Britvic reveals revamp for draught soft drinks

pepsi britvic Strut CardBritvic Soft Drinks is revamping its draught offering, from the quality of the syrups to the design of fonts and glassware.

It has announced a range of improvements and new initiatives that aim to enhance the overall consumer experience of drinking soft drinks and increase dwell time and sales in the on-trade.

Activities will be carried out according to outlet size, type and location, but examples include a new seven-litre syrup box to maintain product quality, new flow control technology, staff training and promotional materials (pictured).

Britvic is also introducing new glassware for Pepsi with a design that reveals exclusive, engaging content if scanned with a mobile phone using the Blippar “augmented reality” app.

The design of the new glassware has also been changed to enhance carbonation of the liquid and emphasise the ice content in each serve.

The new fonts will be sleek in design with some featuring the latest digital technology for increasing purchase intent and appeal. Over 23,000 outlets and new businesses will benefit from the modernised family of fonts.

Soft drinks is one of the fastest-growing categories, with value sales of £4.1 billion in the on-trade, according to figures from research specialist CGA Strategy. Within that, the draught proposition is worth £2.2 billion, accounting for more than half (53%) of soft drinks sold in the on-trade.

Nigel Paine, commercial director out-of-home for Britvic, said: “This is an exciting time for Britvic and represents our long-term commitment to the provision and evolution of draught carbonate soft drinks through sustained investment and continued support for our customers.

“We want to ensure that our customers serve great-quality draught soft drinks, driving profits by maintaining the standard of serve and delivering the perfect in-outlet refreshment every time.

“The new proposition will unlock incremental category growth, while simultaneously improving consumer perception through enhanced experiences, which will in turn improve the bottom line for both large and small operators a like.”

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