Adults only - soft profits 2
Adult soft drink consumption is steadily growing, making it a lucrative market
Adults represent 67 per cent of the population and account for more than half of all soft drinks sales. Having grown up on soft drinks as children, people are continuing to drink them into their adulthood and per head consumption is steadily increasing over time, making the adult market a key profit area for licensees. As they move into adulthood, people refine their tastes and repertoires, demanding soft drinks that suit their lifestyles. As part of the Right Choice soft drinks management programme, Britvic is continually researching these preferences and investing in its portfolio of adult brands through innovation and effective promotional support. By understanding why and where adults choose their soft drinks, Britvic provide a great choice of soft drinks for adults in the on trade and profit for customers.Britvic research shows that adult consumers want premium packaged soft drinks. By stocking J20 and Britvic 55, licensees offer adults soft drinks that are ideal to accompany food as well as being a credible alternative to alcohol.
Case study: David and Pam Watts, The Kings Head, Leatheringsett, Norfolk
As a small village pub, we rely on people from outside the immediate area to visit us. We sell a lot of soft drinks because there are a high number of drivers but also because they are drinks of choice.We stock J20 and Britvic 55 to cater for the adult market and find that Orange & Cranberry is a particularly strong seller of the four J20 flavours we have. They are very popular and their packaging not only makes them appealing but also portrays good value for money.As well as being a phenomenally good seller in its own right, J20 is also a firm favourite as the main ingredient in the alcoholic and non-alcoholic cocktails we do.Food is very important at our pub and both J20 and Britvic 55 are popular adult choices at meal times. To ensure that customers know exactly which soft drinks we offer, we have a shelf that displays our full range, backed up by strong point-of-sale.
Key brands
J20J20 from Britvic was by far the fastest growing soft drinks brand in the on-trade in 2002 and has grown 120 per cent in the last year, entering the top 12 for the first time. Alongside water, fruit drinks was the fastest growing soft drinks sub-category last year and now represents a significant slice of market value at 14 per cent. This year J20 benefits from a £4m investment, incorporating national sampling as well as TV and outdoor advertising. £2.5m will be spent on consumer media, profiling J20 as the choice soft drink for beer garden and barbecue occasions. Containing 50 per cent fruit juice, J20 is available in four flavours - Orange & Passionfruit, Apple & Mango, Apple & Melon and Orange & Cranberry. In order to maximise sales, licensees should stock at least three flavours as Britvic's research shows that J20 drinkers like to alternate flavours when drinking in rounds. J20 should be served from the bottle when part of the round or with a glass and fruit for diners.
Britvic 55 Britvic 55 is benefiting from a brand new flavour and contemporary look as part of a £1.5m spend for 2003. Raspberry & Cranberry joins the current Orange and Apple flavours in the repertoire bringing Britvic 55 in line with modern adults and their drinking preferences.Britvic 55 packaging has also been revitalised to promote the brand as the refreshing, sparkling and fruity premium adult soft drink. The packaging, which was developed by testing concepts in real-life outlets, makes Britvic 55 look great on the shelf, eliminates any confusion between flavours with its vivid red/pink colour and makes it more appealing to a wider range of adult drinkers. The launch of the new flavour and pack design of Britvic 55 will be supported by a significant campaign to drive awareness and trial and includes outdoor advertising, sampling and PR. In outlet awareness will also be driven by permanent point-of-sale kits and back bar display equipment.
For more information on the Right Choice programme for publicans, call Britvic customer services on 0845 755 0345
