"fresh bar" is a drink that will help create a good mood. Fresh Bar redesign from the British

Not so long ago, unusual bottles filled with delicious soda appeared on supermarket shelves. Fresh Bar is a drink that attracts the attention of customers. This is not just fruit juice, but mixed cocktails. The rich assortment will satisfy the tastes of any customer. Non-alcoholic drink. Therefore, it perfectly quenches thirst on a hot day. Can be drunk by both children and their parents. We will try to understand the variety of tastes in the article.

What is the highlight of the drink

So what is the advantage of the drink? First, in its unusual taste. Fresh Bar is a drink that repeats the composition of the most famous cocktails (Mojito, Sex on the Beach, Pina Colada, Kir Royal and others), but there is no alcohol there. Secondly, the price of the product is quite democratic (about 30 rubles per 0.45 l).

It should be noted that the production of the drink is carried out by the Rosinka company, which is located in Lipetsk. She has established herself only on the positive side. The latest equipment is used. In addition to these products, the production of mineral waters is underway.

For every taste

Fresh Bar is a drink whose tastes repeat famous cocktails. Mojito is in the first place in popularity. I would like to note that only soft water is used for production. Soda bubbles do not cause discomfort, there is no sharp swelling and no soda taste.

The main ingredient is, of course, mint. Its smell can be felt only by unscrewing the lid. It tastes as well. Lime aroma is present, but less pronounced and not so bright.

The color of the drink resembles lemon juice. There is a greenish tint. The cocktail is absolutely not sugary to taste, sugar in moderation. Manufacturers recommend adding a little ice to the glass before drinking, you can put a slice of lemon or a sprig of mint for more freshness.

Fresh Bar is a drink that can pleasantly surprise. For example, having tried Black Jack in a non-alcoholic, carbonated version, many customers were delighted. All the beauty is in a combination of two flavors offered by the manufacturer. The main focus is on cherries. It gives the cocktail a pleasant bitter taste, rich and bright aroma. Shades her almonds, which are in smaller quantities.

various juices;

flavors.

The use of aromatic additives causes particular complaints from buyers. But you can't do without them, because only with their help you can achieve similarity with well-known cocktails to which alcohol is added. The drink is not high-calorie (38 kcal per 100 ml).

2013-10-07

Fresh Bar (non-alcoholic drink) appeared on the Russian market quite recently. It is a whole variation on the theme of world famous cocktails. They are original in that their producers recreated the most famous iconic cocktails, but excluded alcoholic additives.

The assortment of these soft drinks includes the likes of Mojito, Pina Colada, Sex on the Beach, Black Jack, etc. Lovers of bars and clubs will immediately remember the tastes of the listed drinks. And, it should be noted, the range of flavors is truly amazing. It must also be said that there is some similarity between the alcoholic and non-alcoholic versions, and a clear one. However, the producers failed to fully convey the bright gustatory range of the freshly prepared cocktail. However, this is by no means a minus to the authors of the recipes, since no one has yet been able to accurately emulate the taste of a cocktail containing alcohol in a non-alcoholic form.

For people practicing a non-alcoholic lifestyle, the flavors that are inherent in Fresh Bar cocktails should be described.

Mojito

This is an original cocktail based on white rum, lime and mint. The chilled non-alcoholic version is very tasty and refreshing.

Pina colada

An original and difficult cocktail to prepare. Its recipe contains white rum, coconut milk and fresh pineapples. Non-alcoholic Pina Colada is slightly more neutral and less pronounced.

Black jack

Cherry juice and whiskey are the ingredients of the original cocktail. The first ingredient makes it very good for mimicking in a non-alcoholic form. The cherry juice has a rich flavor and this has given the cocktail maker a great opportunity to create a delicious soft drink that mimics Black Jack.

Sex on the beach

This is an unusual cocktail that combines a combination of northern cranberries and tropical fruits with vodka. The developers have made an attempt to replace this original recipe with non-alcoholic ingredients. It turned out pretty well.

Kir royal

The cocktail, in the original version, is a combination of blackcurrant liqueur and champagne flavors. It is worth noting that the non-alcoholic version has a certain taste similarity to the original.

Even tastier here:

The secret to making and drinking mojito
Mojito is the most popular cocktail from Liberty Island
Cocktail delight

* Calculations are based on average data for Russia

Initial investments:

350,000 - 500,000 ₽

Revenue:

360,000 - 810,000 rubles

Net profit:

90,000 - 210,000 ₽

Payback period:

Trade in freshly squeezed drinks fits perfectly into the trend for a healthy lifestyle, and also perfectly quenches the thirst for new items, so a fresh bar is an idea that will definitely be in demand.

