Britvic has launched its branded tonic water into convenience for the first time, with the pub classic available exclusively to wholesale in an 850ml bottle. The move will help retailers to capitalise on the rising demand for traditional mixing products at home, up +58% as a result of the pandemic[1].
Mixers growth continues to outpace total soft drinks, up +29.7%[2] vs +13%[3] as gin sales have surged[4]. The trend for drinking mixers without the addition of alcohol has also grown by +6.4%[5]. It’s clear that at-home mixers have the potential to unlock value for retailers by trading customers up from own label. The launch also offers customers choice between standard and low-calorie options.
Phil Sanders, out of home commercial director at Britvic, comments: “Although private label traditionally dominates the segment from a volume perspective (44%)[6], branded mixers are adding more value with over three times the price per litre (£1.80 vs £0.50)[7].
“Britvic mixers are the third largest mixer brand in out of home[8] and a much-loved pub classic. We expect its popularity to translate into the at-home market too. We are seeing growing demand for mixers for drinking at home, with people increasingly visiting smaller stores during the pandemic for larger formats. Retailers would be wise to tap into these changing habits and encourage shoppers to spend more on a brand that they recognise and trust.”
Britvic Indian Tonic Water is available now, to the wholesale and convenience sector, and will be rolled out further in mid-March. It is available in an 850ml format in Classic and Low Calorie.
[1] IRI Total Convenience including Co-op, 26 weeks to 23/08/20, Value Sales
[2] Kantar World panel, Take Home Panel, Total Market, Value Sales, 52wks, Data to w.e. 27.12.20
[3] Kantar World panel, Take Home Panel, Total Market, Value Sales, 52wks, Data to w.e. 27.12.20
[4] Value sales | Global Data, Total Market, Spirits, Beer, Wine, Cider Market Analysers, 52wks vs 5YA, 2020, Data pulled Oct 2020
[5] IRI Total Convenience including Co-op, 26 weeks to 23/08/20, Value Sales
[6] IRI Total Convenience including Co-op, 52 weeks to 23/08/20
[7] IRI Total Convenience including Co-op, 52 weeks to 23/08/20
[8] CGA On Premise Measurement Service Data to 03/10/2020
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