While the majority of independent retailers questioned in a nationwide survey said their sales of soft drinks rose by up to 50% or more on a hot day, more than a third also said they didn’t increase their chilled space for soft drinks during the summer months.
Head of marketing at Vimto Soft Drinks, Neil Gibson, says: “Despite the knowledge that soft drinks can bring an exceptional boost to business during the summer, some retailers aren’t recognising that they could make even more profit by catering for impulse shoppers looking for a cold drink on a hot day.
“There’s no doubt that some of those surveyed will already be devoting good space to soft drinks in the fridge with no need to change. However, I’m confident that there are many who are not making the most of their layout. To benefit, retailers should put portable packs like Ready to Drink bottles and cans of the big, well-known and growing brands in the chiller.”
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