumers to a soft drink, or an elevated soft drink, based on a soft drink cost of £2.52 and elevated cost of £3.7
