So it’s been a busy year, could you tell us a little about how LRS is performing?
The introduction of the Soft Drinks Industry Levy (SDIL) in April was of course hugely significant across the category. We took an industry-leading decision in November 2016 to reformulate our top selling brands to contain less than 5g of sugar per 100ml. This meant that when the SDIL came into force, all our core brands were levy-free so retailers didn’t have to change their prices or explain pack changes to shoppers.
As well as our work in reformulating our portfolio, this year we’ve invested more in marketing our brands to consumers than ever before. Lucozade Energy, Lucozade Sport and Ribena have all rolled out multi-million pound campaigns to raise the profile of our drinks and drive shoppers into store.
So yes – a big year for us, with lots to look forward to in the future! We’ve just launched an exclusive competition for independent retailers, offering the chance to win £5,000 every week from July until the end of September. Summer is an exciting time for the soft drinks industry. We think this a great time to stock up on soft drinks and take advantage of our competition at the same time.
Tell us more about your new competition.
We’ve launched a new competition exclusively for independent retailers. The giveaway is running on nine of our biggest SKUs and there’s a total of £60,000 cash to be won, from now until the end of September. Simply visit the website and enter the details on the shrink-wrap of cases of Lucozade Energy, Lucozade Sport and Ribena to be in with a chance of winning.
Why should retailers take part in your new competition?
It’s an easy way to win big money. Each weekly prize is £5,000 cash which can make a real difference. They just need to head to our website and enter the codes from the stock they’ll be buying anyway during the summer season.
Why are you launching this now?
We know the warmer the weather, the more likely consumers are to buy drinks on impulse – in a typical year the soft drinks category sees an uplift of over +13% from May to September (IRI). The heatwave we had earlier this summer will have done wonders for sales of soft drinks, for example, as I’m sure retailers have seen in their stores. There is a real opportunity for retailers to capitalise on these summer shoppers by stocking up in preparation and entering our competition for a chance to win some extra cash.
What advice would you give retailers looking to increase their soft drink sales this summer?
The summer season is the most popular time of year for soft drinks – so we recommend stocking up on the best-selling brands to make sure their chillers are ready for the extra shoppers. Restock at the end of the day to ensure drinks are chilled and ready for shoppers the next day during this warm weather. And of course, while stocking up – take advantage of our competition!