In a significant shift for the soft drink industry, Co-Driver, Fuelled by Red Bull was unveiled on Friday at a special event held at Red Bull Racing’s MK7 facility in Milton Keynes. The event gathered 80 VIP retailer guests, heralding a new era in soft drink collaboration aimed at enhancing industry growth.
The market for soft drinks is expected to nearly double in value by 2030. Traditional segments, such as Colas and Flavoured Carbonates, are experiencing a downturn, while Sports and Energy drinks are flourishing, currently representing 40% of all sales and up £174 million compared to two years ago. With visibility and availability accounting for 52% of lost sales, Co-Driver emphasizes the importance of making room for high-performing products to maximize growth.
Image: Co-Driver / Red Bull
As the convenience channel undergoes significant changes due to shifts in shopper behavior and new regulations, retailers are increasingly seeking support from suppliers and partners to make informed decisions that will accelerate their growth.
Co-Driver serves as a growth partner, powered by Red Bull, dedicated to understanding the evolving shopper by 2030 and transforming insights into actionable sales strategies. By addressing the everyday challenges faced by retailers, Co-Driver aims to facilitate smarter and quicker sales through:
- Growth Hacks: Proven strategies for accelerating incremental sales.
- Top Trends and Insights: Keeping you ahead of shopper trends and category performance.
- Exclusive Support: Access to a dedicated WhatsApp channel for real-time updates and expert guidance.
Retailers can engage with Co-Driver through various channels, including insights and advice disseminated through trade publications, collaborations with media and industry bodies, and promotional materials distributed at trade events. Furthermore, Co-Driver will connect directly with retailers, encouraging them to share their positive experiences from implementing changes that boost their soft drink performance.
To join the Co-Driver community, retailers can sign up for WhatsApp via the QR code found in trade press or sign up here. This service provides exclusive content and support, enabling them to navigate the challenges of contemporary convenience retailing and maintain a competitive edge.
“We recognize the everyday challenges retailers confront, from regulatory changes to theft, staffing issues, and rising expenses—before they even consider what products to stock,” commented a Red Bull Spokesperson.
“Co-Driver seeks to streamline decision-making for busy retailers by keeping them informed of the latest soft drink trends and offering quick, actionable strategies that can be easily implemented to meet consumer demand.
“Our insights and advice will be delivered through partnerships with trade media, in-person interactions at events, and our dedicated WhatsApp channel. This initiative is just the beginning. In line with our ongoing commitment to the impulse sector, we will collaborate with influential retailers and engage them as ambassadors to share their experiences and inspire their peers to embrace changes that can foster business success.
“Our vision for the soft drink industry’s future is centered on the growth of functional energy. Supporting top-performing products in this category is crucial, ensuring they are readily accessible and easy to find for consumers—this is the first step toward advancing your business with soft drinks.”
For regular updates, scan the QR code below, or sign up here.
WhatsApp Sign-up QR Code
Key Takeaways
- Co-Driver is Red Bull’s new initiative designed to support retailers in the evolving soft drink market.
- The soft drink category is projected to nearly double in value by 2030.
- Sports and Energy drinks now constitute 40% of all soft drink sales.
- Visibility and availability are critical for maximizing product sales.
- Co-Driver offers insights, growth strategies, and exclusive support through a dedicated WhatsApp channel.
- Retailers are encouraged to share their successful experiences in enhancing soft drink sales.
FAQ
What is Co-Driver?
Co-Driver is a new growth initiative by Red Bull aimed at supporting retailers in the soft drink category with actionable insights and strategies.
How can retailers access Co-Driver resources?
Retailers can access Co-Driver resources through trade publications, events, and a dedicated WhatsApp channel.
What are the main focus areas of Co-Driver?
Co-Driver focuses on providing growth hacks, market insights, and real-time support to optimize retailer performance in the soft drink category.
Why is the soft drink market changing?
Shifts in consumer behavior, new regulations, and evolving product preferences are driving changes in the soft drink market.
What can retailers gain from joining Co-Driver?
Retailers can gain access to exclusive content, timely updates on industry trends, and support to enhance their soft drink sales strategies.
