THE beginning of November is a good time for retailers to introduce festive products to entice Christmas spending and planning, reckons the team behind shots brand Sourz, marketed by Maxxium.
The firm quotes HIM and Nielsen statistics when it says research has shown that Christmas is a prime time for purchase of spirits.
“One of the biggest trends we’ve seen over the past few years is the number of ‘big nights in’ where festive revellers look to replicate the in-bar experiences at home,” a Maxxium spokesperson said.
“Young adult consumers will look to convenience stores as their go-to for their last minute party supplies en route to house parties. To help consumers kick-start the festive season, it’s important that convenience stores stock those party favourites such as Sourz, which is growing by 8.8% in the off-trade as the UK’s number-one flavoured shot brand.
“Stocking brands that are supported by digital, advertising and PR is vital. For our audience, social media is a part of their everyday routine and Christmas is no exception. Therefore, by choosing to stock brands that have a large social media presence – such as Sourz with a following of over 500,000 on Facebook and 2,700 on Twitter – will only help to encourage sales as they’re in front of their audience daily.
“It’s also worth checking these brands’ social media channels for any festive cocktail recipes they might be promoting, to make sure you’re stocking all of the ingredients needed.
“Strong merchandising is key to driving sales success in an independent retailer, especially when attracting impulse shoppers who are buying for spontaneous Christmas parties. Giving prominence to well-loved brands and ensuring top sellers and impulse lines, like Sourz, are at eye level is vital.
“It’s also important to use your point of sale effectively. This is especially important when targeting spirit shoppers as research has shown that this group pay more attention to POS (54% vs 41% of the average shopper).
Consumers also like to see price-marked packs – this really helps drive sales of branded lines, so it’s important to have these visible and on display.”
