Festive Soft Drinks Spur Sales

Retailers look to take advantage of holiday packaging to entice consumers.

November 13, 2019

LONDON—Tis the season for Santa to help you sell soda, U.K. Convenience Store reports. “With an estimated 6.1 million people now choosing not to consume alcohol…, it’s vital for convenience retailers to stock up with a range of soft drinks options at Christmastime,” said Amy Burgess, senior trade communications manager at Coca-Cola European Partners (CCEP).

Adrian Troy, marketing director at Barr Soft Drinks, said that the packaged beverage category can be a key driver for c-stores. “Soft drinks are increasingly important to retailers in the run-up to and during Christmas, showing continuous year-on-year growth for the past three years and adding a huge £150 million to the [Christmas] category,” he said. “It’s crucial to get your range right and stock up on those bestselling brands that shoppers will be looking for, in both multipack and larger pack formats, to cater to those preparing for family get-togethers and parties.”

Retailers agreed. “Soft drinks are good for us at Christmas and we sell a lot of the take-home family packs on impulse—and even though they are large, the big bottles of soft drinks are still something that people also buy at the last minute,” said Daniall Nadeem, who owns Nisa Motherwell Road in Bellshill, Scotland.

“People tend to buy the value or own-label versions throughout the year, but once Christmas comes around most shoppers are prepared to spend that bit more on one of the big brands of soft drinks,” pointed out Harj Gill, who owns The Windmill Select & Save in Birmingham, England.

“Christmas is no longer limited to just one day, with the celebrations continuing for more than a month,” said Simon Gray, founder and managing director of Boost Drinks. “This means retailers should make sure their shelves are well stocked with drinks from mid-November. Retailers can ensure they boost sales by keeping their shelves well stocked, making product easy to find, and ensuring staff are on hand to assist consumers with their shopping.”