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THE CHALLENGES OF LAUNCHING A SUPER PREMIUM BRAND INTO ESTABLISHED RETAIL OPERATORS BY BRITVIC SOFT DRINKS

The presentations looks at the challenges of launching a super-premium brand into established retail operators.  

 It covers:

- Taking an existing premium product from high-end leisure to high street grocery

- Working with retailers to overcome challenges

- The transition from standard category flow to occasion-based retailing; how can we do this better?

 Originally presented by Ray Patterson, Head of Retail Shopper Marketing at Britvic Soft Drinks at POPAI Shopper Seminar on 26th April 2018 at London Transport Museum.  

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