Soft drinks offer a high profit margin to wholesalers, retailers and leisure operators, but the market is evolving rapidly and getting the category right is crucial.

Britvic is working with wholesalers to reinvigorate the soft drinks category and grow value throughout the entire supply chain. At the heart of this approach is a transformational project with AF Blakemore’s Cardiff depot. Britvic is collaborating with the wholesaler to identify opportunities for extra sales through conventional wholesale disciplines and innovation.

1. Soft drinks are changing

Britvic has worked with AF Blakemore to identify basic merchandising principles to improve ‘shopability’ and reduce SKU count. This also makes stockholding easier to manage at a depot level, which is incredibly important for keeping costs done. Understanding how the market is evolving is vital to decide what to stock.

2. Responding to the market

Talking regularly to your suppliers can be mutually beneficial. Britvic uses wholesaler feedback to respond to the market: improved price-marked pack ranging, smaller pack sizes, more competitive promotions…

3. Clear segmentation

Category segmentation is hugely important in depot. Arrange soft drinks for different consumer groups: kids (eg Fruit Shoot, Capri Sun, Vimto); Family (eg Robinsons); and adult (eg Pepsi and 7UP 330ml).

4. Working with suppliers

Partnering with suppliers can help you optimise the category. A F Blakemore is currently refreshing its partnership with Britvic through its joint business plan. “We’re ensuring that when we do promote, we’re promoting the right products that are customer centric and are from our core range or NPD,” says Richard Harman, Trading Director for Blakemore Wholesale.



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