DRIVE ALCOHOL SALES IN THE NEW YEAR WITH DIAGEO’S ‘INSPIRE, DISPLAY, SELL’ ADVICE
Diageo, the global leader in beverage alcohol, has identified a growing opportunity for convenience retailers to boost alcohol sales, noting that the sector accounted for 40% of off-trade alcohol sales in January 2017. Using the three core pillars of the Inspire, Display, Sell initiative, Diageo outlines how retailers can make the most of this opportunity by focusing on key growth areas.
With 69% of alcohol sales coming from shoppers spending £10 or less, and 22% of convenience spirits shoppers stating that smaller pack formats are the most important factor to them when selecting products in store2, it’s crucial that retailers are stocking fractional formats in the new year. This will enable them to achieve lower price points, helping shoppers to buy into the category after the Christmas period, at a time when many shoppers are on a budget. Diageo recommends stocking the best-selling spirits brands in 35cl, 20cl bottles alongside the 70cl bottle. Blocking the fixture by brand will enable shoppers to clearly see the range of price points available.
In addition to fractional formats, moderation is set to be a key focus for the ‘something for tonight’ shopper mission in January. To capitalise on this trend, Diageo therefore recommends stocking smaller pack sizes of beer and cider and ensuring they are offering shoppers a choice of no- and low-alcohol products for those cutting back or abstaining.
Claire Kendall, Diageo Senior Customer Category Manager, Impulse & Wholesale, comments; “Smaller, more frequent shopping is more prevalent in January, after the indulgent festive period teamed with the colder weather. Through our ‘Inspire, Display, Sell’ initiative, we’re keen to help retailers adapt their offering, cater to changing consumer needs, and increase sales as a result”.
Events in the first quarter also provide a valuable opportunity to increase basket spend. For example, Valentine’s Day is a key event in the New Year, with many retailers noting that the event drives more sales growth than other events such as Halloween and Father’s Day. Research shows that 33% of shoppers will buy alcohol specifically to celebrate Valentine’s Day2 and spend up to £37 per trip on this mission.
Claire Kendall, Diageo Senior Customer Category Manager, Impulse & Wholesale, continues; “Convenience stores have the perfect opportunity to capitalise on these events by driving impulse purchasing and trip spend with eye catching displays and cross category merchandising.”
For more information on Diageo’s ‘Inspire, Display, Sell’ initiative, please contact the Diageo sales team.
 Nielsen Scantrack, data to 09/09/17 vs year ago, Nielsen Homescan, data to 15/07/17 vs year ago
2 HIM 2017
 HIM 2016