OTS p32-38 summer drinks Jun09.qxp 28/05/2009 09:22 Page 34
feature · summer drinks
Cider is a popular choice
The recently published Britvic soft number of factors including stocking
in summer. drinks report claimed that there are trusted brands, which have the ability
more soft drinks sold in pubs than to attract sales and the variety needed
alcohol drinks, which means that it’s a to satisfy consumer tastes. Key brands
section every pub needs to take to stock include bottled Coke and Diet
seriously. Whether or their own or as a Coke, Relentless 250ml and a range of
mixer, the soft drinks offering can make Schweppes mixers.”
a big difference to takings, and Coca- Red Bull has become a product
Cola Enterprises is spending this synonymous with the energy drinks
summer investing in its Schweppes sector over recent years and the
and Relentless brands – as well as the importance of its presence in on-trade
continuing marketing for its Coca-Cola chill cabinets cannot be over-stated.
range of products. “Everybody is hoping this summer isn’t
Alan Halliday, regional director for another washout. We’re all crossing our
CCE Scotland, comments: “Energy is a fingers for some sunshine which will
hugely exciting opportunity for the UK have consumers across Scotland
on-trade and is currently growing faster coming back to the pub,” says Red Bull
than the overall soft drinks’ category. trade communications manager Tom
As category leaders, we are committed Smith, who says that ensuring
to driving growth in all segments customers get the right serve –
through innovation and promotion.” whether that be a full pint, a soft drink
CCE is supporting to Relentless with with ice, or a full can of Red Bull to
£7m spend in 2009, with increased mix – is the key to success this
investment in outdoor advertising and summer. “Make sure you’ve got the
UIforward bottle of cider served over ice is event sponsorship. On-trade activity will right range available and good visibility
what consumers will be asking for reinforce Relentless as a new energy of leading brands. Soft drinks play a big
so make sure you don’t disappoint option, on its own or as a mixer. role at summer and chilled availability
them Elsewhere, Alan says summer is a is key,” he adds. “Spirit and mixers are
UIrecordAvailability – have plenty of stock in key time for adult soft drinks and always more popular as customers
the cellar. On many occasions, a mixers, with many adults opting for a look for refreshing drinks in the
few days of good weather can lead long chilled alcoholic drink and mixer summer so it’s important you’re
to a dramatic increase in the as an alternative to a glass of wine or promoting and serving these in the
consumer demand, catching beer. In summer 2008 Smirnoff right way.”
licensees unaware launched a campaign to promote
UIrecordPerfect Serve – ensure you are different ways of serving its vodka, this
delivering the perfect serve for The soft approach
Tom also asks managers to ensure
they’ve trained all staff on profit
included the Moscow Mule. As a result opportunities. “Don’t forget that energy
thirsty drinkers. Magners consumers Schweppes Canada Dry ginger ale has drinks offer a much higher price point
expect it to be served in a Magners seen a growth of 10.4% since the then standard mixers so if your staff
branded glass half filled with ice for same time last year. can upsell, that will be more money in
the perfect pint Says Alan: “Licensees’ ranging the till, maybe even enough to take
UIrecordOutdoor Area – quality outdoor decisions will help to drive their yourself on holiday when the sun
equipment, such as branded margins and should be based on a disappears,” he says.
parasols, can make a real difference
to the appearance of any outdoor
area, encouraging customers to stay
longer and enjoy the atmosphere
UIrecordPromotion & Communication –
make your summer drinks range
visible, in addition to ensuring the
right fridge space, display plenty of
POS and communication in and
around the pub.
He adds: “Getting the environment
right is perhaps the overall message. If
your customers enjoy their visit to your
pub and the drink they prefer is served
properly they’ll stay. Summer is
definitely the strongest time of the year
for cider, so it’s worth putting some
additional resource behind it. At
Range and availability of soft drinks will play an
Magners we are continuing to invest in
important role as the summer progresses.
the on-trade with a range of UIforward
· 34 · ots · june 2009 · www.55north.com
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