A softly, softly approach!
Demonstrating the high demand that exists for soft drinks at this festive time of year, research shows 21% more carbonates are sold in the eight weeks leading up to Christmas, writes Gillian Hamill
Print11 November 2014
AT A GLANCE: SOFT DRINKS
- 21% more carbonates are sold in the eight weeks leading up to Christmas*
- In 2013, sales of 2L Irn-Bru and Barr Family packs were up 19%, with sales of 2L Barr Lemonade exceptionally strong, with a 90% uplift**
- Coca-Cola Life contains a third less sugar and a third fewer calories than regular cola***
- Shloer is Ireland’s number one adult soft drink brand****
- Shloer, sees a massive sales surge at Christmas – 49% of Shloer’s sales last year were in the eight weeks leading up to Christmas and New Year*****
- Shloer accounts for more than two-thirds of all adult soft drink sales in Ireland****
- Around half of Shloer’s annual sales are sold during November and December****
*(Source: Nielsen Scantrack, Value Sales, Total Carbonates, four wks ending 24.12.13 vs winter average, Total Coverage)
**(Source: Nielsen Scantrack, Value Sales, Total Carbonates, 2 litre packs, four wks ending 24.12.13 vs winter average, Total Coverage)
***(Source: Reduction by one third of the calories than most full sugared colas on the island of Ireland, due to 37% sugar reduction, thanks to the presence of stevia extract)
****(Source:Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 52 w/e 5.1.14)
*****(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks 8 w/e 5.1.14
Christmas is often a time when friends and family will pop in either at short notice or even unannounced, to take a long-overdue opportunity to catch up over the festive season. Consumers are therefore keen to ensure they’re stocked up with a broad range of non-alcoholic drinks to suit all tastes – and not just for the kids! More sophisticated soft drink options also have to be on the menu for adults who either don’t drink alcohol or are keen to limit their consumption.
Christmas all wrapped up!
In 2013 Irn-Bru and all AG Barr’s leading brands delivered sales ahead of the market
The festive season presents a major profit opportunity for retailers, says soft drinks specialist AG Barr.
“21% 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 at AG Barr.
“Large pack sizes are particularly important during the Christmas period to cater for family gatherings and parties, with shoppers purchasing the brands they love and trust for these occasions, including many of AG Barr’s leading brands.
“In 2013 Irn-Bru and all AG Barr’s leading brands delivered sales well ahead of the market. Sales of 2L Irn-Bru and Barr Family packs were up 19%, with sales of 2L Barr Lemonade exceptionally strong, with a 90% uplift.**
“Multipack cans are also important pack formats during the festive period, with Irn-Bru and Barr multipack cans showing a 43% 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.”
Sales are bru-ing!
“Irn-Bru’s Christmas activity marks the arrival of the Christmas season for many consumers,” says AG Barr’s Adrian Troy.
As part of its Christmas support package, Irn-Bru will be running heavyweight digital and social media activity throughout December. “Irn-Bru’s Christmas activity brings with it a festive feel good factor for shoppers,” says Troy. “Retailers should stock up to make sure they’re part of this profit opportunity.”
*(Source: Nielsen Scantrack, Value Sales, Total Carbonates, four wks ending 24.12.13 vs winter average, Total Coverage)
**(Source: Nielsen Scantrack, Value Sales, Total Carbonates, 2 litre packs, four wks ending 24.12.13 vs winter average, Total Coverage)
An exciting new Life
Coca-Cola Ireland has announced that Coca-Cola Life, the newest addition to the Coca-Cola trademark, will be available in Ireland from the end of January 2015. Piloted in Argentina and Chile in 2013 and recently launched in Great Britain, this lower-calorie cola contains a third less sugar and a third fewer calories than regular cola*.
Sweetened with a blend of sugar and naturally-sourced stevia leaf extract, a 330ml can of Coca-Cola Life contains 89 calories and features striking green branding. Coca-Cola Life is the latest innovation by Coca-Cola to be launched in Ireland since the arrival of Coca-Cola Zero in 2006. Diet Coke has been available in Ireland since 1983.
Coca-Cola Life contains stevia leaf extract, the latest in sweetener innovation. Stevia leaf extract is naturally sourced from the stevia plant, which is native to South America. Coca-Cola first introduced stevia to Ireland in 2012 when it re-launched Sprite with stevia – reducing the sugar in Sprite by one third.
Coca-Cola Life is the most recent example in a series of initiatives by the company to inspire happier, healthier lives. It delivers on the company’s well-being commitments, both in Ireland and around the world, to provide consumers with increased choice of reduced, low and no-calorie beverage options and also to reduce the average calories per litre in its range of sparkling drinks by 5% by the end of 2014.
In addition to continuing to reduce the calories across its portfolio Coca-Cola is also committed to encouraging more people to lead more active lives. Earlier this year Coca-Cola Ireland made an investment in dublinbikes to enable the expansion of the scheme. Coca-Cola Zero ‘dublinbikes’ is doubling the number of stations to 100 and trebling the number of bikes available – up to 1,500.
Coca-Cola Zero is encouraging active lifestyles across the country. The brand has supported regional Coca-Cola Zero bike schemes in Cork, Galway and Limerick and the granting of EUR*500k through the Coca-Cola Thank You Fund since 2011 to local voluntary and non-profit groups who are encouraging communities to be more active.
