Business Action | June / July 2019


June / July 2019 issue of the independent North Devon-based business magazine covering news about business and enterprise in Barnstaple, Bideford, Braunton, Chulmleigh, Combe Martin, Holsworthy, Ilfracombe, Lynmouth, Lynton, South Molton, Torrington, Woolacombe and more.

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In a recent workshop, I gave

soft drinks the hard sell, with

stats, trends and profit-boosting

techniques that left attendees

shaken not stirred.

Here’s the low-down:

Premium paving the way

The soft drink industry is now

worth over £8 billion, with last

year seeing an annual increase

of over 5.6% in value and 2%

by volume.

Luxury mixers (triggered

by artisan gins), cordials and

soft drinks have enjoyed the

greatest uplift, as consumers

seek out premium brands that

deliver superior quality, strong

brand stories and a play on


No mocking the Mocktail

Once a token gesture,

mocktails now stand proud

alongside cocktails as one in

five consumers now define

themselves as teetotal. With

younger generations increasingly

health-conscious, low

and zero-alcohol alternatives

are on the up . . . with sugar

continuing as the #1 health

concern for the fourth year


Stir in the art of ‘perceived

value’ and mocktails make for

serious profit-power.

Biggin’ up beverages

Sara-Jane Williams of BrandLanterns on the profit-power of soft drinks

Profit power

With ‘restaurant typical food

costs’ reported at approximately

25-30%, but beverages

at 20%, drinks provide a great

opportunity to stretch profit

margins. Furthermore, with

pressure for hospitality to be

more experimental, beverages

are lower risk than new dish

concepts. Give them the space,

psychology and descriptions

they deserve on a separate

menu, and consider tabletalkers

or postcards to get

promotions front-of-mind.

Emerging trends

The coolest drinks right now?

Innovative flavours (vegan

and plant, medicinal, ethnic);

bitter not sweet; cold-brew teas

(nudging over coffees); superpower

water (added minerals,

vitamins, caffeine etc);

digestive health (especially

Follow us:

those using traditional

methods of fermentation, pickling

and preserving); sustainability

(not just packaging

and processes, but also wonky

fruits, peels and seasonals).

Last but not least, the ‘freefrom’s

(with gluten-free behind

half of all the free-from sales

value in 2018).

Comfy or Cool?

Traditional? Trendy? Foodies?

You know your customers

best; the challenge is to

find the balance between a

beverage menu that’s within

their comfort zone versus

delivering new experiences

that reinvigorate footfall. Seek

supplier support with a dedicated

beverage programme

(or ask us) to keep your

menu ahead of the game this

summer and beyond.

■■Details 01271 372620 or

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Lyn Candles . Lynton . N. Devon . EX35 6BS

Tel: 01598 753321


01271 267420 |

8 business action | June / July 2019 |

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