Premium soft drinks

Soft drinks in pubs are getting sexy

By Nicholas Robinson contact

- Last updated on GMT

Soft drinks have arrived late to the premium and craft party, but operators must try to tap into better quality products now if they are to take better advantage of consumer demand for new and exciting non-alcoholic drinks.

That’s according to Ed Hartridge, marketing director at soft drinks maker Hartridges, who also told The Morning Advertiser ​(MA​) that it was vital publicans took note of changing consumer demands.

In this exclusive podcast interview, he said: “I certainly think the soft drinks category might be a little bit late to the market versus the beer, cider and spirits categories.

“But the trend is heading towards premiumisation.”

Going out less than ever

He added: “Consumers are going out less than ever before but when they are out they’re spending more and they’re going to the pub for a treat and want to be made to feel special.

“A lot of consumers are now also actively going to the pub to drink soft drinks and publicans should be looking at this.”

Listen to the rest of this podcast to find out why Hartridge thinks consumers are looking for heritage and stories from their food and drink products.

Meanwhile, see a preview of the MA’s ​premium soft drinks feature (featured in the 11 July issue of the magazine) by reading the Top 10 Things you need to know about premium soft drinks in pubs​.

Related topics: Soft & Hot Drinks

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