Belhaven urges retailers to drive home-grown brands across the off-trade
CREATING a range in the off-trade that can stand out well on shelves means looking to those eye-catching brands.
This counts especially for those retailers aiming to boost Scottish products to grasp the attention of customers who are looking for a more provincial selection in the off-trade.
Dunbar-based brand Belhaven reckons its recently revamped range of drinks could be the answer in this situation, with both its Belhaven Best and Belhaven Black variants seeing refreshes in pack design over the last year.
Fiona Matheson, senior brand manager at Belhaven Brewery, said: “It is all about standing out from the rest of the branding in the shop and drawing the consumer’s eye.
“Being clear on the message you want to get across and what you want them to feel can only make it easier for the consumer to digest and consider as they go about their shop.”
Belhaven’s aim with its new looks on pack was to capture the demand for Scottish products by highlighting the brand’s heritage across the entire range.
Matheson said: “Having relaunched both Belhaven Best and Belhaven Black in the last year, our aim was to highlight our passion for our Scottish heritage.
“Due to the resurgence of stout, especially in a younger demographic, we believe that the new branding will resonate with Scottish consumers as they look to source locally and celebrate the brilliant things that Scotland offers.”
Scottish baker toasts London success
EDINBURGH-based baked biscuits brand The Drinks Bakery has toasted its latest success as its range is now available in Whole Foods Market stores.
The four signature Drinks Biscuits flavours can now be snapped up at any Whole Foods stores – located around London – as the firm continues to go from success to success.
The range includes Parmesan, Toasted Pine Nuts and Basil; Lancashire Cheese and Spring Onion; Pecorino, Rosemary and Seaweed; as well as Mature Cheddar, Chilli and Almond variants across its savoury biscuit range.
Andy Murray, The Drinks Bakery founder, said: “It’s wonderful to welcome such a brilliant and respected new partner for The Drinks Bakery in Whole Foods Markets.
“Seeing our thoughtfully crafted Drinks Biscuits on the Whole Foods shelves is yet another exciting milestone on our journey to grow the brand, especially as it coincides with our recent success at the Great British Food Awards 2023 and Scotland Food and Drink Excellence Awards.”
