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.