Diageo has extended its My Store Matters retail initiative to include advice on beer and cider in the chiller.

The advice has been designed to help convenience retailers appeal to shoppers buying evening meals. Convenience retailers following the advice have benefited from sales uplifts of 27%.

The company has used Nielsen data to create chilled planograms that give space to growing areas, such as pre-mix cans, world & craft beer and fruit cider.

Clare Kendall, impulse & wholesale senior customer category manager for Diageo, said convenience stores that aren’t offering a range of chilled fruit ciders are missing out on a £1,800 opportunity a year. 

“Having a great chilled range can be a point of difference for convenience stores as supermarkets offer little, if any, chilled beers, wines and spirits,” she added. 

Diageo is urging retailers to dedicate 10% of their chiller space to new products as launches are driving 10% of the growth in beers, wines and spirits within convenience stores.