The ShelfLife April Issue

from home

As Nearby celebrates its third anniversary, S&W Wholesale head of commercial Neil Donnelly discusses the symbol group’s continued success as it forges deeper connections in the local community

On your team

We look at some of the most dynamic sales and marketing companies in the Irish market at present Tradition in a bottle!

We explore the Irish brands currently regaling whiskey fans with superb options + Never too far

outside these terms, annual subscription is €98.00 including postage & packing.

Taking the lead

It’s been a busy month for the country as Ireland has elected Simon Harris as the country's new Taoiseach, making him the youngest leader of the Government in the history of the State. Following the Wicklow-natives appointment, Tara Buckley, director general, The Retail Grocery Dairy & Allied Trades Association (RGDATA) wrote to Taoiseach Harris on behalf of the representative body for the owners of 3,500 locally based family run community food and convenience shops and supermarkets. In the letter she highlighted that rising energy prices, record inflation costs of employment is putting local independent community shops and supermarkets under immense pressure. She wrote, “I know that I speak for my members when I express the hope that your pending appointment as Taoiseach and the restatement of your commitment to small businesses will lead to the introduction of targeted new measures to support the specific SME businesses that are most impacted.” Whether the country’s new leader will step up to address the concerns soon, remains to be seen.

On a more personal note, on behalf of all of the team at ShelfLife, we would like to express our sincere thanks and gratitude to our departing editor Gillian Hamill. As the magazines new editor, I hope to build, in the future, upon her outstanding work and I wish her all the best for her future endeavours.

Contents April

Donna Ahern, editor, ShelfLifemagazine

COVER STORY

20 Never too far from home: As Nearby celebrates its third anniversary, Neil Donnelly, head of commercial, S&W Wholesale talks to Donna Ahern about how the symbol store’s strategy to help independent retailers forge deeper connections in the local community has helped the success of this model to date

Diplomatico Rum by Edward Dillon tells Fionnula Carolan about his typical day in the Irish drinks industry

53 Social diary: Check out who’s been out and about this month!

54 20 questions with: Orla Snook O’Carroll, co-director, Ór Valentia Island Vermouth

ADVISOR

Donna Ahern reports

49 I’m with the brand: Aaron Mulligan, brand ambassador for

22 Recruitment: With awards season nearly upon us, Excel Recruitment’s Nikki Murran, who leads the judging panel for the ShelfLife Grocery Management Awards, outlines the multitude of benefits to be gained from entering staff members into this annual competition

24 HR: Set against a backdrop of today’s competitive labour market, The HR Suite’s Caroline Reidy explains how a comprehensive employee retention strategy can help optimise retention and reduce expenses related to hiring and training

NEWSGRID

The top news stories in FMCG and retail from across Ireland

Gear up for the IGBF Tour De Grocer 2024

Glanbia to acquire Flavor Producers for ¤281m

Tesco reports strong performance in FY 2023/24

The Irish Grocers Benevolent Fund (IGBF) Tour De Grocer 2024 cycle event is back for its third year Within the past two years, they’ve raised more than €100,000 for the IGBF and are aiming to surpass that this year Twenty-four cyclists have already signed up, but there are still spots available for those interested in joining the two day, 300 kilometre cycle around Ireland. An iDonate link has been set up for convenient contributions.

Oghma guides Bako Group Limited in James A.S. Finlay Limited acquisition

Oghma Partners, the corporate finance house to the consumer industries, has announced that it acted as financial advisor to Bako Group Limited on the acquisition of James A.S. Finlay Limited, for an undisclosed amount. Bako was founded 60 years ago and is recognised as a key organisation within the UK bakery industry supply chain and is owned by more than 694 shareholders.

The Inaugural Irish Food Trade Connect Forum

March 2024 marked the first Irish Food Trade Connect Forum in the Killashee Hotel, Co Kildare. The aim of the forum was to facilitate connections, networking and discussions that affect trading ability across food industry producers, agribusiness and the service providers. Speakers on the day included the event organiser, Margaret Dineen, chief executive officer and founder of Blue Sky Food Consulting, Wendy Hederman, partner with Mason, Hayes & Curran and Simon McKeever, chief executive officer of The Irish Exporters Association.

Glanbia plc, the Better Nutrition company, has announced that it has entered into an agreement with the shareholders of Aroma Holding Company, LLC and related entities, the owners of Flavor Producers LLC to acquire the business for an initial consideration of €281 million plus deferred consideration. It is anticipated that the agreement will close in the first half of FY 2024 subject to customary closing conditions and agreed completion accounts.

Minister for Health implements measures to protect children from tobacco and e-cigarettes

The Minister for Health Stephen Donnelly has commenced further sections of the Public Health (Tobacco Products and Nicotine Inhaling Products) Act 2023 to strengthen the protection of children from tobacco products and nicotine inhaling products such as e-cigarettes or vapes. There is a six-month lead-in time for these measures which will take effect from 23

September 2024

Waterford Festival of Food’s eco-friendly feast

Tesco plc has released its preliminary results for the fiscal year 2023/24, showcasing significant market share gains and a return to positive volume growth. Tesco Bank saw an improvement in performance, reaching €80 million compared to €25 million in the previous year The company achieved a statutory profit before tax of €2,674 million, representing a significant increase from €1,032 million in the prior year Retail free cash flow stood at €2,410 million with net debt reduced to €11,407 million, reflecting a 6.9% decrease

Senoptica’s FDA approval opens path for US trials to combat food waste

Irish company, Senoptica Technologies has announced approval from the U.S. Food and Drug Administration Agency (FDA) in the United States to enter the market. The company, based out of Trinity College, produces patented sensor technology, and recently completed trials with a large UK retailer It monitors the oxygen in modified atmosphere food packaging enabling food manufacturers to identify spoiled goods before they reach retailers shelves.

