SOFT drinks sales often spike during the summer, thanks in part to being an ideal accompaniment to barbecues, says Donna Pisani, trade communications manager at Coca-Cola Enterprises.
“Providing a range of soft drinks in 4 x 330ml multipacks and a choice of larger, sharing formats of colas and flavoured carbonates ensures there is something for everyone to enjoy,” she said.
CCE also advises retailers to stock adult soft drink products, such as Appletiser and Schweppes Sparkling Juices,to give consumers a chance to trade up, to create special soft drinks displays, and to cross merchandise with other barbecue products.
At Barr Soft Drinks head of marketing Adrian Troy says summer is vital for the entire soft drinks market and retailers should ensure fixtures reflect seasonal uplifts. “Shoppers consume 22% more soft drinks in Scottish impulse during the summer with water, fruit drinks and other flavoured carbonates benefitting most. Retailers who adapt their ranges, particularly in the chiller, will benefit significantly,” he said.
“Sharing sized bottles can be grouped with other products to encourage purchase – for example, soft drinks can be positioned with other barbecue essentials.”