Fentimans Consumer Study

Objective and context

Claude commissioned the Fentimans Consumer Study to understand how UK consumers perceive premium, botanically-brewed soft drinks and mixers, and what drives trade-up versus defaulting to mass-market options. Across the UK sample, respondents consistently framed premium mixers as occasional, experiential purchases rather than weekly staples, with decisions anchored in concrete sensory cues and clear price thresholds.

What we learned (cross-question synthesis)

Premium = treat, price = gate. Shoppers value distinctive flavour and upscale glass presentation, but balk at the price-to-size trade-off for everyday use. As Gareth Hughes put it, “Premium soft drinks scream treat… not day-to-day.” Fentimans is seen as archetypally premium-praised for bold botanical character, especially a “proper kick” in Ginger Beer (Natalie Cooper), yet sometimes “too sweet, perfumey or overpowering,” risking clash with delicate spirits. Schweppes is the dependable, value-first mixer kept “in the cupboard,” while Coca-Cola is a separate, very-sweet classic used when cola flavour is the goal (e.g., rum & coke, hangovers).

Functional heuristics trump storytelling. For at-home mixing, the decisive quality cues are liveliness (fizz), temperature (ice-cold), and a clean, not-too-sweet bitterness; these matter more than provenance claims. “If the mixer’s cold and got decent bubbles, the supermarket one does the job,” said Chloe Parsons. Price sensitivity is strong-budget is prioritised for the spirit-though premium is accepted for guests, dates, or when clearly complementing a specific spirit.

Formats and promos convert interest. Small cans/bottles (150–330 ml) are preferred to avoid waste and flatness (Marek Zielinski), and chilled, lively glass boosts impulse. There is a clear single-bottle sweet spot around £1–£1.50, with multi-buys like 2 for £3 or 4 for £5 materially increasing trial; many resist supermarket prices above ~£2. On-premise tolerance rises (£2.50–£3) due to the sit-down experience (Natalie Cooper).

Ginger Beer is a justified exception; Rose Lemonade is polarising. Ginger is expected to be cloudy, spicy, with a dry/clean finish; consumers will pay for that impact. Rose Lemonade must be lemon-first with a discreet rose note; “posh bath bomb” or “soapy” profiles prompt rejection and, for some, heartburn (Sarah Maguire). A minority uses premium mixers as a non-alcoholic “treat” when driving-expanding usage occasions beyond alcohol.

Persona correlations and demographic nuance

• Younger, low-income apprentices (e.g., Chloe Parsons): highly price-sensitive; responsive to single-serve and multi-buys; default to supermarket/Schweppes otherwise.
• Tradespeople/older manual workers (e.g., Natalie Cooper, Marek Zielinski): pragmatic, occasion-driven; value impactful flavour (ginger heat), cold serve, and glass; sceptical of “label tax.”
• Young professionals/owners (e.g., Callum Bennett, Gareth Hughes): trade up for social occasions; expect visible sensory difference; keep reliable everyday mixers on hand.
• Lower-mid income white-collar (e.g., Sarah Maguire): sceptical of botanicals on taste/health grounds; reserves premium for guests; strong aversion to perfumed/soapy notes.

Implications and recommendations

• Reframe comms from provenance to “Fizz & Bite”: lead with carbonation, chill, dryness/clean finish, and authentic ginger/quinine bite to counter “label tax.”
• Price-pack architecture: anchor singles at £1–£1.50; standardise multi-buys (2 for £3; 4 for £5); offer 150–200 ml cans and 275–330 ml bottles; reserve larger formats for meals (under ~£2.50–£3 acceptable).
• Chilled visibility: secure chiller space and secondary placements (clip-strips near spirits); avoid warm/flat stock that deters purchase.
• Hero Ginger Beer; tune Rose and tonic: reduce sweetness, make lemon-first with restrained rose; offer a drier tonic to avoid overpowering delicate gins.
• Occasion programs: bundles for guests/date night; on-premise “Driver’s Treat” serves to capture sober-treat behaviour; pairing guides to match tonics with specific spirits.

Risks and guardrails

• Botanical backlash (perfumey/soapy, heartburn): mitigate via drier, cleaner profiles and guided sampling to reset expectations.
• Margin erosion from promos: set guardrails around the £1–£1.50 entry price and multi-buys; track promo ROI per event.
• Operational complexity for small cans and limited chiller space: phase rollouts, co-pack pilots, and negotiate weekend features/secondary placements.

Next steps and measurement

1. Within 30 days: deploy “Fizz & Bite” messaging on POS/digital; lock promo guardrails; secure initial chiller features; brief can suppliers.
2. 30–90 days: pilot 150–200 ml cans and 275–330 ml bottles; run weekend multi-buys; sampling focused on Ginger Beer and a drier tonic; A/B test Rose/tonic copy.
3. 90–180 days: execute formulation pilots (lemon-first Rose, drier tonic) in select retailers/on-premise; scale chiller placements and occasion bundles.
4. 6–12 months: nationalise winning packs/promos; optimise SKU mix by retailer; expand “Driver’s Treat” on-premise.

• KPI targets: Trial conversion ≥12% during promos; 8-week repeat ≥35%; small-format mix ≥55% of volume; promo ROI ≥1.5x; sensory detractor rate (too sweet/perfumey/soapy) ≤10% of mentions.