Soft drinks: formula for success

Coca-Cola Enterprise's step-by-step guide to great soft drinks.

Quality and serve​

The perfect packaged serve

• Ask your customer if they wish to drink from the bottle or from the glass
• Take a clean cool branded glass
• Add ice
• Pour a chilled soft drink over the ice
• Add fresh fruit and present to the customer.

Range​

• Serve the correct Coca-Cola pack for your outlet type
• Choice is becoming more important to consumers and your range should reflect this
• Look out for Diet Coke with Lemon in glass 330ml bottles coming soon.

Occasions​

• Food is becoming increasingly important to pubs - 33% of all on-trade occasions involve food (Alco Vision December 2000)
• Linking soft drinks with food is a great way of driving sales, particularly at lunchtime.

Visibility and merchandising​

• Let your customers know about your soft drinks range by building impactful displays on the back-bar
• To create space remove all clutter from the back-bar including glasses
• Change your displays regularly to maximise impact

Promotions​

To run a successful promotion follow these steps:

• Agree what you want to achieve from the activity
• Make sure that you have a simple mechanic which your customers and staff can easily understand
• Agree timings and brief your team thoroughly
• Build great displays. Advertise the activity using posters, chalk boards or flyers - whichever suits your pub
• Monitor the activity and measure the success. Always remember to take down posters and displays when the promotion has finished.

Formula for success​

• Stock a good range of leading brands
• Always serve packaged soft drinks chilled from the fridge
• Take care in the presentation of your soft drinks
• Make the most of food links
• Promote the leading brands