Coca-Cola's ace post-mix push

Coca-Cola Enterprises (CCE) is attempting to improve the perception of post-mix fizzy drinks among consumers.

The soft drinks company is investing in an initiative known as ACE — Accredited Coca-Cola Establishment — which will include training for licensees and staff, glassware, guidelines and advice on how to increase sales.

"Soft drinks present a strong sales opportunity for licensees, especially during the lunchtime occasion when 80% of people prefer them to alcohol," said Barbara Johnson, shopper marketing manager.

"But 63% of customers still believe they are receiving poor value for money in pubs regarding soft drinks, especially post-mix."

CCE is aiming for an uplift of 6% in post-mix sales through the programme, which is launching now.

After training, licensees will be assessed on their knowledge and the quality of the serve of a post-mix drink in order to become an accredited venue.

They will then be awarded with a plaque, certificate and font badge.

CCE representatives and independent mystery shoppers will then visit outlets to make sure standards are maintained.