Take stock of festive spirits

Retailers can help shoppers celebrate

Diageo has a range of drinks that are ideal gifts or good for at-home cocktails.

CONVENIENCE retailers can boost their alcohol sales by stocking trending spirits as gifts and a range of celebratory drinks, Diageo has said.

Whisky remains a popular choice and accounts for 30% of all gifting sales in the off-trade, according to analysis from Nielsen.

Diageo head of category development off trade Lauren Priestley said: “Maintaining a range of high-quality whiskies at various price points will be beneficial, appealing to all customers and budgets and taste preferences.”

Super-premium vodka is also hugely important – Nielsen stats show it accounted for more than £20 million of the £23m-plus of value contributed by the super-premium category in 2021.

Priestley continued: “Another consumer trend is the rising demand for the at-home cocktail occasion and retailers can leverage this trend to help drive sales this autumn and winter.”

She pointed to the increasing popularity of flavoured spirits – such as Smirnoff Raspberry Crush, Smirnoff Mango and Passionfruit Twist and Tanqueray Blackcurrant Royale.

These along with the Gordon’s gin range give consumers the ability to easily create high-quality cocktails.

Baileys, meanwhile, has launched new treat options for adult drinkers, such as Apple Pie and Eton Mess limited edition SKUs. “When it comes to Christmas, we can expect people will be looking to indulge – and liquors such as Baileys caters to this trend perfectly,” said Priestley.