Unitas has said a recent one-week promotion with Carlsberg Britvic generated a 312% increase in sales compared with the previous six weeks, underlining the buying group’s push to use short, sharp campaigns to lift volume for suppliers and create extra footfall for independent retailers.

Beer and soft drinks both performed strongly during the promotion, with beer sales up 367% and soft drinks up 309%, according to the group. Within the soft drinks range, Pepsi rose 327% and Lipton Ice Tea increased 307%, while every featured soft drinks brand delivered growth of more than 200%.

The strongest individual performer was Poretti 10 x 440ml, which posted a 2,162% uplift, albeit from a low base. Unitas also said Tango and Carlsberg multipacks delivered notable gains, while Pepsi Max was the main volume driver, with four of the five highest-volume uplift products coming from that range.

Ashleigh Cheetham, Unitas head of trading for retail, said the figures showed what could be achieved when the group and its supplier partners acted in tandem. She added that Carlsberg Britvic had fully supported the promotion and that members had responded positively, with the success across both beer and soft drinks highlighting the value unlocked by collective action.

The results build on Unitas’ wider plans set out in March to expand supplier collaboration through One Week Specials, exclusive pack formats, price-marked pack promotions and tailored core range guides for out-of-home channels. The buying group has also been developing a supplier platform and virtual brand days, part of a broader effort to strengthen relationships across its wholesale network and deliver more commercial opportunities through the year.

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