Softdrinks

Soft serve

Asshoppersstockuponsoftdrinksin spadesaheadofthebusyChristmas season,it’scrucialthatretailersensure theirshelvesarepackedwith a broad rangeofoptionstosatisfyeveryfamily member’stastepreference.Withthat inmind,let’stake a closerlookatsome ofthehottestproductsinthecategory, writes Julia O’Reilly

Alcoholicbeveragesmay take centre stageduringthe festive season,but Irish consumers certainly couldn’tgo withouttheirsoftdrinks at thistimeof year. Having a supplyofsoftdrinksisvital,both for impromptuguests,and to keepthe family goingthroughoutthelong relaxingperiod betweenChristmasDay andNew Year’s Eve. Plus,demand for premiummixershasalso grown amongthosewhoare keen to enjoya sophisticated beveragewithoutthe accompanyinghangover.

Researchfrom KantarpublishedinJanuary 2022 foundthat the standoutcategory performerin termsof valuegrowthlast Christmas was confectionery, whichincludessoft drinksand represented 47% ofincrementalsales.

Heightenedhealthand wellness consciousness hassignificantlyimpacted consumptionofsoftdrinksinIreland. According to Bord Bia’s GlobalBeverages Study,71% ofglobal respondentsclaimthat whenchoosing a non-alcoholicbeverage, they go for thehealthieroption. That’s why many brands today are making realefforts to reduce sugar contentintheirbeverages.

Energydrinks,meanwhile, continued to grow inpopularityin2021. Researchfrom Euromonitor foundthat it was through innovationthat brands experiencedincreasing demand,asnew consumersenteredthe categorysearching fora boost throughoutthe day to sustain cognitive orphysicalactivity.

Asisthecaseacross theentire grocery industry, sustainabilityisnowa major focus among consumers.Indeed,Bord Bia research foundthat sixin10 consumersacross Ireland andtheUSare concerned by theimpactof theirbeveragechoice ontheenvironment.

Manufacturersare therefore striving to meet consumers’ concerns by makingtheir packagingmore environmentallyfriendly, as demonstrated by thebrandshighlightedin thismonth’s feature, andthere iswidespread acknowledgmentthat theindustryhasbeen doing a goodjobinimprovingthe sustainabilityofthebeveragesthey produce, with 71% of consumersbelievingthat to bethe case. What’s more, Ireland recycles 70% ofits plasticbottles,datafrom Repakpublishedin 2020 found,makingusoneofthebest performersinEurope.

Withshoppers stockinguponsoftdrinksin thebuild-up to thebusy Christmasseason,it’s crucial to ensure you have optionsin-store that willsatisfy every familymember’s unique tastes.

Share magicmoments

Whenbusy schedulesmake ithard toconnect, mealtimesare theperfectopportunity to bring families together. Coca-Cola isinviting consumers to share more magicalmoments overa mealwiththeonesthey love themost.

For Christmas2022, Coca-Colawill continue its‘RealMagic’ communicationplatform to helpbringpeople together. Coca-Colais offering consumersthechance to winprizes to bring realmagic to mealtimes. Throughan excitingon-packpin codepromotion, consumerswillhave multiplechances to win €200 to spendontheirChristmas preparations,plusthousandsofgreat prizes fromJust Eat,DeliverooandSpotify.

Thisfullysupportedcampaignwillbelive in thetradefrom 7 Novemberthrough to the endofDecember2022and come to life throughmultiple touchpointswhichinclude TV, videoondemand,cinema, radio, outof home, experiential,PR,instore theatre, and POS support.

The brandadvises stockinguponthe festive promotionalpacks to offer yourcustomers a chance to win.

Monster’ssuccessissettocontinuenextyearwiththelaunchof threenew flavoursinearly2023

Full-blown flavour

EnteringtheIrishmarketjust over 10 yearsago, Monster, Ireland’s numberone stimulantenergybrand, consistently contributes to theenergycategoryinboth valueand volume growth,deliveringmore than18% year-to-date (YTD),according to Septemberdata*.

The brand’s success continues to bedriven by strong volume salesofthe flagshiporiginalMonster withsignificantadditional commercialperformance gainedfromnew productinnovation, inparticularits zero sugar‘Ultra’ rangeanditsfull flavour ‘Juiced’ range: responding to new consumerneeds.

Withinthegrowing ‘zero sugar’ segment,Monster Ultra has maintaineditsnumberonepositionthis year*. The expanding Ultra rangenow includesUltra White,Paradise, Red,Blue, Violet, FiestaMango, andthenew Ultra WatermelonandGoldwhich launchedearlierthis year.

