Are you doing everything you can to grow spirits sales? Here, RN joins Diageo’s Ben Jackman as he advises two retailers on how to boost sales in the category.
Spirits sales in the convenience sector are worth £822m, with premium spirits seeing growth of +9% in the year to July 2017.
As part of Diageo’s My Store Matters programme, which identifies key merchandising techniques and recommendations to help independents make the most of the opportunities in the category, Diageo’s Ben Jackman and Benjamin Inwood visited two London retailers.
With their advice on range, merchandising and display, can they boost sales over the next six weeks?
Left: Ben Jackman, Business Development Executive, Diageo
Right: Benjamin Inwood, Head of Field Sales, Diageo
• Spirits sales in the convenience sector are £822m growing at +2% year on year
• Premium spirits are driving growth in the category, with sales up by +9%
Manmohan Ghatora, Barnett's Deli, Stanmore
The biggest challenge for me in the spirits category is that I don’t drink alcohol myself – so I don’t feel confident about what my shoppers want from a spirits range. For example, are they looking for smaller sizes, premium brands or NPD at the moment?
There are also so many brands out there and a lot of new products coming out. I would really benefit from advice on the category and current trends so I can better cater to my customers.
Ben Jackman says
Manmohan has a limited amount of space in his store, so it’s important to stock a core range of the bestselling lines and sizes. At the moment, a few of the biggest sellers are missing, including Gordon’s 35cl and Smirnoff 20cl, and there are a few gaps in his display.
His spirits lines also aren’t arranged by product type in his current fixture, so there is an opportunity to make his display easier to navigate.
1. Display: Merchandise your fixture so that products of the same type are placed together vertically. This will make it easier to shop.
2. Grab attention: Use eye-catching gift boxes to package premium brands, drawing shoppers’ attention to them. Use the cocktail ideas on the boxes as talking points for consumers, too.
3. Plan ahead: Make sure you have enough of your bestsellers in your stockroom ready for peak times, so you don’t miss out on any sales.