Embrace a Sober October, says Belvoir


Belvoir Juniper & Tonic

Soft drinks and mixer specialist Belvoir is encouraging bar operators to embrace a Sober October as discerning Brits opt to drink less alcohol.

In recent years, Belvoir has witnessed three key industry trends: the growth in people choosing not to drink alcohol, the rise of craft gin and an interest in provenance and what goes into food and drink.

These three trends, or movements, have been combined in the brand’s award-winning Botanical Juniper & Tonic, or J&T, which blends eight botanical extracts, including juniper, orange peel, angelica and star anise, iconic elderflower and quinine, to mimic a classic G&T.

As with all Belvoir’s drinks, Botanical Juniper & Tonic is made on the farm using no artificial sweeteners, colourings, flavourings or preservatives. It comes in two bottle sizes: 250ml, ideal for individual serves, or 750ml which can be used by a group to share. Both bottles are made from recyclable packaging, with no plastic.

Belvoir Botanical Juniper & Tonic

Pev Manners, MD of Belvoir Fruit Farms, said: “At least 15,000 people have signed up to Go Sober for October this year – just another reason why bar managers must take a serious look at the soft drinks they stock.

“The soft drinks market in the UK is worth around £4.4 billion, and it could be argued, has never been as important to the pub or bar industry.

“The search for something different, even a treat, by non-drinkers has driven the premium soft drinks sector, offering serious profit opportunity but only if the right brands are stocked.

“Belvoir’s drinks provide all the desired cues for the consumer: natural, honest ingredients containing nothing artificial, British farming provenance and they taste delicious, while for the outlet a premium price that the customer is happy to pay.

“So, this October help your customers forget a G&T and make it a Belvoir J&T instead – simply serve with ice and a slice for guaranteed customer satisfaction.”

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