Withinthe‘full flavour’ segment,Monster Juicedhasseen furtheraccelerated results. The Juiced rangealso continues to expand,now includingMango Loco, Pipeline Punch, Pacific Punch,Mixxd Punch,Monarchandthis year’s new fan favourite, Monster Khaotic,itsenergyblendwith a tropicalorange flavour.

Monster also continues to expandits ‘take-home’offeringwith theintroductionofeight-packs to theIrishmarket.

The brand’s success isset tocontinuenext yearwiththree newflavours ready to launch to theIrishmarketinearly2023; with a reformulated Monster ‘LewisHamilton’,Monster Juiced ‘Aussie Lemonade’andMonster ‘Ultra Rosa’.

*(Source:NielsenROIYTDSeptember2022: StimulantEnergy=Energydrinkswith 15gormorecaffeineperlitre)

Thirsty work

Ballygowan hasbeenannouncedasthe Official Water PartnerofIrishRugby in a new four-yeardeal. The partnershipsees Ballygowan becomeoneoftheofficial partnersoftheIRFU, whichincludes:theIrish Senior Team;IrishSenior Women’s Team; SeniorMen’s SevensandSenior Women’s Sevensas wellasbecominganofficialsponsor oftheIRFUNational Referee panel.

IrishSeniorMen’s playersMackHansen, Gavin Coombes,andJack Conan took a break fromtraining to helplaunchthenew partnershipinDunboyneCastleaheadofthe BankofIrelandNationsSerieskickingoffin November. Theywere alsojoined by Senior Women’s Squadmembers Aoife Doyle, Enya Breen,andDorothy Wall. KevinDonnelly, managingdirector, BritvicIrelandandJessica Long,headof commercial,IRFU were alsoin attendance.

Underthenew agreement,Ballygowan, whichispartofBritvicIreland,willprovidethe IRFUwith40,000litresof water each year to ensure playershave theoptimal water intake to maintain a normal water balance during trainingandmatches. The averagerugby player coversapproximately7kmduring a match,anditisnotunusual fora particularly active player to loseup to a kiloin weight throughdehydration.

Ballygowan willsupportthenew partnership withanintegratedthroughthelinecampaign, entitled‘Bottled Wild for IrishRugby’,which willinclude a dedicated TVC,OOH,digitaland socialmediasupport,PR,as wellasin-store POS rolledoutacross key retailoutlets nationwide.

Ballygowan NaturalIrishMineral Water is suitable for everyone, nomatterwhat their activitylevel is;fromleadingprofessional rugby players to a groupoffriendsplayingtag rugby or to refreshafter a brisk walkorrun.

Last year, Ballygowan relaunchedthebrand withthenew ‘Bottled Wild’campaign. The campaign wasa major step forward inthe brand’s ambition to bethemost sustainable water brandinIreland,withallbottlesnow madefrom100% recycledplastic,andare 100% recyclablebut containthesame refreshing water, bottledwildfromsource at Newcastle West inLimerick,which remains unchanged.

By introducingthenew bottles,Ballygowan ishelping to remove 51millionvirginPET bottleswhichis1,288 tonnesofnon-recycled plastic. When recycled correctly, Ballygowan rPETbottlescanbe reused over and over again,becoming a contributor to thecircular economy, and resultingin a positive impacton theplanet.

“IrishRugby isdelighted to welcome Ballygowan astheOfficial Water Partnerof theIRFU,” saidJessica Long,headof commercial,IRFU. “Keepingplayers’ fluidsin balance isanintegralpartofachievingpeak performance and we are delighted to be workingwith a home-grown Irishbrandwith a proven track-record intheIrishmarket. We are looking forward to furtherdevelopingour relationshipwithBritvicand I have nodoubt our athletesand fanswill welcomethesupport thispartnershipprovides.”

LucozadeEnergyisknowntohelpget consumersenergisedandre-vitalisedasthey maketheirwaythroughthefestiveperiod

Getupandgo!

LucozadeEnergy, Ireland’s numberone energybrand*,isbackonTVacross Novemberintheleadup to Christmasandis alsoplanning a significantout-of-home (OOH) andsocialcampaign to be executedin December.

LucozadeEnergyisknown to helpget bonesand teeth.

Vitamin D is veryimportantinourdiet to helpsupport families’generalhealth,growth, anddevelopmentbutitcanbedifficult to achieve the recommendeddailyintake of 5 µg.Ithasbeen reportedthat Vitamin D deficiency is veryprevalentinIreland***.

