Summer is often deemed to be the season for beverages, but this doesn’t mean the rest of the year can’t be a success.
With the cooler months upon us, Retail World has put together The Beverage Guide featuring advice from beverage brands and insights on what they have planned for this winter. We’ve collated a few highlights from the guide.
Discussing winter and its impact on the category, Califia Farms Australia Marketing Manager Gemma Goorjian says plant-based milks are popular all year.
“While [Califia’s] Oat Barista Blend is particularly popular in winter for dairy free lattes and other hot drinks, even chilled products such as our XX Espresso Cold Brew Coffee with almond milk taste great when heated up,” she says.
“They’re also good for cooking and baking, so even though they’re a cold beverage, they’re still a staple for many in cooler months.
“We’re supporting all our retail products this winter with a strong social media advertising, influencer and PR program.”
Looking at winter, Edenvale National Business Manager Paul Andrade says fewer beverages are consumed as we enter the season, and as the temperature declines, a corresponding drop in category sales is often seen.
“To align with consumer behaviour during this time, Edenvale will continue to develop heartier winter-friendly wines, such as reds and mulled wines, to support sales during the winter period,” he says.
“We’ll also position as the ‘hero’ existing red varietals through marketing and promotions with retail partners to complement the seasonality of wine consumption.
“Additionally, to increase UPSPW, we’ll focus on maintaining a core wine varietal range that consumers can return to year-round, promoting consumption occasions that resonate with key consumer bases.”
Like the beverage category in general, says H2coco Marketing Manager Rachel Lindley, coconut water sales decrease slightly over winter across most channels, especially within P&C, as consumers feel less need for “rapid on-the-go hydration”.
“In order to remain relevant throughout the winter months, it’s important to identify other occasions in order to provide a suitable solution to consumers at key moments in their day,” she says.
Broth & Co
Looking at the cooler months ahead, Broth & Co co-founder Nellie Procopiou says her company will be bringing a “warm hug” to winter.
“Although bone broth is consumed throughout the year,” she says, “it does lend itself to the colder months and we capitalise on that with promotions to improve the retailer margins and drive sales.”
Read The Beverage Guide in its entirety in the June issue of Retail World.