Soft drinks have come a long way from being simply a drink for the kids or the alternative for customers who do not want to drink alcohol. As drinking habits continue to evolve, the category is becoming an increasingly important part of the on-trade, offering pubs and bars an opportunity to attract a wider range of customers and encourage greater spend.
Today’s soft drink customer could be moderating their alcohol intake, the designated driver, choosing an alcohol-free option or simply looking for something different. Whatever the reason, quality, flavour and the overall drinking experience are becoming increasingly important.
A changing customer
Maybe it’s time to think about your soft drinks and the choice, quality and products that you offer and how that can suit different occasions.
As for all drink categories the move to premium products is always a consideration.
Devon-based Luscombe is one of the leaders in the premium sector. Its organic soft drinks range is crafted on its farm in Devon, spanning sophisticated Bubblies through to fiery Ginger Beers. The brand holds a Royal Warrant and has received more than 110 Great Taste awards, giving pubs and bars an opportunity to offer customers drinks with provenance and quality.
Don’t forget the serve
The drink however is only part of the opportunity, with presentation often influencing how customers perceive its value.
Premium soft drinks, mixers, adult-style sodas and alcohol-free serves can all benefit from choice of glassware, quantity of ice and an appropriate garnish. The aim is to create a drink that looks and feels like a premium experience.
This approach can also encourage customers to trade up. The more distinctive a drink, particularly one with a story and clear provenance, gives customers a reason to choose something beyond the standard serve.
Give soft drinks a bigger role
Menu placement matters too. If premium soft drinks and alcohol-free options are hidden at the bottom of a menu, customers may never consider them.
Giving these drinks greater visibility and highlighting premium or distinctive options can help you cater for a wider audience while creating another opportunity for incremental spend.
For brands such as Luscombe, that sense of exclusivity is part of the appeal. Its focus on organic ingredients, Devon provenance and distinctive flavours gives venues the opportunity to offer something customers may not encounter everywhere else.
Ultimately, soft drinks should not be treated as the option customers choose when that’s their only drink option. With greater choice, premium products, provenance and improved serves, the category can become a valuable part of the drinking occasion — helping you to appeal to more customers while giving them another reason to spend a little more.