Gone are the days when your customers are uninformed about what a drink contains — not only do they want to know its ingredients, but how it is made, from where it’s created and why they should make it their choice at the bar.
But with this information, comes a rejig of brands in the fridge to align with what the customer wants.
As seen by the recent relaunch of soft drink brand Zeo, new flavours from Cawston Press with its ‘no artificial’ approach and the reduced sugar recipe for Lipton Ice Tea, it’s easy to identify that low-calorie softs are carving out space in pubs where, once, only sweet, fizzy drinks were offered to those not drinking alcohol.
With this, the reminder that soft drinks don’t have to include artificial sweeteners to appeal to people going out is continuing to gather ground. The recent Britvic Soft Drinks Review identified that the popularity of low- and no-calorie options is reflected in the increased sales of water in pubs, which jumped in value by 26.8% to become the fifth most purchased soft drink.
The opportunity to upgrade your non-alcohol offering is ripe. Grasp it.