HALLOWEEN creates a huge seasonal opportunity to drive spirits sales, at least according to Johnny Dennys, head of brand and trade marketing at Mast-Jägermeister UK.
Dennys said that in previous years, Jägermeister has recorded “significant sales lifts” during the Halloweent period, “second only to Christmas and New Year’s Eve.”
If retailers want to make sure they’re capitalising on that opportunity effectively, then they need to ensure visibility and availability for the category’s biggest brands, according to Dennys.
“Consumers look for convenience when shopping for spirits. As a large celebration occasion, stocking full-size pack formats of Jägermeister’s top selling products, Jägermeister and Jägermeister Cold Brew Coffee will be key to boost sales.
“With its dark colour, elixir properties and somewhat gothic appearance, Jägermeister is a natural partner for any Halloween occasion,” he said.
Dennys also suggested retailers consider stocking smaller formats this Halloween – such as Jägermeister’s 2cl Gravity Pack – as these can driving impulse sales as consumers “make their way to social occasions.”
