Premium spirits: Behind the numbers
Christmas is just over a month away and premium spirits are a popular gift, so a strong range can be a great way to drive footfall and boost basket spend – use our premium spirits price comparison to make the most of the festive season.
Getting the price right is key. Across all 12 of this week’s lines, the average price charged by retailers is below Booker’s RRP, showing how competitive the premium spirits category is. Take Hennessy VS 3 Star Cognac for example, with an average price that is almost £6 below RRP.
Residential retailers seem to have a little more opportunity to push for extra margin. The local shop in a Medway town charges £1.50 above Booker’s RRP on Jameson Irish Whiskey, and the residential store in Hertfordshire charges 56p more than Bookers RRP on Courvoisier Cognac.
With competition cutting margins, be sure to use seasonal promotional bays to highlight your premium spirits and boost rate of sale.
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Premium spirits profit comparison
Cîroc Red Berry Vodka 70cl Price distribution
Independent stores spirit price comparison
| PRODUCT | Average UK retail price* | Booker RRP | Local Shop Medway Town | High Street Off-Licence in West Sussex Village | Large C-Store in West London Suburb | Large Off-Licence in Birmingham Suburb | C-Store in Hertfordshire Town |
| Jameson Irish Whiskey 70cl | £22.62 | £25.49 | £27.99 | £24.00 | £21.99 | £18.99 | £19.99 |
| Courvoisier 3 Star Cognac 70cl | £25.27 | £28.49 | £27.99 | £25.50 | £23.99 | £21.99 | £29.05 |
| Jim Beam 70cl | £17.45 | £17.49 | – | – | – | £14.99 | £17.49 |
| Cîroc Red Berry Vodka 70cl | £32.06 | £32.99 | – | – | – | £28.99 | £32.99 |
| Hennessy VS 3 Star Cognac 70cl | £34.77 | £40.49 | – | £35.00 | £32.99 | £29.99 | £39.99 |
| Jägermeister Herb Liqueur 70cl | £20.72 | £20.99 | £20.99 | – | £20.99 | £16.49 | – |
| Bombay Sapphire Dry Gin 70cl | £23.72 | £28.49 | – | £23.00 | £22.99 | £19.99 | £24.99 |
| Whitley Neill Rhubarb & Ginger Gin 70cl | £24.77 | £29.25 | – | £26.00 | – | £23.99 | – |
| Jack Daniels Single Barrel 70cl | £16.39 | – | – | – | £16.49 | £14.99 | – |
| Wray & Nephew White Overproof Rum 70cl | £28.11 | £31.49 | £30.99 | – | £25.99 | £24.49 | – |
| Tanqueray London Dry Gin 70cl | £23.81 | £26.25 | – | £21.50 | – | £17.99 | £24.75 |
| Glenfiddich 12-Year-Old Malt Whisky 70cl | £33.83 | £37.49 | £32.99 | – | £30.99 | – | – |
| Total | £303.53 | £318.91 |
Read more: Christmas essentials price comparison
Supermarket spirit price comparison
| PRODUCT | Sainsbury’s | Tesco | ASDA |
| Jameson Irish Whiskey 70cl | £22.50 | £22.50 | £18 |
| Courvoisier 3 Star Cognac 70cl | £23 | £27.50 | £27.50 |
| Jim Beam 70cl | £16 | £18.50 | £18 |
| Cîroc Red Berry Vodka 70cl | – | – | – |
| Hennessy VS 3 Star Cognac 70cl | – | £34 | – |
| Jägermeister Herb Liqueur 70cl | £18 | £18 | £18 |
| Bombay Sapphire Dry Gin 70cl | £21 | £21 | £22 |
| Whitley Neill Rhubard & Ginger Gin 70cl | £26 | £26 | £20 |
| Jack Daniels Single Barrel 70cl | – | – | – |
| Wray & Nephew White Overproof Rum 70cl | £26 | £25.50 | £26 |
| Tanqueray London Dry Gin 70cl | – | £18 | £16 |
| Glenfiddich 12-Year-Old Malt Whisky 70cl | £37 | £35 | £37 |
| Total | £189.50 | £246 | £203 |
Retailer views
Gaurave Sood
Top products
- Gordon’s Premium Pink Gin
- Grant’s Scotch Whisky
- Oban Single Malt Scotch Whisky
Store Neelam Post Office & Convenience
Location Uxbridge, West London
Size 2,200sq ft
Type Residential
What works well Encouraging our customers to trade up is working well for us, and we’ve had increased sales as a result.
What I’ve learned It’s important to make an impress with your spirits display. We plan to invest in backlighting for our spirits, as we’ve learned it brightens up the display. We know digital is crucial for bringing new customers into the store, so we are looking to add digital screens as a way of marketing premium brands to continue to drive sales. Being one step ahead where possible is key to making the most of the market.
Martin Wood
Top products
- Cîroc Vodka
- Malfy Gin
- Whitley Neil Gin
Store Bargain Booze Milton
Location Stoke-on-Trent
Size 950sq ft
Type Residential
What works well Premium rum and gin brands sell very well, but it’s important retailers keep on top of changing trends.
What I’ve learned Success in this category is about listening to customers as their tastes change and making sure you get on top of new products straight away. Retailers need to keep up with the market as it moves, and make use of any advertising opportunities available to them. To set yourself apart from the competition, look into stocking a range of quirky products that are different from the norm, such as Malfy Gin.
Supplier advice
Justin Hurn
Business development executive, Diageo
“Retailers should keep on top of the latest drinks trends and ensure these are reflect throughout their range.
For example, 40% of consumers now serve cocktails pre-dinner when entertaining. It’s also important to engage digitally with customers, as well as in store, especially as engagement drives sales before and after purchases.
Seven in 10 adults surveyed discovered a new beverage on social media and considered buying it, and 71% of consumers who have a positive experience with a brand are more likely to share it and recommend it on social media.”
Read more: Pricewatch price comparisons
