In a category full of choice, limited edition soft drink launches have emerged as a powerful tool to attract shoppers into your store, catch the attention of those browsing, and engage customers in-aisle.  

Here’s our top tips for maximising this opportunity: 

1. Create buzz with rotational flavours

• Limited-edition soft drinks create a sense of exclusivity and anticipation, prompting customers to visit your store to try new flavours and return frequently to pick up their latest favourites before they're gone.
• To help retailers consistently offer popular limited-edition flavours, Tango launched its rotational flavour series, Tango Editions, in 2021. These editions feature great tastes, bold liquids, and pack designs that stand out on shelves and in chillers to boosts sales. But don’t just take our word for it:
• The Tango rotational series introduces a new flavour every year, generating buzz and anticipation among customers. This keeps the brand fresh and exciting.

2. Engage Younger Consumers on Social Media:

• Younger consumers are always on the lookout for new limited editions. Promoting these products on social media is crucial. Being the first to announce can often lead to viral marketing, so ensure fridges are well-stocked to meet the demand. and new offerings can quickly go viral online. Therefore, promoting them on social media is more crucial than ever.

3. Stock Seasonal Limited Editions:

• Weather significantly impacts soft drink purchases and sales often slump during cold weather. So stocking seasonal limited editions, like Jimmy’s Cinnamon Bun flavour during winter for example, means you can attract customers throughout the year.

5. Differentiate with Limited Edition Packs:

• Limited edition packs, such as Rockstar’s new live nation thematic packs, add a unique touch to the chiller. This differentiation can attract customers, similar to the success of Pepsi Electric.

6. Use Eye-Catching Point of Sale Displays:

• Bold and eye-catching Point of Sale (POS) displays provided by At Your Convenience can help increase impulse purchases. These displays draw attention to the limited edition products and encourage customers to buy on the spot.
• By leveraging these strategies, convenience stores can maximize the impact of limited edition soft drinks, driving sales and creating a loyal customer base.