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THE BEVERAGE GUIDE FROM PAGE 74 to make the most of their summer with cold brew coffees and plant milks,” Ms Goorjian said. “We have an ‘always on’ approach to PR, ensuring Califia’s messaging is communicated to our customers and those interested in health and wellness.” Califia Farms also supports initiatives such as Veganuary, a movement where people are encouraged to try veganism for one month in January. “We like to support people on this journey by providing recipe tips and easy swaps,” Ms Goorjian said. “Continued product innovation and educating people on the health and environmental benefits of a plant-based diet \\\\\\\[are part of the brand’s future\\\\\\\]. At Califia Farms, we’re tirelessly working to make it easy for people to go plant- based without sacrificing on taste.” Coca-Cola, Covid and Christmas Changes in beverage consumption occasions and shopper trends during the pandemic have prompted portfolio, location and channel shifts, according to Coca-Cola Amatil Retail Sales Director Dominic Biasi. “The demand for different beverage categories has changed due to the impacts of Covid-19,” he said. “Categories like our carbonated soft drink large-can packs are showing very strong growth at 8.8 per cent ahead of the category, as people stock up on their favourite beverages to enjoy at home \\\\\\\[IRI Australia Grocery Weighted excl ALDI, $ growth, MAT to 30/8/20\\\\\\\]. “However, some categories, like sports \\\\\\\[drinks\\\\\\\], have been negatively affected, at -2.2 per cent, impacted by the closure of gyms, fitness centres, sporting events and competitions \\\\\\\[IRI Australia Grocery Weighted excl ALDI, $ growth, MAT to 30/8/20\\\\\\\]. Mr Biasi also notes a “significant” structural shift to online shopping, and a transition of volume away from CBD areas to suburban and regional areas as a large proportion of employees have moved to working from home. “Performance has also been highly differentiated across states, depending on the level of restrictions,” he said. “These shifts pose both challenges and opportunities for the beverage industry. “For Amatil, it’s important that we’re closely watching our markets in terms of impacts on customers and our supply chain, and any insights on changing consumer habits. \\\\\\\[We’re able\\\\\\\] to quickly assess which of these trends become permanent structural changes and to then be agile in our response, to capitalise on the opportunities.” This summer, Coca-Cola will again lead its festive campaign, ‘Taste that Christmas feeling’, with ‘Santa’ driving the well-known red Coke truck. The company will also be using new, “innovative” displays for the season, according to Mr Biasi, which will drive greater shopper conversion for its everyday and more premium packs. When it comes to Coca-Cola’s most 76 RETAIL WORLD NOV, 2020