SLR p41-46 Xmas Stocks Nov08.qxp 31/10/2008 14:18 Page 42
christmas must stocks
canned lagers, Foster’s with In-can bottle of wine to drink at home for a
Scuba and Kronenbourg 1664 with celebration or party. So it’s important to
Dynamo Système,” says Shaun Heyes, have a good selection of premium
head of customer marketing (off-trade) single bottle wines for when customers
and catergory marketing, S&N UK. are buying their Christmas treats.
The company’s cider portfolio will Scotland is overtrading in big brands
also be aiming to create more interest. especially New World compared to the
“Jacques Orchard Fruits offers an overall UK market. Hardys, Echo Falls
alternative specifically created for and Stowells, for example, are all doing
females to enjoy premium cider,” says particularly well.”
Shaun. The Bulmers family now Spirits also provide a huge
indludes Pear and Light as well as opportunity for retailers to increase
Orginal, so consumers have a wide their turnover. Some 18% of consumers
can pack, a variety of options. trade up and buy more expensive
8x500ml can pack and “Independent retailers should look at drinks at this time of year. “When it
the 4x568ml pack, while Beck’s is stocking beer and cider to capitalise on comes to Christmas retailing, it’s all
available in a 6x275ml NRB pack. impulse purchases of alcohol over the about the 3 P’s – preparation, potential
TCB also says there is an opportunity Christmas period,” says Shaun. and profit. Preparation however, is the
for retailers to display beer in a creative “Retailers should ensure they devote key, as it is this that ultimately
manner on the fixture and around the sufficient shelf and display space to the unleashes and determines the other
store because it is important that beers key brands to avoid costly out-of-stocks. two,” reckons Sian Baxter, off-trade
are readily accessible. “Convenience As ever, it is also important to meet the marketing manager for Maxxium UK.
shoppers are often pressed for time so demand for cold beer and cider.” Maxxium UK’s off-trade team is
they want to be able to make their Wines sales are also likely to see a currently working alongside retailers
purchase decision as quickly as boost in sales over the period and Peter across the UK to ensure a smooth,
possible,” says Mike, who adds that Spencer, senior VP of sales, stress free run up to the Christmas and
chilling products is also essential in Constellation Europe says last minute New Year party season. “The team are
that regard. “Independents need to purchases in the festive period are on hand to provide everything from
ensure they offer and prominently likely to be slightly more premium than stock support and merchandising to
display the big brands in the chiller average, something retailers should be general advice on how to encourage
because these are the brands that fully aware of. “According to consumer trade up and maximise
shoppers will be looking for,” he says. Constellation’s Wine Nation report, profits at this key time of year,” says
“It is also important to give the beer people spend over £1.50 more on a Sian.
enough time to chill down and make Maxxium says retailers should never
sure there are adequate supplies of underestimate demand as 9% of all
major brands to cope with periods of annual spirit sales come in the two
heavy demand to avoid costly out-of- weeks before Christmas. The company
stocks.” also cites visibility as key, with stock
S&N will be experiencing its first showcased to consumers for festive
Christmas under new ownership, and inspiration.
that’s not the only change in the last Eye catching, organised displays can
year with several new products in line not only help them spot what they are
for their first Christmas. looking for, it can also encourage them
“This will be the first Christmas that to try or consider something new this
the Heineken Draught Keg has been in year. Retailers can even position
widespread distribution and the first suggestive mixers next to spirits to
Christmas trading period for our new encourage multi purchasing.
Don’t chicken out
An integrated Christmas campaign from leading RTD brand WKD is set to that we work with customers to make the most of the festive period.”
put the humble chicken in the spot-light this festive season and ensure The company has created Christmas point-of-sale kits to make the job
the nation’s favourite bird and WKD are top of mind. of decorating stores a little easier. As well as being inside cases of 70cl
In typical WKD style, the ‘Stuff turkey. Chicken rocks’ campaign from Blue, the kits will
Beverage Brands will support stockists this Christmas with a programme also be available
of activities which will reinforce the brand’s personality and assist free from our
retailers. POS Hotline
In the run up to Christmas, this latest campaign from WKD will (0800 917 3450)
continue to drive consumer demand which will, in turn, build sales. from late
Additionally, six weeks of national TV support for the brand will November and
commence on 24 November and current cinema advertising activity they contain
continues through until the end of December. items to help give
Beverage Brands’ Marketing Director, Karen Salters, says: “WKD is independent
supporting retailers in Scotland in a variety of ways at Christmas-time. We stores a WKD
know that the current trading environment is challenging, so it’s essential festive makeover.
42 l SCOTTISH LOCAL RETAILER l NOVEMBER 2008
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