Shot brand set to turn up heat

Versatiliy is vital when stocking spirits as the way younger adults choose their drinks is very different from their parents’ habits and even more mature consumers’ choices have changed in recent years.

074_Jagerbottle 2 shot glasses - Use this oneThat was the message from shot brand Jagermeister, now the seventh-placed brand in Impact’s list of the top 100 brands, as it gave its opinion on how drinks retailers could get the best out of the summer months.

Customer marketing and insights controller Jonathan Dennys said: “With 31% of 18 to 24 year olds now choosing spirits as their choice of beverage compared to 15% in 2005, retailers can really tap into this trend for the summer and barbecue season.

“The way in which adult drinkers now consume their spirits has also changed, with recent data showing that neat shots have become significantly more popular.”

He recommended PMPs saying: “They not only reassure consumers they are paying a fair price but also help to increase visibility.

“Jägermeister has introduced price-marked bottles across 50cl, 35cl and 20cl formats.”

He said despite declining sales in many other alcohol categories spirits is in growth.

“Spirits is one of very few areas to be in growth, showing a 1% increase in volume and a 4% increase in value to £3.8bn.

“This is due to the current market being driven by experimental consumers who are looking to extend their drinking repertoires. According to research, 68% of spirits drinkers now consume spirits at home, which suggests consumers are being more experimental at summer parties or barbecues.”