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John Breading, Sales Director at Frobishers, shares his thoughts about the future of the premium soft drinks category.
More than one in three drinks orders at pubs, bars and restaurants are now alcohol free. As the mindful drinking trend continues to grow, consumers are increasingly seeking alternatives to alcohol in socialising spaces.
What is driving the growth of premium soft drinks in pubs, bars and restaurants?
Consumers are increasingly seeking high-quality, premium soft drinks that deliver on taste and occasion.
The premium soft drinks and mixers market is worth £445m, so this is not a category to be ignored.
Emphasis is growing around cleaner living, with 70% of consumers actively trying to lead a healthier lifestyle. There is a desire for drinks with a lower sugar content and natural ingredients from sustainable suppliers which is something we, at Frobishers, are proud of with our Fusion range.
A carefully curated soft drink offering creates a comfortable and inclusive atmosphere and opens the door to consumers who might otherwise avoid traditional pubs or bars.
How will the soft drinks category evolve in 2025?
We expect to see soft drink innovations catering to health conscious, flavour driven, and mindful drinkers. Focus will be on functional ingredients, cultural and global influences, sophisticated flavours, sustainable and locally sourced ingredients.
Create memorable experiences?
Visibility and choice are key, and, as a hospitality business, choosing your soft offering should be as considered to a wine list. You should tailor your soft drinks to pair with seasonal and festive dishes to elevate your dining experiences.
Premium glassware, quality ice and a fresh garnish can elevate the pour. Simple non-alcoholic drinks pack a punch and command a higher margin.
Highlight seasonal serves and incorporate different flavour profiles to mirror the complexity expected from an alcoholic counterpart.
Why choose premium soft drinks this Christmas?
During the Christmas season, the soft drinks industry experiences a notable surge in demand, driven by festive celebrations and an increase in dining out.
The holiday season is a prime opportunity to tap into the growing trend of mindful drinking as consumers are actively seeking alternatives to alcohol.
Diversity is key, add depth to your menu by creating alcohol-free versions of classic and trending cocktails for hangxiety free socialising.
Tailoring your soft drinks to pair with festive dishes will elevate consumer dining experiences.
Sustainability is also a focus, as eco-conscious consumers are more inclined to choose brands that prioritise environmentally friendly packaging.
Soft drinks are not the soft option this festive season.
Frobishers is the expert in unique and flavoursome soft drinks.
With 30 years of sourcing delicious fruit and the best botanicals from around the world, they know how to make the perfect drink for every occasion. Proudly B Corp certified and a carbon neutral company, people and the planet are at the heart of everything they do.
The new Fusion range are timeless fruit juice combinations loosened with water for a longer thirst quenching serve. Made from 70% fruit juice and 30% water, not from concentrate, they are available in three market-leading flavours: apple and mango, apple and raspberry and orange and passionfruit.
