Fun in the sun

Retailers are facing multiple challenges right now, but with summer just around the corner comes a welcome opportunity to heat up sales.

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After a particularly harsh winter, Scottish retailers and their customers will no doubt be longing for some summer sunshine to brighten sales this summer. And if good weather alone isn’t enough to convince consumers to get together with friends and family, there’s the World Cup finals to boot.

It’s been 28 years since Scotland last graced the finals and many retailers will have never experienced the associated sales spike. “Scotland being in the World Cup is unprecedented!” beams Nathalie Fullerton of Go Local Dumbarton Road, Glasgow. “I’m not a big football fan but even I’m excited about it!”

But she reckons Scotland’s extra bank holiday is the cherry on top. The national holiday has been approved by the King and is due to take place on the Monday after Scotland’s first match against Haiti on Sunday 14 June at 2am. “Glasgow City Council said yes to the bank holiday, which is great for us. To be fair, the Scots don’t need an excuse to drink or have a party! But if people know they’ve got a day off on a Monday, they’re quite happy to party even longer! By that time, we’ll have extended our [home] delivery time until 2am so that will hopefully make a good difference as well.”

For Nathalie, football equals extra alcohol sales with people getting together with friends to watch the match and enjoy a few bevvies.

“When it was the [Rangers v Celtic Scottish Cup quarter final] match we were cleaned out [of alcoholic RTDs] within half an hour!” she laughs. “Buckfast has been the staple [for football fans], but we also sell a lot of AU cans, Smirnoff & Cola, Dragon Soop, Four Loko, Magnums, they all sell well.”

Coca-Cola Europacific Partners (CCEP) claims that maximising alcoholic ready-to-drink sales during the summer months is about ensuring retailers stock the right pack sizes for different missions. “Ranging flexibly across singles and multipacks ensures that both spontaneous and planned occasions are covered,” says Kate Abbotson, Senior External Communications Manager at CCEP, which supplies Jack Daniel’s & Coca-Cola, Absolut Vodka & Sprite, and Bacardi & Coca-Cola.

“The alcohol RTD category continues to outperform the wider alcohol market and is now worth over £735m in GBm [Nielsen – Total ARTD – Total Coverage – 52w/e 24.01.26], value sales are forecast to grow by an average of 4% annually between 2026 and 2028 – equating to 8% growth across the two years [GlobalData, Segment Insight, February 2026].”

A taste of holidays

Carlsberg Britvic concurs that alcohol is a key category to focus on over the summer. The firm is set to bring a flavour of Greece to UK shoppers, with the introduction of Greek-style beer, Mythos, which is brewed and canned in the UK. A favourite among British holiday goers, the premium lager is the only Greek-inspired lager available in UK retail. The arrival taps into a clear gap in the world beer segment, where Spanish- and Italian-style lagers continue to see strong year-on-year momentum [NielsenIQ RMS, Total Coverage, World Lager (+3.4%) Vs Lager Category (-0.5%) Carlsberg Britvic Defined, Value Sales, MAT 52 w/e 14/02/26] as shoppers continue to enjoy Mediterranean-inspired drinks.

A whopping 4.5 million Brits travelled to Greece in 2024 [Greek Tourism Ministry / ABTA reporting, 2024] and demand for Greek cuisine is up by 17% year-on-year [UK Greek food growth reporting, 2025]. What’s more, Greek ranks as the third-most-popular world cuisine UK consumers are keen to try, but many still find it difficult to access these products [GA by NIQ, Food Insights Report 2025, Sample Size:1999]. Therefore, Carlsberg Britvic believes Mythos is well placed to tap into the UK’s love for all things Hellenic style and claims it is primed for high-energy, sociable settings, including barbecues and lively at-home dining occasions.

Dharmesh Rana, Brand Director – Premium Brands, Carlsberg Britvic says: “Increasing the remit of a beer that so many British consumers already know, love and associate with memorable holiday moments is an exciting evolution for our beer line-up. We’re seeing clear momentum in premium, world beers, with shoppers looking to trade up for authentic products with a compelling cultural story. Mythos is a leading Greek style lager that brings something genuinely different to the world beer fixture, capturing the spirit of the Greek Islands in a way that resonates strongly with UK shoppers. For retailers, it’s a clear opportunity to drive incremental growth by filling a gap in the category and tapping into demand for premium, destination-led brands.”