Revenue seizes 5.8m cigarettes at Dublin Port

The Waterford Festival of Food, one of Ireland’s largest and longest running community festivals, is taking place from 19-21 April 2024 Sustainability is a strong theme at Waterford Festival of Food, being one of the main foundations of the festival’s individual events as well as the festival ethos as a whole The festival has a no single-use plastic policy at their market stalls in place for a number of years now and ultimately aims to be a plasticfree festival. All attendees purchasing takeaway beverages will be asked to either bring their own reusable cups or can pay a deposit for the use of a 2GoCup

Revenue officers seized approximately 5.8 million cigarettes with an estimated value of more than €4.8 million at Dublin Port. The illicit cigarettes, branded ‘Richmond Blue’, ‘Lambert & Butler Original Blue’ and ‘Lambert & Butler Original Silver’, were discovered in a trailer which had arrived from Zeebrugge, Belgium and represented a potential loss to the Exchequer of more than €3,823,000 ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelflife.ie.

The Transition Period (for sale of nondeposit stock) ends on 31 May. From 1 June, ONLY Re-turn logo stock allowed on retailer shelves / for sale nationwide.

Bord Bia appoints two new market specialists for North America

Bord Bia has appointed two new market specialists to the North American market. These roles focus on the drinks market and a new role specifically created for the meat and the foodservice channels.

Adam Hannon joins the global business development team as the meat and foodservice market specialist for North America while Daragh Flanagan joins the team as a drinks market specialist. Both will be based in Bord Bia’s New York office

The recruitments are part of Bord Bia’s strategy to expand services to Irish companies currently operating in the US and for those wishing to create new routes to market in North America.

Adam Hannon joins Bord Bia from Lidl Ireland where he held the role of category buyer for lamb, sauces, condiments, oils and

fats. He is an alumnus of The Bord Bia Talent Academy having completed the Supply Chain and Account Management programme During the programme, Adam worked for Ocado Retail in the UK where he was part of the commercial team responsible for lamb purchasing.

In his new role for Bord Bia as meat and foodservice market specialist, Hannon will be responsible for the foodservice channel across all product categories and will support client companies seeking to develop their success in the North American market.

Daragh Flanagan joins Bord Bia having completed the Jameson graduate programme, where he was based in Oslo, Norway with responsibility for the promotion of the Jameson Irish whiskey portfolio More recently, Flanagan worked for Diageo Ireland as a luxury spirits

Hugh O’Connell named new political editor of The Sunday Times Ireland

Hugh O’Connell has been named the new political editor of The Sunday Times Ireland. In his new role, O’Connell will be responsible for leading detailed political coverage He joins political correspondent Claire Scott, along with a team of award-winning journalists who provide weekly in-depth analysis on Irish politics, both in print and digitally

Originally from Kildare, O’Connell has almost 20 years of journalistic experience across a range of print, broadcast and digital outlets, and has been covering Irish politics for over a decade He joins The Sunday Times from Mediahuis, where he worked for five years, primarily for the Sunday Independent and the IrishIndependent as a political correspondent before his appointment to deputy political editor in August 2022.

Prior to this, O’Connell spent three years with The Sunday Business Post as a political

correspondent and was also political editor at The Journal.

He has extensive experience in broadcast and online media, having also worked for BBC Radio 4 and Newstalk. He began his career freelancing for the Kildare Nationalist before going on to study journalism at John Moores University, Liverpool where he graduated with a BA First Class Honours Degree

O’Connell also co-wrote the best-selling book, Pandemonium: Power, Politics and Ireland’s Pandemic on Ireland’s response to Covid-19 and is a regular contributor on television and radio in Ireland, the UK and Europe

executive, responsible for improving the distribution and performance of key brands throughout Ireland.

As part of his role with Bord Bia, Flanagan will work to connect Irish companies with key customers in the market and to help support the growth of the Irish brewing and distilling industry

Bibby Financial Services appoints Diarmuid Lynch as client relationship manager for Munster region

Bibby Financial Services, an independent provider of financial funding solutions to Irish SMEs, has appointed Diarmuid Lynch as client relationship manager in the Munster region.

Operating across the island of Ireland for 18+ years, Bibby Financial Services, on average, facilitates over €1m+ a week in new funding limits – in addition to the millions in weekly payments to existing clients - to enable a range of scenarios including cashflow funding, growth and expansion, management buy-ins and buy-outs, refinancing, corporate restructuring and mergers and acquisitions.

A creative, dynamic, and experienced communicator, Neeson has a wealth of experience from a career spanning politics, media, the arts, technology and hospitality

She has held marketing roles with leading brands, including Bewleys and The Irish Times, and has written, presented and produced for multiple media platforms including BBC TV and Radio, ITV, Sky News and the IrishIndependent.

Neeson was educated at the University of St Andrews and at Ulster University, from where she holds a Masters’ Degree in Political Lobbying and Public Affairs.

An experienced event manager, Neeson has also co-ordinated retail and hospitality

showcases, workshops, conferences and corporate events.

Bannerton is an award-wining PR service provider currently with a team of four executives, working with corporate and brand clients across a broad spectrum of enterprise and arts.

A Dubai office now complements the PR firm’s Irish operation, working with new and established Irish brands and enterprises operating in, or hoping to enter, the Emirates market.

Based in Cork, Diarmuid Lynch has over 30 years’ experience in the financial services sector and previously worked with Bank of Ireland as an area manager in South Mall, Cork City During his time at Bank of Ireland, Lynch was responsible for managing key clients and leading various teams to improve customer outcomes and expectations.

A qualified financial adviser from the Institute of Banking in Ireland, Lynch also worked as a business consultant at KPMG. In this role, he worked collaboratively to develop solutions to help clients maximise their outcomes. Areas of strength included developing business plans, advising on financial matters and identifying areas for growth. He also has abundant experience in SME lending, wealth management, customer relationships and business development. ■

Writer, broadcaster and communications consultant Barbara Neeson has joined PR firm Bannerton in the role of senior account manager

Barbara Neeson joins Bannerton PR

Adam Hannon

Daragh Flanagan

Hugh O’Connell

Diarmuid Lynch

Barbara Neeson

Aryzta raises vital funds for children’s charity

Cuisine de France-owner Aryzta has raised vital funds for Ronald McDonald House Crumlin (RMHC).

“We’re absolutely thrilled to present RMHC with an amazing €47,246.90 raised by our wonderful team at Aryzta,” a spokesperson for the company said.

“What a joy to contribute to the amazing work, care and support provided by everyone at RMHC! This is a culmination of the hard work, drive, caring nature and sense of fun of our committee and everyone at Aryzta who abseiled, cycled, ran, raced, cooked, baked, and joined in.” RMHC Ireland provides accommodation, care and support for families when their children are seriously and long-term ill at Children’s Health Ireland (CHI), Crumlin.

