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Experience is everything in the out-of-home sector. Pubs, clubs and restaurants that offer their guests experiences they can just as easily have at home face an uncertain future. This applies to everything from the ambience and service standards in venues, to the food and drink they serve.
It’s time operators rethink their approach to soft drinks. One in three adults now rarely or never drink alcohol and 38% say they are going out to eat and drink less often in response to the cost-of-living crisis. But when they do venture out, quality is crucial. Only 11% of people say they have compromised on the quality of the drinks they consume; the same number say they are now enjoying higher quality drinks.
We calculate that Britain’s venues can deliver a sales boost of up to £170m by encouraging just 10% consumers to trade up from tap water to a soft drink[1]. Raising the bar in soft drinks requires a deft touch and good understanding of the trends currently driving change in the market. At Britvic, we’re working with our trade partners to help them realise this sparkling sales opportunity.
