Consumers continue to manage the increased cost of living, and while they still want to go out and socialise with friends and family, they are being more selective. More than 90% of consumers visit an on-trade venue at least once a month, and 40% of consumers visit at least once a week[1] and this presents opportunities for the licensed sector.
To secure this custom it’s more important than ever to give customers an experience that can’t be replicated at home. That means creating an atmosphere or buzz in the venue, and this is relevant to the drinks on offer and how they’re served.
While this summer presents big opportunities for our hospitality customers, we recognise these are still incredibly challenging times for hospitality businesses. We want to continue to play a role in supporting customers of all sizes to get the most from their soft drinks offer, grow their businesses by tapping into key occasions and events, while becoming more sustainable along the way.
Soft drinks sales opportunities
Around one in every five (19.6%) drinks sold in the on-trade is a soft drink[2], representing an important opportunity for outlets. From a range perspective, colas, lemonades and mixers remain the biggest categories in soft drinks[3], so these should form the foundations of any back bar or restaurant menu.
Two in three colas sold in the on-premise are from the Coca-ColaTM range[4], which includes Coca-Cola Original Taste, Diet Coke and Coca-Cola Zero Sugar. The latter is the fastest growing cola within the licensed sector[5], highlighting the importance of offering consumers the choice of original and low-or-no sugar options.
The perfect serve
And then it’s about delivering the perfect soft drinks serve every time, and while it sounds simple, it can make a big impact. It gives customers the feeling that they’re getting something worth going out for, that they couldn’t get at home. We know this makes a real difference, as a recent survey of 500 people showed that 85% of respondents were more likely to order another drink and revisit a venue if their soft drink was served perfectly[6].
Our independent customers can visit our trade website My.CCEP.com for serve inspiration and ranging advice, as well as a host of PoS materials to highlight their soft drinks range in venue.
For our independent postmix customers that are registered on My.CCEP.com we’ve also recently set up our Coca-Cola Rewards initiative to say thank you. The first reward is a free 7L Diet Coke Bag In Box which can be claimed while stocks last (T&Cs below).
Mixing it up!
The classic gin and tonic remains in the top five most sought-after mixed drinks and cocktails[7], so getting your right tonics range is important. Schweppes is sold more than any other mixer in GB[8], making it the ideal option for pubs and bars.
Venues might also offer mixed drinks or a cocktails for more adventurous consumers. Using sodas and tonics with a twist – like Schweppes Elderflower Tonic, Schweppes Melon Watermelon Soda and Schweppes Peach Coconut Soda – can be a great way to deliver a unique serve.
Pink Paloma
Schweppes has recently unveiled a new GB Brand Ambassador, renowned mixologist Josh Linfitt, who will manage a team of six ambassadors come the summer, supporting licensed outlets in key cities across the country. The team will focus on a number of Perfect Serves including:
25ml Blanco Tequila
30ml fresh pink grapefruit juice
150ml Schweppes Pink Soda
Garnish with lemon disc and a pinch of sea salt
“Schweppes has the bubbles, balance and bite without the flavour spikes, so works really well with all spirits, modifiers and is even fantastic in alcohol-free options” – Josh Linfitt, Schweppes Prestige brand ambassador.
Sporting occasions
Sport is always a massive opportunity for operators, and we’ve got a bumper summer in store, with the finale of the domestic football season being quickly followed by UEFA EURO 2024, and the 2024 Summer Olympic Games and Paralympic Games. In a recent survey, 41% of consumers said they choose to watch sports in pubs and bars because of the lively atmosphere[9], so it’s important that operators deliver an experience that can’t be replicated at home and that will encourage repeat visits.
Coca-ColaTM is synonymous with big sporting occasions and, as official sponsor of UEFA EURO 2024, we’re helping our licensed customers to create a buzz throughout the tournament with a new promotion. From early June, we’re giving consumers the chance to win thousands of UEFA EURO 2024 themed prizes by scanning QR codes on Coca-Cola Zero Sugar’s iconic glass bottles, including Adidas training tops, as well as Coca-Cola branded footballs and cups. Everyone that enters the promotion will also go into a draw for the chance to win an ultimate VIP final fan fest experience at Box Park.
Outlets can request in-venue point of sale materials, including posters, coasters and table talkers, via My.CCEP.com to promote the campaign.
Supporting the industry’s sustainability journey
It may feel challenging to prioritise sustainability, but it’s important for both the planet and for businesses and we’re here to share expertise and resources to help outlets on their journey.
One way we’re doing this is through the Net Zero Hospitality Initiative. Alongside Net Zero Now, the Sustainable Restaurant Association and Pernod Ricard, we are a founding partner of the initiative which aims to help outlets calculate their carbon footprint, make carbon reductions while saving money.
Licensed outlets can show their involvement and achievements through an accreditation mark that can be displayed within their outlet, as well as on marketing materials to help drive employee and customer loyalty. We already have some outlets that are ‘on the road’ to Net Zero, but we are keen to encourage others to sign up. For more details visit https://netzeronow.org/pubs-bars
Recognising pubs and their support for communities
Independent pubs and bars have a unique role to play as hubs of their villages, towns and cities, and the past few years have brought their importance into focus. Whether it is providing spaces for local community groups, giving out free meals, or raising money for charity, there are so many pubs out there committed to making a difference.
We know there’s plenty more incredible work going on that deserves recognition, so we are continuing to support the Community Pub of the Year category in the Great British Pub Awards, which is now open for entries. We’re donating £1,000 to each pub shortlisted for the Community Pub of the Year to put towards their charitable efforts, and the winner will receive £5,000.
[1] CGA Cost of Living Pulse Survey August 23
[2] CGA On-Premise MAT Volume w/e 31.12.24
[3] CGA On-Premise MAT Value w/e 31.12.24
[4] CGA On-Premise MAT Volume w/e 31.12.24
[5] CGA On-Premise MAT Value w/e 31.12.24
[6] One Pulse, 500 Respondents, Survey: Serving Soft Drinks perfectly in Pubs & Bars (HORECA), Survey completed: 20 February 2024
[7] Future Lab Cocktail Trends Report 2023
[8] CGA On-Premise & Nielsen MAT Value w/e 31.12.24
[9] ‘The value of live sport in Britain’s pubs and bars’, Sky Business & CGA, July 2023 – 500 respondents
T&Cs: GB. Offer for existing independent on-premise customers with 1 outlet. Customers with more than 1 outlet, not eligible. Offer opens at 00:00 on 04.04.2024 and closes at 23:59 on 04.04.2025. Eligible customers must have a My.CCEP account and CCEP Postmix Equipment installed in outlet to redeem 1 free 7L Diet Coke Bag-in-Box. Max 1 free product per customer. T&Cs apply, see [https://my.ccep.com/article/postmix-coca-cola-reward]. Promoter: Coca-Cola Europacific Partners GB