A fresh bar is a stationary or mobile catering facility that specializes in the preparation and sale of freshly squeezed juices (fresh juices) or other drinks based on them. They can also be called juice bars or smoothie bars. Fresh bars are a relatively new phenomenon in Russia. Such establishments have appeared relatively recently on the wave of consumer interest in the idea of a healthy lifestyle and healthy eating.

What can be found in the menu of fresh bars

The assortment of the fresh bar can include not only freshly squeezed juices, but also smoothies, mineral and carbonated waters, coffee, tea, snacks and desserts such as fruit purees, muffins, cookies, ice cream and others. Smoothie is a thick drink in the form of berries and fruits mixed in a blender with the addition of ice, milk or juice. Despite the presence of food on the menu, the main emphasis is still on soft drinks and cocktails based on juices and / or milk.

Since fresh bars are positioned as points of sale of healthy food and drinks, the assortment should be determined based on this concept. In a large shopping center, where you will find several eateries, pizzerias, pastry shops and other catering establishments, it makes sense to expand the assortment not by introducing other dishes, but, for example, by developing new recipes for cocktails and fruit desserts. But if your fresh bar is to be installed on the territory of an office center, in addition to drinks, you should think about making and selling various snacks. Even so, you shouldn't deviate from the concept of healthy eating. For example, if you sell hamburgers, you still won't be able to compete with “full-fledged” eateries, but you risk ruining the image of your company, which will no longer be associated with a real fresh bar among customers.

Some entrepreneurs go even further when composing their assortment of bars. For example, in certain Moscow fresh-bars you can buy not only juices, cocktails and desserts, but also extracts of various medicinal plants. Moreover, a bottle with natural contents with a capacity of 100 ml can cost the buyer 1.5 thousand rubles. Extracts and elixirs are positioned as an alternative to conventional vitamins and bioactive supplements. True, it is difficult to say whether such products are in high demand.

When choosing the concept of assortment, some entrepreneurs proceed from considerations that buyers of natural drinks care not only about their diet, but also about their health in general. Therefore, for example, even organic cosmetics are sold in Japanese fresh bars. However, if you are planning to introduce organic cosmetics into your range, do research the demand for it in advance and keep in mind that you will need to slightly expand your sales area and hire sales consultants with a medical education.

The fresh market in our country is just developing, but its participants have already faced the problem of positioning their products. If earlier freshly squeezed juices and various cocktails based on them and with the addition of milk could be purchased only in expensive restaurants, which set a large margin on them, now the owners of fresh bars are trying to break consumer stereotypes and promote their product as healthy, tasty and, most importantly affordable. True, they are in no hurry to reduce the mark-up on it, since in this case the payback period of the point will significantly increase. Therefore, experts advise finding a compromise solution: for example, leaving the markup for freshly squeezed juices and smoothies at the same level, and creating the visibility of availability and low prices by reducing the retail cost of various other drinks based on them (cocktails, fresh juices with ice and ice cream).

Which room is suitable for a fresh bar

To place a fresh bar does not require a large area. It is quite possible to open a full-fledged point on 4-6 square meters. Unlike other similar establishments, the products presented in such a bar are in demand all year round. In the hot season, people purchase soft drinks based on natural fruits to quench their thirst, and in the winter months as a healthy cocktail rich in vitamins. All these features determine the location of your fresh bar. First of all, it should be located in a place with high traffic, preferably near a cafe or restaurant.

Optimal location options for opening a fresh bar:

shopping centers and hypermarkets;

business centers;

fitness centers;

airports;

railway stations;

water parks;

cinemas;

Recently, fresh bars can be seen in car dealerships and at various events. For example, mobile bars that are installed at exhibitions. But still, most often fresh bars can be seen in large shopping centers right in the middle of the walkway. This retail format is called an island (“an island in a shopping center”). A detailed business plan with calculations for a fresh bar in the format of an island in a shopping center can be found.

A large flow of people for fresh bars is important, among other things, because of the properties of the products. Juices and cocktails are perishable products that cannot be stored for a long time, even with refrigerated chambers. Already within the first thirty minutes after preparation, a fruit drink without any additives loses both a number of its beneficial properties and its taste. Of course, with a large flow of customers, some drinks can be made in reserve so as not to create a queue, but in other cases they are prepared immediately after placing an order. Thus, if your bar is set up in an open area, passers-by can see how the cocktail or juice is prepared, which will increase consumer confidence.

What equipment is needed for fresh bars

A significant expense item when organizing your own fresh bar is the purchase of special equipment. The minimum set of trade and production equipment for a standard outlet for the sale of fresh juices and drinks based on them will cost about 200 thousand rubles.

