You might think that carnivals and music festivals, or festivals of any kind, are not really in the realm of the average c-store. They are far away, self-contained and even self-served by all the stalls and suppliers that go along as camp-followers. What is there left for convenience to supply?
But you would be wrong. First of all, there are festivals everywhere during the season, which maps from May to September across the British Isles and comprises world-famous get togethers such as Glastonbury (not scheduled for this year, incidentally), to niche minority-interest events that nonetheless gather tribes from all over – passing through someone’s store catchment as they go – and the chances are that several will intersect yours over the summer.
In addition to that, there is the warm-weather, out-of-doors festival atmosphere that is contagious and encourages people – especially the young, who spend more impulsively and tolerate higher premiums. This will push footfall into your store – customers looking to load up their cool-bags with RTDs, soft drinks and long cold beers to take to the park, along with snacks, sweets and even FTG. Position your store to cater for this demographic and season, and the potential to capitalise on the carnival and festival feeling – even if there is no literal festival at the end of your street – is considerable.
Festival facts
The festivals and carnivals sector represents (according to the House of Commons DCMS Select Committee) a key segment of the broader leisure and outdoor events industry. In fact it is a major economic and cultural “powerhouse” generating an estimated annual economic value of at least £25 billion while functioning as a substantial driver of tourism, employment, and regional economic growth, according to researchers The Power of Events organisation, which explains that the income “covers the full cascade of value that events generate. It makes outdoor events the single largest component of the UK’s £61.6 billion events industry – bigger than conferences, exhibitions and business events combined: events generate far more economic value than their organisers ever see in their own accounts. Every pound of ticket income, sponsorship or grant triggers roughly £1.50-£2.80 in spending by visitors, suppliers and staff – and in many cases much more."
Some of that extra revenue “unaccounted for” at the event itself is what spills over and finds its way into the cash registers of c-stores. You might not feel directly connected to the tourism and hospitality sector, but “Festivals drive regional and local tourism, as attendees spend heavily on accommodation, local transport, food, and drink,” says Outdoor Arts UK, adding that the Notting Hill Carnival, for instance, generates approximately £396 million for London’s economy annually and supports the equivalent of 3,000 full-time jobs. Again, a significant part of that finds its way to the convenience channel.
Cartoon by Andy Marino / Generated via Gemini
David Relph, commercial manager of VOGO premixed vodka shots, confirms that carnivals, music and arts festivals, street food events and community parties can deliver serious profit boosts for independent retailers and convenience stores. “Local shops become the high street heroes as large crowds, travelling to and from event locations, bring sales opportunities for stores to tap into,” he explains.
“Convenience stores can turn festival footfall into punchy profits with the right selection of supplies, spanning established favourites and new, eye-catching formats. Retailers should get their stores mission-ready for the high volume, impulse nature of these shoppers: excitable groups waiting for the taxi, bus, or train; festival-goers looking for all-day refreshments; and high-energy gear for gatherings and meet-ups.”
Photo: iStock
The list of categories that serves passing festival enthusiasts as they gear-up for a day (or days) out is pretty self-explanatory: drinks, alcoholic and soft, snacks, treats and an element of FTG that they can carry off for a meal on-site (or in the yard back at home where the party is).
All soft drinks are good, and as far as alcohol is concerned, the nature of the occasion - with limited storage and cooling facilities in a tent, for example – means that the demand for chilled cans and bottles, and above all for the world-beating RTD craze, is predictable. “The UK shot and RTD markets are buoyant,” Relph says, “with higher ABV products showing the strongest growth, so there are clear opportunities here.”
VOGO premixed vodka shotsPhoto: Handout
“When it comes to alcohol, many shoppers will be stocking up on portable, easy to carry, convenient drinks that bring the flavour and fun," adds Relph. “RTDs and shot-style drinks for quick consumption are key for these moments, so retailers should review and refresh their ranges now in time for the festival season.”
Do not underestimate the power of festival sponsorship on sales of the eponymous products in-store, as shoppers join in the spirit of the occasion – need one say “Jägermeister”, which transformed itself from a niche digestif into the fuel for party animals everywhere with its masterful campaign of events sponsorship?
What to stock
It’s worth taking a whip-round of the latest RTDs and drinks that could prove popular for the festival crowd and dreamers.
Relph’s VOGO is a range of premixed vodka shots, in handy pocket-sized pouches, available in four flavours from fruity to zesty – Strawberry Splash, Tropical Deluxe, Raspberry Blast and Citrus Zing – and VOGO packs a punch at 15% abv per 35ml serving.
Single serve, pocket-sized shot drinks such as VOGO are ideal for grab-and-go moments and placed next to festival essentials or by the tills can drive interest, trial and impulse purchase. They are individual, convenient and versatile and the format is portable, enjoyable and recyclable – ticking lots of boxes while meeting flavour and taste expectations. They can also be carried in pockets, rucksacks, bags and even bras, ready to be enjoyed at the festival or event.