MiWadimakesthe water that everyone needs to drinkeachday extra deliciousand refreshing. To enjoy MiWadi at itsbest,just add water.

All-naturalsugar-freetreat

Earlierthis year, leading Australiansoft drinksbrand, Nexba, appointedSHSSales andMarketingIreland to lookafterthe salesanddistributionofits Kombucha portfolioinIreland.

SHSIrelandlaunched Australia’s number oneall-naturalsugar-freedrinksbrand, Nexba,providinghealthy alternatives to sugarysoftdrinks.

Kombuchais a fermented tea beverage which containshealthy componentssuch as B vitamins,organicacids,live cultures andantioxidants.Nexba’s new rangeof Kombuchaproves that guthealthand great taste cangohandinhandandaligns withthe company’s ongoinghealth agenda.

Availableinthree flavours - Strawberry & Peach,MangoandMixedBerry - thesoft drinkisfulloflive culture probioticsandis madeusingthegloballypatented‘Nexba Natural SweetenerBlend’,whichallows eachdrink to be completelysugar-freeand containsnothingartificial, yet retainsits bold,andfruity flavours.

Nexba’s Kombucha range contains zero alcoholandiswithoutthe strongvinegar tastecommonly foundinother Kombucha productsonthemarket,settingthis to be a consumer favourite. The rangeispartof the company’s ongoingagenda to tackle diabetesandobesityandimprove gut healthinIreland.So far Nexbahastaken over5 billiongramsofsugaroutofglobal diets.

Matthew Connole, salesleadEU, Nexba Beverage Co. saidtheappointment would provide a strategicplatform to launchthe new range. consumersenergisedand re-vitalisedasthey make their way throughthe festive period.

Researchshows that LucozadeEnergyis Ireland’s numberthreeFMCG brand***. This is a testament to its continuedInvestmentin highimpactandhigh reachmass mediaand consistentin-store activation.

*(Source:NielsenIQ, TotalScantrackROI,LucozadeDrinkNow Energy, ValueSales,YTD to 11/10/22) **(Source:NielsenIQ, TotalScantrackROI,EnergyOneShot by Brand, ValueSales& Value%Share, L4WK to 11/10/22) ***(Source:Nielsen Top100Brands2022)

Sunshinein everydrop

Irishbrand MiWadi hasgrown from strength to strengthinthemarketplace. Fromhumble beginningsin1927, MiWadihasbeen a fruity and flavoursomepartofchildhoodinIreland for 94 yearsandhasalways remained relevant to Irish familieswith a wide rangeof flavours inits Regular, No AddedSugar, 0%Sugarand Drops ranges. To thisday, MiWadiisproduced inDublinandis a proudmemberof Love Irish Food.

MiWadi continues to grow yearon year maintainingitsnumberonepositioninthe squashcategory*.

Thissummer, MiWadiannouncedthat its single concentrate anddouble concentrate rangesare now fortifiedwith Vitamin D which supports families’immune systems**. Vitamin D contributes to thenormalfunctioningofthe immune systemandmaintenance ofnormal

*(Source:Nielsen ValueShareMAT TotalSquashCategory Sept2022. **(Source:ExcludesMiWadi RegularBlackcurrant1L) ***(Source:DepartmentofHealthArticle Reportingon Vitamin DDeficiencyinIreland,April2020)

“Thelaunchmarksan excitingand importantmilestoneasthe company grows its internationalbrandpresence,” Connolesaid. “We willbe workingcloselywithSHSSales andMarketing to maximisecurrent opportunitiesandidentifyareas for growth, boostingIreland’s naturallysugar-freesoft drinkscategoryas we seek to realisethefull potentialofthe Kombuchaportfolio.

“The releaseof a rangeof revolutionary Kombuchadrinks to theUKandIreland cementsthebrand’s positionasthought leadersandinnovatorsinthenaturallysugarfreesoftdrinksindustry.”

AlanNeill, commercialdirector, SHSSales andMarketingadded:“ThenaturallysugarfreesoftdrinkscategoryisoneofIreland’s most dynamicFMCG markets. The desire to stay healthy duringthepandemichas acceleratedthedemand for suchproducts, ashealthand wellbeingbecome a priority for consumers.

“Thisproductisunique. Itpresents a verydifferentofferingfromotherproducts currently availablewithinthecategoryand we are delighted to be workingwithNexba Beverage Co. to ensurea successfulbrand launchinIreland. The focuswillbeon buildingbrand awareness whichinturnwill generate categorygrowth.”

