In association with Britvic

Premiumise for success on reopening

By The Morning Advertiser

- Last updated on GMT

Related tags: Soft drinks, Britvic, Premium soft drinks

With the hospitality sector starting the long slow process towards reopening their businesses this week, it’s time for operators to reassess their offer and think about premiumisation.

Director of foodservice & licensed at Britvic, Adam Russell, said although consumers have adapted to the ‘new normal’, they are certainly becoming more eager to return to venues and outlets. In fact, 34% of people suggest they will go back to hospitality outlets once they have received their two inoculations.

He also said that premiumisation will be key to enticing visitors back to outlets this summer, with offerings that cannot be re-created at home. With the growing desire, and confidence, in venturing out to hospitality once things are open, it’s important for operators to make that trip out all the more special – particularly given the increase in ‘hospitality at home’ during lockdown.

To help deliver that, Britvic has launched its London Essence Fresh Serve – this will be a key piece of equipment which offers a serve that really cannot be re-created in the home. It’s a world-first and offers the freshest premium tonics on draught, by infusing distilled botanicals at the last minute.

Adam also highlighted the great new tool Britvic is adding to its Sensational Drinks website in time for hospitality reopening in the form of a menu maker.

Here, operators will be able to use the expertly designed menu templates and simply add their products, while applying Britvic’s core ‘menuology’ principles to really make the most of such a vital selling material – especially when visitors will be unable to look at options at the bar.

At the question of cost being a factor, he stressed the key is offering consumers choice; you will never be able to provide one single solution that meets everyone’s demands.

To hear more on all this, watch the video above.

Related topics: Soft & Hot Drinks

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