Premium soft drinks

10 things you need to know about premium soft drinks

By Nicholas Robinson

- Last updated on GMT

How is your premium soft drinks offer?
How is your premium soft drinks offer?

Related tags Premium soft drinks Alcoholic beverage

Soft drinks are no longer the preserve of children, adults are turning to the category in their thousands. Here are the top 10 things you need to know about premium soft drinks in pubs.

1) Sales are up in the leisure channel

Sales of soft drinks in the on-trade and leisure channels grew last year by 3.2% in volume, compared with an overall category decline.

2) Premium soft drinks drive the growth

In the on-trade, premium soft drinks sales grew by 75% year on year, according to research carried out by Britvic.

3) 10 best-sellers in the on-trade

The top five best-selling soft drinks in the on-trade include Coca-Cola Enterprises, Britvic, Redbull, Barr and Gerber. You’ll have to read the full feature in the 11 July issue of The Morning Advertiser ​to find out more.

4) Mimicking alcohol is the way forward

Some sector analysts have claimed soft drinks that mimic the design and manufacturing qualities will do better in the on-trade.

5) It’s not just about the softie

Remember, the premium soft drinks and premium spirits categories crossover. So, offering customers a premium mixer to go with their spirit will boost GP.

6) Not many mocktails

Just 22% of pubs are serving mocktails, despite increased consumer demand for more adult softs, according to Britvic.

7) Premium soft drinks pair well with food

Consumers who tap into the growing trend for all-day dining don’t necessarily want an alcoholic beverage or a standard soft drink with their meal, so pairing a premium soft with food can help boost sales and create a point of difference for a venue.

8) Staff training – the perfect serve

Just like with alcoholic drinks, staff should be trained to create the perfect soft drink serve. The correct glassware and garnishes should be used to ensure customers feel like they’re paying for something very special.

9) Craft soft drinks

Many drinks sectors have tapped into craft successfully and the soft category is making a play of it too. Think American root beer or Britvic’s WiseHead Productions programme.

10) More new product development

As demand for premium and craft soft drinks grows among consumers, manufacturers will continue to launch new and exciting products. Ensure your offer is up to date and on-trend.

Meanwhile, listen to an exclusive podcast interview with Hartridges soft drinks marketing director Ed Hartridge to find out why consumers are turning to premium softs​.

Related topics Soft & Hot Drinks Soft drinks

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