CarlsbergBritvic-SDR-Licensed-v17 - Flipbook - Page 48
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Sustainability
Category overview
MAKE SOFT
DRINKS STAND OUT
You can’t expect to sell more of anything if your customers
don’t know it’s there. And in pubs, bars and restaurants,
soft drinks are often lost, overlooked and overshadowed in
terms of visibility by beer, wine, spirits, coffee and food.13
Perhaps this is understandable, given these products’ value
to licensed venues and their patrons, but by keeping soft
drinks in the corner, operators are missing a trick.
Remember, alcohol is not consumed as much as it once
was, with one in three pub visits being alcohol-free.14
Despite this, demand for visually appealing drinks and
memorable experiences is on the rise,15 as are consumer
preferences for quality soft drinks and non-alcoholic
alternatives.16 If operators are to avoid being stung by the
decline in demand for alcohol, they must ensure their soft
and low and no alcohol drinks are highly visible.
PUT
FLAVOUR
FIRST!
Your guests don’t want to feel like they’re taking a stab in
the dark when ordering a drink. Research shows that this
often still the case: 40% of Brits14 make it their mission to
find out what low and no alcohol drinks are available at a
venue before visiting (if they are moderating alcohol),14 yet
one in two venues don’t list their alcohol-free offerings on
their Google listing.14 And, only one in five have uploaded a
menu featuring alcohol-free drinks to their listing.14
If it can’t be seen from the bar or on the menu, it won’t
be on the order. It’s therefore crucial that soft drinks
and alcohol-free alternatives are prominently displayed
in venues. Showcase the brands you have on offer and
ensure your staff are fully versed in how to serve them in
an attractive and compelling way.
Sometimes, low and no drinks try too
hard to mimic alcohol with names like
‘Virgin G&T’, research shows. Of course,
there’s nothing wrong with using such
descriptions to denote the hard stuff’s
absence, but alcohol alternatives sell
better when their names work harder to
whet the appetite.20
Hence why J2O’s Mocktails range
comprises Blackberry & Blueberry
Martini, Strawberry & Orange Blossom
Mojito and White Peach & Mango
Daiquiri – names that leave drinkers in
no doubt about the treat their tastebuds
are in for when they take their first sip.
While flavour is key across all drinks
choices, research shows that it has
more significance with soft drinks,
partly because people are more likely
to stick to their ‘usual’ when they’re
drinking alcohol.17 So, instead of ‘Virgin
G&T’ why not call it ‘Cherry Blossom
Spritz’? Get creative!
13 The Value Engineers – Hospitality Channel Insight – September 2024 - While ordering from the outlet, which of the following did you see? Total sample n=9147 (All subchannel visits), Online n=1510
14 KAM x Everleaf – Raising the Bar 2024
15 The Value Engineers – Hospitality Channel Insight – September 2024 - 25-minute quantitative surveys of 4,800 consumers in the UK
16 Kantar Profiles/Mintel, August 2023 - 2024 - 1,727 (2023), 1,706 (2024) internet users aged 18+ who visit pubs/bars
17 The Value Engineers – Hospitality Channel Insight – September 2024 – Which of the following were most important when you were choosing your drink? Total sample:
n=12155 (All drinks), Soft Drinks n=6078, Alcoholic Drinks n=3376, Hot Drinks n=2282, Offline n=10103
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LICENSED DEEP DIVE
