Last year was not a good year for the European Beverages industry. Heineken reported a 4.7% decline in Western Europe sales in the third-quarter, and theoutlook for soda companies looks grim as sales volumes decline, distribution becomes more expensive and taxes increase. At the same time, brands appear unwilling to move away from their traditional tactics and invest in digital strategies beyond advertising and social media. Online grocery presents an opportunity for Beverage brands as their products are the most popular item in online grocery baskets, purchased by 55% of online grocery shoppers. Yet, just 13% of beverage brands provide a path to purchase on their site and 10% offer direct fulfillment. Download L2’s Digital IQ Index: EU Beverages for more on the digital competence 65 brands in the five largest European markets: France, Germany, Italy, Spain, UK.
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