Flogas rolls out ‘Energy Behind the Athletes’ docuseries ahead of Paris 2024

Workplace waste made easy: Toolkit now available

Flogas, official energy partner of Team Ireland for Paris 2024 Olympic Games, has unveiled its multifaceted campaign, ‘Energy Behind the Athletes’, designed to amplify support for Team Ireland athletes while spotlighting the vital role of community support.

As part of the campaign, a four-part monthly docuseries hosted on the Flogas website and YouTube channel is offering an intimate look into Team Ireland, the clubs and communities that inspire them, through the lives of athletes Ciara Mageean and Jordan Conroy

Integral to the ‘Energy Behind the Athletes’ campaign is Flogas’ enduring support for grassroots sports and community initiatives, reflecting its commitment to fostering local talent and camaraderie

Through a captivating docuseries presented by Irish Olympian David Gillick, viewers will be immersed in the inspiring journeys of Ciara Mageean and Jordan Conroy, delving into their upbringing and the communities that shaped them.

“In 2020, Team Ireland was represented by 116 athletes from 72 clubs and communities right across the country,” said John Rooney, managing director, Flogas Ireland.

“In 2024 that representation will increase and that’s what makes Team Ireland so unique, it represents us all. That’s why we were inspired to come on board with Team Ireland and through David Gillick, Ciara Mageean and Jordan Conroy shining a light on the inspiring journeys of Team Ireland, their families and communities. It’s what we pride ourselves on in Flogas, working with and being part of communities all over Ireland.”

Flogas, part of DCC plc, currently employs 350 people, with an energy portfolio of LPG, renewable electricity, natural gas, biogas, solar and related services for residential, SME and large commercial customers in ROI and Northern Ireland. Its business units include Clearpower, one of Ireland’s leading bioenergy companies, Budget Energy and Flogas Enterprise, formerly Naturgy Ireland.

A toolkit designed to take the uncertainty out of waste segregation in the workplace is now available from MyWaste, Ireland’s official guide to waste.

This government-funded initiative provides a free and extensive suite of signage and training materials to help workforces make accurate recycling decisions. This will assist Irish businesses achieve greater circular economy performance through increased recycling and composting rates.

A recent waste characterisation study carried out by the Environmental Protection Agency* found that 74% of waste placed in the general commercial waste bins should be placed in either the recycling or food waste bins. Food waste, paper and plastics are currently the top three waste types found in commercial general waste bins.

Speaking on behalf of the Regional Waste Management Planning Offices, Kevin Swift, Connacht Ulster Region Waste Office said: “This initiative will empower small and medium size businesses, particularly those in the retail, hospitality, manufacturing and corporate sectors, to further improve how their waste is managed. With clear language and visuals, the materials will make it easy for staff to quickly understand what waste goes in what bin and should significantly increase the amount of recyclables and food waste diverted from the general bin and correctly placed in the recycling and food waste bins.”

Assets include posters, bin labels, brochures, checklists, training animations and testimonials and materials are available to order (while stocks last) or download free of charge from www.mywaste.ie/ business/ Additional information is available from mywaste.ie or snimhainnin@ mayococo.ie

The team at Aryzta presenting a cheque for ¤47,246.90 to children’s charity, Ronald McDonald House Crumlin (RMHC)

Jordan Conroy, Ciara Mageean and David Gillick at the launch of a new docuseries, part of the Flogas ‘Energy Behind the Athletes’ campaign to amplify support for Team Ireland athletes ahead of Paris 2024

Daybreak Newhall wins Daybreak

Best Overall Store of the Year

Daybreak Newhall was named ‘Overall Store of the Year’ at the annual Daybreak Store of the Year Awards, which took place on Wednesday, 6 March at The Heritage Killenard, Co Laois.

Operated by Top Oil, Daybreak Newhall in Naas, Co Kildare, is managed by Briege O’Kane

The busy forecourt site, which joined the Daybreak group in 2022, underwent an extensive refurbishment which included introducing the Daybreak exclusive Munch & Co deli, Lickety Split ice-cream and 9 Grams coffee brands.

Assessed against rigorous criteria, fifteen retailers were shortlisted for the overall Daybreak Store of the Year Award.

The following award winners were also announced:

• Best Neighbourhood Store of the Year Award: Daybreak Garrycastle operated by Top Oil

• Best High Convenience Store of the Year Award: Daybreak Mountsuir

• Best Forecourt Store of the Year Award: Daybreak Dungarvan

• Best Wine Award: Daybreak Edgeworthstown

• Best Off-Licence Award: Daybreak Portumna

• Best Hot Beverage Award: Daybreak Broomfield

• Best In-Store Value Execution Award: Daybreak Garrycastle operated by Top Oil

• Best Impulse Award: Daybreak Cobh Cross operated by Top Oil

• Best Grocery Award: Daybreak Ferns

• Best Food To Go Award: Daybreak South Link

• Best Customer Service Award: Daybreak The Gandon Inn

• Charity Merit Award: Daybreak Dungarvan

• Exceptional Performance in Food Safety Category 3 /4 : Daybreak Dungarvan

• Exceptional Performance in Food Safety

Category 1/2 : Daybreak Garrycastle operated by Top Oil

“I want to wish my congratulations to Briege O’Kane, store manager, and all the amazing team at Daybreak Newhall on winning ‘Overall Store of the Year’,” said Thomas Morrison, head of Retail

& Musgrave MarketPlace.

“The win by Daybreak Newhall and the Top Oil team is a testament to their huge effort and commitment to providing an exceptional service to their customers.”

He also warmly congratulated all superb finalists and winners, noting that Daybreak was “blown away by the high standards demonstrated throughout the store audit process”.

GM Marketing and Tilda celebrate 20-year partnership Minister Humphreys launches 2024 SuperValu TidyTowns Competition

Irish company, GM Marketing, is celebrating a landmark 20 years of exclusively distributing Tilda products on the island of Ireland. Distribution partnerships that span two decades are a testament to hard work and collaborative thinking, explained Ruth Jenkinson, principal controller, GM Marketing.

