Britvic Limited

And all the way through his journey, I thought he was brilliant at brand-building because he would then create YouTube videos of him doing raps, and it, it, it was just incredibly effective.

Anyway, about three, four years ago, successfully sold to Britvic.

It was a beautiful story of start, grow, build your brand, build a community, successful exit.

So having a bit of a gimmick or something that's gonna get you noticed is still important, and even in this digital age.

These advertisements featured musical soundtracks throughout and lacked the surreal humor that would later dominate the soft drinks advertising from Orange Man onwards.

Britvic, who had acquired the Tango brand in 1988, were looking to radicalize Tango's image in advertising.

They hired London-based advertising agency Howell Henry Childecote Lurie and Partners.

God, that's a mouthful.

Yes.

Um, probably the best example I've got, I, I worked at, I was working at Britvic, that's a Pepsi franchise-

Yeah, yeah.

I know Britvic, yeah

...

in the UK during the Olympics-

'Cause the oth- the other thing I've noticed is you, you get some success.

In fact, I was at, um, I was working at Britvic-

Mm-hmm

... and I was given a couple of brands to, to launch.

sales volumes of soft drinks and alcohol-free beer rose 8% and 11%, respectively, while beer volumes fell 1%.

Carlsberg acquired soft drinks company Britvic early last year, doubling its soft drink sales to 30% of revenue in 2025.

The move worked.

First half revenues are up 2.6% despite the fall in beer sales.

And one of the things that is actually helping Carlsberg in that way is that it is expanding its soft drinks portfolio.

Uh, it acquired Britvic.

It's, you know, really f- trying to focus in on that and move away from more of that sort of fully alcohol-focused portfolio, and that is helping, but it's still kind of struggling with some weakness in some key markets.

Well, let's stay in Scandinavia.