Adding soft drinks to the mix

two bottles of schwepps tonic water and a glass on tonic with a lemon slice

SOFT drinks play a key role during the festive season, with the category set to drive sales for retailers across the period.

That is according to Amy Burgess, senior trade communications manager at Coca-Cola Europacific Partners (CCEP). Burgess pointed out Nielsen data for the four weeks to 1 January 2022 that found mixers, cola, lemonade and adult soft drinks – such as CCEP’s brand Appletiser – tend to overtrade during the Christmas period when compared to the rest of the year.

As a result, Burgess reckons retailers will be able to capitalise on festive occasions and social events through the soft drinks category and drive in-store sales.

“Soft drinks are often a big part of nights in, adding a sense of occasion for those choosing not to drink alcohol, or to be used as mixers.

“As such, retailers should offer a range of multipacks for consumers to stock up for these occasions. It is important to focus on key soft drink segments including cola, lemonade, flavoured carbonates and mixers, and top performing brands within these,” she said.