Youth is seeking out quality in the chiller

YOUNG adults are turning away from the core soft drinks range in favour of smaller craft brands, Bundaberg has claimed, with so called ‘millennials’ said to be seeking out products that provide a “unique experience”.

John McLean, chief executive of the Australian soft drink producer, said that the shift towards more premium products in soft drinks is a trend that follows on from similar movement in other categories.

“Premiumisation is a concept that we have seen change consumer perceptions in other categories including spirits, beer, and fast food,” he said.

“Similar changes are now occurring in the core soft drinks category, with adult consumers seeking more premium products – ones which are a bit more special than an everyday soft drink, a drink to be ‘savoured’. Because of this, consumers are looking for brands that are authentic – ‘real’ and ‘genuine’.

“Put simply, consumers are drinking less but better and this is driving the adult/craft category.”

Bundaberg has a range of seven flavours available in the UK including Ginger Beer, Diet Ginger Beer, Root Beer, Lemon Lime & Bitters, Pink Grapefruit, Blood Orange, and Peach.