Robinsons Ready-To-Drink partners with The Hundred to grow summer sales

Robinsons Ready to Drink is delighted to announce that it will be the official soft drinks partner for The Hundred cricket tournament, kicking off in August. As part of a three-year deal, the partnership will include an on-pack promotion and in-store activations to further drive sales this summer and beyond.

From this week, Robinsons Ready to Drink will be launching an on-pack promotion across +2million packs, giving lucky consumers the chance to win tickets to the tournament every two weeks via a QR code. The promotional bottles, which feature a cricket ball design, will be the ideal drink to enjoy during the game and on the go, making it a must stock for retailers this summer.

“Robinsons Ready to Drink is proud to be the official soft drinks partner of The Hundred and to get families active this summer,” said Phil Sanders, out of home commercial director at Britvic. “There is a huge opportunity for retailers to continue to draw shoppers into the on-the-go sector, with over two-thirds of retailers agreeing they are seeing growth in impulse soft drinks sales, and over a third predicting their on-the-go ranges will exceed pre-Covid levels. With the tournament taking place from 3rd August to 3rd September, games will be broadcast on Sky and BBC, and audiences are expected to reach over 16 million, so a fantastic opportunity for Robinsons ‘Ready to Drink’ to target a broad range of consumers through its association and on-pack promotion.”

The UK’s number one squash brand will be supporting The Hundred partnership and on-pack promotion through disruptive POS, digital, and in-store activations. It will also include in-ground advertising – alongside other branded partners – during the tournament.

Since the launch of Robinsons Ready to Drink, the momentum continues with a value growth of +79 per cent, growing ahead of the category. The brand recently added a third flavour to the line-up – Blackberry & Blueberry. The new addition to the range is full of the great taste of Robinsons, with no added sugar, and joins the already-popular Raspberry & Apple and Peach & Mango variants. The Ready to Drink range is available across the convenience channel, including £1 price marked packs. The Ready to Drink range is available across the grocery and convenience channels, including £1 price marked packs.