Grown-up softies

The grown-up experience without alcohol, from Eisberg.

ALCOHOL-free product suppliers argue that stores, including c-stores, should give more space to soft drinks designed for grown-ups.

A spokesperson for alcohol-free wine brand Eisberg said Nielsen statistics for the year to 29 March 2014 showed the brand’s sales up 22% year on year.
“Alongside the traditional choices, we’re seeing shoppers purchasing a wider range of grown up alcohol-free options to cater for everyone attending the big night in,” she said.
The brand team says the typical Eisberg drinker is female, aged 20+ and drinks Eisberg as a replacement for an alcoholic drink so that she doesn’t ‘miss out’ on the experience.
• Amanda Grabham, marketing director, soft drinks at SHS Drinks whose portfolio includes Shloer, said: “While alcohol may top the list of purchases for consumers on an ‘entertaining at home’ shopping mission in convenience stores, 21% of shoppers purchasing for these occasions are buying soft drinks.
“The busiest purchasing period for Shloer is Thursday-Sunday. That’s when the stock really flies out of the door, so it’s particularly vital to keep shelves and chillers stocked on those days.”