Summer soft-drink push

Soft drinks giants Coca-Cola and Britvic are ramping up activity to boost sales of long drinks in the on-trade this summer.

This July, Coca-Cola Enterprises is working with Diageo Great Britain to drive spirit and mixer serves, while Britvic has brought out a mixed-drink menu created especially for the on-trade.

The CCE and Diageo GB campaign will promote perfect serves across the spirit and mixers range: Smirnoff & Coca-Cola, Bell's & Coca-Cola and Gordon's & Schweppes Tonic.

More than 3,500 kits will be distributed by the two companies, with PoS including table talkers and sticker sheets to communicate drinks prices. PoS will show the recipes for each of the three serves, while a back-of-house poster will give barstaff a step-by-step guide to creating the perfect serve.

"Most spirits are consumed mixed, so our partnership with Diageo will really help to drive spirit mixers over the summer," said CCE head of communications Ed Knight. "The campaign is also aimed at improving the quality of spirit and mixer serves across the on-trade."

Britvic's menu, meanwhile, promotes pitcher and long-drink recipes such as the Spiced Cuba Libre mixed drink made with Morgan's Spiced Rum & Pepsi; the

British Summer long drink made with Pimm's, gin & R Whites; and the passion fruit Mai Tai made with vodka, amaretto and orange & passion fruit J20.

"The Britvic mixed drinks menu will create excitement in outlets by offering consumers variety and interesting alternatives to wine and standard spirits and mixers," said on-premise business unit director Paul Linthwaite.