Britvic-SDR-Licensed-v12 Final - Flipbook - Page 28
Welcome
Sustainability
Category overview
Shoot for the moon with Fruit Shoot!
Three, two, one… blast off! Britvic teamed up with
licensed operators including Brewers Fayre, Greene
King and Marston’s in 2023 for an out-of-this-world
augmented reality promotion that featured a fun
game and instructions for converting Fruit Shoot
bottles into space rockets, as well as giving kids the
chance to win their “dream thing”.
This was Fruit Shoot’s biggest ever hospitality
campaign, landing in 800 outlets across the UK. It
certainly hit the mark, fuelling strong growth and
giving kids a fun activity to do during their meals
(and allowing parents to relax). More operators have
signed up for similar activities in the coming year.
Of course, different people value different things, and this
changes over time. Value is clearly no longer purely about
price15. Pub and restaurant-goers are becoming more
conscious of their health and sustainability.16 They’re less
likely to drink alcohol and more likely to want to take part
in games. As we explored in Britvic’s 2023 Soft Drinks
Review, this is fuelling the rise of “competitive socialising”
venues where soft drinks and low and no alcohol options
are more popular.
By rethinking their soft drinks ranges and how they market
them behind the bar and on tables, licensed operators
are unlocking new growth. Marston’s, for example,
has incorporated 20oz serves of Pepsi MAX® into its
weeknight meal deals. The pub group also uses tabletop
materials to promote its Strawberry & Peach and Passion
Fruit Refreshers, non-alcoholic house sodas made with
Teisseire syrups, and long drinks mixed with London
Essence Company sodas and tonics.
Evenings out for Generation Z (born between 1997 and
201217) and Millennials (born between 1981 and 199618) are
less likely to revolve around the consumption of alcohol.
More than a 昀椀fth (21%) of people in these groups are
motivated to visit one pub over another by the selection
of soft drinks on offer.15 One in four (25%) pubgoers only
order non-alcoholic drinks and 24% order a mix of soft and
alcoholic drinks19.
15 Mintel pub-visiting-uk-2023 – Source: Kantar Pro昀椀les/Mintel, August 2023
16 Mintel pub-visiting-uk-2023 P83 – Source: Kantar Pro昀椀les/Mintel, August 2023
17 https://www.statista.com/topics/11047/generation-z-in-the-uk/, 20.12.23
18 https://www.statista.com/statistics/528577/uk-population-by-generation/, 05.02.24
19 Mintel pub-visiting-uk-2023 P67 - Source: Kantar Pro昀椀les/Mintel, August 2023
20 KAM REPORT – Low & No 2023: The Consumer Perspective
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LICENSED CaTEgORy OvERvIEW
This presents both challenges and opportunities. Note
that one in four adults switches to tap water when they’re
not drinking alcohol20 – because more people are cutting
back on alcohol, it’s clear that operators need to provide
attractive alternatives to tap water to avoid losing sales.
Infused sparkling water and sustainably packaged still and
sparkling water from Aqua Libra and cordials and 昀氀avoured
syrups from Robinson’s and Teisseire help encourage tap
water drinkers to trade up, as does developing a range
of house sodas (soda and cordial served in attractive
glassware and garnished).
One in four (25%)
pubgoers only order
tap water when not
drinking alcohol
