Become a Postmix ACE with Coca-Cola Enterprises

Tuesday, May 10, 2011

To coincide with the 125th anniversary of Coca-Cola, Coca-Cola Enterprises Ltd (CCE) is launching this month a new on-premise initiative to help licensees perfectly serve Coca-Cola and Diet Coke.
The Accredited Coca-Cola Establishment (ACE) programme will provide postmix training and detailed guidelines on how to perfectly serve Coca-Cola and Diet Coke to help licensees increase customer sales of postmix and bottled formats.

Soft drinks present a strong sales opportunity for licensees, especially during the lunchtime occasion, where 80% of people prefer them to alcohol[1]  but 63% of customers still believe that they are receiving poor value for money in pubs[2]  when it comes to soft drinks, especially post mix. The ACE programme aims to improve this customer perception and help licensees capitalise on the potential for a possible 6% growth in total postmix sales [3] .

Training and support materials will be provided by CCE to help outlets become an Accredited Coca-Cola Establishment including a reference booklet, back of house posters, video training,

Georgia Green glassware and cleaning kits.

The ACE programme reference booklet will include a '5 simple steps to success' guideline, on the following topics:

• Daily maintenance
• Fresh and in-date product
• Hygiene
• Creating the perfect the serve
• Brand visibility

Following training, participating licensees will then be assessed. Criteria will include perfectly serving Coca-Cola and Diet Coke, and a 90% pass mark on the Coca-Cola quality measures to become an ACE outlet, these will include:

• Assessing the age of the syrup
• The taste, carbonation and temperature of the drink being served
• Clean nozzles and front of bar displays
• Coca-Cola visibility from the tables and POS at the bar

Upon becoming an Accredited Coca-Cola Establishment, outlets will receive an 'ACE Visibility Kit' for licensees to display that they offer the CCE approved standard of postmix drinks to ensure customers are aware of it. The kit will include a plaque, certificate and font badge. There will also be a CCE and Independent Mystery Shop visiting ACE outlets to ensure the scheme maintains credibility over time.

Barbara Johnson, Shopper Marketing Manager at Coca-Cola Enterprises Ltd, comments; "We have invested behind developing the ACE scheme to help drive consistency of postmix serve back into the on-trade. Currently, customers often won't know what brand of cola they will be served and the presentation varies across on-premise. Customers are willing to pay more for quality and a great serve, so the ACE initiative aims to standardise these variations across establishments ensuring customers receive the best value for money. Six out of seven people prefer Coca-Cola to its nearest competitor in the on-trade[4] , so promoting that you serve it should have a positive impact on sales. We are confident that if licensees follow the advice of the ACE scheme, it will help uplift the rate of sale for Coca-Cola and Diet Coke, increase customer dwell time and encourage repeat visits."
-Ends-

For further information and images, please contact Nicki or Frankie at Mercieca on 020 7485 0100 or cocacolaenterprises@mercieca.co.uk

Notes to editors

Did you know?

1. If all of Coca-Cola ever produced was put into 8-ounce contour bottles:

• There would be more than six trillion bottles, which stacked end-to-end, would reach 468 miles high - 85 times taller than Mount Everest
• The six trillion bottles roughly equals 966 bottles - or more than 56 gallons of Coca-Cola - for every person in the world

2. If all the Coca-Cola bottles in the world were laid end to end they would reach the moon and back more than 1,677 times

About Coca-Cola Enterprises:

Coca-Cola Enterprises, Inc. is the world's third-largest independent Coca-Cola bottler.  CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.

In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs around 4,500 people across England, Scotland and Wales at manufacturing sites, regional offices and depots.CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection. CCE makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive.  CCE in GB also makes, sells or delivers Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.

CCE has the largest share of soft drinks in the UK[5]  with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink[6]  and remains one of the most innovative brands in the world today.

[1]Crest Data, Total Pubs Q4 2010

[2]Mintel 2010

[3]Internal Sales on Feb 2010 vs Feb 2011 on 145 outlets that were trained on Quality Programme in Jan 2011

[4]HIM data, July 2010

[5]Nielsen Total Coverage to 25.09.10

[6]Nielsen Total Coverage to 25.09.10