2023 Britvic Soft Drinks Review Licensed - Flipbook - Page 29
LICENSED CATEGORY OVERVIEW
LICENSED DEEP DIVE
LICENSED DATA TABLES
Millennial (born between 1981 and 19962) and
Generation Z (born between 1997 and 20122) consumers
have put the brakes on British drinking culture.3 Drinking
alcohol to excess is looking increasingly passé, the
preserve, primarily, of these new generations’ Gen X
parents (born between 1965 and 19802).
This means that licensed operators need to adapt their
non-alcoholic drinks offerings. They need to offer more
choice and elevate the soft drinks they serve so they’re
on par or superior to the alcoholic drinks they offer.
The prizes for those that can do this are considerable.
We calculate that by encouraging 10% of drinkers to
trade up from tap water to a soft drink could deliver an
extra £170m4; and convincing them to buy an elevated
soft drink such as a Pepsi Max® with a shot of Mathieu
Teisseire could unlock a sales opportunity worth a
whopping £123m.4
1 CGA and AlixPartners: https://www.bighospitality.co.uk/Article/2022/04/20/licensed-premises-numbers-down-slightly-in-first-quarter-as-cost-pressures-threaten-businesses
2 Beresford Research - https://www.beresfordresearch.com/age-range-by-generation/
3 Drinkaware - https://www.theguardian.com/society/2022/jul/24/gen-z-for-zero-tolerance-why-british-youth-are-turning-off-booze
4 CGA, November 2022, calculations based on 500m tap water occasions, trading up 10% of tap water consumers to a soft drink, or an elevated soft drink, based on a soft
drink cost of £2.52 and elevated cost of £3.75
LICENSED DEEP DIVE
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