Demand for soft drinks ‘set to soar this Christmas’ as alcohol consumption declines

14/11/2017 - 09:50
New research reveals that consumers will continue to favour lower alcohol drinks this Christmas, with 21% planning on drinking less alcohol and 45% on buying more soft drinks as a result.

Proving the reigning trend for “eating and drinking more healthily,” the research – commissioned by Britvic and conducted by Censuswide UK – also found that 39% of consumers drink less alcohol all year round, which increases to 41% of those between 25 and 34 year olds and 46% of over 55’s.

Not only does Britvic expect “seasonal soft drinks sales to soar this Christmas,” but with 54% of alcohol drinkers opting for spirits, it advises leisure operators to “be prepared” and to ensure bars are fully stocked with a selection of mixers.

Increasing interest in premium spirits means that consumers are paying more attention to mixers - almost a quarter (21%) agreeing that there aren’t enough premium soft drinks to choose from – as they look to “perfectly complement and balance the flavour” of the spirit.

Commercial director of licensed and foodservice at Britivic, Russell Goldman, said: “It’s clear from our research that there’s going to be a real shift towards moderate drinking this Christmas and, as a result, there is likely to be a high demand for soft drinks throughout the season. 

“Offering a range of inspiring serves and using products to create sensational experiences for customers, both with and without alcohol, will enable leisure operators to cater for this peak in demand over the festive period.”

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