While the northern hemisphere might love their cold Christmas season, in New Zealand, the December-March period is the peak time for sales of refreshing summer drinks in the off-premise.
What is a seasonal drink?
Seasonal drinks highlight the flavours and ingredients associated with each season of the year. In summer, for example, consumers are searching for cold, thirst-quenching, light flavours.
Summer seasonal flavours in NZ
Cocktails are top of many consumer’s lists when it comes to a beach or BBQ day. Fresh flavours such as mint, feijoa, passionfruit and lime are always crowdpleasers. When it comes to wine, a crisp Sauvignon Blanc, Pinot Gris or Rosé are sure to satisfy, and beer-drinkers will reach for a Lager, Pilsner, Pale Ale or IPA. And, of course, cider is always popular.
How to boost sales
Convenience is key
With summer being associated with beach days, BBQs, weekend getaways and picnics, canned or bottled drinks are the go-to. Position RTDs, seltzers, canned or bottled cocktails and canned wine in prominent displays. Look at your inventory for packaging that emphasises Kiwiana, beach or other summer themes as these can be instantly appealing to the consumer.
Go low- and no-
With the events mentioned above, there comes a big need for low- and no-alcohol options for those driving to and from the summer event, or those simply wanting a lighter option. Highlight your low- and no-alcohol section as “light and refreshing options”, promoting low- and no-alcohol RTDs, seltzers, beers and ciders that are easy accessible in your store.
Showcase local flavours
Summer is the perfect time to highlight refreshing local flavours such as kawakawa, horopito and Manuka. Feijoa – although not native to NZ – is also a favourite summer flavour for consumers. Your shoppers may not be familiar with some of the flavours, so set up in-store tastings or sample packs which will encourage them to try (and buy) something new and locally-made.
Encourage new creations
An easy way to engage customers is by placing QR codes on displays or shelves linking to delicious cocktail recipes they can create at home with your spirits or in-store mixers. This can also work for summer food pairings – which wine should you choose for seafood? Which beer is best for BBQ? It’s a simple but effective way to promote brands and push sales.
Summer marketing
Social media and digital marketing is a powerful way to promote seasonal drink specials. Emphasise “easy-to-carry”, “fresh and flavourful” or “summer essentials” messages on social media platforms. Try creating social media content featuring the outdoors which will further engage potential customers, especially Gen Zs and Millenials.
By applying these simple times to effectively showcase your seasonal selections over the summer season, your off-premise will be the go-to for local customers.
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