SLR p41-46 Xmas Stocks Nov08.qxp 31/10/2008 14:18 Page 41
christmas must stocks
Stocking up for Christmas
As retailers move into the hugely important eight weeks leading up to Christmas SLR
takes a look at what products are likely to be in high demand throughout the festive
period, and how you can ensure customers don’t leave your store disappointed.
T
he key to ensuring you’re The advice from TCB is to focus on
customers leave happy stocking brands that cater for a range of
throughout the Christmas drinking occasions and ABVs. “One
period, and that you’re making as much significant change has been the
money from them as possible, is to emergence of the premium 4% drinker
know what your big sellers are, and as consumers trade up to premium
ensure they are available at all times. brands more frequently: there is an
That includes food and drink SKUs, opportunity for retailers to cater for
and for licensed retailers, the changing tastes by stocking brands
opportunity for strong off-trade sales such as new Stella Artois 4%,” says
over the festive period is great. Mike.
Tennent Caledonian Breweries is With Christmas also a time when
encouraging retailers to get behind big people want to treat themselves and
brands and to focus on creative display their friends, they are keen to trade up
and providing adequate supplies of to premium brands so Mike
chilled beer for festive success. Mike recommends that retailers should
Lees, managing director of TCB, says: ensure they offer brands like Leffe and Lager and Stella Artois.”
“Major brands such as Tennent’s Lager Hoegaarden. He cites PMPs are being extremely
and Stella Artois are the big performers Mike says offering shoppers value: popular with independent retail
over the pre-Christmas period because “is important at Christmas because in shoppers because they communicate
they have a large number of loyalists some cases independents are the promotional price and highlight the
who buy them on a regular basis. competing against other retailers who extra value that is available to them
Consumers will also be stocking up tend to heavily promote beer to immediately.
with supplies of beer to entertain generate footfall. We are helping Tennent’s Lager is available in two
friends and relatives over the Christmas retailers cater for value-conscious price-marked SKUs – the 8x440ml can
and New Year period and they want to shoppers with our commitment to pack and the 8x500ml can pack; and
be able to offer their guests the price-marked packs across our portfolio Stella Artois is available in a 6x330ml
reassurance of well-known brands.” including brands such as Tennent’s NRB price-marked pack, a 6x440ml
The soft option
With the growth of in-home entertaining, it’s no quality and sensory needs when making the educating consumers about Red Bull Cola being
surprise that there is more demand for inviting choice to stay at home. “Consumer focus on a pure Cola, made from 100% natural
friends or family round at Christmas. This quality over quantity means ingredients.
represents a good opportunity for retailers, as that many are adopting a Christmas is also a big season for Red Bull
Mark Sterratt, GSK category controller explains: ‘less, but better’ approach Energy. As consumers become exhausted by
“Over half of UK consumers claim to use their to food and drink,” says the endless Christmas lunches, bustling high
homes for entertaining more than they did Mark. “This provides a key streets and long family car journeys, they
twelve months ago, and at no time is this more opportunity for branded, continue to look for energy on the go to get
relevant than Christmas,” he says. premium products such as them through the hectic season and to
“With people playing host to family and Ribena 100% Pure Juices.” energise them on a night out.
friends throughout the festive period, this is a Launched in 2008, the With up to 42% of shoppers saying they’d go
key time for in home sales in the soft drink juice comes in two berry elsewhere, or without, if they can’t find the top
sector.” flavours; Blackcurrant Blend brands in store, retailers in Scotland should
GSK says that home drinking and and Raspberry and make sure they are fully stocked throughout
entertaining occasions are becoming Blackberry Blend and the Christmas and the New Year.
increasingly diverse. “This shows a clear need one-litre tetra pack format is Tom Smith, Red Bull trade communications
for variety in product offerings designed to fulfil perfectly suited to in home manager, comments: “The final sales drive of
in home occasion needs. Ribena offers formats occasions. the year can be the most profitable. Christmas
such as 1.25L bottles suitable for a wide range Red Bull will be spending provides the ideal opportunity for Scottish
of sharing occasions,” says Sterratt. £1m on Red Bull Cola in the final run up to retailers to increase sales as people look for the
Premium products look set to be popular this Christmas. Marketing investment over an energy boosts and trusted functionality to help
Christmas despite the economic climate, with intensive ten-week period will include an ATL them get through this tiring season, whilst still
consumers less inclined to compromise their print, outdoor and online advertising campaign, being on top form at all those parties.”
NOVEMBER 2008 l SCOTTISH LOCAL RETAILER l 41
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