With less than 80 days left until Christmas, Britvic Soft Drinks has unveiled its plans for the key festive season.
This winter will see the launch of advertising campaigns for three of its major on-trade brands - J20, Amé and Fruit Shoot from Robinsons.
While the campaigns are primarily designed to exploit the crucial period between Christmas and the New Year, Britvic is also urging publicans to focus on the soft side of their business during what is traditionally a post-festive downturn.
A survey commissioned by Britvic revealed that 30 per cent of adult alcohol consumers cut down their drinking at the pub, with half of those "on the wagon" directly replacing alcohol with soft drinks such as fruit juice, colas and fizzy fruit drinks.
"Our research shows that publicans must keep focus on soft drinks into the new year," said Britvic's Sue Garfitt. "In the past, publicans haven't been making the most out of soft drinks during January and February when soft drinks come into their own."
Britvic has also unveiled Smart Solutions, a new Right Choice management tool for its on-trade customers geared towards getting drinkers to buy bigger, better and more often.
Ms Garfitt added: "These new stratetegies open up at least £25m profit opportunity in the on-premise soft drinks category in the near future.
"By working together with Britvic to translate these strategies into tailored long-term tactics, individual licensees can grab their share of year-round category growth."