Co-op trials new chillers dedicated to single serve cans as it targets ‘on the go’ drinks market
Co-op has begun a 94 store trial of new BWS chillers dedicated to single-serve cans as part of plans to target the growing ‘on the go’ drinks market.
The range includes ready-to-drink beverages, craft beers, ciders, wine and cocktails, including 49 new lines from brands such as Sipsmith, Jack Daniels, Manchester Gin, Kopparberg and Beavertown.
Fairtrade, B Corp, low alcohol and alcohol-free drinks are also included, as well as new products from MOTH cocktails, Brewdog, Ciroc, Lucky Saint and NICE wines. The retailer will also stock a first-to-market canned offering from La Veille Ferme.
Plans to grow market share
The trial is part of Co-op’s ambition to grow its ‘on the go’ market share, which currently stands at 7%.
Rebecca Oliver-Mooney, Co-op head of drinks, explained: “The ‘on the go’ category is continuing to thrive, which presents a real opportunity for us as a convenience retailer.
“This is a category that over indexes on innovation and our curated range looks to balance core member and customer favourites with premium and innovative lines that will drive interest and excitement in store.
“Our range has been carefully selected with our convenience shoppers in mind, working with brands to deliver quality without compromise – so whether it’s a premium G&T or French red, we have something for everyone.”
The new chilled bays will be promoted in stores where the trial is taking place with the use of floor stickers, stripping and aisle fins.
