Lockdown results in record alcohol sales for Cellar Trends


Wholesaler Cellar Trends has revealed their latest sale results show that they are out performing the market in both grocery and online channels.

Despite the challenges of the coronavirus pandemic, alcohol remains the fastest growing category in grocery at +28%, while online alcohol sales continue to thrive at +127%.*1

Online supermarket provider and business partner Ocado has been a major beneficiary of lockdown trends.

Last month a new record was registered with a market share of 1.8% over the past 12 weeks and growth of +45.5%.*5

As a result, the Cellar Trends team have now added no less than 14 SKU’s across nine spirit brands, Chang Beer in two pack formats as well as six Faustino SKU’s and wines from Portia and Fortius have been listed by Ocado in 2020*6.

These listings represent a distribution step change for several brands while offering customers exclusive access to some products from well-known brands such as Stoli Cucumber and Faustino Cava.

Cellar Trends managing director Simon Thomas comments: “This year more than ever, securing new distribution for brands in major grocery and online retailers and launching with excellence has been a critical objective for the Cellar Trends sales and marketing teams.

“The results to date in these channels have been a key part of helping us to deliver volume and value growth verses 2019, despite the unfortunate closure of the on trade, which has presented a very difficult challenge for all involved in the industry.”
In Tesco in September the following listings went live:

• Bumbu Rum: Despite Rum representing the fastest growing category in latest off trade data*2, Bumbu is smashing the category performance at +63% in Multiple Grocers.
Bumbu will launch new consumer driven marketing communication to their 180,000 followers on Instagram in collaboration with fashion retailer Crep Select to support the new listing.

• Brockmans Gin: Gin continues double digit growth, with Brockmans outperforming the market with a +42% growth in the Off Trade*2.
To support the listing, Brockmans is kicking of with a promotional neck label with simple serve suggestions plus a Facebook competition for the chance to win one of five luxury home bartending kits worth over £100.

The promotion is backed up by trade and consumer media as well as targeted sponsored social media ads.

• Stoli Lime: Vodka is back in growth*2 and the flavour trend continues to boom with refreshing flavours remaining the number one choice for cocktail taste profile*3, so a ‘first to market’ listing for Stoli Lime in Tesco delivers against consumer trends and promises to add value to the category.
The launch will be supported by a social and digital campaign, giving consumers the chance to win a pair of custom designed unique Stoli Lime trainers.

• Licor 43 Horchata also went live in Tesco in May. The ‘Vegan Free From’ category has doubled in value over the last 5 years*4.
Licor 43 Horchata meets consumer needs as a vegan, nut free, dairy free deliciously light, creamy Spanish liqueur.

The launch was supported with a tongue in cheek “Did I mention I’m Vegan” PR and social campaign, reaching over 2.5 million consumers.

Mark Harris, Cellar trends sales director said: “Maintaining the momentum of success in these channels is a core feature of our plans for 2021, ensuring we optimise growth for the portfolio while retaining a flexible approach to the continually evolving on-trade landscape.

“We have a promising pipeline of opportunities on the horizon, so I am excited to see what we can deliver to drive further growth across the portfolio.”

*1 Kantar 4w/e 9th August 2020
*2 Nielsen 12w/e 22nd August 2020 Volume Trends
*3 CGA Mixed Drink Report Q1 2020
*4 Mintel
*5 Kantar 12w/e 9th August 2020
*6 Full list of SKU’s listed in Ocado in 2020: Rooster Rojo Blanco, Reposado, Anejo; Bumbu Original , Bumbu XO; Stolichnaya Cucumber, McQueen and the Violet Fog Gin; Cross Keys Blackcurrant Gin Akashi Japanese Blended Whisky; Yushan Signature Bourbon Cask Whisky; Kwai Feh Lychee Liqueur; Luxardo Aperitivo, Limoncello, Amaretto. Chang Beer 620ml and 4 x 330ml. Faustino VII Blanco & Rosado 75cl and Tinto 187ml; Faustino V Reserva, Faustino I Grand Reserva, Faustino Cava Brut Reserva, Portia Robel, Fortius Barrel Fermented Chardonnay