Put the Sparkle into Soft Drinks
The festive season is without doubt the busiest time of the year for the industry as customers find themselves out and about enjoying the social season. Watch your drink sales soar, however, be mindful that not all customers will be drinking alcohol.
Research from Britvic revealed that last year almost half of consumers bought more soft drinks at Christmas and a fifth planned to drink less alcohol. Therefore, this festive season make sure you stock your “dry” bar with as much care as you give to your wet one…
Make it special
The festive season is a fun, celebratory time of year when customers want to indulge and splash out. Therefore regardless of whether they are buying a soft drink or non-alcoholic cocktail, make sure their drink is served with the same level of care and attention as alcohol-drinking customers.
Thankfully, soft drink brands are no longer only targeting youngsters. New flavours and styles have been developed strictly to cater for more adult tastes. Alongside familiar favourites, ask your supplier about limited-edition flavours that add sparkle to your drinks menu and maximise seasonal sales opportunities. J2O Glitterberry is one such example. A blend of grape, cherry and winter spice flavours fused with edible gold glitter provides an exciting festive drinking experience, and last year was the third best-seller in the adult soft drinks category over the festive period.
“This Christmas we want to help businesses make the most of the sales opportunities this presents, and the return of J2O Glitterberry certainly helps to do this,” said Russell Goldman, commercial director, foodservice & licensed at Britvic. “We are excited to be on track for another fantastic festive season – especially with nearly £2 in every £5 spent within adult soft drinks on J2O in the four weeks leading up to Christmas.”
How to serve
Make your non alcoholic drinks more appealing by:
•Make it exciting! – customers demand more and are prepared to pay a premium if they feel they are getting a top notch drinking experience.
•Presentation is key – serves should be prepared with the same care as any cocktail. Use the correct glassware and serve with sparkling ice, fresh fruit garnishes and swizzle sticks.
•Food & drink pairings – have a soft drink suggestion to match dishes on your menu. This will make non-alcohol drinkers feel special and encourage sales.
•Offer a varied choice – develop a range of offerings that complement simple serves and speak to your supplier about stocking up. There are lots of options, so make your offering really exciting.
Inspirational menus count
Menus are the most important document in your venue and are one of the most powerful tools you have to drive awareness and value, inspiring customers to try something different.
•Divide it up – create sections on your soft drinks menu along with glass icons relevant to the type of serve: still, sparkling, low calorie and kids
•Hail your hero- customers are more inclined to order a “special drink” if this is highlighted on the menu
•Love your low calorie – highlight how many calories the drink has in it or if a drink is low calorie
•Frame the way – encourage guests to premiumise by simple trading up options such as: add a shot of syrup for 50 pence
•Paint a picture – well illustrated images of finished drinks create a desire and inspire guests when choosing a drink
•Make their mouths water – use emotive descriptors to bring the drink to life such as: “an expertly blended, lightly sparkling juice with aromas of fresh watermelon, balanced with crisp apple” is more likely going to inspire them to order it
•Path to premium – remember not to simply rely on the menu to do the job for you. Recommendations by staff will sell premium options and encourage a second round. Encourage guests to premiumise using pricing principles of GOOD, BETTER, BEST to guide guests to special items
Don’t forget to ask your supplier for POS material and kit recipe guides to help you.