Coca-Cola Life will be available in a 2L PET bottle, 1.75L PET bottle, 500ml PET bottle, eight x 300ml can multipack, and 330ml can. All packs will be fully recyclable and the 330ml can will contain recycled materials**.
*(Source: Reduction by one third of the calories than most full sugared colas on the island of Ireland, due to 37% sugar reduction, thanks to the presence of stevia extract)
**(Source: The 330ml cans will be made from aluminium containing 46% recycled aluminium)
Achieve glittering sales this Christmas!
Recently launched in Ireland, J20 is the adult soft drink for any social occasion – created especially for adults who are looking for a great taste experience and a bottle they are proud to be seen with.
Created by Blend-Masters, each of J20’s fruit blends has been carefully crafted to provide a satisfying and multi-dimensional taste experience designed to sip and savour. J20 is available in Orange & Passionfruit, Apple & Mango and Apple & Raspberry blends across a variety of premium pack formats to suit any social occasion and will be launching across all sales channels. The range includes a 275ml glass bottle (licensed), 250ml PET bottle (leisure and impulse) and two multipacks – four x 275ml glass and six x 250ml can (at home consumption).
The star of the launch is J20 Glitter Berry Winter Ltd Edition – a glittery blend of Grape, Cherry & Spice with real edible sparkles. Perfect for Christmas parties and a winter’s evening treat, J20 Glitter Berry creates real excitement among consumers and will be at the heart of a J20 consumer engagement campaign this Christmas including ATL, sampling and experiential activity.
The brand advises retailers to stock the full J20 range in your store this Christmas to see glittering results.
Something for all the family
Developed over 180 years, Robinsons has the broadest squash range on the market and prides itself on having something for all the family – young and old. The Robinsons range of fruit squashes are made with real fruit juice, free from artificial flavours and colours and are 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 both Single and Double Concentrate in a wide variety of flavours.
Now consumers can enjoy the taste of Robinsons while on-the-go. Robinsons Squash’d is a super concentrate which is added to water, ideal for the pocket or handbag to enhance healthy hydration when outside of the home. It is the perfect drink whether consumers are on the commute, shopping with friends or even a weekend away. With a click shut lid, Robinsons Squash’d can be stored in a handbag or pocket without the risk of spillages, great for today’s fast-paced lifestyle. Robinsons Squash’d is available in three flavours, Orange & Peach, Apple & Blackcurrant and Summer Fruits.
Keeping kids hydrated on-the-go
Robinsons Fruit Shoot is the perfect kids on-the-go drink specially designed for kids.
The Robinsons Fruit Shoot range is all no added sugar and is free from artificial colours and flavours, offering mum a great way to keep kids hydrated. Robinsons Fruit Shoots are handily packaged in an easy squeezy sports bottle which makes them perfect for kids out and about over the Christmas holidays. Robinsons Fruit Shoot is ideal for the back to school lunch box occasion, as well as after school activities when kids need a product that can keep up with their busy lives.
Robinsons Fruit Shoot is available in 275ml single serve packs and also four x 200ml and eight x 200ml multipacks, with four flavours to choose from – Orange, Apple & Blackcurrant, Summer Fruits and Apple – there is something for everyone.
Festive sales surge
Every year, Ireland’s number one adult soft drinks brand*, Shloer, sees a massive sales surge at Christmas – 49% of Shloer’s sales last year were in the eight weeks leading up to Christmas and New Year** – and to make the most of this tidal wave in demand SHS Drinks is urging retailers to stock up now to meet the predictable annual uplift in sales.
Amanda Grabham, marketing director – Soft Drinks at brand owner SHS Drinks, says:
“We know that Shloer is the brand consumers purchase when they are socialising or entertaining at home. Because Shloer is grape-based, more consumers rate Shloer as a ‘good alternative to wine’ than any other soft drinks brand***and that’s another reason it is so popular at Christmas.
“Shloer is it is by far the biggest-selling ASD brand in Ireland where it accounts for more than two-thirds of all adult soft drinks sales*, making it a ‘must stock’ all year round. And the fact that around half of Shloer’s annual sales are sold during November and December**shows just how important it is to re-balance the festive soft drinks fixture and give more space to Shloer to meet increased consumer demand and avoid out-of-stocks during this crucial sales period.”
Last Christmas, SHS Drinks expanded Shloer’s seasonal sales opportunity and brought some pizzazz and sparkle to festive soft drinks fixtures with the launch of Shloer Celebration Pink Fizz and Shloer Celebration White Bubbly, both of which feature ‘popping corks’. This summer the company invested in a packaging refresh to enhance the appearance of the iconic Shloer 750ml bottles, and the brand’s range of five flavours – Red Grape; White Grape; Rosé; White Grape and Apple; White Grape, Raspberry and Cranberry – are now sporting the new designs.
SHS Sales & Marketing, which distributes the brand in Ireland, is supporting all of these Shloer lines, including Shloer Celebration, with tailormade promotions during the pre-festive period, and the brand will also benefit from a Christmas consumer PR campaign, online competitions and social and digital media activity.
*(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 52 w/e 5.1.14)
**(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks 8 w/e 5.1.14
***(Source: YouGov)
For sales enquiries, contact SHS Sales & Marketing on +353 (0) 1 4016200.
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