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Category advice
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
Super Premium Spirits:
- Ciroc
- Grey Goose
- AU
- Tanqueray 10
- Tanqueray Sevilla
- Hendrick’s
- Malfy
- Glenfiddich
- Talisker
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.
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:
Planograms
Category advice2021
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Glens Vodka £18.75 1ltr Glens Vodka £13.49 70cl Glens Vodka £7.89 35cl Glens Vodka £4.79 20cl
Smirnoff £14.79 70cl Smirnoff £8.99 35cl Smirnoff £5.49 20cl Russian Standard £15.79 70cl
Absolut Vodka Blue 70cl Gordons Gin £14.79 70cl Gordons Gin £8.99 35cl
View Shelf 2 Products
Whyte & Mackay P/M 70cl Whyte & Mackay P/M 35cl Bells Whisky £15.79 70cl Bells Whisky £9.79 35cl
Famous Grouse £16.99 70cl Famous Grouse £9.99 35cl Famous Grouse £5.79 20cl Jack Daniels P/M 70cl
View Shelf 3 Products
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Absolut Vodka Blue 70cl Ciroc Vodka Red Berry 70cl Au Vodka Blue Raspberry 70cl Grey Goose Vodka 70cl
Jack Daniels P/M 70cl Jack Daniels P/M 35cl Jack Daniels P/M 20cl Jim Beam £17.49 70cl
Haig Club Clubman 70cl Johnnie Walker Black Label 70cl Chivas Regal 70cl Glenfiddich 70cl
View Shelf 2 Products
Glens Vodka £18.75 1ltr Glens Vodka £13.49 70cl Glens Vodka P/M 50cl Glens Vodka £7.89 35cl
Glens Platinum Vodka 70cl Smirnoff £20.49 1ltr Smirnoff £14.79 70cl Smirnoff £8.99 35cl
Smirnoff £5.49 20cl Russian Standard £15.79 70cl Echo Falls Summer Berries Vodka 70cl
View Shelf 3 Products
Gordons Gin £14.79 70cl Gordons Gin £8.99 35cl Gordons Gin £5.49 20cl Knightsbridge Gin 70cl
Knightsbridge Gin Ds 35cl Bombay Sapphire 70cl Bombay Sapphire 35cl Tanqueray Gin 70cl
Hendricks Gin 70cl Gordons Pink Gin £16.49 70cl Beefeater Pink Gin 16.99 70cl Whitley Neill Rhubarb & Ginger 70cl
View Shelf 4 Products
Bacardi Carta Blanca P/M 70cl Bacardi Carta Blanca P/M 35cl Bacardi Spiced P/M 70cl Captain Morgan Spiced Gold £14.7970cl
Captain Morgan Spiced Gold £8.99 35cl Captain Morgan Spiced Gold £5.49 20cl O.V.D. Rum (Scotland) 70cl Three Barrels P/M 70cl
View Shelf 5 Products
Whyte & Mackay P/M 70cl Famous Grouse £16.99 70cl Famous Grouse £9.99 35cl Bells Whisky £15.79 70cl
Bells Whisky £9.79 35cl High Commissioner P/M 70cl High Commissioner £8.79 35cl Baileys Irish Cream 70cl
Malibu £13.79 70cl Southern Comfort £19.99 70cl Jack Daniels Honey P/M 70cl Jagermeister P/M 35cl
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Absolut Vodka Blue 70cl Ciroc Vodka Red Berry 70cl Au Vodka Blue Raspberry 70cl Grey Goose Vodka 70cl
Jack Daniels P/M 70cl Jack Daniels P/M 35cl Jack Daniels P/M 20cl Jim Beam £17.49 70cl
Haig Club Clubman 70cl Johnnie Walker Black Label 70cl Chivas Regal 70cl Glenfiddich 70cl
View Shelf 2 Products
