Britvic’s limited edition winter cordial is returning for the festive season following its exceptional performance in 2018. Robinsons Crushed Apple and Cinnamon is available in stores now, bringing shoppers an early taste of winter with a festive flavour that will be available throughout the Christmas period.
Cordials are traditionally avoided by younger shoppers with over 50% of category buyers aged 55+, whereas Robinsons Crushed Apple and Cinnamon enticed younger consumers to the category when it launched last year, with over 60% of buyers aged 55 and under[1]. Served hot or cold, the returning winter variant will help grow the cordial category even further.
In December 2018, Robinsons Crushed Apple and Cinnamon generated £267,000 in value sales[2] attracting over 200,000 shoppers across the four-week festive period[3], making it a must-stock for retailers looking to increase both footfall and sales this festive season.
Phil Sanders, GB Commercial Director At Home at Britvic, comments: “The return of this seasonal cordial from Robinsons marks the start of the winter and festive season for us. The warm serve is a real point of difference within the cordials category and makes it the perfect soft drink product for the approaching winter time. With one in five consumers drinking cordials as an alternative to alcohol[4], this particular product is a delicious non-alcoholic alternative to the likes of mulled wine, tapping into the low and no alcohol trend we are continuing to see at the moment. The premium positioning of the product will also encourage shoppers to trade up, particularly during the Christmas period, a time when consumers are willing to splash out for entertaining and celebration purposes.”
Robinsons Crushed Apple and Cinnamon cordial is available in stores now and will be supported by in-store, sampling, digital and PR.
[1] Kantar Worldpanel, Total Best Category and Robinsons Fruit Cordials, Total Buyers, Demog % of Total Demog, MAT w/e 11 Aug 19
[2] Nielsen, Total Coverage, Winter Cordial, Value Sales 4 we/29.12.18
[3] Kantar Worldpanel, Total Market, Winter Cordial, Penetration 4w/e 30 Dec 18
[4] Mintel Cordials & Squashes UK May 2017
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