Adding the fizz to Christmas

Irn-Bru will be running heavyweight digital and social media activity in December

The soft drink category will not only prove popular with children this year, but adults will also head to the sector in search of drink solutions to enjoy over the festive period, writes David Corscadden

Brand Central

15 November 2013

Share this post:

AT A GLANCE: SOFT DRINKS

Barr Soft Drinks is the UK’s leading independent manufacturer of branded soft drinks
Barr Soft Drinks has an annual turnover of over £237m
29% more carbonates are sold in the eight weeks leading up to Christmas (Source: Nielsen Scantrack, Value Sales, Total Carbonates, 4wks ending 24.12.12 vs winter average, Total UK Coverage)
Irn-Bru and Barr Family two litre packs have seasonal sales increases of 35% (Source: Nielsen Scantrack, Value Sales, Total Carbonates, 2 litre packs, 4wks ending 24.12.12 vs winter average, Total UK Coverage)
Club has entered a major marketing campaign with Paramount to feature Ron Burgundy on three million Club 500ml bottles
Shloer is Ireland’s number one adult soft drink (Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 17.02.13)
Ocean Spray posted record-high gross sales of $2.2 billion in 2012

With much tighter drink driving laws enforced now, consumers cannot take the chance of drinking while at parties over the Christmas period. This will see more people turn to the soft drink market to find a beverage of choice to enjoy as they celebrate with friends and family.

With consumers, both young and old, not wanting to compromise on taste or enjoyment when it comes to their drink choices, soft drink companies have listened and brought forward high quality, flavourful drink options to ensure consumers enjoy every drop this Christmas season.

Irn-Bru will be running heavyweight digital and social media activity in December

Christmas star performer

The festive season presents a major profit opportunity for retailers, says soft drinks specialist A G Barr. Barr Soft Drinks is the UK’s leading independent manufacturer of branded soft drinks with an annual turnover of over £237m. Established in 1875 by Robert Barr, the company now produces a large range of soft drinks which it says will be must-haves for retailers over the Christmas period.

"29% more carbonates are sold in the eight weeks leading up to Christmas* which represents a significant profit opportunity for retailers," comments Adrian Troy, head of marketing, A G Barr.

He also says large pack sizes are particularly important during the Christmas period to cater for family gatherings and parties making them a must-stock for retailers looking to tap into this market ahead of festive gatherings in a couple of weeks.
On the success the Barr group of drinks experienced last year, Troy said: "In 2012 Irn-Bru and Barr Family two litre packs all delivered ahead of the market with seasonal sales increases of 35%**. Barr Lemonade two litre performed particularly well last Christmas with a massive 100% increase making it a must-stock brand**."

Multipack cans are important pack formats during the festive period

Multipack cans are also important pack formats during the festive period, with Irn-Bru and Barr multipack cans proving this by showing a 65% seasonal uplift**.

"The eight week period leading up to Christmas is vital to the soft drinks market," adds Troy. "That’s why we’re spending more on marketing support than last year, which means consumer awareness of our brands will be at an all-time high. Our advice to retailers is clear. Stock the leading brands your customers want, merchandise them effectively and you’ll enjoy a bumper Christmas."

29% more carbonates are sold in the eight weeks leading up to Christmas

As part of its Christmas support package, Irn-Bru will be running heavyweight digital and social media activity throughout December. The company belives Irn-Bru’s Christmas activity brings a festive feel good factor that is felt by consumers and draws them to the product. Irn-Bru is available in 500ml PET, two litres and also a six + two free 330ml pack.

The Barr Family range is currently growing at 12% and is now worth £47 million***. The company says it is a massive hit with shoppers during the festive period with sales increasing across the entire range. "Barr Family is a must-stock brand at Christmas as shoppers turn to familiar flavours such as cola and lemonade," says Troy.

Barr Cream Soda, Cherryade and Limeade continue the brand’s high preforming at Christmas increasing by 69% during the festive period*. The Barr range includes 14 great-tasting, great value flavours with something for all the family.

*(Source: Nielsen Scantrack, Value Sales, Total Carbonates, 4wks ending 24.12.12 vs winter average, Total UK Coverage)
**(Source: Nielsen Scantrack, Value Sales, Total Carbonates, 2 litre packs, 4wks ending 24.12.12 vs winter average, Total UK Coverage)
***(Source: Nielsen Scantrack, Value Sales, Total Carbonates, 4wks ending 17.08.13, Total UK Coverage)

Ron Burgundy will feature on over three million 500ml Club range bottles

Breaking news

Britvic Ireland has announced that Club soft drinks will feature Ron Burgundy from the movie Anchorman 2 on over three million 500ml bottles of Club Orange, Club Diet, Club Rock Shandy and Club Lemon.

On the back of the release of the Irish trailer for Anchorman 2 featuring iconic Irish newsreader, Anne Doyle, the unique partnership will be supported by a fully integrated marketing campaign including TV, outdoor, radio, in-store display, PR and a strong digital campaign. The extensive marketing campaign will see Britvic Ireland working with agency partners in advertising – Chemistry, brand image – Media Partners – Mindshare, BTL Partners and PR partners – MCsquared and also digital partners -Simply Zesty.

Commenting about the campaign, Stephen Cramp, senior brand and activation manager – local carbonates, Britvic Ireland said: "We are delighted to be able to team up with the launch of ‘Anchorman 2, The Legend continues’ as it is completing an exciting year for the Club brand after our re-launch in May this year."

