The need for on-trade operators to provide a soft drinks selection that caters to varying tastes is increasingly important, according to purchasing company Beacon.
Data from Coca-Cola showed that soft drinks sales in the on-trade eclipsed that of popular alcoholic preferences such as cider and wine, with one in five adults choosing not to drink alcohol at all in 2015.
The rise in popularity of adult soft drinks has been expedited by the introduction in Scotland of a lower drink drive limit, which, if replicated across the rest of the UK, would force business owners to consider how to maximise revenue through soft drinks in order to avoid taking a financial hit, Beacon said.
Working with another of its drinks suppliers, Fentimans, Beacon has identified significant room for growth in the premium soft drinks category for the hospitality sector.
Kelley Walker, category manager for drinks for Beacon, said: “When the new legislation was introduced in Scotland, some of our customers saw a drop in sales of up to 90%. Should similar legislation come into force in England, we want to ensure that businesses are prepared for the changes and able to easily adapt in order to thrive.”
Working with Coca-Cola and Fentimans, the purchasing company has pulled together a set of advice for businesses to utilise to refresh their soft drinks offering.
Beacon’s advice in full
Soft drinks do not have to be plain. Mintel’s Attitudes to Premium Soft Drinks report highlighted that one of the main things consumers wanted from soft drinks was high-quality ingredients and a clear difference in taste. Fentimans has responded to the research with its range of premium soft drinks with flavours such as sparkling lime and jasmine. Experiment with flavours in the same way as you would with alcoholic drinks menus, matching flavours that complement each other well, in order to develop fresh and exciting beverage solutions.
With the ever-growing popularity of health foods and the recent announcement of a new sugar tax, businesses and consumers alike are becoming increasingly conscious of making healthier choices. Communicating the healthy aspects of your soft drinks, such as low sugar or zero artificial colours, will help to tap into this market and drive sales. As an example, Oranka Juice Solutions has recently launched a range of juices that are free from artificial colours and sweeteners and contain just 2% sugar.
The trend for mocktails isn’t necessarily a new one, but is a trend that allows bar managers to up sell on the existing offering and adds a point of difference at the bar. Spend time developing a non-alcoholic cocktail menu that is equally as exciting as the standard cocktail menu, in order to maximise profits on soft drinks.
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