Britvic Soft Drinks is to sponsor Alcohol Concern’s Zero Alcohol Awards as part of the 2016 Dry January campaign.
In 2015 an estimated 2 million people went ‘dry’ for January, driving an increase in consumer interest and engagement with the soft drinks category as drinkers looked for alternatives to alcohol. The Zero Alcohol Awards will recognise and reward multiple and independent retailers, along with bars and pubs across the country who are committed to driving the creativity and innovation within the category to bring consumers the very best in soft drinks.
Russell Kirkham, Senior Shopper Marketing Manager – Out of Home at Britvic, explained: “We’re delighted to be a part of Alcohol Concern’s inaugural Zero Alcohol Awards to recognise the efforts of the highest quality retailers in the industry. Dry January presents the trade with the perfect opportunity to capture the attention of consumers and steer them away from their default choices and drive extra sales, so we know how crucial this time of year is. We look forward to celebrating with those nominated!”
Jackie Ballard, Chief Executive of Alcohol Concern, reiterated: “There’s a growing number of people who are choosing to be alcohol-free; 1 in 5 adults do not drink alcohol at all and the number of young people aged 16-25 choosing not to drink has increased by 40% over the last decade. This growing market is looking for new places to drink and new options to buy. We want to celebrate those businesses meeting this demand and are inviting them to put themselves forward for an award.”
Retailers who would like to enter can find the full information including criteria and entry forms online. Award categories include Best Independent and Best Multiple Retailer. The closing date for nominations is the 29th January 2016. The shortlist will be announced on the 2nd February 2016 ahead of the ceremony on 25th February 2016.
