Grape choice


QUOTING Nielsen Scantrack research published in August 2015, Shloer says it is the biggest-selling adult soft drink brand in the Scottish take-home market, accounting for 35% of sales.
This year, for those who want to toast the season with bubbles but at some times without alcohol, it has added Shloer Celebration Pink Fizz to its portfolio.
The launch is to be supported with an advertising and social media campaign in the lead up to Christmas. And consumers will have the chance to win bottles of Shloer Red, White or Rosé or Shloer Celebration in gift bags during the season.
Marketing director Amanda Grabham highlighted the importance of adult soft drinks at the festive period. She said: “More than one in five adults don’t drink alcohol at all.
“Being grape-based Shloer is seen as the no-alcohol alternative to wine which is why the brand sells so well over the Christmas period.
“Last Christmas convenience stores and adult soft drinks were star performers when it came to increasing festive soft drink sales.
“In the 12 weeks leading up to Christmas and New Year convenience stores outperformed the total take-home market with value sales up by 6.4% compared with a slight 0.5% increase in the total take-home soft drinks market.
“As a result convenience stores accounted for 36% of soft drinks sold over the 2014 festive period and this generated £629m of retail sales for convenience retailers, up from £568m during Christmas 2013.”
Through the coming festive season, Shloer will offer £1.69 price-marked packs on its Red Grape and White Grape 750ml bottles.
Grabham said more than a third of adult soft drinks sales are recorded in the 12-week festive period and added: “There’s a big opportunity for impulse retailers to grow sales if they put more focus on adult soft drinks in terms of the range they stock and how they promote them in store.”