Another popular option for summer socials is bag-in-a-box (BiB) wine, which is all the rage, according to Kingsland Drinks. “It’s important that stores are catering for key occasions, from global and local sports tournaments and popular music festivals to impromptu BBQs and garden parties and offer drinks to suit all budgets,” says Jo Taylorson, Head of Marketing and Product Management, Kingsland Drinks.

She claims that BiB wines offer recyclability, affordability, and longer-lasting wine. “New consumers to the bag-in-box category realise the benefits in terms of convenience, freshness and quality,” she says. “It’s a great format to have in the house for party evenings, summer gatherings and beyond – bag-in-box wines stay fresh for up to six weeks so can cover a whole weekend, or multiple gatherings.”

Kingsland Drinks has expanded its Australian Andrew Peace brand range with the addition of both 1.5L and 2.25L BiB formats recently, which extends the offering into new parts of the market.

Catering for moderation

At the other end of the format scale, Taylorson notes that smaller sized bottles, like the firm’s recently launched 187ml Masterpeace Shiraz, are also coming into their own as shoppers realise and appreciate the convenience they offer. “They’re great for having in the house for the right occasion, such as for guests who prefer particular wines, and for moderation moments where a full bottle may be too much for one evening,” she says.

The concept of alcohol moderation is becoming more mainstream as people opt for balanced lifestyles. “With our [upcoming] refit we’ll be extending our non-alcoholic drinks so it’s inclusive for everybody, so people that don’t drink can still get involved in the party,” says Nathalie.

Paragon Brands concurs that low and no alcohol needs to be a key consideration this summer. “Sports and gaming tournaments are lucrative occasions for independent retailers and convenience stores – both for planned gatherings and for spontaneous get-togethers when home nation teams are competing.

“When it comes to drinks for viewing parties, the fixture needs to appeal to a consumer that demands engaging brands, sharable experiences, great flavours – not forgetting the importance of a good non-alcohol range,” says Chris Jones, Managing Director at Paragon Brands.

The firm’s Caleño range of tropical non-alcoholic spirits is positioned to sit at the forefront of a wider cultural shift in UK drinks. “No and low products are not replacing alcohol, they extend the occasion, bringing additional spend and impulse purchase opportunities,” says Jones. “Social acceptance around not drinking is evolving and isn’t limited to certain age groups – it’s an open marketplace with opportunities from all angles, ages and at-home occasions – and a profit-driver for retailers.”

Niven agrees that alcohol alternatives will be in demand over the warmer months. “Lighter, healthier categories including fruit and berries, healthy snacks, low and no alcohol and soft drinks with lower sugar or functional benefits are all well placed for growth this summer,” he says. “Retailers should be balancing credible healthier options with indulgence to capitalise on this.”

AG Barr appears to have nailed both healthier and indulgence trends with Irn-Bru Ice Cream Zero Sugar. The brand’s most-loved limited-edition flavour is returning as a permanent addition to the range, having achieved sales of £29m when it was first released in 2023.

The new permanent flavour extension is set to strengthen the core zero sugar range, with two in three Irn-Bru shoppers saying they would buy the Ice Cream flavour.

Kenny Nicholson, Irn-Bru Brand Director at AG Barr, said: “Everyone knows Irn-Bru is truly unique. There’s no other flavour on the market quite like it. We’re ‘Made in Scotland from Girders’ but with a sweet, soft side, and every piece of innovation we bring to market should embody that spirit.

“Inspired by the classic ice-cream float, Irn-Bru Ice Cream taps into the trend for nostalgic comfort while delivering an irresistible twist on the brand’s iconic taste. We all know the ritual – a cold can of Irn-Bru and a scoop of vanilla. It’s a classic for a reason.”

The launch will be supported by a marketing campaign rooted in the brand’s ‘Made in Scotland from Girders’ comms platform.

Focus on functional

Niven encourages retailers to think about the impact climate change is having on soft drinks demand over the summer months. “With summer now stretching from as early as May through to October, retailers need to think longer term about stock depth and availability across key seasonal lines. That also creates opportunity in hydration-focused drinks and functional options that align with warmer weather and more outdoor activity.”

Consumers looking for a drink to support their stamina and focus, whilst exciting their tastebuds may well be drawn to CCEP’s Relentless White Citrus energy drink.

Relentless is the number one energy drinks brand in the affordable energy sub-category [NIQ, Total Coverage, Value Sales, MAT to 24.01.26] and its entire line-up is low sugar and HFSS-compliant.