The minimum set of equipment for a fresh bar:

universal juicer, juicer for certain types of fruits (for example, citrus fruits or pomegranates);

blenders and mixers;

devices for cleaning fruits and vegetables;

refrigerating chambers and cabinets;

bar counter;

cash register and cashless payment system;

coffee machines;

ice machine;

refrigerator for ice cream;

work cabinets (they can be placed in the bar counter).

When choosing a supplier of equipment (first of all, juicers and mixers with blenders), pay attention to the fact whether he offers service for the equipment he sold. With a high workload, even new devices often fail, and repairing it in the absence of warranty service can cost a pretty penny.

Disposable plastic plates, glasses, coffee mugs, forks and spoons are usually used from dishes in fresh bars, as well as at other similar food outlets. Glassware can be used quite rarely, but in these cases the fresh bar no longer belongs to the catering system, but rather to catering.

Ready-made ideas for your business

Additional costs are associated with the design of the sign, the application of the logo of your bar (or the chain of fresh bars) to the side of the counters, the production of branded napkins (optional), flyers or business cards. Leaflets and business cards, as well as a bright design of a retail outlet, are the main tools for attracting customers. For this reason, so far not a single fresh bar can boast of a memorable brand that is heard by many. Shopping in them is made spontaneously, and not purposefully, and buyers, at best, then remember the approximate location of the bar, but not its name or logo.

What kind of staff is required for a fresh bar

If buying equipment and renting a place for trade are the biggest expense items for your fresh bar, then finding the right workforce is quite possibly the most difficult task that you will face when organizing and running your business.

As a rule, most of the owners of fresh bars are looking for a girl or a woman under the age of 45 to replace the seller. At the same time, the main selection criteria are decency, politeness, sociability and accuracy. Mastering a juicer or mixer does not take much time, so the requirement for the ability to handle the equipment is not at all key.

It should be borne in mind that you will need to find not one seller that meets your requirements, but at least two or three. Please note that shopping centers, which often host fresh bars, are open from morning until late at night, seven days a week. A point in a busy place will need three salespeople who will work in shifts (for example, a week after a week or three days after three). The salary of the seller usually consists of two parts - salary (fixed amount) plus percentage of sales (on average, about 10%).

Ready-made ideas for your business

Theft prevention is a separate issue. The owners of the outlets for the sale of fresh juices, where the cash register is installed, check their employees for conscientiousness by arranging test purchases. Your acquaintances or friends can also act as a "mystery shopper".

What profit can fresh bars bring?

The business for the production and sale of drinks based on fresh juices is distinguished by high profitability - from 80%. The minimum markup for a product is about 200-300% (300% for fresh juices and less for other drinks based on them). For example, 250 grams of fresh juice at a cost price of about 40-45 rubles is sold at retail at a price of 120-135 rubles. At the same time, at least 25-30 liters of this drink are sold per day, and on weekends and in summer months, sales volumes can reach 45-50 liters, if a good location has been chosen. Thus, the proceeds from the sale of juices alone can amount to 360-810 thousand rubles per month. Taking into account the cost of production, rent, payroll and other expenses, the net profit at such turnover will be from 90 to 210 thousand rubles. The payback period of a fresh bar depends on several factors: location, assortment, competent promotion, product quality, quality of customer service, etc. The average payback period for such a point is about 10-12 months.

Experienced entrepreneurs advise potential players in this segment, even at the stage of opening one outlet, to think about developing it into a chain of several fresh bars. If you do not have experience in this area, then it is better to gain it for at least one year, managing one fresh bar, and then build a network based on the knowledge gained. In this case, the payback period of the project will be about three years. There is another way to develop your own business on the basis of an already functioning fresh bar - the subsequent creation of a network of cafes or healthy food restaurants, which are now considered a promising direction.

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Fresh Bar (produced by Global Functional Drinks) has redesigned its packaging with renowned UK agency Identica. As part of the packaging update, the designers have created several design options that visually reflect the country of origin of each taste of the drink.

Recall that the Fresh Bar brand was launched on the Russian market in 2013; Back then, the Direct Design Visual Branding (DDVB) agency was in charge of packaging design. In the design, the authors visualized the recipe for each of the six cocktails.

According to the authors of the project, the new packaging design is a combination of a translucent bright top, which allows the consumer to see the natural color of the liquid, and a matte white bottom, which creates a pleasant tactile sensation and adds value to the brand.

Also, the new packaging design contains images of "fruit components", symbolizing juices used in the preparation of the drink.

The designers believe that the new packaging has become more relevant for the category and understandable for the consumer, its richness of colors will add visibility to the product on the shelf, and the use of fruit in the design emphasizes the “naturalness” of the product. According to the manufacturers, the target audience of the brand has not changed: the brand is aimed at consumers aged 16-34 years.

Alexander Kovalenko, creative director of DDVB

The work was done competently. The goals of the design change are visible. When we launched the product, we also proposed a similar design option, but, in the end, it was decided to focus on "unusual", "expertise", "Adulthood".

