Britvic and Pernod mix it up at pubs

Soft drinks company Britvic and spirits company Pernod Ricard have joined forces to boost sales of long mixed drinks in UK pubs and bars.

The partnership includes advice, staff training and PoS kits, comprising posters, menus, tent cards and mats all featuring dual branded serves, to promote drinks in outlets

"With 78% of all on-trade spirit sales mixed with a soft drink, it's an essential drink serving to get right and promote in pubs," said Britvic customer marketing manager, Ian Patefield,

The initiative also includes guidance on cash margins and drinks pricing for licensees to help improve pricing consistency and overall profitability, the company said. Britvic cites Nielsen research which suggests 42% of consumers would consider a spirit and mixer drink if the price was inclusive and clearly displayed.

Rival companies Coca-Cola and Diageo launched a £4m joint campaign to promote spirit and mixer serves in pubs back in March.