Robinsons The Hundred

Britvic has announced that Robinsons Ready to Drink is the official soft drinks partner for The Hundred cricket tournament, kicking off in August. As part of a three-year deal, the partnership will include an on-pack promotion to further drive sales this summer and beyond.

From this week, Robinsons Ready to Drink will be launching its on-pack promotion across over 2million packs, giving consumers the chance to win tickets to the tournament every two weeks via a QR code. The promotional bottles, which feature a cricket ball design, will be the ideal drink to enjoy during the game and on the go, making it a must stock for operators this summer.

Phil Sanders, out of home commercial director at Britvic, says: “Robinsons Ready to Drink is proud to be the official soft drinks partner of The Hundred and to get families active this summer. There is a huge opportunity for retailers to continue to draw shoppers into the on-the-go sector, with over two-thirds of retailers agreeing they are seeing growth in impulse soft drinks sales (Britvic commissioned independent research, Newtrade Insight, November 2021), and over a third predicting their on-the-go ranges will exceed pre-covid levels [ibid]. With the tournament taking place from 3rd August to 3rd September, games will be broadcast on Sky and BBC, and audiences are expected to reach over 16 million, so a fantastic opportunity for Robinsons ‘Ready to Drink’ to target a broad range of consumers through its association and on-pack promotion.”

Robinsons will be supporting The Hundred partnership and on-pack promotion with disruptive POS, digital, and in-store activations. It will also include in-ground advertising (alongside other branded partners) during the tournament.

Since the launch of Robinsons Ready to Drink, the momentum continues with a value growth of +79%, growing ahead of the category (NielsenIQ RMS, Total Single Serve Drinks,Total Coverage L12 wks 26.03.22). The brand recently added a third flavour to the line-up with Blackberry & Blueberry. The new addition to the range contains no added sugar, and joins the Raspberry & Apple and Peach & Mango variants.