Britvic : advertising & marketing profile

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British soft drinks company Britvic is the UK's #2 soft drinks company after Coca-Cola. It is the exclusive local licensee for PepsiCo, managing all of that company's products under long-term contract, but also manufactures and markets a sizeable portfolio of of its own brands including Robinsons - the UK's #1 non-carbonated soft drink, now marketed in multiple different variants - Tango and J20. A key strength is Britvic's "on-trade" distribution network, which supplies pubs and restaurants, and now generates almost three-quarters of gross revenues. Pepsi, Britvic-brand juices and R Whites are three of the top five soft drinks sold through licensed premises. This is the legacy of Britvic's origins as a joint venture combining the soft drinks divisions of several large breweries. In fact, Britvic's development was hampered by many years by the conflicting interests of its shareholders Bass (now InterContinental Hotels Group), Whitbread and Allied Domecq as well as PepsiCo. Britvic finally issued an IPO in 2005 and has prospered since gaining its independence, until a serious stumble in the summer of 2012. That prompted an agreement to merge with smaller Scottish rival AG Barr, makers of Irn-Bru and Tizer. The deal was delayed by a referral to competition regulators, and by the time it was cleared in summer 2013, Britvic had regained its poise. The merger was called off soon afterwards. Revenues for the year to 2017 were £1.54bn. Great Britain accounts for almost 60% of that total; France, Ireland and Brazil are uncreasingly important international growth markets. Simon Litherland is CEO.

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Historical profile information for Britvic

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 20th Jul 2017: UK soft drinks company Britvic reallocated brands previously managed by BBH to two separate agencies. Saatchi & Saatchi London won the kids' portfolio led by Robinson's, but adult drinks including J20 juices were awarded to VCCP

Adbrands Weekly Update 16th April 2015: Ads of the Week "They Grow Up Fast". A clever idea from BBH London for long-established UK family favourite Robinsons. There's a little part of us which feels that the idea is perhaps a little better than the execution. Maybe we're being over-critical? But we definitely prefer Chairman Of The Board singer General Johnson's voice to that of those sweaty and insufficiently amazed parents.

Adbrands Weekly Update 3rd Apr 2014: Industry watcher Beverage Digest published a gloomy analysis of the US liquid refreshment (LRB) market, saying that "challenging recent trends... continued and worsened in 2013". There were no such problems in the UK, according to the latest annual soft drinks report from Britvic, the local Pepsi licensee. Last year's summer heatwave pushed consumption to record levels. Volumes were up almost 2%, but the growing number of premium-priced products pushed up value, especially in the take-home market, by almost 4%. Total value topped £10bn for the first time. Grocery and convenience store channels accounted for sales of £7.5bn, with another £2.9bn from on-trade pubs and clubs. Cola was still the biggest seller, accounting for almost 22% of the retail market and 43% of on-trade. Juice and energy drinks were as usual the #2 and #3 take-home categories by value, but the most spectacular growth was seen in "cold hot drinks" like iced tea and coffee, with sales jumping by 47% year-on-year. Coca-Cola continues to dominate the local market with 30% overall share to 20% for Britvic.

Adbrands Weekly Update 31st Dec 2013: UK soft drinks company Britvic named former Diageo marketer Matt Barwell as chief marketing officer. He succeeds Simon Stewart, now managing director, international.

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