Category advice

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Spirits

Market Insight

Category advice2021

 

In the last 52 weeks, Spirits sales in Impulse have grown by a staggering 33.9%

(Gin +57.8%, Rum +59.2%, RTD +51.8%, Liqs & Specs +56.7%, Vodka +25.7%).

1ltr (+53.2%) and 70cl (+34.9%) have driven the growth within Spirits – far outgrowing fractionals growth (+6.4%).

In the last 52 weeks, Beer sales in Impulse have grown by 42.8%.

Far greater than the Grocery growth at 29.7%.

Flavoured Gin has been the largest part of Gin category growth

– with flavoured Gin now making up 45.8% of the gin category sales in Impulse.

Premium (+30.9%) and Super Premium (+37.8%) Spirits have grown at a faster rate than Standard Spirits (+25%).

Basket spend in Impulse has significantly increased (+24.5%) to £8.22, up from £6.60 for the previous 52 weeks.

Ensure you are stocking a good range of spirits

Premium Spirits:

  • Absolut
  • JW Red/Black
  • Chivas Regal
  • Bombay Sapphire
  • Tanqueray
  • Dead Man’s Finger
Premium Spirits

Super Premium Spirits:

  • Ciroc
  • Grey Goose
  • AU
  • Tanqueray 10
  • Tanqueray Sevilla
  • Hendrick’s
  • Malfy
  • Glenfiddich
  • Talisker
Super Premium Spirits

Up to 50% of your gin range should be flavoured gin

so look to the big brands to deliver on this: Gordon’s flavours, Bombay Bramble, Beefeater flavours & Malfy).

Ensure you are stocking 1ltr SKUs as well as 70cl, to encourage that trade up to bigger basket spend.

Fractionals are still vital for the lower basket spend shopper though, so don’t sacrifice their availability.

 

Flavoured vodka is also showing signs of strong growth – so look to range flavoured vodka SKUs in your store. Smirnoff flavours (Raspberry Crush available July), Absolut flavours, AU flavours, Ciroc flavours).

 

With such strong growth in Rum (+59.2%), ensure you are giving Rum a fair share of shelf in store and stocking the key lines: Captain Spiced, Captain Dark, Bacardi White, Bacardi Spiced, Dead Man’s Fingers, Lambs, Havana Club).

 

With RTD in strong growth (51.8%), ensure you have a good range of RTS cans (Gordon’s, Jack Daniels, Smirnoff, Captain Morgan, Malibu, Pimm’s, Bacardi).

Information correct at time of publication.

Spirits

Must Stock Lines

Category advice2021

 

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:

= Premium

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

Planograms

Category advice2021

 

We suggest you stock the following range:

Click shelf to hide/show shelf product list

1mx5 Spirits Shelf 1
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1mx5 Spirits Shelf 4
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We suggest you stock the following range:

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2mx5 Spirits Shelf 1
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2mx5 Spirits Shelf 2
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2mx5 Spirits Shelf 3
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2mx5 Spirits Shelf 4
View Shelf 4 Products
2mx5 Spirits Shelf 5
View Shelf 5 Products

We suggest you stock the following range:

Click shelf to hide/show shelf product list

3mx5 Spirits Shelf 1
View Shelf 1 Products
3mx5 Spirits Shelf 2
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3mx5 Spirits Shelf 3
View Shelf 3 Products
3mx5 Spirits Shelf 4
View Shelf 4 Products
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View Shelf 5 Products

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