CCEP claims that consumers, in particular young adults, are on the lookout for flavour innovation in energy, with recent research showing that 74% of this demographic want new and exotic flavours [Innova 2024 European Taste Trends].

Available in plain and £1 price-marked 500ml packs, White Citrus builds on citrus being the no.1 flavour profile in energy drinks [ibid] and follows the success of Relentless Guava, which launched last year and has already delivered over £2.3m in value sales [Nielsen GB, Grocer, L52wks to 04.10.25].

The launch will be backed by influencer and ambassador partnerships, in-store sampling and brand takeovers at key music and cultural events – building on the brand’s longstanding association with the music scene.

Convenience retailers can also drive excitement in-store with Relentless White Citrus POS materials and digital downloads, available from MyCCEP.com.

Functional Energy Drinks are key to growth in the Impulse channel, especially during the summer, with Functional Energy driving 47% of all Soft Drink growth in Impulse during the summer of 2025 [Nielsen Scantrack, Total Impulse, 12 weeks to 9 August 2025], states Red Bull. It claims that Red Bull Energy Drink 250ml, 355ml and 473ml were the top three SKUS, delivering most value in Total Impulse in the four weeks to 17 January. [Nielsen Scantrack].

However, there is still plenty of opportunity to boost sales with new lines, the firm believes. “Although core SKUs drive the most value, Summer is a key time to engage the influx of new shoppers through NPD, to drive incremental sales,” said a spokesman. “The success of last year’s Summer Edition is evidence of this, driving +66% more value than the prior year’s Summer Edition [Nielsen Scantrack, Total Impulse, 4 weeks to 27 Dec 2025]. In fact, Red Bull Summer Edition was one of the most successful NPDs across FMCG last year, ranking number five in weekly sales [Nielsen Total FMCG data to 06.12.2025].”

Multipacks are also a key growth driver in Functional Energy and Summer is a key time to trade consumers up into larger pack formats as occasions get bigger, highlights Red Bull. “25% of Food and Drink occasions in June, July and August feature four or more, the only other time this is higher is in the month of December [Worldpanel by Numerator, Usage Panel, 4 weeks to Nov 2025],” says a spokesperson. “Multipacks are gaining momentum in Impulse and this year, 27% of Functional Energy Shoppers who buy in Impulse, bought a Multipack [Worldpanel by Numerator, Take-Home, Total Market, 52 weeks to 5 October 2025], seeing value sales grow by +11% in a year [NIQ Scantrack, Total Impulse, 52 weeks to 3 January 2026].

“In 2025, Editions Multipacks have seen loyalty grow to 24% (that’s 24% of their Sport & Energy spend dedicated to Edition Multipacks, +8.9pts vs YA) [Worldpanel by Numerator, Take-Home, 52 weeks to 5 October 2025].”

February saw the nationwide launch for the first-ever Red Bull Spring Edition – with the taste of Cherry Sakura. The flavour is available in single 250ml (plain and PMC) 355ml and 473ml (plain and PMC) cans, as well as 4 x 250ml can multipack.

And while the company has yet to officially reveal a Summer edition, speculation is rife online that a Japanese Sudachi Lime flavour is on the cards.

Red Bull tells retailers that Summer is a vital time to engage shoppers, with penetration peaking in the month of July as more consumers are on the go. “Not only do we see a growth in shopper numbers, but shoppers are also making more frequent trips,” says a spokesperson. “In fact, shoppers on average will make +10% more trips in Summer vs the average month in the year [Worldpanel by Numerator, Take-Home, Total Coverage, 52 weeks to 5 October 2025].”

The World Cup will undoubtedly make July even more profitable for c-stores. “The defining social event this summer will be the World Cup finals,” says Niven. “While official fan zones may limit what people can bring, the real opportunity for retailers is match-day gatherings at home. From these, we expect strong demand for traditional ‘game day’ categories: sharing snacks, pizza, ice cream and alcohol.”

PepsiCo concurs that the World Cup could unlock incremental sales. “2026 is set to bring even more opportunities for retailers to maximise savoury snacking sales, as it will be a significant year of sports in the UK, especially football,” says Ed Merrett, Wholesale Controller at PepsiCo. “Ahead of these events, retailers should be keeping a finger on the pulse and catering their snacking offering towards popular shopper missions that are likely to prompt shoppers to increase their impulse sales and therefore overall basket spend.”

