Growing at 222%, ‘Elderflower’ is the fastest growing flavoured tonic, outperforming the market and driving growth within the mixers category

2018 has been an exciting year for Schweppes, with the introduction of an elegant new glass bottle and an extended range of natural-flavoured variants, including the popular new slimline Elderflower tonic.

These developments were supported with an upweighted above-the-line campaign to capture the hearts and minds of loyal brand followers while appealing to new recruits.

The mixers category is now valued at €12.5million in Ireland[1], and as the number one mixer, Schweppes consists of 57% of the market.[2] Therefore the leading brand is primed to capture the 27.5 percent growth in the category, thanks to continued investment and innovation across the range.

Appealing to its 25-49 year-old demographic, the new Schweppes Elderflower slimline tonic has gone from strength to strength since launching in the on-trade with a 200ml glass pack and in the grocery channel earlier this year with a 4 x 200ml glass pack. The popular flavour added incremental value to the category after just two months in trade, achieving a distribution of 39% in supermarkets across the island of Ireland.

While the legendary Schweppes’ tonic remains the signature taste of the brand with its delicate balance of bitterness, acidity and citric sweetness, the Elderflower variant now offers a lighter tonic, containing no sugar or calories but with a sweet and refreshing natural flavour.

Overall, as a flavour, ‘Elderflower’ is growing at a whopping 222%, worth 8% to the overall mixers category and is valued at €1.5million.[3]

 

Schweppes will continue to capture this growth for its retailers with the introduction of a new 1 litre Elderflower PET pack in the grocery channel, offering more choice for shoppers looking for mixability options at home.  The 1 litre pack is already a popular option for shoppers across the core range, with Schweppes 1 litre growing 15.3% in value and 11.3% volume across the island of Ireland.[1]

 

[1] Ibid

 

 

With the rise of premium spirits, and the continued growth of the mixers category, the nation’s favour tonic range Schweppes is primed to deliver incremental revenue for our customers. Following its recent brand revamp which saw the introduction of a slick new look and feel, Schweppes is focused on expanding its flavour range and pack offerings to respond to shopper needs. Gerry O’Callaghan, Key Account Director, Coca‑Cola HBC Ireland & Northern Ireland

“Elderflower in particular has proven its value within the market, as the fastest growing flavour in mixers, so we’re really excited to continue to expand the reach and pack options with the new 1 litre Schweppes Elderflower pack.

“The remainder of 2018 will continue to see a focus behind the entire range, with activation plans including exciting value-added promotions with cocktail kits, botanical kits, balloon glasses and more to give away in-store.”

Schweppes Elderflower, as an extension to the overall range, will be supported through the overarching Schweppes campaign plans to include point-of-sale communication including a Christmas burst, digital e-retailing and value-added promotional activity. In-store activity has included opportunities to win a ‘Build your own Schweppes cocktail kit’, a free ‘Schweppes balloon glass’, in addition to coasters and bottle openers.

In the grocery channel, the Schweppes range is available in Tonic, Slimline Tonic, Ginger Ale, Bitter Lemon and Elderflower across 1 litre, 12 x 150ml, and 4 x 200ml packs.

For more information, contact your local Coca‑Cola HBC representative or call the customer careline on 1890 26 22 26.

 

[1] Nielsen IOI value MAT NOV 17*

[1] Nielsen Value Sales Total NARTD in IOI MAT April 2018*

[1] Nielsen Value Sales Total NARTD in IOI MAT April 2018*

[1] Ibid