Now the product has become more refreshing, juicy, understandable. It has become somewhat simpler, but on the other hand it is perceived easier, emphasizes the taste and freshness. In general, I think the agency did a competent job, apparently the marketers thought that at a new stage in the life of the product, such an image would work better.

At the time when we were developing the packaging design, the key task was to convey to the consumer that this is a cocktail, the same as in a bar, both in taste and in name, and that it is a serious non-alcoholic drink designed for men and women, so as the target audience at that time was about 60% w and 40% m. And the solution was to show the cocktail recipe on the front of the package.

Judging by the fact that the design has changed dramatically, it can be assumed that the target audience has changed with a greater tilt towards women. Communication has also changed. If earlier the packaging said that it was a cocktail, now it speaks more about fruit freshness. From which it follows that either the target audience no longer casts doubt that Freshbar is cocktails, or it does not matter to her that these are cocktails, but rather the freshness of the drink is important.

I would like to add that there cannot be such assessments as like or not in packaging design. If the new design helps to sell more product, then it is good, if not, then the question is in the correctness of the communications that reach the consumer.

Nadezhda Parshina, founder and creative director of Ohmybrand

Apparently, the company still heeded the voice of reason and removed the mess from the logo / pictograms / unnecessary textiles, etc. The brand area has become larger, in line with the trends, the lower part is cleaner.

But the art-deer obviously left afterwards and did not see anything else. I don't understand what happened in Mojito - "the customer has approved, we are not touching anything"? For some reason, the lines could not be moved to leave the name and descriptors in a dense block, as in other SKUs. The illustrations and the actual choice of fonts raise many questions, but perhaps the choice was dictated by the target audience - romantic, but picky :).

TV commercial with a new design Fresh Bar

Non-alcoholic cocktails have long been popular in the American and European markets, but in Russia this niche was empty for a long time until Global Functional Drinks Rus introduced Russians to Fresh Bar drinks. Bright bottles that appeared on store shelves immediately attracted the attention of buyers, since they did not contain fruit juice familiar to everyone, but real cocktails. In total, the line consisted of six flavors, each of which not only quenched thirst, but also charged with positive energy for a long time. What was the secret of Fresh Bar's success? First of all, in the variety of flavors that echo the iconic cocktails, in particular: “ Mojito», « Sex on the beach», « Black Jack" other. The drinks did not contain alcohol, so they made it possible to enjoy the merits of famous cocktails for people with alcohol intolerance, and simply teetotalers. Well, and importantly, the price of the product was quite democratic. You can buy inexpensive Fresh Bar cocktails in the online store " Rural boutique».

Choice for every taste

The most popular Fresh Bar cocktail, according to a survey of buyers, is recognized as “ Mojito". For its manufacture, exclusively soft water and fragrant mint are used. The composition also contains invigorating lime and gas bubbles, which enhance the taste sensation. Under the lid, a fragrant drink awaits you, slightly reminiscent of lemon juice in color, but completely different in taste. "Mojito" is drunk chilled, supplemented with a lemon wedge or a sprig of mint.

« Black Jack»The most popular alcoholic cocktail with whiskey, after which the feet start to dance, and Fresh Bar offers you to evaluate its alternative, non-alcoholic version. Juicy cherries give the drink a noble flavor and magical aroma. The spicy sweetness of the berry is set off by the bitterness of wild almonds.

Representatives of the beautiful half of humanity prefer sweet cocktails, which undoubtedly includes the legendary " Pina colada". This is a unique combination of exotic coconut and pineapple, which draws you into a round dance of amazing emotions. Shake the bottle as much as you like, the soda won't spill anyway!

« Sex on the beach"Will become an original part of a romantic evening. Its bouquet is intertwined with notes of Spanish orange, delicious peach and northern cranberry. Quite an unusual combination that has no analogues.

Fresh Bar " Cyrus Royal"Will suit all fans of exquisite tastes. In the original, young champagne is added to the composition of this berry cocktail, but in this case there is no alcohol, which does not prevent the drink from retaining its originality.

Absinth Mix- the taste of absinthe itself is rather ambiguous, and only a few gourmets are able to open up, therefore, you will draw conclusions about this version of the Fresh Bar cocktail after an individual tasting. Only one thing is clear - the drink will definitely have its fans. In this case, absinthe is imitated with anise.

You can order Fresh Bar brand products with delivery in Moscow and the Moscow region in the online store " Rural boutique».

Customer care

« Rural boutique»Takes care of customers, therefore, delivering the order to the door of the apartment, we save your time. And we also save your finances, because every week we hold interesting promotions for this or that group of goods, and you can buy the desired product at a bargain price. In addition, we give discounts to regular customers.