He claims that 99% of people in Great Britain consuming savoury snacks [Kantar Worldpanel – GB Total Savoury – 52 w/e 29 December 2024 | Total Market & Convenience Channel] and 50% purchasing savoury snacks from convenience outlets [ibid]. “This presents a big opportunity for independent retailers to maximise their savoury snacking sales through catering to summer socialising occasions, says Merrett. “An example of this is the Big Night In occasion, with 36% of snacking occasions taking place in the evening [Impulse Bolt data, poll of 4,462 consumers conducted in Q3 2024]. During these occasions, as consumers come together to connect and socialise, many will be looking for larger pack sizes of their favourite savoury snacks that they can enjoy together. From the likes of Walkers, Doritos, Cheetos, Sensations and more, PepsiCo’s portfolio is perfectly placed to help retailers tap into this sales opportunity with the perfect balance of much-loved favourites and exciting new launches.”

BBQ bonanza

Meanwhile, during the daytime, the BBQ occasion will undoubtedly be central to summer socialising.

“In the current climate, many households are more mindful of bigger-ticket spending but still want to enjoy meaningful moments with family and friends, observes St Pierre Groupe, which owns St Pierre and Baker Street brands.

“Hosting a barbecue offers a cost-effective way to recreate the experience of dining out, while maintaining control over spend,” says Customer Development Director, UK, Josh Corrigan.

“The at-home BBQ has evolved beyond a purely functional meal occasion and become a social event in its own right. Rather than visiting restaurants, shoppers are investing in key elements that help them deliver a more elevated experience in their own gardens. It’s about creating something that feels special without the price tag of eating out.”

He claims that bakery plays a central role in that shift with burgers and hot dogs remaining staples, but notes that shoppers are increasingly trading up from standard buns to brioche as a simple way to upgrade the meal. “It’s an accessible swap that helps transform everyday barbecue favourites into something that feels more considered and restaurant inspired,” he says.

“Consumers are pairing higher-quality proteins with artisanal cheeses, bold marinades and globally inspired toppings, and importantly, upgrading the carrier as well. Brioche buns have become a key part of that trade-up, offering a richer flavour, softer texture and premium appearance that elevates the entire dish.”

He adds: “Global flavour exploration is becoming increasingly visible within the BBQ occasion. Shoppers are looking beyond traditional ketchup-and-mustard combinations and experimenting with Korean-style marinades, American smokehouse flavours, Mexican-inspired toppings, and layered sweet-and-savoury profiles. This reflects a broader appetite for bold, globally influenced tastes that deliver excitement and differentiation. Younger shoppers in particular are more adventurous, seeking out flavours that feel restaurant-inspired but are easy to recreate at home.”

Flavour-led bun innovation also taps directly into this trend, cites Corrigan. The firm is launching St Pierre Caramelised Onion Brioche Buns for the 2026 BBQ season. Available from April to September, the limited-edition launch is designed to drive excitement and seasonal impulse during the key BBQ period.

The company says that cross-merchandising burger buns and hot dog rolls alongside BBQ essentials such as sausages, burgers, sauces and condiments reinforces the meal mission and encourages higher basket spend.

Lactalis UK & Ireland is also of the view that displaying BBQ lines together can lead to incremental sales. “Scottish retailers can capitalise by ensuring key BBQ ingredients and complementary products are clearly visible and easy to shop,” says Group Marketing Director Heloise Le Norcy-Trott. “Creating a dedicated BBQ display that groups products together makes it easier for shoppers to build a complete meal and encourages them to add extra items to their basket.”

Brands such as Leerdammer slices and Galbani Burrata are particularly relevant here, she claims. “Leerdammer slices provide a convenient burger topping that shoppers can quickly add to their basket, while Galbani Burrata allows retailers to tap into demand for premium, Italian-inspired at-home dining for salads, sharing platters and grilled dishes.

“Barbecue season delivers strong incremental sales for independent retailers, particularly during bank holidays and warm weather periods when consumers gather with friends and family. Cheese plays a central role in these occasions, as it can be used across multiple dishes including burgers, salads, sides and sharing boards. This means it drives both planned purchases and incremental add-ons within the same shop.”

Nathalie claims that summer sunshine isn’t essential for footfall at her store. “Dunbarton Road is a busy area when the weather is decent, or even just dry – it doesn’t have to be that the sun’s out,” she says. But she is quick to add that a few sunny spells can take sales to the next level. “Seeing the sun out puts people in a happier mood. They’re out and about walking around and it makes such a difference to sales.”

Let’s hope the sun can offer retailers more than a few rays of hope this summer.