“Since 2004 we have been bringing Tilda products to stores and households across Ireland and the relationship today is as strong as it has ever been,” said Jenkinson. “We’re passionate about working with brands that share our values and Tilda is a great example Their new Masterbrand campaign beautifully reflects their place in the homes and hearts of Irish people and we’re proud to be their partners in Ireland.”

“Last year, Tilda sold a ready to heat pouch of rice every 34 seconds in Ireland, we distributed 658 tons of rice products to stores across Ireland and we are on course to increase that number in 2024 The people of Ireland love Tilda Rice - 124,000 1kg bags were sold via Dunnes Stores, SuperValu and Centra stores alone in 2023,” Jenkinson added.

Tilda’s Masterbrand campaign celebrates how its versatile range of products help to elevate the plates of mealtimes across Ireland. As Tilda continues to innovate and adapt to evolving consumer preferences, the Masterbrand campaign reaffirms its commitment to delivering exceptional quality and taste

You can watch Tilda’s new Masterbrand ad here: https://youtu. be/oaM4RLxVXUU. Visit https://gmmarketing.co.uk/ for more information on Tilda.

The 2024 SuperValu TidyTowns competition was recently launched by Minister for Rural and Community Development, Heather Humphreys, in association with SuperValu MD, Ian Allen.

In place since 1958, the competition, administered by the Department of Rural and Community Development and sponsored by SuperValu, has grown beyond a competition into a national sustainability movement.

“This year we celebrate 66 years of this fantastic competition, which has become synonymous with community spirit right across Ireland,” Minister Humphreys said.

“More than 30,000 volunteers across 1,000 active TidyTowns groups work tirelessly, day and night, to make their local communities better and more sustainable places to live, work and visit.

“I also want to thank our partner and sponsor, SuperValu for their continuing support and passion for sustainability,” she added. “Over their 32nd years of sponsorship, SuperValu has done enormous good in towns across Ireland particularly in areas of biodiversity and sustainable living.”

Ian Allen, managing director of SuperValu, said: “As a community retailer we take great pride being involved in such an incredible initiative. SuperValu is deeply committed to caring for the communities we serve. SuperValu’s ‘Take Local Action, Make Global Impact’ initiative embodies this ethos by not only promoting sustainability but also fostering a sense of community ownership, echoing the spirit of SuperValu TidyTowns.”

The competition also contains an impressive array of Special Awards. Last year’s inaugural Town Centre First Award is likewise continuing this year as an official Supervalu TidyTowns Special Award, to recognise exemplary efforts made by towns in driving forward town centre revitalisation in line with Town Centre First policy.

The closing date for entries to tidytowns@drcd.gov ie is Wednesday, 8 May 2024 Entry forms are available at www.tidytowns.ie, with full details at www.supervalu.ie

Thomas Morrison, Briege O’Kane, Sean Lyons and Michael McCormack, celebrating at the annual Daybreak Store of the Year Awards

Pictured at the launch of the SuperValu TidyTowns Competition 2024 are Connell Breslin, SuperValu Abbeyleix, Mary White, John Joe Fennelly, Ray Kelly, marketing director SuperValu, Minister Heather Humphreys, Jackie Walsh and Robbie Quinn

Celebrating the key milestone are Jorrit Schrauwers, national account manager, Tilda; Tony Jones, director of sales, Tilda; Ruth Jenkinson, principal controller, GM Marketing; Arthur Bennett, category & insight manager, Tilda; Henda van der Walt, shopper marketing & ecommerce controller, Tilda, and Gerard McAdorey, managing director, GM Marketing

Insomnia Coffee announced as Official Coffee Partner of the GAA/GPA

The GAA and the Gaelic Players Association joined together with Insomnia Coffee earlier this month to announce that Ireland’s leading independent coffee shop chain has entered into a five-year partnership to be the Official Coffee Partner of the GAA/GPA.

Helping to bring the partnership to life, Insomnia announced Limerick hurler Cian Lynch, Kilkenny camogie player Katie Power, Galway hurler Conor Whelan, Dublin footballer Paddy Small and Meath footballer Emma Duggan as brand ambassadors.

As Official Coffee Partner, the sponsorship will see Insomnia Coffee commit to working with the GAA/GPA in providing the extra resources needed to help players reach their full potential, both on and off the pitch.

Helping to fuel the nation with its national footprint of coffee shops, this partnership for Insomnia, the first of its kind for the company, is considered a perfect fit for the Irish brand. Celebrating 27 years in business, Insomnia has grown from a single location in Galway in 1997 to over 150 coffee shops throughout Ireland and the UK, both on the high street and in partnership with retailers.

“As an Irish owned business trading 27 years, Insomnia Coffee are proud to partner with the GAA/GPA,” said Harry O’Kelly, CEO of Insomnia Coffee “We are delighted to be working with such a prestigious organisation, one which mirrors many of our values including those of community, inclusivity and respect. We are very much looking forward to working closely with the GAA/GPA and of course the communities that we both serve nationwide.”

Deep RiverRock celebrates one year as Ireland’s number one impulse water brand

Deep RiverRock is proudly marking its one-year anniversary as the number one impulse water brand on the island of Ireland. NielsenIQ’s February Value Sales Report confirms this, reinforcing Deep RiverRock’s “unwavering commitment to quality, innovation and customer satisfaction”.

“We are delighted to welcome a very well-respected Irish brand such as Insomnia Coffee into the Gaelic games family,” added Tom Parsons, CEO of the GPA.

The Happy Pear launches new Vita Vibe drink in three fruity flavours

Deep RiverRock’s rise to the top of the Irish water market has been nothing short of remarkable For three consecutive years, the brand has experienced month-on-month value share growth. Sourced beneath the glacial hill of Co Antrim, the brand has continued to be the number one brand for sustainable on-the-go consumption, with the bottles being both 100% recyclable and made from 100% recycled materials.

The Happy Pear is thrilled to introduce a new addition to the brand’s collection of nutritious and tasty plant-based offerings. Meet Vita Vibe, the convenient solution to everyone’s vitamin needs, all in one bottle

Vita Vibe comes in three delightful flavours, each packed with B vitamins and a unique blend of ingredients:

• Raspberry, Pink Grapefruit & Apple with B vitamins & White Tea

• Blood Orange, Mandarin & Ginger with B vitamins, Vitamin C & Zinc

• Apple, Elderflower & Lime with B vitamins & Mate Tea

Deep RiverRock Flavoured Water also maintained its number one spot this year as the number one flavoured water brand across the island of Ireland.

