ANY retailers who have been on the fence about introducing premium spirits to their offer might want to make their move this month, as Christmas 2018 provides the perfect opportunity to shift higher margin spirits.
That’s the view of Chris Shead, off-trade channel director for Pernod Ricard UK who said there is a “huge opportunity” for retailers, one they can get right “by doing three simple things”.
“Ensure premium spirits get proportionately more shelf space than standard, increase basket spend by advertising cocktails in store, using POS, and finally, ensure NPD is listed to excite consumers looking for new flavours and tastes,” said Shead.
Pernod Ricard is also putting its money where its mouth is this Christmas, with the drinks giant set to spend £3m on Christmas marketing in a bit to ensure shoppers are thinking about their drinks choices before entering store.
When it comes to premium spirits in Scotland, single malt whiskies certainly spring to mind, but retailers also shouldn’t overlook NPD according to Shead.
“For the overall total off trade, NPD represents 40% of total spirits value growth. NPD and innovation listings present a growing sales opportunity for the impulse channel,” he said.
“Beefeater Pink is a case in point: if impulse retailers matched grocery conversion they could sell almost double the volume of this new SKU in stores.
“Flavoured vodka drove all vodka category growth in the last year in impulse, yet it is only in 55% distribution in this channel.”
