It’s not all about the off-sales

NEGLECT soft drinks at your peril this month – that’s the message from some of the biggest brands in the chiller who reckon retailers should prepare for an uplift in volume sales in the weeks ahead.

Amy Burgess, trade communications manager at Coca-Cola European Partners (CCEP), said last year there was an average of more than nine soft drink purchases per shopper in the run up to Christmas, with 95% of households buying soft drinks.

To capitalise on this, Burgess suggested focusing on sharing formats such as 1.75l PET bottles or 330ml can multipacks as well as keeping an eye out for Christmas edition packs with a festive theme.

Rich Fisher, category development manager at Red Bull UK, agreed that multipacks should shine this Christmas and he suggested retailers stock up accordingly.

Mark Young, commercial director at Intercarabao said that energy drinks should enjoy a sales uplift this festive season thanks in part to increased demand from adults avoiding alcohol. “Data from the Office of National Statistics earlier this year revealed that the proportion of adults who say they drink alcohol is at its lowest on record,” he said.