Carbonated drinks already account for 81% of soft drinks volumes in pubs — and there's still room for expansion
The carbonated soft drink reigns supreme in the on-trade. But manufacturers of sparkling drinks have responded to consumer demand for innovation, as evidenced by recent new product development.
Britvic has introduced Pepsi Xtra Cold, with a patented dispense system enabling an array of its drinks to be served as draught. Pepsi Xtra Cold is expected to be installed in up to 2,000 outlets by the end of the year and then rolled out across the UK, starting with Mitchells & Butlers, Toby Carvery and Harvester businesses.
Britvic on-premise director Paul Linthwaite says: "The drink is served in front of customers — similar to the way a consumer would experience a lager. The font also enables us to launch Pepsi Max into the on-trade."
Another brand innovation is Suso, a new carbonated 100% fruit juice, with no additives, introduced last year by former Red Bull MD Harry Drnec. The drinks come in lemon, berry and orange variants. and work either as a mixer or on their own as a sparkling fruit drink with each serving counting as one of your five a day.
The drink is currently stocked in Geronimo Inns and the Elbow Rooms. Sean Uprichard, Suso chief executive — and a former senior manager at Coca-Cola — believes there's never been a better time for pubs to boost their soft drinks offerings.
"Consumers are increasingly aware of better food and drink brands made with quality ingredients. They expect premium soft drinks in the on-trade to go with the well-loved premium alcoholic brands they have always known."
Phase two of the brand's UK rollout is the launch of a 275ml glass
bottle for the on-trade. "The 250ml Suso can is already flying off the shelves in national off-trade accounts, and with the launch of our exclusive glass bottle, Suso is set to do the same in the all-important on-trade."
Ticking all the "health" boxes from CCE's portfolio is Fruitiser, a new 100% natural drink, and sister brand to Appletiser and Peartiser. The lightly carbonated drinks — pomegranate & raspberry, mango & mandarin and apple & dragonfruit — are made from 100% juice, free from preservatives, colourants and added sugar.
The launch is being supported by a £1.5m marketing campaign, says Sally Marshall, marketing manager, and "will target a younger audience of women between the ages of 18 and 30 as the perfect accompaniment to food or refreshment when on a flirty night out with the girls."
Such nights are also
a target for Shloer, and its 275ml
bottle provides three variants: red grape, white grape and
white grape, mango & passionfruit.
Mike Coppard, managing director, says the trend towards natural drinks shows no signs of abating. "Increasingly consumers are looking towards 'better for me' products and look out for natural products like Shloer.
"By offering greater choice and stocking adult soft drinks and 'better for me' products alongside their core soft drinks range, bar owners have an opportunity to grow sales and encourage their customers to trade up for more premium products."
He adds, "More visits to family pubs since the smoking ban give a great opportunity to a brand such as Shloer as it is a versatile drink and perfect for the whole family during a meal."
The brand has a new strapline for 2008 —
"everything you could wish for" — to illustrate the drink's versatility. As Coppard suggests, "Shloer is a fantastic mixer for deliciously sophisticated alcohol-
ic and non-alcoholic cocktails.
One recipe is 'Minted Shloerberry' which combines mint leaves with raspberry vodka, lime and sugar, all shaken up with Shloer red grape."
What the consumers think
"When you're out shopping there are loads of different drinks at Boots and they do meal deals where you get crisps and a sandwich too. It makes more sense to do that than go to the pub for orange juice."
Male consumer (35)
"I'd like to see different soft drinks. I scan the fridge, but nothing stands out, so I get a Coke. Sometimes I get a J20, but nothing else really grabs me."
Female consumer (41)
"If I'm not drinking, I'm already given stick for being boring. When people are out on the lash, they don't like it if you're all moral and healthy. I drink Coke — then I can pretend it's got whisky or vodka in it."
Male consumer (20)
"When I see someone drinking something that looks nice,
I ask what it is. If it's a mate
I'll have a taste and if I like it,
I'll get one too."
Male consumer (32)
What's going on in the market at the moment?
"Soft drinks are an ever-increasing important category for licensees — the category is now worth more than ale in value. My wish is that the licensed trade would pay soft drinks the same level of attention, in what they stock and looking after equipment, as they do with as ale. Even if they spent half as much time as they spend on creating a wine list, we would see a real improvement in standards"
Paul Grace, licensed marketing manager, Coca-Cola Enterprises