Make this Mother’s Day your busiest yet
Here’s how working together with local businesses can boost your bookings and revenue
Are you making the most of energy drinks?
Boost your menu and margins with a power drink and dine deal
Bar, cafe and restaurant managers failing to offer energy drinks alongside food and cocktails could be missing out on a share of a multi-billion pound opportunity.
The old belief that best-selling brands like Red Bull and Monster are only for airports or motorway services has been overturned by the rise of the meal deal.
Today, around 58% of all energy drinks are bought with food – typically sandwiches, baguettes, breakfast rolls or sweet snacks.
More than just a quick hit
Customers no longer see energy drinks purely as stimulants. They’re now a companion to meals, says Coca-Cola’s National and Key Accounts Manager Steve Warnham.
“There used to be a misconception around energy drinks,” he says. “But as more people realise the caffeine content is comparable to a strong cup of coffee, the market is booming. Changing habits, demand for convenient functional drinks and flavour choice mean our drinks are flying off the shelves.”
Monster’s core now sits alongside sugar-free Ultras, fruit-packed Juiced energy and the clean energy Reign Storm range, ensuring there’s a flavour or format for everyone.
Ultra White’s crisp citrus profile and zero-sugar formula make it popular as a gin mixer, while favourites like Mango Loco and Viking Berry cater for big taste-seekers.
“74% of Energy drinks consumers have enjoyed a drink with a snack or meal and 38% are doing so weekly ”
- One Pulse
Clean energy powering the boom
The trend for clean, organic “energy with purpose” options continues to rise among health-conscious consumers and sales across the category are forecast to grow 6.6% by 2030 (Grand View Research), building on 19% volume growth since 2012 (Food Standards Agency).
Versatility counts
Despite that, Red Bull’s spokesperson says around 45,000 UK food and on-trade outlets have yet to unlock the category’s potential and impressive margins.
“As more people reduce alcohol consumption we play a unique role. Red Bull serves as both a standalone soft drink and a mixer for low and no-alcohol cocktails,” he says.
“Vodka Red Bull has always been the main part of our on-premises offering and it remains a key driver. Our expanded Editions range means we’re playing a role in more occasions and helping to extend consumer stays in venues.”
Related
Our guide to the Six Nations
The Six Nations is one of the biggest fixtures in the sporting calendar, bringing packed venues, long sessions and high expectations from fans. Getting it right takes more than just showing the game; preparation, pace and the right atmosphere can make all the difference between a good day and a great one. To help venues make the most of the tournament, we spoke to the team at Tiny Rebel to hear how they approach Six Nations service. From stock planning and streamlined menus to staffing, early openings and standout drinks, here’s their advice on putting on a brilliant tournament from kick-off to final whistle.
