THE FLAVOUR REVOLUTION

MUCH of the growth in larger cans is down to new flavours hitting the scene. A strong energy drink range means walking a tightrope between mainstay top sellers and the flurry of new launches every month. “People go crazy for the Monster and Relentless flavours,” says Inglis. “I struggle to keep track of what’s current because there are lots of special editions and launches.”

“Flavoured energy accounts for over half of all volume sold,” says Troy, “so it’s important that retailers offer a wide range to cater for all tastes. Shoppers are demanding an exciting and varied category so flavours are crucial to success. More than £131m of category sales was generated from flavoured NPD last year.”

Tropical flavours are currently spearheading flavour growth, according to the Red Bull spokesperson. He says: “This is because shoppers look for variety and are particularly interested in discovering new flavours, especially during summer. As a result, flavoured sports and energy drinks are up by 22% year on year versus unflavoured at 11%, with tropical flavours a core opportunity, growing by 23% versus mainstream flavours at 15%.”

Red Bull’s Editions range of annual special- edition cans is proof of the power of flavours: its past three launches under the range have all become permanent lines.

Top tips

Start by getting the right amount of space per category. Sports and energy is 35% of soft drinks – so take a look: have you given it over a third of the chiller?

Don’t scrimp on facings for your bestsellers. For example, if Red Bull sells more than any other single-serve soft drink in your chiller, it will be near impossible to keep this, and your other bestsellers, perfectly chilled and available if they don’t have multiple facings.

Put your bestsellers at eye level – Red Bull signposts energy and Coca-Cola does the same for cola. That ‘power shelf’ at eye level should always highlight your bestselling and most iconic brands.