Scotland’s top 50 off-trade brands by sales value

3 March 2015

The Leaders: off-trade – Scotland’s most valuable brands

Drinks remain vitally important to sales revenue in stores of all types and sizes across Scotland. But the role of drinks is changing and the range that c-stores have to consider has widened. So, which brands sell best in the different categories? Using exclusive Nielsen data Scottish Grocer’s Most valuable Scottish off-trade brands guide puts Scottish retailers in the picture.

Scotland’s top four alcohol brands in the off-trade remained the same in 2014 as in the year before. And all showed sales growth according to leading market research company Nielsen. The main Smirnoff vodka saw sales increase 6%. Glen’s vodka was up 3% but that wasn’t all that happened to the brand in 2014, it also changed owner and now has a new look and will see significant marketing support. Top-selling beer Tennent’s Lager added 1% sales value over the year. But Budweiser has been making up ground with 12% sales growth in the Scottish off-trade. Bud was an official sponsor of the FIFA World Cup in 2014 and its summer activity strongly reflected the connection.

WHICH brands can you expect to seriously pull their weight on your drinks shelves?
Once again, Scottish Grocer brings Scotland’s retailers exclusive figures from Nielsen Scantrack that show which beer, wines and spirits brands sold best in Scotland in the last year.
And then we drill down further to bring you news on the best selling brands in a whole host of drinks categories from ciders to malt whiskies, from wine to RTDs, to speciality spirits.
The figures cover all of Scotland’s off-trade, so some brands’ placing and performance might reflect strong listings in supermarkets or, alternatively, a position of strength in convenience outlets.
But for all retailers the figures provide a clear indication of consumer favourites in Scotland’s off-trade drinks market. And that, in turn, means the overall lists and individual category tables we publish today are tremendously useful tools to retailers who are deciding which brands to stock, or whether to buy heavily into a particular brand promotion, or how to pitch their prices in a bid to achieve the optimum mix of volume sales and margin.
Our guide opens with the top 50 most valuable brands overall. It’s headed by Smirnoff and Glen’s and Tennent’s and features at a glance info on the key brands and how they sell. Over the page we highlight last year’s best-growing big drinks brands. And then we begin our in-depth category-by-category analysis. It’s time to find out which brands are likely to be most valuable to your store.

[hr]

Scotland’s top 50 off-trade brands by sales value

Rank	Brand	MAT £m to w/e 04.01.14	MAT £m to /we 03.01.15	% Change
1	Smirnoff Red Label	66.6	70.5	6
2	Glen's	64.6	66.8	3
3	Tennent’s	56.1	56.8	1
4	Budweiser	38.3	42.9	12
5	Stella Artois	35.0	35.2	0
6	The Famous Grouse	29.0	30.4	5
7	Hardys	24.6	27.3	11
8	Strongbow Original	24.7	24.4	-1
9	Gordon’s	21.1	22.6	7
10	Whyte & Mackay	22.7	21.5	-5
11	Blossom Hill	20.2	19.0	-6
12	Foster’s	18.1	17.6	-3
13	Bell’s Original	16.8	17.4	4
14	Buckfast Tonic Wine	16.5	16.4	0
15	Bacardi Superior Rum	16.1	16.0	-1
16	Echo Falls	13.8	14.5	6
17	Captain Morgan Spiced	12.9	14.0	9
18	Russian Standard	9.5	12.5	32
19	Gallo Family Vineyards	12.1	11.5	-4
20	Carling	11.7	11.0	-6
21	MGD	11.7	10.6	-9
22	Carlsberg	12.2	9.9	-19
23	Isla Negra	10.0	9.9	-2
24	Jack Daniel’s	8.7	9.7	12
25	McGuigan	8.1	9.1	12
26	Kumala	8.9	9.1	1
27	Peroni Nastro Azzurro	8.6	9.0	4
28	Concha y Toro	5.4	7.9	46
29	Jacob’s Creek	8.1	7.9	-3
30	Lindeman’s	8.2	7.3	-10
31	Barefoot	4.0	7.2	79
32	McEwan’s Export	7.6	7.2	-6
33	Wolf Blass	8.6	7.2	-17
34	Magners Original	6.9	6.8	-1
35	Kopparberg Mixed Fruit Cider	5.7	6.7	17
36	Grant’s Family Reserve	7.1	6.6	-7
37	WKD	6.7	6.3	-6
38	Baileys Original	6.1	6.3	3
39	High Commissioner	6.7	6.3	-6
40	Corona	7.3	6.2	-16
41	Coors Light	5.5	6.2	12
42	Guinness Draught	5.6	5.7	2
43	Campo Viejo	3.2	5.6	72
44	Three Barrels Grape Brandy	5.8	5.4	-7
45	Frosty Jack’s	4.0	5.4	33
46	Kronenbourg 1664	5.4	5.2	-4
47	Kopparberg Strawberry & Lime	4.3	4.9	13
48	Banrock Station	5.4	4.8	-11
49	Stella Artois Cidre	5.3	4.8	-10
50	Heineken	3.7	4.7	27

[hr]

The figures in Scottish Grocer’s exclusive Scottish off-trade’s most valuable brands guide are provided by leading market research company Nielsen. Figures are Nielsen ScanTrack for total Scottish off-trade and are moving annual totals (MATs) for the year to 3 January 2015 and are compared to the MATs for the previous year – to 4 January 2014.