VOGO provides the perfect impulse purchase – ready to be consumed straight away, a good size and great value (RRP £1.85 per pouch). Display them prominently to boost impulse sales.
Incidentally, this new 15% ABV level (as opposed to a standard 5%-or-so RTD norm) looks as if it is the coming trend. For example, Global Brands’ new high-ABV RTD cocktails range, “Quadz” - like VOGO, hitting the shelves this month in time for the season – comes in at 18.8% ABV.
Quadz RTD cocktails rangePhoto: Handout
Billed as “loud, proud, and unapologetically disruptive", the range comes in pocket-sized 200ml bottles (handy for the park), and four different flavours, and each unit packs in four vodka shots.
Ellie Memmott, Brand Manager of Quadz, points out that the overall category is currently valued at £82.2m, growing at the rapid rate of +201% YOY (!), with high ABV emerging as the most valuable and fastest growing sub-category within cocktails
Quadz will be available in four flavours, Blue Razz, Cherry Daq, Lime Mar, and Pink Marg, tapping into trending consumer flavour profiles.
Like Quadz, VOGO is aimed at the 20 to 35 age group for on-the-go consumption, pre-drinks ahead of the party, or during festivals and live events. VOGO pouches can be consumed immediately with a “rip and sip” format – tear open, take a few sips, then recycle. They are ready to be enjoyed straight off the shelf or can be stored in the chiller – so consider dual siting by placing them by the tills too.
And with a heavy focus on the convenience and independent retail sector, VOGO is supporting stores with a starter pack, which contains 40 pouches (ten of each flavour in Shelf Ready Packaging), and branded POS including fridge stickers and clip strips to bring the new brand to life and create appeal and interest in stores.
“As retailers refresh their ranges in time for the summer festival season, VOGO will help stores drive sales and boost profits as consumers are always looking out for fun new options in the drinks fixture,” says Relph.
WKD new rangePhoto: Handout
Other RTDs that are freshly available include festival-perfect makeovers from WKD, strengthening its position in the Ready-To-Drink (RTD) category with the launch of a new cocktails range designed to tap into growing demand for higher ABV, cocktail-style serves. At 6.5% ABV, it responds directly to evolving consumer behaviour, offering a more elevated RTD option while staying true to WKD’s flavour-led DNA. The new range features three flavours: Cheeky V, Venom and Blue Lagoon, (available in 330ml cans at an RRP of £3.10) developed to meet demand for high-tempo, great-tasting drinks that deliver strong value for money.
“Classic serves like these are instantly recognisable and signal a good time,” said Scott Bell, Marketing Director at SHS Drinks.
More traditionally, Gordon’s Gin has announced the launch of Gordon’s Spritz, a ready-to-pour innovation designed to make Spritz easy to enjoy and share at venues such as festivals and outdoors in general, offering the perfect “sundowner” in a bottle.
Available in two variants – Elderflower & Citrus and Watermelon & Berry – the ready-to-pour format is designed to be served chilled or poured over ice with a garnish. At a robust 8.4% ABV in a 75cl bottle (approximately five servings), it is built around spontaneity, ease, and social connection, and positions gin as the defining drink of a new “spontaneous Spritz” occasion.
“Spritz has become one of the most sociable drink choices, and we saw a clear opportunity for Gordon’s to bring its quality and distinctive flavour character in a way that feels effortless and easy to share,” said Tayara Sousa Linke, Global Head of Marketing Premium Core Gins” at Diageo.
Joining Gordons is Campari’s new Aperol spritz, bringing the brand into the ready-to-drink category for the first time, with the launch of Aperol Spritz TO GO in a festival-friendly canned format.
At 5% ABV, this drink is optimised for sessionability and Campari describes it as perfect for “outdoor and on-the-go occasions”, helping retailers capture incremental spend as consumers enjoy the warmer weather this summer.
FUNKIN COCKTAILS Sangria, Elderflower and Limoncello flavoursPhoto: Handout
And to round off the perfect cool-bag for the local festival occasion, FUNKIN COCKTAILS has joined the movement with a range of three striking flavours – Sangria, Elderflower and Limoncello.
Sessionable again (4.5% ABV this time, in 330ml, RRP: £3.10), the range taps into growing consumer demand for provenance-led flavours, with 80 per cent of Spritz drinkers citing heritage as a driver of choice – from Italian-inspired Limoncello and Elderflower to Spanish-style Sangria – premium flavours that increase in popularity during warmer months. Again, a perfect festival flavour and experience profile – moments where demand is rising for longer, lighter serves.
And last but not least, in soft drinks, with festival season providing a perfect platform for incremental sales, Capri-Sun is launching Festival Feeling, a promotional campaign to drive sales of its 330ml pouches across during the key festival season.
Capri-Sun is positioning the campaign so retailers and wholesalers can connect with young adult shoppers through a mechanic that is easy to understand, quick to enter and closely aligned with the summer calendar. Be sure to stock this front and centre – and happy trails!