SLR p36-38 OT News Jun09.qxp 29/05/2009 14:45 Page 36
inside business
OFF TRADE – SUMMER DRINKS
Staying in for the summer
With practically every one of your customers feeling the pinch this year, expect the
predicted warm summer to herald evening of barbecues and visiting friends’ houses, all
of which means getting your drinks offer right this summer could pay a high return. To
help, Kevin Scott takes a look at what drinks companies are up to this season.
W
hen it comes to ensuring that all
measures are in place for a major
season of marketing activity, then
retailers need look no further than the major
drinks companies. These companies spend
tens of millions to ensure that their products
are in the minds of consumers, and that
means when consumers enter your store, you
best have the products they’re looking for.
At Diageo, the company launched its
summer campaign, entitled ‘Bring Home the
Spirit of Summer’, in the spring with the aim
of driving sales of spirits in the off-trade for
the summer season. The activity is backed by
a £1.6m investment and will include outdoor
and press advertising, experiential, digital and
radio activity.
The campaign concentrates on driving
purchase by raising awareness of spirits as a
great choice for a range of occasions over the
summer. It also aims to prompt consumers to
feel confident to serve the spirits they have
bought by highlighting a range of different
long mixed spirit drinks. The campaign will Vodka remains a spirit that sells in huge performed well since its launch and we have
focus on core spirits for summer, including numbers, and in Smirnoff, Diageo has one of seen some really strong growth in the last six
Pimm’s spirit drink, Smirnoff vodka, and the biggest selling off-trade brands in the months. The vodka market as a whole has
Gordon’s gin, as well as other spirits across country; and it’s one that all licensed retailers seen remarkable growth in the last five years
the category. Russell Jones, director of cate- should have in stock. and in 2008 over took whisky for the first
gory marketing at Diageo GB, comments: There are of course a number of vodkas to time to make it the best selling spirit in the
“Summer is hugely important for the spirits chose from so knowing what to stock in your category. Growing at 13%, off trade vodka sales
category and we want to help retailers no doubt limited space can be tricky. One in the UK are now worth a huge £815m, so
maximise sales by providing a campaign brand which is undergoing a major push this stocking the right vodka range can be hugely
specifically to drive purchase and encourage year is Dannoff, a quadruple–distilled Latvian beneficial to retailers. Scotland is a very inter-
consumers to try long mixed spirits drinks at vodka that launched last autumn. At £10.99 esting market for us, with vodka sales in Scot-
home. The campaign will drive awareness, rrp it is a premium offering at a sensible land now exceeding sales of Scotch whisky.
inspiration and education around great tast- price, something the company says will only The off trade will continue to be a key focus
ing summer spirits serves, as well as provid- add to its appeal. Andy Causer, national sales for Dannoff as consumer habits shift and at
ing strong visibility in-store.” director, UB Drinks comments: “Dannoff has home entertaining becomes more popular.”
Rosé right for the summer time
Rosé wine has added appeal as the weather gets warmer, and it is a part However, it has now become a more mainstream option among older,
of the wine market very much in growth. Clare Griffiths, VP European more experienced consumers as well, although they tend to prefer drier
consumer marketing for Constellation Europe, comments: “Rosé is styles such as Fish Hoek Pinotage Rosé.”
ideally suited to the ‘Newbie’consumer, as identified through According to Griffiths, brands are important to consumers when, as
Constellation’s Wine Nation research. Rosé’s initial growth was focussed they provide them with the confidence to choose a name they can trust
on young professionals and new-to-wine consumers who love brands to deliver on quality. “Retailers should ensure they offer brands that
like Echo Falls, which are designed specifically with them in mind. consumers know and trust like Hardys, Kumala and Echo Falls,” she says.
36 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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