The company, now owned by Coca-Cola Enterprises since its acquisition of Cadbury's 51% stake last summer, claims it was the only major soft drinks supplier to grow its market share in the U.K. in 1996, according to Nielsen figures. It attributes this rise - to 21% - largely to record levels of investment behind its brands.
Plans for this year include the launch of a new adults soft drink, Schweppes Sparkling, and a blackcurrant version of the Oasis adults soft drink. CCSB estimates that consumers between the ages of 25 and 34 will become an increasingly important market and will account for 20% of all soft drinks consumed in the year 2000.
Flavored carbonates such as Fanta, Dr Pepper, Sprite and Lilt will also enjoy more focused marketing support, to kick-start sales into achieving growth levels that mirror the success of colas in recent years, CCSB says.
Of the 50 million ready-to-drink-liters (RTDL) of cola volume sales growth in 1996, Nielsen reports that 32 million came from sales of Coca-Cola, which CCSB puts down to branding efforts - in particular the Euro '96 soccer sponsorship.
Copyright April 1997, Crain Communications Inc.