Britvic promotes J2O for cocktails in late-night bars

J2O LateBritvic Soft Drinks is promoting its J20 juice drinks as a cocktail ingredient for the first time as part of a programme aimed at late-night bars.

The new initiative, called J2O Late, is being rolled out across “high energy, up-tempo” bars in August and September, aimed at opening up the brand to being drunk on different occasions and to attract new customers.

It offers licensees ways for making cocktails with a consistent quality using one of the J2O juice drink flavours, a spirit and other standard ingredients. The drinks, with three “Late Night” recipes, are supported by a full staff training kit including recipe cards.

Late Night Spice uses J2O Apple and Mango mixed with spiced rum and ginger beer while Late Night Sin combines J2O Orange and Passion Fruit with vodka, lemonade and blue curaçao.

Britvic is supporting it with point-of-sale materials including bar runners, table talkers, posters and a mood film for screen media as well as trays, pitchers and glasses to enhance the serve.

The focus on the serve is based on the insight that more than half of consumers will buy another drink and more than a third will revisit the outlet if the first drink is served perfectly.

Pre-launch trials of J2O Late in 19 bars in the south of England received positive feedback from staff, customers and delivered an average sales uplift of 230%.

Andrew Boyd, commercial director for leisure at Britvic, said: “As a business, Britvic is always pushing boundaries and exploring new ways of engaging consumers in the leisure channel. With no staff training needed and no wastage, J2O Late is a solution that will drive a higher rate of sale, increase value and ultimately profits.

“Britvic is committed to the long-term development of this innovative J2O Late platform, with ambitions to treble our targets throughout 2014. We will continue to invest in providing customers with unique and impactful solutions that increase consumer engagement and enhance the soft drinks consumption experience.”

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