Orchid Group to trial draught Oasis
Soft-drink brand Oasis is being trialled on draught in pubs this summer for the first time.
Brand-owner Coca-Cola Enterprises (CCE) has joined forces with the Orchid Group to offer Oasis on draught in 40 of the pub operator's venues. The results from the trial, which is taking place in Orchid's Independent Local and Freehouse Dining pubs, will be assessed in September to see if a wider rollout is viable.
As well as a branded font for the bar, the draught trial includes training on the perfect serve for staff, Oasis-branded glassware and technical support.
Only one flavour will be available as part of the new trial — Oasis Summer Fruits — and the product push will centre on lunchtime meals, the time when 60% of Oasis is currently consumed, according to CCE.
"We're confident that this trial will help to enhance the quality of food occasions and customer experiences within our pubs this summer," said Adam Bowers, head of marketing for Orchid Pubs & Dining. "Innovation within soft drinks is particularly exciting as it aligns perfectly with our commitment to our customers and front-of-house teams to provide new and credible value-for-money propositions."
A high-profile consumer advertising campaign is set to run throughout the summer, which focuses on the drink's compatibility with food under the slogan "Oasis, it'll go with anything". It is hoped this will also help create demand for the drink in the trial pubs.
