CarlsbergBritvic-SDR-Licensed-v17 - Flipbook - Page 55
Licensed category overview
Licensed deep dive
Licensed data tables
VALUE
ADDING ELEMENTS
People will pay more for drinks they
perceive to be better for them, either
because they’re boosted with functional
ingredients or they only contain natural
ingredients.27 To help operators capitalise
on this, Carlsberg Britvic offers a
growing range of premium, naturally
healthy soft drinks, such as new Lipton
Kombucha (a refreshing, lightly sparkling
drink with naturally fermented tea)
and Aqua Libra Pure Filtered Still and
Sparkling canned water.
CONSUMERS ARE WILLING TO PAY MORE FOR MORE SPECIALISED QUALITY
SOFT DRINKS WHICH DELIVER ON HEALTH AND NATURALITY27
COLA
FIZZY
DRINKS
PLAIN
WATER
FUNCTIONAL
SPORTS
SMOOTHIES
MEAN
2.35
2.20
2.43
3.83
3.09
3.61
No more
43%
40%
39%
18%
22%
17%
Up to £1
32%
33%
33%
26%
31%
31%
Willingness to
Up to £2
pay more: %
13%
14%
19%
33%
27%
27%
Up to £3
9%
10%
6%
21%
13%
13%
> £3
4%
3%
3%
3%
7%
7%
CURRENT
PRICE
HELP YOUR GUESTS
MODERATE THEIR ALCOHOL
Big nights outs are being redefined; they’re not
necessarily the big booze ups they once were. As we
revealed in the previous chapter, growing numbers
of people are using tactics such as ‘zebra striping’
(alternating between alcoholic and non-alcoholic drinks)
or ‘bookending’ (starting and ending nights out with
low or no alcohol drinks) to moderate how many units
they’re consuming.30
A third (32%) of people have a drink of water between
alcoholic drinks when they’re on a night out ‘most’ or ‘all
of the time’,30 suggesting that huge value can be unlocked
by presenting soft drinks and low and no alternatives on
an equal pegging with alcoholic drinks. We are helping
our partners in the licensed trade to do just that by
developing jaw-dropping serves and eye-catching Point
Of Sale material.
30 KAM Low+No: Drinking Differently 2024
LICENSED DEEP DIVE
55