He continued: "Consumer research amongst Club fans has shown us that the target market view Ron Burgundy as a strong fit with the Club brand and as fitting with the brand personality. As such we’re hoping to inject some Ron style classiness and fun into the market in Club’s inimitable style. The on-pack agreement with Paramount is a first in the Irish market, and is something that we are delighted to have negotiated."

The film will be available on general release from Friday, 20 December but Club will be giving fans the chance to win tickets to the Dublin and London premieres. See special packs or visit facebook.com/ClubOrange for more details.

Robinsons is a firm family favourite year round and will prove as popular over Christmas

Family favourite

Developed over 180 years ago, Robinsons has the broadest squash range on the market making it a popular alternative to carbonated drinks this holiday season. Robinsons prides itself on having something for all the family saying that both young and old enjoy its taste. There are four main variants in the range: Robinsons Fruit Squash, Robinsons Fruit & Barley, Robinsons Barley Water and Robinsons Select.

The Robinsons range of fruit squashes are made with real fruit juice, free from artificial flavours and colours. The range is also suitable for vegetarians. The brand’s squash experts carefully select quality fruits and use their knowledge to create blends that deliver great taste combinations. The Robinsons Fruit Squash range is available in Single and Double Concentrate and also with no added sugar.

Robinsons Fruit Shoot is the original kids on-the-go drink

Robinsons Fruit Shoot is the original kids on-the-go drink specially designed for kids. With no artificial flavours or colours, Robinsons Fruit Shoot offers mums a way to keep kids hydrated while on-the-go.

Fruit Shoot is said by the company to be loved by kids with its great flavour range and packaging. Robinsons Fruit Shoot is handily packaged in an easy squeezy sports bottle which it says makes them perfect for kids out and about over the Christmas holidays. Fruit Shoot is also a key brand for back to school, ideal for the lunch box as well as after school activities when kids need a product that can keep up with their busy, active lives. Robinsons Fruit Shoot is available in four flavours, Orange, Apple and Blackcurrant, Summer Fruits and Apple.

Christmas celebrations

Shloer Celebration Pink Fizz and Celebration White Bubbly are two new premium celebration style soft drink lines from Ireland’s number one adult soft drinks (ASD) brand*. The new additions to the extensive Shloer range will provide retailers with a new opportunity to bring some cachet and theatre to their premium soft drinks offering this Christmas.

The new Shloer Celebration range is set to be popular at all key event during the year not just Christmas

Both Shloer Celebration variants, which are distributed by SHS Sales & Marketing, have higher carbonation levels than the lightly sparkling Shloer range and are packaged in 75cl clear glass bottles featuring natural cork closures encapsulated in a wire cage and foil.

The new lines are being supported via high profile consumer PR and digital campaigns, along with tailormade promotions and free POS materials. Shloer Celebration will also benefit from the halo effect of the eur*18.5 million marketing programme behind the brand, which includes special Christmas price promotional deals running across the core Shloer range.

Amanda Grabham, head of brand marketing, Shloer, says: "Shloer is well-established as the popular alcohol alternative for social gatherings and family celebrations. With the Shloer Celebration duo we are adding another new dimension to the grape-based Shloer portfolio with Celebration Pink Fizz and Celebration White Bubbly adding a little more sparkle and pizazz for those not drinking alcohol at celebratory and special occasions.

"The lines are being rolled out in the lead up to the festive season providing retailers with an opportunity to maximize sales around key trading times such as Christmas and New Year’s Eve. However we envisage them being popular all year round, not only for key calendar events but also for birthday parties, weddings and anniversary celebrations. We are encouraging retailers to continue stocking Shloer Celebration Pink Fizz and White Bubbly, along with their usual Shloer range after the Christmas season is over to make the most of this exciting new opportunity."

*(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 17.02.13)

A cran-merry Christmas

For the first time ever, the iconic pool in The Merrion Hotel has been transformed to radiate an autumnal and glorious red hue thanks to 300,000 floating cranberries to illustrate the annual Ocean Spray cranberry harvest, currently underway in the US and Canada.

Representing the Ocean Spray farmer-owned cooperative families in the US, Irish-American Iain Ward came to Ireland in October to convey the passion, care and expertise that’s instrumental in growing juicy and flavorsome cranberries and to illustrate the splendur of the age-old method of wet harvesting the berries.

"For my family and I, harvesting cranberries is the culmination for an entire year’s worth of work. Being part of the Ocean Spray farmer-owned cooperative plays a major role in our lives and I thought that it would be incredible to share the beauty of the annual cranberry harvest with our relatives here," commented Iain Ward.

Illustrating the process of the annual cranberry harvest, Ward worked with Gardens Now from Castleknock to recreate the visual splendur of the wet cranberry harvest.

Ocean Spray farmer-owners are located throughout all cranberry growing regions including Massachusetts, New Jersey, Oregon, Washington and Wisconsin, as well as British Columbia and Eastern Canada. This June, Ocean Spray, which posted record-high gross sales of $2.2 billion in 2012, also celebrated its first springtime harvest in Chile. In Ireland, Ocean Spray products, which will prove popular with those looking for an alternative to alcohol drinks this Christmas, are distributed by Tallaght-based Robert Roberts and are available in all supermarkets and many convenience stories.

Share this post: