Retailers need to be planning their alcohol and soft drinks displays to be ready for the Christmas party season. Asian Trader finds out how best to merchandise the categories.
The party season is around the corner so drinks need to be stocked up!
During Christmas, sales of beer, wine and spirits always increase, not to mention soft drinks which are consumed by children, drivers and other non-drinkers.
But independents will need to work hard to snatch more of consumers’ spend away from the multiples, building up their merchandising displays to attract shoppers.
The advantage independents have over the multiples is in attracting impulse purchases as consumers on their way to a party will stop off at a convenience store to grab a bottle for the festivities.
With shoppers spending £4.1bn during Christmas week last year (Nielsen), the festive period presents an enormous opportunity for retailers to boost their profits.
Last Christmas was a multi-channel Christmas with total beer and cider value sales up +2.6% versus 2016, and the impulse channel in 2.5% value growth (Nielsen). Maximising on this opportunity is critical to retailers’ success this Christmas, and for the category as a whole, as identified in one of the key category drivers – Sports & Seasons – of Heineken’s The Greenpaper.
With 52% of beer and cider value sales sold over key seasonal periods (Nielsen), retailers should begin their Christmas preparation sooner rather than later, stocking up and ensuring that they have a strong range to cater for increased demand over the festive period as consumers look to purchase more regularly, says Toby Lancaster, Category and Shopper Marketing Director for Heineken UK.
“With many shoppers planning parties over the festive season, retailers can expect to see customers looking for simple beer/cider and food combinations to cater for their guests,” Lancaster comments.
Cider and beer is great with food, backed up by 43% of large single bottles being purchased as an accompaniment to meals and snacks, so merchandising crisps and snacks alongside your range of cider and beer will see an uplift in sales as consumers make the natural link between the two, Lancaster suggests.
As convenience is a key driver in shopping habits over the Christmas period, Lancaster recommends retailers should ensure that they are stocking a range that caters for a variety of tastes, targeting those shoppers looking for last minute or impulse purchases prior to Christmas.
“Retailers should ensure premium options, such as Old Mout and Heineken, are displayed in prominent positions, either at the end of aisles or as part of larger displays, as 39% of shoppers will be looking to trade up during the festive season as a special treat to enjoy with friends and family,” Lancaster comments. “However, it should not be forgotten that mainstream still accounts for 67% of the category, so retailers should ensure they are getting the basics right by stocking a staple range such as Foster’s, Strongbow Original and Strongbow Dark Fruit.”
As shoppers in convenience will often be using their local store for last minute purchases, retailers should aim to make it as easy as possible for them by merchandising beers and ciders effectively and in pack sizes they want, Lancaster suggests. It goes without saying that maximising availability over this period is also essential!
A key consideration over the festive period is the alcohol-free category which, now worth +£53M (Nielsen), is tipped for success this Christmas with the rise of health-conscious shoppers continuing to drive sales.
This means that there is ample opportunity for retailers to harness additional sales from shoppers who are keen to “Live Better” without compromising on taste.
Increasingly shoppers are looking to make more conscious choices with their food and drink purchases and, as such, it is becoming more and more important for retailers to help facilitate these health-based shopping decisions.
Since it was launched in March 2017, Heineken 0.0 has quickly become the fastest growing brand in the alcohol-free segment, adding over 221,000 shoppers to the category with 47% of 0.0 growth being incremental to it (Nielsen).
“Retailers should therefore consider stocking no or low alcohol options and deploy clear signage and education to help shoppers navigate to zero zones in store,” advises Lancaster. “In doing so, retailers can unlock a new revenue stream in their stores by meeting the increased growth and demand for healthier options, as well as expanding beer and cider into new occasions such as lunch time meal deals.”
Around Christmas specifically, there is also a huge opportunity to cater for shoppers who are looking to moderate alcohol consumption during the party season who still want to feel part of the drinking occasion, without the need for alcohol.
What’s more, occasions such as Dry January, with 4.5 million people taking part, as well one in five UK adults now being teetotal (Office For National Statistics), mean that the opportunity doesn’t just end at Christmas and retailers can continue to capitalise on a new revenue stream for years to come.
Social media is becoming increasingly important in how retailers communicate with customers and is a great tool in ensuring shoppers are up to date with the current range and new product launches in store.
“Retailers should ensure that their social media is up to date with offers, locality and in-store events,” suggests Lancaster.
This is particularly important over the Christmas period, as 64% of shoppers write a list before they enter the store (him), meaning it’s essential they are familiar with the range beforehand to harness sales.
With a such a range of options available over the Christmas period, visibility is key to catch shoppers’ attention.
“We recommend implementing creative points of sale that disrupt traditional category flows to maximise impact as well as clear signage, meaning that shoppers can find what they are looking for quickly and easily,” says Lancaster. “This is particularly important over the busy Christmas period, with convenience being a key driver in shopping motivations.”
Displaying more premium products in stand-out places such at the end of an aisles or as part of larger displays is a great way to catch a shopper’s eye and encourage them to trade up, Lancaster suggests.
“Making the fixture a nicer environment to shop is guaranteed to get repeat customers, who are twice as likely to purchase for consumption from the chilled range perhaps whilst on the way to Christmas parties or for a night out with friends,” Lancaster adds. “Ensuring that the fixture is fully stocked with the correct range in the right pack size will mean that shoppers can find exactly what they need quickly and easily, reducing the chance of them going to search for brands elsewhere.”
Retailers can visit www.starretailer.co.uk/planograms for more information on how to merchandise the chiller.
Supporting the Heineken 0.0 launch the company created the integrated ‘Now You Can’ campaign which included a £6 million pound investment in TV commercials, cinema, digital and social activations, as well as off-trade promotions. The campaign premise is based around the inclusiveness of Heineken 0.0 to all moments and social occasions, which might call for a great tasting beer but not for the alcohol.
With phenomenal growth in the low & no alcohol category, driven by Heineken 0.0 adding over 221,000 shoppers to the category with 47% of 0.0 growth being incremental to it (Nielsen), the ‘Now You Can’ campaign communicates all the different drinking occasions where Heineken 0.0 can be enjoyed.
“Furthermore, sporting events, such as the Champions League, are guaranteed to drive beer and cider sales, so retailers should ensure they promote and stock Heineken in store to maximise this opportunity,” Lancaster comments.
Christmas is the number one occasion for wine and is a drive category at Christmas.
Retailers need to make sure that their wine offer is prepared well in advance for shoppers who are planning for their festive celebrations (research shows that shoppers plan for Christmas a month in advance).
“However, they also need to be able to cater for last minute impulse purchases for those shoppers on their way to parties wanting to buy wine as a gift,” says Kirstie McCosh, Marketing director at Treasury Wine Estates. “So there is a lot of work for retailers to do to ensure they get their offer right.”
Wine clearly plays a significant part at Christmas parties – and lots of shoppers will be visiting independent stores for last minute top up visits. “So make sure you cater for this by having a chilled section for white, rosé and sparkling wines at the front of your store,” adds McCosh.
Retailers need to realise the potential of the wine gifting opportunity at Christmas. While traditional gifting options, such limited edition wines in gift boxes, can work well – increasingly there are wine brands on shelf that offer shoppers something exciting and memorable they can share with family and friends. And this is especially the case during the festive months.
A brand at the forefront of this is 19 Crimes. The brand tells the story of a specific list of 19 offences that existed in England in the 19th century. Upon conviction of one of these offences, British “rogues” guilty of those crimes were sentenced to Australia – the famous ‘punishment by transportation’. The brand honours their stories and the history and the culture they built in Australia. Each wine in the range features a different criminal-turned-colonist, each with a different story to tell.
These stories are communicated to shoppers via Augmented Reality technology. Consumers can download the “Living Wine Labels” app from any provider, and by scanning their phone over the label can watch the 19 Crimes characters come to life from the label and tell their real, historical stories.
Rosé wines are a festive favourite. According to Nielsen, sales of Rosé are 30% higher in December than in other months of the year. The same source shows that sales of Rosé are over 50% higher in the week before Christmas compared to other wine categories.
“So it is very important that you stock the biggest brands in the market – like Blossom Hill White Zinfandel, which is the number one Rosé brand in the UK,” McCosh comments.
Red wine significantly over indexes for the Christmas Day occasion, with shoppers keen to purchase a wine that sits at a premium to the wines they would normally buy on a normal shop. “So it is important you have more premium red wines on shelf for this occasion – wines that might sit in the £8 – £12 range. Red wines from the Wolf Blass Yellow Label and Silver Label ranges are a great example of this,” McCosh adds.
Dan Harwood, head of wine education at Halewood Wines & Spirits, discusses Christmas drinks, comments: “Prosecco was at its peak last Christmas and although there’s talk of Brits turning away from Italian Prosecco, it’s unlikely to happen any time soon.”
During last year’s festive season, Halewood saw a boom in requests for organic wines along with Prosecco. The Colle Baio Organic Prosecco by Il Colle – the first organic Prosecco Superiore DOCG produced by Il Colle, is a great example of the quality wines that drinkers are looking for and is a great option for gifting, as well as Christmas indulgence.
“Wine is amongst the top promoted products in-store and as shoppers move towards the festive season of spontaneity, we need to help draw the eye with incentives,” adds Harwood.
Wholesalers can maximise sales by placing bottles near the front of the store – hero positions that will guide consumers to that last minute present, or bottle for the party table.
“Additionally, sales through complementary pairings can be leveraged through promotional pairings e.g. Marqués de Cáceres’ Verdejo Sauvignon Blanc paired excellently with Spanish cheeses. Encouraging pairings at different price points also allows for a broader audience,” says Harwood.
English sparkling wine is a rising trend that is making its mark in the festive wine sector. Four million bottles were sold in Britain alone last year, seeing a 33.3% uplift from 2016.
“We know Brits on a whole are continuing to raise a glass and drink, but, the trend for a healthier lifestyle which has been emerging throughout the past few years has resulted in as many as one in five people in the UK choosing not to drink at all,” Harwood adds.
While one in four are making a conscious effort to moderate their drinking, the market for low and no alcohol alternatives is thriving, and is expected to continue into 2019.
In wine, the alcohol free category has increased by £1.6 million (Nielsen 52 weeks to 08/09/18).
Eisberg alcohol free wine is leading the way, with 60 per cent of market share (Nielsen 52 weeks to 23/03/2018). “Christmas is the time of ultimate indulgence and people want to be included in every occasion, even if they aren’t raising a glass of alcoholic fizz for whatever reason,” says Harwood.
Stocking adult alternatives, such as Eisberg’s Alcohol Free Sparkling Blanc or Rosé, helps non-drinkers feel part of the party, allowing them to celebrate the festivities with bubbles but without consuming alcohol.
There are very few bottles of wine available for less than the £5 mark; as a result, consumers are more willing to try something different within their price range, whether it be exploring a new country of origin or trying a new grape variety.
“This is especially true around the Christmas period and during the approaching months to Christmas as off trade operators will be assessing their current offering and consider how they can refresh their range of wines and liqueurs to meet ever-changing consumer trends and tastes,” comments Amy Giacobbi, Marketing Manager at CWF (Continental Wine & Food Ltd).
Stocking the right range of wines and liqueurs gives them an accessible way of providing customers with a greater choice of drinks. Therefore, besides the old favourites, retailers will be looking to add some exciting new choices for the festive period and beyond.
“In terms of products, offering customers a choice of drinks that are not only popular but that will help them celebrate in style is crucial,” adds Giacobbi.
Sparkling wines remain a favourite not only at this time of year, but all year round as people have developed a real taste for the fizz.
“Not only the obvious choice for a celebratory toast, today there are a range of options within the sparkling category to suit different tastes, budgets and occasions,” says Giacobbi.
The drier styles of Prosecco – Brut and Brut Zero are perfect for those who prefer the steely dryness of Champagne but want the delicate bouquet of pears and apples with the soft fruity style in the mouth.
A classic example is the Bortolomiol Prosecco Superiore DOCG Brut “PRIOR”, produced in the Veneto region of Italy.
This is the number one sparkling wine from the Bortolomiol traditional line with a 12% volume. Light and refreshing in style with a fine and persistent perlage, it has a delicate and fruity bouquet with strong hints of green apple and citrus. It has a fruity and aromatic palate with a smooth, velvety finish.
Offering premium quality Prosecco at a reasonable price point is Casa Gheller, which is based in the Prosecco region of Veneto. The Casa Gheller Rosé Cuvée Brut is made from various white and red grapes. It has a bright rosé colour with a fine and delicate perlage. The wine has a fruity and flowery bouquet with delicate notes of golden apple and fragrant mountain flowers. The flavour is dry, fresh and zesty with a fruity and harmonious aftertaste. It is excellent as an aperitif and is perfect served with fish and seafood.
Also available is the Casa Gheller Treviso Spumante with fresh fruits and floral notes it is an excellent aperitif and perfect served with marinated fish with a side of delicate aromatic herbs, mushrooms and asparagus. The Treviso Spumante has an ABV of 11% and the Rosé Cuvée Brut has an ABV of 11.5%.
Mulled wine has captured the hearts of UK consumers seeking the warming spicy taste of the festive period throughout the cold winter months. Catering for all tastes and budgets are Winter Warmer Mulled Wine at 10% volume and Harvest Fruits Mulled Wine at 8% volume. Both offer a convenient no fuss option and allow consumers to heat and drink on demand rather than steeping a bottle of red wine with flavours for lengthy periods of time – and come ready to warm and pour.
Gift packs and limited-edition wines are key to giving shoppers extra value without having to lower the price over the festive season. For example, Pernod Ricard’s
Campo Viejo Gran Reserva Gift Set has always been a key seller at Christmas, and the company predicts its Campo Viejo Magnum will be a popular choice.
As Sauvignon Blanc retains its position as the UK’s favourite grape varietal, Pernod’s Brancott Estate Terroir Series Sauvignon Blanc (RRP £13.29) should be a popular choice with shoppers this Christmas as they look to trade up during the festive season.
Christmas is an opportunity for shoppers to trade up and buy something special for the occasion, so Jacobs Creek Double Barrel has done particularly well in the past at Christmas.
Since launch in one grocer, 62% of shoppers and 73% sales have been new to the Cava category over the last year, therefore Pernod Ricard is confident that the Campo Viejo Cava will do well. It is a trusted brand, providing a sparkling wine made like Champagne, with the Méthode Traditionnelle, but at a more affordable price.
Pernod Ricard suggests retailers make sure there is a clear hierarchy within the category range. Hierarchy amongst brands enables shoppers to confidently trade up as they look to brands they trust to navigate the wine aisle and trade up at Christmas time.
Merchandise your wine near food, helping the consumer by pairing wines to different food groups, the company suggests. For example, Campo Viejo Gran Reserva is beautifully matched to cheeses such as Manchego, as well as mature and blue cheeses. Whilst a white wine, such as Campo Viejo Viura Tempranillo is an ideal complement to roast turkey.
The company suggests retailers keep to reliable wine they know sells well, for example Campo Viejo is a Spanish Rioja winery, with the No.1 red wine SKU in the UK.
The still wine market is in moderate growth (+4.3% MAT) in independents, and New World countries like Argentina (+3.8% MAT are continuing to drive this growth (Nielsen).
There is a trend towards lighter, more aromatic wine styles like Viognier. Rose continues to be popular but styles of rose are becoming drier and lighter in colour, and we are seeing a lot of innovation around packaging too – different bottle and label designs to add interest and appeal, says Concha y Toro.
Branded wines work really well in convenience; shoppers like to be offered choices they recognize and not feel they need a huge amount of knowledge to make a purchase, a company statement said.
Trivento launched a major marketing partnership with Discovery Channel this year, and its idents are being shown for 220 hours of coverage each month across the four leading documentary channels on Discovery. This will drive awareness of the brand which is still growing at over 30% year on year (Nielsen). To tie in with this a nationwide neck collar campaign is running across 1.5 million bottles of Trivento Reserve Malbec to win ‘ultimate adventures’.
“The weeks in the Christmas run up offer retailers the opportunity to more than double their annual rate of sale,” says Liberty Wines, supplier of Mateus Rose. Key ways to maximise this opportunity are to highlight the wine range, including the most recognised brands, and to offer direction on serving temperature or food pairings.
Mateus’ refreshing strawberry notes and subtle fizz make it a very versatile wine. It will complement a smoked salmon starter and is the prefect aperitif with sharing platters at seasonal parties.
Black Tower has launched three striking, new bottle pack designs, available for sale throughout the winter period. To make this launch even more special and give outstanding shelf appeal, the designs are assorted in each case. This is a first for Black Tower, and a first for the off trade.
The designs are available now on bottles of Fruity White, the most successful and popular wine within the Black Tower range and within the German category.
With hints of fresh pineapple, mango and passion fruit, Black Tower Fruity White is a smooth and fresh wine, best enjoyed chilled. This white with its light, easy drinking taste can be enjoyed on its own, or pairs with spicy chicken or sweet and sour dishes for the ultimate winter warmer.
To make the launch of the winter sleeve work even harder and create interactive consumer resonance and engagement, Black Tower will be offering its 40,000-strong social media following the chance to jet off for a holiday in the sun.
“Independents can create innovative events during the festive season in order to draw in customers and entice them to buy new products with the chance to sample some of them in store,” says David Mallory, Channel Director, E&J Gallo EMEA.
“Independent retailers should also make sure to keep well stocked during this season as multiples are likely to run low on stock during busy periods and therefore independents can use this opportunity to cash in on top-up sales and last minute purchases.”
Premium wines have become a growing consumer trend over the past year and this is set to increase even further over the Christmas period, as customers will be looking to treat themselves and their guests. Premium wines also make particularly great gifts and are therefore are likely to be bestsellers over the festive season.
Mallory recommends the following premium wines:
Carnivor Cabernet Sauvignon, Carnivor Zinfandel, Apothic Red, Apothic Rosé and Dark Horse Rosé.
“These items are leaders in the category and are therefore must-stocks as wine consumption increases at this key time of year for drinking occasions, e.g. parties with friends,” says Mallory. “It is important to stock familiar and well-loved brands at Christmas, as many customers will come into stores in search of particular products.”
Bestsellers from previous years include: Dark Horse Sauvignon Blanc, Dark Horse Cabernet Sauvignon, Barefoot Pink Pinot Grigio, Barefoot Malbec, Gallo Family Vineyards White Grenache, Gallo Family Vineyards White Zinfandel and Gallo Family Vineyards Chardonnay.
Lower alcohol options are a significant trend within the drinks sector currently, with big retailers and brands launching lower alcohol ranges.
“This trend is expected to only increase over the Christmas period as those looking to avoid Christmas excesses will be looking for alternative drink options,” comments Mallory. “The drinking landscape has changed, with more consumers, particularly millennials, becoming more clued up on the benefits of limiting alcohol consumption.”
No/Low alcohol wine accounts for 47.4% of revenue share of the Total Light and Fruity category, with sales up +14% revenue for NO/LOW ABV wines from last year (Nielsen).
Gallo Family Vineyards is the No. 2 brand in this sector (Nielsen) and its Spritz range is a must-stock for consumers, with an ABV of just 5.5%.
For consumers looking to moderate their alcohol consumption, single serve formats are also a useful option and a rapidly growing category within the UK convenience market.
Barefoot Wine’s 187ml range offers shoppers more choice when purchasing wine.
Featuring three of Barefoot’s best-selling varietals, including the UK’s No. 1 selling Pinot Grigio, Merlot and Pink Moscato (Nielsen), these smaller formats are great for occasions when consumers may want to mix and match different wine styles.
Gallo Family Vineyards also offer single serve formats of Chardonnay, Cabernet Sauvignon and White Grenache wines.
These smaller formats cater for the impulse shopper who wants to ‘grab and go’, those who want to enjoy a glass of wine during the week without opening a whole bottle and those who simply want to vary their drinking experience.
Premiumisation is showing no signs of slowing down: premium wines now represent 62% of still wines revenue growth, with 20% of still wine sales coming from £7+, up 1.3pt from a year ago (Nielsen).
“Premium brands are a great opportunity for retailers to increase profits as sales show that customers are not discouraged by these slightly higher prices,” says Mallory.
This Christmas, Gallo Family Vineyards is highlighting ways in which its range can be used in unique and delicious cocktails that are sure to delight party guests. ‘Jingle Juice’, for example, can be made with rosemary and cranberry ice cubes, gold vodka, sparkling cranberry and plenty of Gallo White Zinfandel.
Other winter classics such as Hot Chocolate and Mulled Wine can be made with Gallo Cabernet Sauvignon and Gallo Merlot respectively.
The Famous Grouse, the number two selling spirit drink in the UK and the UK’s number one Blended Scotch Whisky, is back on TV at Christmas.
With an RRP of £17, The Famous Grouse has an ABV of 40%.
It will “target regular blended whisky drinkers across numerous channels in key markets” in the run up to Christmas, promoting The Famous Grouse as a smooth and characterful whisky.
“The Famous Grouse is a blended scotch enjoyed in 93 markets across the world,” said Yvonne Whitehouse, global marketing manager for The Famous Grouse. “We stand apart not only because of our smooth, well rounded flavour – but also our playful, unpretentious character.
“This new campaign brings both these elements to life in a very memorable way that will resonate well with our blended whisky loving audience.”
Earlier this year, The Famous Grouse launched a new range providing drinkers with an “affordable” way to experiment with new whisky styles.
“To drive more custom into their stores, independent retailers should stock in-demand and popular products that shoppers will pick up off of the shelves,” comments Christian Sarginson, Brand Controller at Global Brands.
VK, the best performing traditional RTD, growing at 22% in value and 21% in volume (Nielsen), is a must-stock recognisable brand.
Available in mixed packs containing 10x275ml assorted flavours, currently in growth at 27% (Nielsen), and by 88% when they’re on offer.
This is something that is especially important for independent retailers in cities that have universities and student areas, as VK is the number one student RTD, and has been for five years running (NUS Drinks Tracker).
“For convenience stores, it’s important to pay attention to merchandising to ensure that the right products catch the consumers’ eye,” says Sarginson. “People are often nipping out to convenience stores for specific occasions, so products on display are more likely to drive sales.”
Global Brands offers a range of POS to help improve the visibility of its brands, from barker cards, FSDUs and in-store screen media to display the portfolio in a more modern, exciting and engaging way. The company also offers social media assets to help with stores’ social media presence.
“Independent retailers have the opportunity to change their merchandising quickly, and so can harness trends and occasions,” adds Sarginson. “This also leads to cross category merchandising, which is something that independent retailers have more freedom to do. For example, placing Christmas party food items next to party drinks such as Hooch 10 packs or VK mixed packs.”
