While beer still dominates the total alcohol category in terms of share, spirits are currently contributing the most growth and could help retailers tap into an extra £198m in the alcohol market.
The Christmas period is particularly important for retail sales, with 39% of premium spirit sales occurring in the 12 weeks before Christmas.
The supplier said the top 10 spirit brands accounted for 46% of sales in the run-up to Christmas, so getting a core range of spirits sorted would be key in the coming weeks, while sales of gifting packs grew by 31% last year.
James Cragg, Diageo GB head of category development, said: “Having an impactful presence of big innovation and gifting brands is crucial to driving sales.”
The brand is introducing a number of new lines. On November 1, a limited-edition Baileys Chocolat Luxe gold bottle launched, supported by PoS, out-of-home and online ads.
Smirnoff packaging will also be redesigned across all products, including Smirnoff No 21, Ice, Gold and premix cans, to increase on-shelf standout.
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