Coca-Cola launches programme to help licenced operators grow soft drinks sales

Coca-Cola European Partners (CCEP) is launching a new Perfect Serve programme to help licenced operators grow their soft drinks sales by confidently offering choice, delivering the perfect serve every time and knowing when to offer a second drink to drive transactions as 70% of consumers say they would order another drink if asked.

With 15%of hospitality venue sales coming from soft drinks, the Coca-Cola Perfect Serve platform emphasises the importance of providing a quality experience for consumers who are not drinking alcohol.

A new video hosted at www.cocacolaperfectserve.co.uk plus on-site customer demonstrations launches this month to show participating venue staff how to pour the perfect serve of a chosen Coca-Cola product. The programme is divided into three simple steps:

Perfect Choice - Offering a choice of the three Coca-Cola variants plus bottle or draught
Perfect Serve - Importance of glassware, volume of ice and garnish
Perfect Time - When to offer a second drink to drive spend

Additional features of the Coca-Cola Perfect Serve website include details on how best to describe the three Coca-Cola variants to consumers and an easy contact form to get in touch with CCEP's Customer Hub to enquire about barware or products.

Rob Harris, Out-of-Home Director GB at CCEP, said, 'One in five UK adults are now teetotal, but when they go out to a bar or restaurant they still want a perfectly served drink that stands apart from what they would have at home or on the go. Our Perfect Serve programme is about helping venue staff deliver that premium soft drink experience consistently.

'The programme also reveals new research that says that 75% of guests prefer their Coca-Cola to be served from the original glass Coca-Cola bottle whilst in a licensed environment. But with only 1 in 4 licensed outlets stocking this format, the platform shines a light on a huge trade opportunity to respond to what consumers actually prefer.

'We want bar staff to be proud of the drink they are serving and the premium glassware and iconic Coca-Cola glass bottles equip them with the tools to boost their sales and reputation for serving quality, whilst giving their guests a reason to come back for a second serve, and a repeat visit.'