CCEP confirms continued support for wholesale sector in 2021

Coca-Cola European Partners has confirmed that it will continue its ‘more affordable’ wholesale promotions on core Coke, Schweppes and Appletiser SKUs in the first quarter of next year.

In addition, CCEP will support wholesalers in three key ways:

Managing the volatility in the market

“Demand has been up and down across different pack types, and one of our roles has been to feed market insights to wholesalers to help them to manage their stocks so that they are not left with short-dated stock. We will continue to do that in the coming months,” said Rob Harris, vice president for sales at CCEP.

Unlocking opportunities

“This is about wholesalers and suppliers sharing insights,” Harris explained. “We have a lot of information about the outlets in Great Britain from our field sales teams and from other ways that we collect data. Our wholesalers have the same, and bringing that data together will allow us to focus on where opportunities are and work with our field sales teams and wholesalers to target those opportunities, outlet by outlet, street by street. I think that will be the way in which wholesalers will win with their biggest suppliers in 2021.”

Deposit return schemes

“Deposit return schemes will create a number of challenges for suppliers and wholesalers in the coming months as we prepare for Scotland and then England and Wales,” said Harris. “We will be talking to our wholesale customers about how we believe that can be managed so that a well-designed deposit return system works for all.”

General manager Stephen Moorhouse commented: “Next year will be a game of two halves: more of the same in the first half – the trend for large sharing packs will continue – but then opportunities in away-from-home and HoReCa (hotels, restaurants and catering) will come back and it will be a case of how we support our customers to take advantage of those opportunities.

“We will be focusing back on the core but there will be select innovation because consumers definitely want that. For example, Costa ready-to-drink is really a big opportunity for us.”

Early next year, CCEP will introduce Topo Chico Hard Seltzer into Great Britain. Comprising sparkling water with alcohol and natural flavours, Topo Chico (4.7% abv) will be available in three variants – Tangy Lemon Lime, Tropical Mango and Cherry Acai – in 330ml sleek cans.

CCEP is also planning to launch more NPD in the energy category.

Tel: Coca-Cola European Partners (0808) 1000 000