The impulsive outdoors

Lighter flavour drinks sales rise during warm summer months says RTD brand owner

As consumers take the party outside, impulse purchases rise, according to Global Brands.

To grab extra sales, retailers should increase their range of lighter, chilled bottled drinks, especially if the drinks are in price-marked packs, it says.

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Global Brands says its Hooper’s flavoured brews are ideal accompaniments to summer food.

Marketing director Simon Green said: “Summer brings a great opportunity for retailers to maximise their sales.

“As impulse shopping rises, retailers should bear in mind that 44% of shoppers admit they’re more likely to purchase something if it’s price marked.”

He added that Global Brands has introduced PMPs for VK, Amigos Tequila Flavoured Beer and Hooch.   

And he revealed that ahead of the summer Hooch has  launched Original Lemon Brew in a larger 700ml bottle price-marked at £2.99.

Green claimed that the Hooper’s range of traditionally flavoured alcoholic brews should be a summer favourite saying: “It is a great partner to the traditional foods we enjoy throughout summer, such as barbecues, picnics and festival foods.”

And he said spirit beers are becoming the fastest growing category in premium packaged lager and that its own Amigos Tequila flavoured beer has shown triple-digit growth since the start of 2013.

Halewood International is running an on-pack promotion for its Caribbean Twist premixed cocktails this summer.

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Caribbean Twist is giving away sunglasses.

The promotion  gives consumers the chance to win one of 52 designer sunglasses vouchers worth £150 and is featured across four flavours: Blue Lagoon, Strawberry Daiquiri, Pina Colada and Mixed Mango.

The promotion will run through the summer months up to the end of August and is being supported through  Halewood’s  social media channels and with advertising in selected consumer magazines.

Senior brand manager Michelle Raworth said: “This will reach around 1.9m people across eight women’s magazines including Elle, Cosmopolitan, Closer and Heat.

“The promotion will reward and engage Caribbean Twist fans who enjoy our range of flavours during the summer months, which are perfect to be shared with friends at barbecues and garden parties.”

After the offer is closed in August there will be a mop-up draw at the end of September. The promotion is also being featured on around 67,500 cases through off-trade outlets.

Once they have found the promotional code on their bottle collar consumers should enter it at to see if they have won.