Price marked packaging is also great way to draw the shoppers’ attention, Sarginson believes.
Now a core of the independent retail landscape, 82% of consumers seek them out whilst shopping, and 61% believe that they offer better value for money (HIM!). “Not only are they seen to provide value, they also help attract the consumers attention on the shelf amongst others and help to influence the purchase,” Sarginson adds.
Global Brands’ portfolio offers a wide range of price-marked products for retailers including the number one student favourite RTD, VK. The 70cl bottle of VK is price-marked at £2.49, and is currently growing rapidly at 19% (Nielsen).
Retailers should start looking at their Christmas ranges now in order to make the most out of the biggest retail event in the UK, suggests Amy Burgess, Trade Communications Manager at Coca-Cola European Partners (CCEP).
“Dedicated Christmas displays are a great way to drive sales and spread some festive cheer in the run-up to the Christmas period,” says Burgess.
She also recommends retailers consider displaying future consumption soft drinks like 2L PET and multipack formats close to the entrance of the store to encourage impulse buys as people begin to stock up for their celebrations.
“Creating eye-catching Christmas displays that showcase festive favourites can really add some in-store theatre that will build excitement in the lead-up to the big day,” Burgess continues.
At this time, soft drinks could be displayed alongside other products that are popular at Christmas, such as sharing snacks, Burgess suggests. Retailers could offer discounts that are applied when bought together to boost sales.
“Stores should consider mixers to go alongside their alcohol ranges, so people can stock up on everything they need for their night in in one go,” she added.
Mixers are growing in popularity (Nielsen), and can help boost sales of spirits.
This is partly due to the popularity of cocktails, as people are becoming more adventurous with home-made cocktails. Some are even buying bar equipment and cocktail glassware – such as martini glasses – to recreate a ‘bar atmosphere’ at home.
Garnishes and botanicals are also becoming more popular as people look to expand their homemade cocktail range or jazz up a classic mixed drink like a gin & tonic.
Adult soft drinks is also a growing sector that is ideal for home entertaining, and products like Appletiser are popular whether served on their own, or as an ingredient for cocktail or mocktail making.
The festive season is a key period in the convenience and impulse channel, with consumers spending 22% more during December and the Christmas period vs the rest of the year (Kantar).
“It’s no wonder when people are rushing around shopping for the perfect gift for their loved ones or stocking up for social occasions,” says Trystan Farnworth, Commercial Director, Convenience & Impulse at Britvic. “Therefore, it’s vital that chillers are stocked with a variety of single serve options such as Robinsons Refresh’d, Pepsi MAX, Tango and Drench, to drive impulse purchases from shoppers on the go.”
Strategic merchandising and promotions can further increase the likelihood of impulse purchases during this key time of year, says Farnworth. Placing multipacks and offers near the store front or till, will put soft drinks at the forefront of customer minds, helping to drive incremental sales for retailers. Price-marked-packs are also important to reassure customers that they are getting value for money.
“In terms of stealing sales from the multiples, Christmas is such a big opportunity for independent retailers as it’s a time when shoppers are more time poor than ever – and thus more likely to shop locally at their convenience, rather than spend big chunks of time doing one big shop,” comments Simon Gray, Founder and Managing Director of Boost Drinks. “This offers independent retailers a significant advantage over the big chain supermarkets.”
Gray advises that retailers stock up on take-home products to maximise their sales.
Boost is offering one litre Energy Original SKU as a £1 PMP. Another product, which is popular for take home, is Boost 250ml four pack, which is currently in growth by 70%.
Boost has launched a new limited edition Cosmic Glow 250ml PMP can at £0.49, which is a festive mix of grape and cherry.
“Cosmic Glow is at the perfect price point for retailers to maximise on sales and achieve strong margins, while also providing real value to the consumer,” says Gray. “Previous limited-edition products have performed extremely well, and they offer retailers a great way to generate excitement through creative stand-out depot displays.”