WelcomeSustainabilityCategory overviewShoot for the moon with Fruit Shoot!Three, two, one… blast off! Britvic teamed up withlicensed operators including Brewers Fayre, GreeneKing and Marston’s in 2023 for an out-of-this-worldaugmented reality promotion that featured a fungame and instructions for converting Fruit Shootbottles into space rockets, as well as giving kids thechance to win their “dream thing”.This was Fruit Shoot’s biggest ever hospitalitycampaign, landing in 800 outlets across the UK. Itcertainly hit the mark, fuelling strong growth andgiving kids a fun activity to do during their meals(and allowing parents to relax). More operators havesigned up for similar activities in the coming year.Of course, different people value different things, and thischanges over time. Value is clearly no longer purely aboutprice15. Pub and restaurant-goers are becoming moreconscious of their health and sustainability.16 They’re lesslikely to drink alcohol and more likely to want to take partin games. As we explored in Britvic’s 2023 Soft DrinksReview, this is fuelling the rise of “competitive socialising”venues where soft drinks and low and no alcohol optionsare more popular.By rethinking their soft drinks ranges and how they marketthem behind the bar and on tables, licensed operatorsare unlocking new growth. Marston’s, for example,has incorporated 20oz serves of Pepsi MAX® into itsweeknight meal deals. The pub group also uses tabletopmaterials to promote its Strawberry & Peach and PassionFruit Refreshers, non-alcoholic house sodas made withTeisseire syrups, and long drinks mixed with LondonEssence Company sodas and tonics.Evenings out for Generation Z (born between 1997 and201217) and Millennials (born between 1981 and 199618) areless likely to revolve around the consumption of alcohol.More than a 昀椀fth (21%) of people in these groups aremotivated to visit one pub over another by the selectionof soft drinks on offer.15 One in four (25%) pubgoers onlyorder non-alcoholic drinks and 24% order a mix of soft andalcoholic drinks19.15 Mintel pub-visiting-uk-2023 – Source: Kantar Pro昀椀les/Mintel, August 202316 Mintel pub-visiting-uk-2023 P83 – Source: Kantar Pro昀椀les/Mintel, August 202317 https://www.statista.com/topics/11047/generation-z-in-the-uk/, 20.12.2318 https://www.statista.com/statistics/528577/uk-population-by-generation/, 05.02.2419 Mintel pub-visiting-uk-2023 P67 - Source: Kantar Pro昀椀les/Mintel, August 202320 KAM REPORT – Low & No 2023: The Consumer Perspective28LICENSED CaTEgORy OvERvIEWThis presents both challenges and opportunities. Notethat one in four adults switches to tap water when they’renot drinking alcohol20 – because more people are cuttingback on alcohol, it’s clear that operators need to provideattractive alternatives to tap water to avoid losing sales.Infused sparkling water and sustainably packaged still andsparkling water from Aqua Libra and cordials and 昀氀avouredsyrups from Robinson’s and Teisseire help encourage tapwater drinkers to trade up, as does developing a rangeof house sodas (soda and cordial served in attractiveglassware and garnished).One in four (25%)pubgoers only ordertap water when notdrinking alcohol
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