Glens Vodka £18.75 1ltr Glens Vodka £13.49 70cl Glens Vodka P/M 50cl Glens Vodka £7.89 35cl
Glens Platinum Vodka 70cl Smirnoff £20.49 1ltr Smirnoff £14.79 70cl Smirnoff £8.99 35cl
Smirnoff £5.49 20cl Russian Standard £15.79 70cl Echo Falls Summer Berries Vodka 70cl
View Shelf 3 Products
Gordons Gin £14.79 70cl Gordons Gin £8.99 35cl Gordons Gin £5.49 20cl Knightsbridge Gin 70cl
Knightsbridge Gin Ds 35cl Bombay Sapphire 70cl Bombay Sapphire 35cl Tanqueray Gin 70cl
Hendricks Gin 70cl Gordons Pink Gin £16.49 70cl Beefeater Pink Gin 16.99 70cl Whitley Neill Rhubarb & Ginger 70cl
View Shelf 4 Products
Bacardi Carta Blanca P/M 70cl Bacardi Carta Blanca P/M 35cl Bacardi Spiced P/M 70cl Captain Morgan Spiced Gold £14.7970cl
Captain Morgan Spiced Gold £8.99 35cl Captain Morgan Spiced Gold £5.49 20cl O.v.d. Rum (Scotland) 70cl Three Barrels P/M 70cl
View Shelf 5 Products
Whyte & Mackay P/M 70cl Famous Grouse £16.99 70cl Famous Grouse £9.99 35cl Bells Whisky £15.79 70cl
XXXXXXBells Whisky £9.79 35cl High Commissioner P/M 70cl High Commissioner £8.79 35cl Baileys Irish Cream 70cl
Malibu £13.79 70cl Southern Comfort £19.99 70cl Jack Daniels Honey P/M 70cl Jagermeister P/M 35cl
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Absolut Vodka Blue 70cl Ciroc Vodka Red Berry 70cl Au Vodka Blue Raspberry 70cl Grey Goose Vodka 70cl
Jack Daniels P/M 70cl Jack Daniels P/M 35cl Jack Daniels P/M 20cl Jim Beam £17.49 70cl
Haig Club Clubman 70cl Johnnie Walker Black Label 70cl Chivas Regal 70cl Glenfiddich 70cl
View Shelf 2 Products
Glens Vodka £18.75 1ltr Glens Vodka £13.49 70cl Glens Vodka P/M 50cl Glens Vodka £7.89 35cl
Glens Platinum Vodka 70cl Smirnoff £20.49 1ltr Smirnoff £14.79 70cl Smirnoff £8.99 35cl
Smirnoff £5.49 20cl Russian Standard £15.79 70cl Echo Falls Summer Berries Vodka 70cl
View Shelf 3 Products
Gordons Gin £14.79 70cl Gordons Gin £8.99 35cl Gordons Gin £5.49 20cl Knightsbridge Gin 70cl
Knightsbridge Gin Ds 35cl Bombay Sapphire 70cl Bombay Sapphire 35cl Tanqueray Gin 70cl
Hendricks Gin 70cl Gordons Pink Gin £16.49 70cl Beefeater Pink Gin 16.99 70cl Whitley Neill Rhubarb & Ginger 70cl
View Shelf 4 Products
Bacardi Carta Blanca P/M 70cl Bacardi Carta Blanca P/M 35cl Bacardi Spiced P/M 70cl Captain Morgan Spiced Gold £14.7970cl
Captain Morgan Spiced Gold £8.99 35cl Captain Morgan Spiced Gold £5.49 20cl O.V.D. Rum (Scotland) 70cl Three Barrels P/M 70cl
Courvoisier V.s 70cl Courvoisier Vs 35cl Martell Cognac 70cl
View Shelf 5 Products
Whyte & Mackay P/M 70cl Famous Grouse £16.99 70cl Famous Grouse £9.99 35cl Bells Whisky £15.79 70cl
Bells Whisky £9.79 35cl High Commissioner P/M 70cl High Commissioner £8.79 35cl Baileys Irish Cream 70cl
Malibu £13.79 70cl Southern Comfort £19.99 70cl Jack Daniels Honey P/M 70cl Jagermeister P/M 35cl
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