Initially launched in 2006, the brand was an innovator in the category delivering a range of flavoured drinks that were ‘sugar free with no calories’. In 2021, the brand was revitalised with an ‘Immune System’ range which featured new fruity flavours with added benefits of vitamin B6 and zinc. Boasting four delicious flavours; Watermelon & Peach, Apple & Pear, Tropical, and Mandarin, these fruity drinks come in portable 750ml sports bottles for easy on-the-go hydration. Deep RiverRock Flavoured Water, alongside Deep RiverRock ViTAL which was successfully launched in 2022, demonstrate the brand’s continuous commitment to responding to consumers’ needs.

“Unbelievably proud” of this achievement, Shane McQuaid, brands marketing manager, noted: “The flavoured water category has been a huge focus for us. The innovative range has become the driving force contributing 63% of the category value growth in 2023.”

For more information, visit Instagram: @deep_riverrock and Facebook: @DeepRiverRock #DeepRiverRock.

Enjoying daily B vitamins has never been this tasty or easy. Whether your shoppers are embarking on a vigorous run or enjoying a peaceful walk in the park, Vita Vibe is a perfect partner, due to its invigorating taste

Crafted with a commitment to health and flavour, The Happy Pear’s Vita Vibe drinks are a testament to this passion. Each bottle is brimming with essential vitamins, providing 100% of an individual’s daily B vitamins, without any artificial colours, flavours, or added sugars.

Vita Vibe not only helps alleviate tiredness and fatigue but also supports heart and mental health. The Blood Orange, Mandarin & Ginger flavour additionally promotes the well-being of hair, skin, and nails, as part of a diverse and balanced diet and lifestyle

Vita Vibe is currently available at SuperValu and Centra stores across the country

Consumers can enjoy a fantastic introductory offer, whereby they can pick up a Vita Vibe for just €2 + 0.15 cent deposit until 1 May.

Each bottle of Vita Vibe is brimming with essential vitamins, providing 100% of an individual’s daily B vitamins

Insomnia has announced Limerick’s Cian Lynch, Kilkenny’s Katie Power, Galway’s Conor Whelan, Dublin’s Paddy Small and Meath’s Emma Duggan as brand ambassadors

Fyffes announces Ireland’s Fittest School finalists

Irish fruit importer Fyffes has unveiled the names of the top four schools who will progress to the live ‘grand final’ of this year’s competition to find Ireland’s Fittest School 2024

They are: Ballyhass National School, Cork; Cliffoney National School, Sligo; Presentation Primary Clonmel, Tipperary and St Mary’s Touraneena National School, Waterford.

Supported by Fyffes and tracked online, the purpose of the competition, launched last autumn and now in its third year, is to promote the importance of exercise, fitness and healthy eating amongst young people

Taking place in late May, the grand final will be hosted by three of Ireland’s best-known athletes –World Para Rowing champion, Katie O’Brien and Olympians, sprinters Phil Healy and David Gillick, and will see the four schools contest for a prize package which will include €8,000 worth of sports equipment and the title of ‘Ireland’s Fittest School 2024’.

Previous winners were Scoil Na Croise Naofa, Dunfanaghy (2022) and Gilson National School, Oldcastle (2023).

For further details, visit www.fyffesfitsquad.ie

Takis brings intensity

Takis Dragon Sweet Chilli is launching alongside the brand’s popular Fuego and Volcano flavours

Fyffes has unveiled the top four schools who will progress to the live ‘grand final’ of this year’s competition to find Ireland’s Fittest School 2024: Ballyhass National School, Cork; Cliffoney National School, Sligo; Presentation Primary Clonmel, Tipperary and St. Mary’s Touraneena National School, Waterford

As First Holy Communion season kicks off, Krispy Kreme is proud to announce the launch of an extraspecial addition to its menu: First Holy Communion Doughnuts!

Gen Z cult snacking sensation Takis is turning up the intensity in Ireland with its first long-term listing across 100+ Tesco stores nationwide

The Mexican snack brand of rolled corn tortilla chips is now available in the Republic of Ireland launching with three fiery flavours including Takis Dragon Sweet Chilli.

The move to Ireland comes hot on the heels of Takis’ UK success, including its 2023 Aldi SpecialBuy run and most recently a permanent listing in Coop stores across the UK. In addition, global sales of the popular rolled tortilla chips have now surpassed $2bn, and the brand has seen viral success in the USA: 1.7m followers and 11.2m likes on TikTok; 348k Instagram followers and 83.5m YouTube views, in turn driving excitement with consumers.

Takis will be available to purchase from Tesco in Ireland in three SKUs: Dragon Sweet Chilli, Fuego and Volcano priced at RRP €2.50 Dragon Sweet Chilli is a crisp rolled tortilla chip with a fiery fusion of sweet and spicy sweet chilli that delivers an intense flavour in every bold bite. The best-selling Fuego flavour provides a blast of flaming hot chilli pepper and tangy lime, earning it an ‘Extreme’ rating on the brand’s heat meter Meanwhile, Takis’ Volcano variant offers an intensely cheesy flavour with a cheeky fiery kick and already has an excited consumer following, hunting down this intense snack! The launch is being supported by a spicy out-of-home advertising campaign, challenging shoppers to face the intensity

“Our spicy rolled tortilla chips have been kicking up a storm in the UK, so the Republic of Ireland is a market we cannot miss. When we launched last year, Takis filled a gap in the market for high-intensity flavour and consumers can’t get enough of them, said Alison Georgakis, head of Takis in the UK & Ireland.

“Snacks are growing at a rate of +13.9% value sales year-on-year and Takis sales over-index on distribution*,” she continued. “This is a huge opportunity for Irish retailers as Takis is a product ripe for the Gen Z market; the super-snacking generation who are on the hunt for foods that stimulate their senses**.”

Takis Dragon Sweet Chilli, Volcano and Fuego are now available in Tesco stores priced at €2.50 RRP (100g).

*(Source: IRI – Total Market – Bagged Snacks – L52 w/e 12/08/23)

**(Source: Mintel – Gen Z Food Trends – June 2023)

Krispy Kreme’s First Holy Communion range has elevated Ireland’s fan favourite Original Glazed doughnut with a delicious white chocolate cross. Priced at €21.55 per dozen, these doughnuts are not just a delightful indulgence but also the perfect way to share a momentous occasion with loved ones.

