Category advice

Spirits icon

Market Insight

Minimum Unit Pricing is coming from 1st May 2018.

Offer shoppers alternate lines that are MUP compliant

Growth in alcohol in the Convenience market has come through premiumisation.

Stocking a range of premium spirits encourages shoppers to trade up, delivers increased sales and profit, and improves the quality perception of store!

The trend for small and frequent shopping missions has increased.

Fractionals and small bottles are essential in meeting needs of those looking to spend under £10

Merchandise 35cl's and 20cl's next to bigger bottles to allow customers to trade up

Gin is the fastest growing category and with +52% value growth in the past 3 years. 25% more people are buying Gin. The next big category trend is Rum, particularly Spiced and Flavoured Rum.

Stock premium sku's in Gin, Rum and Vodka as shoppers are more willing to trade up in these categories

4 out of 10 shoppers are buying spirits to share and are likely to need mixers – remember to ask if any are required.

eg: Gin and Tonic, Rum and Coke, Whisky and Ginger Ale

Premium Spirits

Why Premium Spirits Are Important

  • Attract spirits shoppers and grow basket spend. Spirits convenience shoppers are more likely to spend more and purchase more items in store. Premium spirits are driving the growth.
  • Shoppers are looking for premium products and over half of spirits shoppers don't have a set budget so are more likely to trade up. Stocking the right premium range will deliver extra sales value. See our premium must stock lines highlighted with a 'crown' Most of the premium sales are coming from gin, vodka, imported whiskies, cognac and scotch whiskies.

Small Bottles (Fractionals)

Why Small Bottles (Fractionals) Are Important

  • 35% of spirits sales are from small bottles. Profit on small bottles is generally higher and the shoppers are less sensitive to pricing, although 80% of shoppers trust Price Marked Pack pricing. Stocking a range of small bottles will enhance your sales and profit.

Key Growth Categories

  • Gin Festival – Did you know we sell over 70 different Gins! To support the gin craze we have extended distribution of a selection of premium gins across our depots. Also, premium tonic and mixers are a must.
  • Spiced and Flavoured Rum is on-trend too with +61% growth in the past 3 years and is growing faster in the Impulse Channel than in the Multiple Grocers. Watch this space as we develop our rum range and promotions.

Key Times For Spirits Sales

  • Prepare for spirits uplifts during the summer: Parties, picnics, BBQ's, music festivals and the May & August Bank holidays. Stock up, increase visibility and use POS, reach shoppers at the right time, with the right messages to inspire them to purchase.
  • Summer Drinks: Great promotions in gin, rum and cocktail spirits will drive footfall: make sure you offer mixers!


Merchandising Tips

  • Keep good availability of the Must Stock products. Have a choice of brands across value, standard as well as premium.
  • Make the category easy to shop and group by category, brand and then size. Merchandise premium products on the top shelf.

Minimum Unit Pricing for Scotland

Are you ready?

From 1st May 2018, licensed premises in Scotland will not be able to sell alcohol under the agreed 50p minimum unit price per unit of alcohol. Failure to adhere to this condition would result in your licence being revoked or imprisonment.

Communicate pricing to your customers and ensure your shelf edge pricing is clear and prominent.

For more information and our minimum unit pricing calculator go to


Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines


If you have a 5 Shelf display, we suggest you stock the following range:

Click shelf to hide/show product list

1m x 5 shelf Spirits planogram Row 1
View Row 1 Products
1m x 5 shelf Spirits planogram Row 2
View Row 2 Products
1m x 5 shelf Spirits planogram Row 3
View Row 3 Products
1m x 5 shelf Spirits planogram Row 4
View Row 4 Products
1m x 5 shelf Spirits planogram Row 5
View Row 5 Products

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