Soft drinks: formula for success

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Related tags: Coca-cola

Coca-Cola Enterprise's step-by-step guide to great soft drinks.Quality and serveThe perfect packaged serveAsk your customer if they wish to drink...

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

Related topics: Soft & Hot Drinks

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