Available from 3 May at participating Krispy Kreme shops across Ireland, the doughnuts are set to become a must-have addition to any First Holy Communion celebration.

Sold exclusively as a dozen, the limited-edition First Holy Communion doughnuts will be available in Krispy Kreme shops in Blanchardstown, Swords, City Plaza, Liffey Valley, Tallaght, Carrickmines, Galway, Cork and Limerick and can also be picked up in Dundrum, Navan, Omni and Ilac as a Click and Collect order For added convenience, orders can also be placed via Click and Collect. For more information, visit www.krispykreme.ie ■

Krispy Kreme’s First Holy Communion Doughnuts are available for pre-order now and in shops from 3 May until 28 July 2024

Tax and duty information for Deposit Return Scheme now online at CSNA.ie

A new Tax and Duty Manual (TDM) on the Deposit Return Scheme (DRS) is now available on the CSNA website.

The DRS came into operation on 1 February 2024 under environmental law, and provides for a small refundable deposit on drink products supplied in plastic bottles and aluminium or steel cans. The deposit is refunded to a person who returns an empty container to the DRS for recycling or reuse.

The TDM outlines the VAT treatment appropriate to DRS deposits, as provided by Section 92A of VATCA 2010 (inserted by Finance (No.2) Act 2023), and the VAT (Regulation 34B) (Amendment) Regulations

2024. For supplies of drink products in the supply chain (e.g. by manufacturer or importer, wholesaler, retailer) no VAT arises on the DRS deposit. VAT on the deposit only arises where the container is not returned under the DRS, and in this case, it is the scheme operator for the DRS who is liable to account for and pay the tax.

As you are aware, as part of Budget 2024, the government signed off on a package of €257m for the Increased Cost of Business (ICOB) grant as a vital measure for small and medium businesses. The Local Authorities are currently administering the scheme on behalf of the Department of Enterprise, Trade and Employment.

Local Authorities are writing to all rate payers with information on how to register for this scheme. This includes a customer ID and PIN to access the ICOB portal. Eligible businesses will receive a once-off grant payment. It is important to note, it is not a commercial rates waiver and businesses should continue to pay their commercial rates bill as normal.

The grant is based on the value of the commercial rates bill received by an eligible business in 2023. The grant is as follows:

• For qualifying businesses with a 2023 commercial rate bill of <€10,000, the ICOB grant will be paid at a rate of 50% of the business’s commercial rate bill for 2023.

• For qualifying businesses with a 2023 commercial rate bill of between €10,000 and €30,000, the ICOB grant will be €5,000.

• Businesses with a 2023 commercial rates bill greater than

€30,000 are not eligible to receive an ICOB grant.

The grant scheme has been set up in this way in order to ensure that the scheme is accessible to smaller businesses. Eligibility for the grant will be assessed on the basis of a firm satisfying a minimum of the below conditions:

1. The business is a commercially trading business operating directly within a premises that is commercially rateable by a Local Authority.

2. The business has provided confirmation of its bank details to the respective Local Authority.

3. The business is rates compliant, including those businesses with a phased payment arrangement in-place.

4. The business is tax compliant, and in possession of a valid Tax Registration Number. Local Authorities will begin paying out the grant to businesses in the coming weeks and please note the closing date for businesses to register for the scheme is 1 May 2024. We would urge members to register for this scheme as soon as possible. For further information or any queries, you should contact your Local Authority.

The CSNA AGM brings together members from all over the country to meet and discuss the issues that are facing our sector. Join us on 28 May in Fitzpatrick Castle Hotel, Killiney, Dublin, to meet with like-minded retailers and join in discussions on the issues and opportunities for our stores. We are looking forward to seeing you all for what we promise will be an informative and enjoyable AGM. You can register for this year’s AGM by calling Laura on 045-535050.

Grocery retail thefts surge by 51.85% since 2019

A recent Retail Forum meeting showed there were very significant regional variations in the 2022 to 2023 ‘Thefts from Shop’ incidents reported.

The meeting convened with representatives from retailers and retail bodies, featuring a presentation by inspector Damien Boland from the GNCEB, the Community Engagement Bureau.

A thorough analysis of retail crime highlighted significant increases in thefts, drive-offs, and related crimes, particularly affecting supermarkets and convenience stores nationwide.

Regional disparities were notable, with Dublin reporting a modest 2% increase year-on-year, while other regions experienced larger spikes: 14% in the South, 28% in the East,

and 31% in the North West.

Theft incidents were further detailed, with food, groceries, and liquor accounting for the majority of stolen items.

Of concern were the 51.85% increase in thefts from supermarkets and convenience stores since 2019, marking the highest number of thefts and the largest percentage increase, according to the CSNA.

Theft concerns

Incidents of anti-social behaviour associated with theft were also documented, including assaults, drunkenness offences, and public order offences, with a steady increase in reported incidents since 2007.

Concerns were raised regarding

the effectiveness of the 999 reporting system for calling Garda assistance, with a request for improved response times and follow-ups.

While 25% of theft reports were made via 999 calls, the majority utilised alternative reporting methods, indicating a need for enhanced service standards.

Detailed insights into fuel theft,

including factors influencing incidents such as fuel price fluctuations, were presented, shedding light on the extent of the issue in Ireland.

Retailers emphasised the need for increased accountability and clarity in the recording and resolution of theft incidents. They expressed frustration over the backlog of unresolved theft cases and urged for more proactive handling by An Garda Síochána (AGS).

There is ongoing frustration regarding the retention of stolen items in Garda custody, which are often valuable and marketable. Retailers stressed the importance of promptly returning such items, especially those with impending expiration dates. Plans were made to advocate for improved procedures in this regard, with hopes for positive developments. ■

A 51.85% increase in thefts has been recorded from supermarkets and convenience stores since 2019

The mission of LEAD Network is to drive the advancement of the Irish FMCG industry so that all individuals are valued, rewarded and developed, regardless of gender.

