Summer is often viewed as the time of year for drinks, but that doesn't mean the rest of the year can't be a success.
Given the cooler months, Retail World has compiled The Beverage Guide with advice from beverage brands and insight into their plans for this winter. We have put together a few highlights from the guide.
California farms
Gemma Goorjian, Marketing Manager at Califia Farms Australia, speaking about winter and its impact on the category, says plant-based milk is popular all year round.
“While (Califias) oat barista blend is particularly popular in winter for dairy-free lattes and other hot drinks, even chilled products like our XX Espresso Cold Brew Coffee with almond milk taste great when heated,” she says.
“They're also good for cooking and baking, so while they're a cold drink, they're a staple for many in cooler months.
"We're supporting all of our retail products this winter with a strong social media advertising, influencer and PR program."
Edenvale
Looking ahead to winter, Paul Andrade, Edenvale's National Business Manager, says fewer drinks are consumed as the season begins, and as the temperature drops there is often a corresponding drop in category sales.
"To meet consumer behavior during this time, Edenvale will continue to develop hearty winter-friendly wines such as reds and mulled wines to support sales during the winter period," he says.
“We will also position ourselves as 'heroes' of the existing red grape varieties through marketing and promotions with retail partners to complement the seasonality of wine consumption.
"In addition, in order to increase the UPSPW, we will focus on maintaining a core line of wine that consumers can return to year-round to encourage consumption events that resonate with key consumers."
H2 coconut
As with the beverage category in general, according to Rachel Lindley, Marketing Manager at H2coco, sales of coconut water have declined slightly over the winter in most channels, particularly at P&C, as consumers have less need for "quick hydration on the go".
"To stay relevant during the winter months, it is important to identify other occasions in order to provide consumers with an appropriate solution at important moments of their day," she says.
Broth & Co
Looking ahead to the cooler months ahead, Broth & Co co-founder Nellie Procopiou says her company will bring a “warm hug” to winter.
"Although bone broth is consumed all year round," she says, "it is good for the colder months and we use this with promotions to improve retailers' margins and increase sales."
Read the beverage guide in its entirety in the June issue of Retail World.