Nexbais stockedinSuperValu, Centra, Sparandindependentsin330mlcansand 1L Pet bottle formats.

For furtherinformation contactSHS SalesandMarketing, by telephoneon 01 401 6200oremail info@shs-sales.ie.

TheRedBullEnergyDrinkisnowalso availablein a superconvenientfourpack, perfectforChristmasgettogethers

Energyboost

Promising to vitalisebodyandmind, Red Bull EnergyDrink, alongsideits expanding range ofeditionswillmake for theultimate Christmas2022party companion.

Red BullSugarFreeand Red Bull Zero serve thenosugarcategorytrend,whilethe colourfuleditionsincluding Tropical, Red (Watermelon),Green (CactusFruit)and Apricotprovidesomething for everytaste. Red BullEnergyDrinkisnow also availablein thesuper convenient fourpack,perfect for Christmasget togethers.

Availablein over 170 countries worldwide, withmore than 7.8 billioncansof Red Bull consumedlast year, its expanding rangeof editionsandbeyondtheordinarymarketing strategysee Red Bull continue to wingits way into Irish consumers’hearts,minds,and shoppingbasketsthisChristmas.

Foundedin1987, Red Bullestablishedthe energydrinksproductcategory, promising to vitalisebodyandmind.Itisappreciated worldwide by top athletes, studentsandin highlydemandingprofessions,as wellas duringlongdrives.

Red Bullistheofficialenergydrinkspartner to ConnachtRugby andtheIrish Women’s Hockey Team,alsosupportingIrish athletes, hockey goalkeeper AyeishaMcFerran,surfer ConorMaguire, downhillmountainbike athlete GregCallaghananddrifter ConorShanahan.

Visit www.redbull.ie for more inspiring contentand follow @RedBullIre onInstagram and Twitter to stay up to date withthelatest actionand events.

At nature’s pace

Ishka IrishSpring Water, theLimerick-based bottledspring water company, is constantly looking for new ways to innovate and stay one stepaheadof a rapidlychanging retail environment.

Ishka is committed to protectingthe environmentaroundit,thehomeofitsnaturalsource water, andensuringthat everythingit doesis to help to build a sustainablefuture. Ishka Spring Waterfiltersnaturallythroughthe Ballyneetylandscape at a pace that only nature canset.

As wellasits water, thebrandalsoputsjust asmuchcare and considerationinto its packagingandthe ways inwhich consumers canpurchaseandenjoy it.Allplasticbottles are 100% recyclableandits EcoBottlesis madefrom100% recycledplastic.Ishka also hasbeen a pioneerinintroducingtamperproof tetheredcaps,three yearsaheadofan EUdeadline, becomingthe first bottled water company inIreland to implementsuch a measure. Itisoneofseveral ways inwhichit arguesthata strongbusiness modelcan co-exist withenvironmental responsibility.

Nowa strong, recognisablebrandonthe retaillandscape, family-runIshka continues to increaseitsmarketshare, largelybecauseit canlay claim to beingIreland’s freshest spring water– bottledfrom five, 200m-deep certified wells,untouched by human contactandnot storedprior to bottling.Last yearitsaw growthof32% yearon year. Andit’s gearing up for more growth.Itis working towards commissioning a new glass bottlelineinthe fourthquartersoitcanmove into the foodservice andon-trademarketfromnext year. The company isalso exploring flavoured water productnext year, as wellas a new water energydrink.

Tradeenquiries welcome to info@irishspringwater.com or by calling 061 450 705.

Boldnew look

Changes continue to evolve for thebetter at thenumberoneIrishmixerbrand, Club, asthe brandunveilsitsnew boldandvibrantdesign.

The new designseesthebrandmove closer to theClubmaster brand,withtheenergy fromtheClubbrandmarkechoedandbuilton by illustrationsfromitspast that radiate outin a fun,playfuland ownable style.

Availableas 6x 330mlcan-packand850ml PET formats for thegrocerychannel, Club Mixers ensures relevance across many drinking opportunities.Itsportfoliooffers a wide range of flavours,best enjoyed chilled over ice with a garnishofchoice. ClubMixersare theperfect accompaniment to spirits, expertlydesigned to blenddeliciouslywithgins, vodkasand whiskeys.