LEAD Network believes organisations can create more sustainable value by leveraging the full talent pool

The business case for gender diversity. Why should we as an industry take action? Vision LEAD Network’s vision is to achieve gender balance at all levels within the industry, which is representative of the wider population

Talent pool Attract the best talent to our industry Diverse teams Reflect your shopper and consumer base

Companies that transition from no females in senior leadership to 30% benefit from a 15% increase in net revenue margin † Who is leading LEAD? 18,000+ Network Members

Non-profit, volunteer-led, organically grown, by the members for the members.

Our focus on the retail and FMCG industry is unique within Europe.

LEAD Network offers the opportunity to develop business relationships that bring value to your organisation.

Skill-building for women specific to our industry.

Broad European reach with strong regional focus via country chapters.

Why should you join LEAD Network?

LEAD Network provides a platform for companies to develop their female talent outside of the business, in areas crucial to the advancement of women

Access to mentorship

Develop female talent through mentoring relationships between senior executives in consumer goods and retail sectors in Europe.

Networking with a purpose

Be part of a thought-provoking, fun and inspirational network. Develop relationships with business partners on an international level under the umbrella of gender diversity.

Best practice sharing

Learn from leading companies on how they advance women to transform their businesses.

Retain, motivate, reward and develop your talent

LEAD Network events

Panel discussions, workshops, and both in-person and online events

Training and workshops

Access to training and webinars that support the development of your personal brand

LEAD Network Events Schedule 2024

Theme: Doing, Not Trying

New fines introduced for breaches of certain employment laws

Retailers should be aware that new fines for breaches of certain employment laws have been introduced. Donna Ahern reports

New fines for breaches of certain employment laws were recently introduced in the Workplace Relations Act 2015 (Fixed Payment Notice) Regulations 2023.

The regulations state that where employers fail to consult with employees’ representatives and provide them with mandatory information where there is a collective redundancy, the fine is €2,000

A €1,500 fine applies when an employer fails to provide an employee with terms of employment within one month of the start date of their employment or provides false/misleading information to an employee.

When an employer fails to provide an employee with a written statement of wages and the nature and amount of any deductions from wages, the fine is €1,500

A €1,500 fine applies when an employer does not provide an employee with a statement of their average hourly rate of pay for a pay reference period on request by the employee.

Where an employer fails to provide employees with a written statement on the distribution of tips and gratuities or fails to treat a

service charge as a tip, the fine is €750, and finally, a €500 applies where an employer does not display a ‘tips and gratuities notice’ or a ‘contract workers tips and gratuities notice’.

Commenting, Vincent Jennings, CEO, Convenience Stores & Newsagents Association (CSNA), said: “CSNA recognises that the legislation provides for offences and the regulations have set out the fines.

“We believe that most WRC inspectors will not seek to use the nuclear option and will address the breaches in a reasonable manner once they have established that the breaches were unintentional and unlikely to recur.

“There has to be a clear distinction between actions that are carried out without malice and those that are the product of wilful conduct.”

In an article titled ‘New “on the spot” fines for employment law offences’, one of Ireland’s leading law firms

Arthur Cox outlined the following:

Fixed Payment Notices

The complete list of fines that can be imposed for offences under employment law legislation is set out in the table below.

consult

Employer fails to provide an employee with a written statement of wages and the nature and amount of any deductions from wages.

Employer

¤500 *Employer does not display a ‘tips and gratuities notice’ or a ‘contract Workers Tips and Gratuities Notice’.

*New fines under the regulations

Sections 6B(1) and (2) of Terms of Employment (Information) Act 1994

Section (4), Payment of Wages Act 1991

Sections 4B(8) and 4D(2) of the Payment of Wages Act 1991 (as inserted by the Payment of Wages (Amendment) (Tips and Gratuities) Act 2022)

Sections 4E(2) and 4F(3) of the Payment of Wages Act 1991 (as inserted by the Payment of Wages (Amendment) (Tips and Gratuities) Act 2022)

Employers should note that the above fines are per breach of the relevant employment provision and therefore have the potential to be significant for large employers. ■

Never too far from home

As Nearby celebrates its third anniversary, Neil Donnelly, head of commercial, S&W Wholesale talks to Donna Ahern about how the symbol store’s strategy to help independent retailers forge deeper connections in the local community has helped the success of this model to date

S&WWholesale,one of Ireland’s largest independent wholesalers of FMCG,established symbol store Nearby in 2021.In a mere three years of operation,the grocery retail brand rapidly grew from strength to strength and today boasts 150 outlets.The stores are independently owned by local retailers across the island of Ireland who“fully know their customers and their needs in the local communities”.

Speaking with ShelfLife,Neil Donnelly,head of commercial,says:“We are exceptionally proud that our independent retailers have a symbol store that fits perfectly into the heart of each of their communities

Nearby is a local convenience store,packed with essentials nearby and never too far from home.”

Vast experience

Neil has over 25 years’experience in the wholesale and retail industry It appears that when he joined S&W Wholesale (S&W),he hit the ground running He tells ShelfLife that the group was in the throes of planning the Nearby Christmas campaign last year when he joined the group.

“It was great to watch it develop and see some of our suppliers involved throughout the six-week campaign,” he says

Since joining the company,he has liaised closely with suppliers and has led the extensive trading team at S&WWholesale.

“An important part of my role is to work with our suppliers and the S&W team to produce a relevant market-winning offer to our wholesale and retail customers across the Island of Ireland,”he adds

“The customer is at the centre of everything we do and with retailers facing increasing costs,we remain

The customer is at the centre of everything we do and with retailers facing increasing costs, we remain focused on delivering a strong value proposition throughout. In an ever-changing market we ensure that S&W leads with a proactive, flexible and innovative approach to new trends, legislative changes and customer needs.

focused on delivering a strong value proposition throughout. In an ever-changing market we ensure that S&W leads with a proactive,flexible and innovative approach to new trends, legislative changes and customer needs, he notes.

“We also work closely with our supply partners to develop ideas and deliver mutual growth in the wholesale and retail sector.”

Symbol brand

After extensive research into the convenience market,Neil says that the company identified the need for a new symbol brand to help retailers connect with their consumers on a more personal level.

“S&W identified an opportunity in the market for a brand within convenience retailing that would strike a chord with both the independent retailer and their communities Our very own symbol brand that very much focused on local and with a symbol that local customers would instantly recognise was the goal, he explains.

“When you look at where majority of our stores are located,they are within communities so when a customer wants something for tonight’s tea or needs to top up their cupboards they have value right on their doorstep –‘Never too far from home’.

