Adults only - soft profits
The adults soft drinks market is increasing so now is the time to tap into profit
There are 31 million adults over 35 in the UK. They represent more than 50 per cent of the population and are the biggest group of soft drinks consumers. Having grown up on soft drinks as children, people continue to enjoy them into their adulthood. Moreover, per head consumption is steadily increasing, making the adult soft drinks market a growing profit opportunity for publicans.Britvic Soft Drinks' Right Choice soft drinks management programme, has identified different food occasions when adults drink soft drinks in pubs and tactics to maximise sales. By understanding why and when adults choose soft drinks we can fulfil their needs by providing variety and value.
Adult formalA formal adults-only environment where people tend to stay for about two hours but on average only buy three drinks. lEncourage staff to offer diners more soft drinks at the table.
Adult informalA lively and relaxed atmosphere where people stay for about one and a half hours but many only buy a couple of drinks. lMake soft drinks visible on menus, use point of sale on the table and behind the bar.
Food breakWhere there is only time for a quick drink and a bite to eat. lFocus on different parts of the day with meal deals and special offers, eg elevenses, lunch, afternoon tea.
Key brands
J20J20 from Britvic was by far the fastest growing soft drinks brand in the on-trade in 2002 and achieved 120 per cent value rise over the last year. The brand's success is due to the fact that, retailing in contemporary 275ml bottles, it is considered as a credible part of the round on drinking occasions and is also the ideal accompaniment to food. Following on from its TV advertising debut at Christmas 2002, this year J20 is benefiting from £4m investment, incorporating national sampling as well as TV and outdoor advertising. £2.5m will be spent on consumer media, profiling J20 as the soft drink for beer garden and barbecue occasions.
Britvic 55Britvic 55 was launched in 1978 and has been the number one sparkling juice drink for over 20 years. Named after its 55 per cent juice content, Britvic 55 was launched with the strapline "55 per cent pure juice and 100 per cent sparkle". In 1999, Britvic identified the profit opportunities presented by longer serve drinks and its flagship brand Britvic 55 was upsized from a 180ml returnable bottle to its current 275ml premium pack, non-returnable bottle.
Karl Johnson, The Essex Arms, Watford"Both Britvic 55 and J20 are key drinks for us. J20 in particular performs massively. We stock three flavours and the Orange and Passion Fruit flavour sells extremely well," says Karl Johnson of the Essex Arms in Watford."Britvic 55 and J20 are mainly drunk on occasions when people are driving or at lunch and don't want an alcoholic drink. Both are becoming very popular in the evenings as well when we get people stopping off after work or after going to the gym. "People always want to try something a bit different and they get that with J20 and Britvic 55. The added benefit is that it leaves them refreshed, especially during these summer months. J20 has really cornered the market for offering customers flexibility in that way. "We encourage the staff to drop a bit of fruit into the J20. It makes it look more presentable and gives the right impression that the drink will be very refreshing. "We also have a lot of dedicated bar space to the drinks. Overall we've got 10 shelves of J20 and Britvic 55 so people can't miss them. We encourage staff to recommend them to customers who want refreshing drinks or when they want a non-alcoholic drink. Now the summer is here, both are becoming firm favourites in the beer garden."
For more information on the Right Choice programme for publicans, call Britvic customer services on 0845 755 0345
