A collaboration between Carslberg Britvic and KFC is driving operational modernisation, our interview with Carlsberg Britvic’s Head of Hospitality, Emma King.
Many of you will have a touch point with Gen Alpha – be that children, grandchildren, or friends of your family. But they won’t be in your workforce, yet.
Generation Alpha, those born between 2010 and 2024 (placing them at two to sixteen years old at time of publishing), are the first cohort to be defined by the 21st Century. This is the first generation to be considered digital natives, where technology goes far beyond recreation and is integrated entirely into their learning – this generation are on course to be the most educated in history.
By 2029, Generation Alpha’s projected economic footprint is expected to reach an estimated $5.4 6 trillion, but in the meantime they are heavily informing the spending of their millennial parents.
This has been recognised at the right time by Carlsberg Britivic, the newly merged (2025) multi-brand drinks innovator, which produces the likes of Pepsi, Mountain Dew, Robinsons, Kronenberg, and of course, its namesakes Carlsberg and Britvic.
“Generation Alpha is changing the way that brands bring products to market,” explained Carlsberg Britvic’s Head of Hospitality, Emma King, “these consumers are driven by experience, and this is the key strategy for our partnership with KFC”.
Two Powerhouses Join Forces
Working together for over 20 years, KFC is Carlsberg Britvic’s largest away-from-home customer, and the fast-food chicken restaurant is playing a pivotal role in recruiting new consumers from both Gen-Z and Gen-Alpha for the drinks business.
Whilst 2025 was a crucial year for Carlsberg Britvic, which saw two, centuries old manufacturers merge, it was also significant for KFC, which staged its “Kentucky Fried Comeback” – seeing the brand regenerate itself into an appealing prospect for the younger audience.
The collaborative launch of Kwench, a Carlsberg Britvic drink exclusively for KFC, has helped the brands to do just that.
Kwench was designed not as a campaign, but as a platform, with its own voice, energy, and flexibility, reinforcing the essence of the master brand while creating new room to play. Every drink in the range is flavour-led, crafted with quality ingredients, and built to deliver the same satisfaction that made KFC’s chicken famous.
“For the roll-out of Kwench, we worked with KFC in New York where we undertook some research with them on the prospects, what it could look like, and then got to a place where KFC started the brand’s trial in the UK,” shared Emma.
Feedback from Kwench’s launch in Manchester, saw eight out of ten customers describe KFC as more modern and innovative after experiencing Kwench. That perceptual shift is as valuable as any sales metric.
“Kwench has since been rolled out across the UK and then globally, which is really exciting for them and us”, Emma continued.
Closed-circle Collaboration
Whilst Tik-Tok and Snapchat-worthy moments like Kwench are incredibly valuable to marketing to the upcoming generation, the partnership between Carlsberg Britvic is far more entrenched than what is seen by the consumer.
“We’ve been doing a lot of work with KFC to ensure that we’ve got the right equipment solutions in-restaurant for serving our drinks, and that is something that we continue to innovate,” shared Emma, “ultimately, if a consumer visits KFC and wants to experience one of our brands, it is crucial that its being served successfully”.
As Carlsberg Britvic’s premier client, Emma highlighted that the brand is at the heart of everything they do.
“When we’re looking to develop new products or new activation, our team consider how we can put KFC at the very front of it,” she said, “And not only put KFC at the front of it, but its consumers too”.
This is a true partnership, where KFC is as valuable to Carlsberg Britvic as it is to them, even down to ensuring KFC’s restaurants remain open and functioning at its very best.
“We work with KFC to ensure that when customers arrive at outlets, that they have the right experience, for example, are the drinks the best quality for them? How do we make sure that the restaurants aren’t closed down because of problems? So we’re constantly working with them to make sure that they’ve got the best possible experience,” Emma continued.
Operational Modernisation
So, how do two international powerhouse brands work together in the fast-paced, Gen Z and Gen Alpha driven markets?
Whilst traditionally it may have taken time to move things through the corporate framework, both businesses have had to adapt how they function to be on the cusp of the wave when trends (typically online) hit.
One solution is appropriately Gen Z – Whatsapp.
“We have a WhatsApp group with KFC so we can instantly connect with them and say “Have you seen this? How do we get ahead of the game?”. We no longer need a formal set piece to make things happen,” explained Emma, “We have needed to adapt internally to be able to move with the times like that, which can sometimes be uncomfortable because it’s an unconventional way of operating”.
Born online and backed by pop culture, Carlsberg Britvic’s recent launch of poppi in the UK is a testament to its modernised operational approach.
The viral soft drink launched in the US three years ago, and has now arrived in Tesco and Pret in the UK. Now, Emma and her team are focussed on introducing poppi into KFC’s restaurants.
“We want to make sure that KFC has the same new product development innovation that you would see in the likes of Tesco. If it can go into a grocer, we need the product to be at the forefront of being accessible in KFC, too,” she said, “ultimately it comes back to having the right conversations. We need to have a transparent relationship so that if something does work we can celebrate it, but equally when something isn’t working we can pivot quickly”.
Ensuring both Carlsberg Britvic and KFC are at the forefront of Gen Z and Gen Alpha touch points, the future of experiential engagement is exciting for both brands.
Emma foresees working alongside sporting events such as the Champion’s League and Formula 1, as well as live music events to be continued strategies of growth for the businesses.
“We’re developing in all the relevant areas that you’d expect for the younger generation to be wanting to work with and then making sure that they’re touching KFC in the right touch points,” Emma explained, “We’re not going to try and force something for the sake of it, but making sure that it’s something that actually resonates with the both KFC and its consumers, and what the overall messaging is trying to achieve”.
Working in partnership, Carlsberg Britvic and KFC are ensuring that they establish themselves as a leading brand within the upcoming generations – who will ultimately ensure business success for the future.
www.carlsbergbritvic.co.uk