RETAILERS can maximise their sales by stocking products which will be in the spotlight this summer, according to soft drinks specialist AG Barr.
As well as spending £12m in brand support in the run-up to The Glasgow 2014 Commonwealth Games, reinforcing its role as an Official Supporter, the company aims to broaden the appeal of its brands.
“We are investing unprecedented levels of marketing support around Glasgow 2014 to allow us to work closer than ever before with our retail partners,” said Adrian Troy, AG Barr’s head of marketing.
“This year Irn-Bru will capture the enormous sense of national pride that Scotland is hosting Glasgow 2014 and help Scottish fans live up to their reputation as the world’s best supporters. We want our Scottish consumers to feel proud of what Irn-Bru is doing in its heartland to support Glasgow 2014.
“However, the retail opportunity is not just for the 11 days of Glasgow 2014. Our marketing activity will enable retailers to use AG Barr brands on their soft drinks fixture for six months to engage shoppers and harness the excitement which is already building around this memorable sporting occasion.”
As part of the activity, AG Barr has launched a new range of special packs for its Barr range to celebrate the brand’s role as the official soft drink of the Glasgow 2014 Commonwealth Games.
The firm has also launched a new low-calorie cola, Barr Xtra Cola.
Retailers should ensure they get the energy category right to maximise soft drinks profits, he suggests.
Rockstar now dominates flavoured energy drinks with seven of the 10 fastest-selling big cans being Rockstar flavours, he said.
“Another big trend in the energy market is the growth of low-calorie variants.
“The low-calorie energy market is currently worth £43m for retailers and is estimated to grow to £200m over the next five years.
“However, there is currently little consumer choice. Rockstar Pure Zero fulfils both the demand for a low-calorie option and the demand for great-tasting flavoured energy.”
