2023 Britvic Soft Drinks Review Licensed - Flipbook - Page 25
LICENSED CATEGORY OVERVIEW
LICENSED DEEP DIVE
LICENSED DATA TABLES
That’s because success in soft drinks is no longer just
about what they do not contain (i.e. alcohol, sugar,
etc.); increasingly, it’s also about what they do contain.
‘Additional health benefits’ are the most prized quality for
consumers, with 45% equating such benefits with value.
Next up is ‘natural ingredients,’ with 43% stating that
they value claims relating to naturalness.25
Examples of products trading on such credentials
abound in the off trade. Purdey’s, for instance, has been
growing in volume (+28%)27 and value (+30%)27 in the
natural energy drinks category with a trio of fruit juice/
sparkling water blends bolstered with botanicals and
B-Vitamins. Gut health-boosting kefirs and kombuchas
from brands such as PiQi Water Kefir, Remedy and Hip
Pop, as well as drinks pepped up with cayenne pepper
(Nix & Kix), aromatic bitters (Punchy) and CBD (Trip), are
poised for further growth.
How functional soft
drinks are starting to
influence the on-trade
Pubs, clubs and bars have always been places people go
to let their hair down. It’s therefore not so surprising that
the growth seen by functional soft drinks in recent years
has largely been in the grocery, convenience and on-thego channels.
That is starting to change. Many of London’s glitziest and
trendiest venues are now offering alcohol-free cocktails
with price tags to rival those containing the hard stuff and
featuring ingredients long prized for their functional benefits.
Mayfair’s Amazonico has the Edi-groni – a blend of nonalcoholic vermouth, aromatic bitters and CBD infused,
‘endorphin spirit’ Edi – and hip Shoreditch’s Swift has
mixed Darjeeling kombucha, lemon, elderflower, honey
and celery to create alcohol-free cocktail, Tempest. Over
in Dalston, The Picklery has ‘drinking vinegars, elixirs and
infused kombuchas’ on its menu. And November saw the
launch of London’s first low and no tasting room, Club
Soda in Covent Garden, which offers a wide range of
functional drinks.
LICENSED CATEGORY OVERVIEW
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