ClubMixersaretheperfectaccompaniment tospirits,expertlydesignedtoblend deliciouslywithgins,vodkas,andwhiskeys

“We are very excitedaboutournew Club Mixers’design,asitis veryimportant for us to keepsuchaniconicIrishbrand contemporary and relevant to themodern consumer,” said BrianGreer, marketingmanager, Britvic Ireland.

“Notonlyhasour focus over the yearsbeen ondelivering a uniqueandsuperiortaste experience, we want everyone to know we sharea purposeofsavouring everymoment andlivinglife to thefullalongwithClub,” continuedGreer. “We know Irish consumers are eager to buylocalbrandsespeciallyones that mattermore to them.Ournew modern Irishdesign,builton by illustrationsofourrich andiconichistory, isintended to appeal to a broader, youngeraudience,focusingonthe attributesofheritage, quality, and reliability.

“We have biggrowthambitions over the next fiveyearsandthisnext evolvementofthe brandhasbeendesigned to transformhow we engagewith consumers,whileemphasising ourIrish valuesthroughouruniquehistory.”

Nettles…Don’tdie wonderin’

WildAbout, theBlasNahÉireannSupreme Champion2021,isaninnovative Irishartisan company creatingan award-winning rangeof natural foodanddrinkfromnative, seasonal andwildingredients.

“Nettlesare oneofourgreatest native superfoods, a naturalsource ofessential vitamins,mineralsandiron,” says Fiona Falconer, who co-foundedthebusiness alongsideherhusbandMalcolm.

“Packedwithpolyphenols,antioxidents, and a naturaldetoxifier, nettlesare engrained inthememoryof everyIrishbare-legged kid,” she continues. “At Wildabout we use simple, sustainableplant-basedingredients withnaturallyoccurringplant compounds, vitaminsandminerals to promote healthand wellbeing. We startedmaking a Nettle Syrup a decadeago, to dilute withsparkling water. Ithas consistentlybeenourproductleader, year-on-year.

“We looked at where we couldtake it,did some R&D, reformulated the recipe to make it low insugarand stable(ambient), carbonated,pasteurisedin a 330mlglass bottle…ready to go, SparklingNettleDrink was born!Unfortunately, so was Covid, despite thesocial restrictions,withno markets, eventsandpromotions, we still managed to produce andsell over 20kunits inthedomesticmarket.Driven by this we developed a secondproduct, a Sparkling Fenneldrink,withsimilarnatural,healthand wellness benefits.”

Globallythere is a move to more functional beverages, a stronginfluence ofsustainability andnaturalness.Here inIreland,inthequest for authenticgoodness andnatural functionalitythere isgrowinginterest inwild ingredients,according to Bord Bia’s ‘Future of AdultBeverages’ report.

“There isnodoubttheclearIrishtrendsare mirroredglobally, towards more natural, beneficial,localandsustainableproducts,” continues Falconer, who reflects:“Ido tend to sitinthoseBord Bia ConsumerInsights seminarsgoingtick,tick,tickin termsofthe attributes we deliver, butthisisthe first product range we canactuallyscale.”

Despitea rather flat growthintheglobal beveragesmarket,functional foodsand beveragesare projected to growby 8.5%. Nettleis red hotinGermany, the world’s fourthbiggest beveragemarket worth US$53,662mso WildAboutis certainly very excited to seewhere this storygoes.

WildAboutappealsacross allage ranges, fromparentswho want to give theirkids a naturaldrink, to grandparentswhoare also seekingout a differentoption.

“If a drinkjust needs to taste goodand refresh,it’s water,” says Falconer. “Ifitneeds to

WildAbout’sSparklingNettleDrinkcontains4.7%sugar,andisvegan-friendlywithadded immune-enhancingVitaminC,whiletheSparklingFennelDrinkalsocontains4.7%sugarandis vegan-friendly

WildAbout’sCocktails & Mocktailsgift-pack wouldmake a fantasticChristmaspresent WildAbout’sNettleSyruphasconsistently beenitsproductleader,yearonyear.

be more; more interesting,more salivating, more innovative… more natural,more beneficial,more sustainable, more Irish…you’d have to takea punton a sparklingNettle Drink!”

As a small,rural-basedagri-business,the Falconers concedethey don’thave the budgetsofthelarge companies:“We need retailers to supportusandin return we offer what thebigboys don’t,” says Fiona. “A unique, natural,sustainable, healthy, deliciously refreshingIrishNettleDrink.”

Curious?

Contact: Fiona Falconer. M: 08681229525.E: fiona@wildabout.ie Web: www.wildabout.ie. Instagram: wild.about. Facebook: Wildabout.ie ■