“S&W’s history and background gives retailers the confidence in us to deliver a strong proposition across all categories and provide them with real everyday value that

“We look for retail partners who are as passionate about their customers, their products and the future of their store just as much as we are”

they can pass onto their customers,”Neil states

“The history dates back over 100 years and we continue to grow from strength to strength.Our retailer partners who I have met are committed to the Nearby brand and its ongoing development.”

Third anniversary

To mark Nearby’s third anniversary and to celebrate the success of this model to date,the team has planned a monthlong community celebration inApril.Stores nationwide will host several events and giveaways - something special for the local community.

“The Nearby team across sales and marketing will be inviting customers to their local stores to giveaway over 250 suppliers filled goodie bags,treats,balloons and a chance to spin the Nearby wheel to win on the spot prizes,”Neil says “This is what Nearby is all about – it’s about giving back to consumers and helping our independent retailers grow in the local community.”

Great expectations

Exclusive to S&W,the wholesaler describes the Nearby brand as playing a vital part in a wider modernisation strategy to help independent retailers forge deeper connections in the local community

“We look for retail partners who are as passionate about their customers,their products and the future of their store just as much as we are,”he states.

“The retailer will benefit from the strong modern looking front fascia Nearby provides as well as the internal graphics that bring their store to life for their customers,”he explains.

“Nearby retailers will receive all the benefits from being part of a symbol group including marketing support,a dedicated business development manager,an integrated electronic point of sale (EPOS),IT support,central billing and buying power from the Unitas Group - the UK’s largest independent wholesaler

“This provides retailers with peace of mind that they are receiving the best value all year round.But what makes us even more unique is that we understand fully that our retailers are independent,and our model supports them every step of the way.

“We don’t ask for membership fees and a list of must do’s With our retail system in place retailers will have more time to get on with the things that make their business unique,while we take care of the rest,”he concludes.

Looking ahead

Looking ahead to 2025,S&WWholesale is planning to relocate to a new purpose-built facility.

The new 16,730 sq m storage and distribution warehouse including ancillary office accommodation will support S&W’s growth plans across the island and offers a major boost to the business as it looks to the future.

The new site,which is located approximately three miles

“The Nearby brand is proud to deliver a strong proposition across all categories and provide retailers with real everyday value that they can pass onto their customers”

from its current headquarters in Carnbane Business Park,is conveniently situated adjacent to theA1 southbound.

It is expected that construction on the new facility will commence later this year

S&W currently employs 300 members of staff.

This new facility will see in the region of 120 construction jobs supported for the duration of the build and will allow S&W to grow its payroll from currently just under £10 million to circa £12 million in the near future ■

The benefits of becoming a Nearby retailer

• No membership fees

• No weekly advertising or marketing fees

• A dedicated business development manager

• Category management and merchandising support

• In-house EPOS system

• Award-winning sales and marketing teams

• Exclusive coffee offering: Cuppa

Celebrating your team’s success in style!

With awards season nearly upon us, Excel Recruitment’s Nikki Murran, who leads the judging panel for the ShelfLife Grocery Management Awards, outlines the multitude of benefits to be gained from entering staff members into this annual competition

Judging the Grocery Management Awards is one of my favourite events each year. It’s an opportunity to catch up with some of the best and most passionate retailers across the country.

With some new and returning categories in the line-up this year, 2024’s GMAs are set to be one of the most exciting years yet!

This year I reached out to a couple of our clients whom we partner with closely, to encourage them to nominate some of their teams for recognition. Whilst most were thrilled to partake, a couple of my clients surprised me by turning down the opportunity.

One of these clients suggested that he didn’t know if it was worth the effort and wasn’t sure if his employees would see the value.

It got me thinking; perhaps for those on the fence about whether certain awards are for them and their teams, I should put together a list of benefits I have seen enjoyed by the retailers that have engaged in various awards over the past decade:

• Employee retention: I know I have cited this before but feeling undervalued is one of the most common reasons employees look to make a move. Perhaps you think that by highlighting an employee’s talents, you will make them ripe for competitors? But we

previous years, they explained that the buzz the nominations created in their store led to a real sense of community with their regular customer base! One school even went as far as making good luck cards for a manager in their local store!

have seen the opposite to be the case over the years. A large number of the retailers nominated for these awards are long-serving employees who have been only too happy to remain in a business where they feel appreciated and their hard work is recognised on a regular basis.

• Employee engagement: Nothing brings people together more than award season! And I don’t just mean over a shared bottle of bubbles. Most managers we spoke to this year were at pains to stress how they couldn’t have reached such highs without their wonderful teams. We have seen again and again how store teams rally around their nominated manager to cheer him or her on for a win!

• Recruitment: Telling new recruits that your store has a wonderful culture or a great leader in their store manager is one thing – but showing them that your store won‘Team of the Year’ or‘Manager of the Year’ really proves the point!

• Customer and community engagement: This one took me a little by surprise When I questioned participants of

• Boosts employee morale across the store: Win, lose or shortlist; the feeling of knowing your store’s owner or regional manager felt you or your team were worth consideration for any award certainly increases a sense of morale, which spreads across the business!

• Innovation and productivity: From butchers and deli managers to supermarket and wholesale managers, every entrant in the process is asked to explain how they have driven their stores or departments forward in the last year Many past applicants informed me that this question stayed with them over the following years and drove them to keep looking for ways to increase productivity, introduce innovation and strive for better across their businesses Knowing that each year you will be taking

NIKKI MURRAN

Director, Grocery Retail Recruitment, Excel Recruitment

www.excelrecruitment.com

stock of the last 12 months’ accomplishments in front of your peers and a judging panel can be a real motivator for many!

• Sense of purpose: Annual awards, be they in-house or external, can instil a real sense of purpose in your team and helps to give them a focus for the year ahead.

• Sharing your story: How many of your more junior staff know the story of how their store manager progressed to their current role? Award season is a great excuse to share these stories to help motivate those starting out in retail and laying down the steps it takes to progress up the retail ladder. Most store managers are trailblazers in their own right, many with inspiring stories about how they worked from the ground up. In retail, anything is possible with a bit of hard work and determination! Sometimes it is worth taking a moment to remind your new additions of this

• Fun: If for no other reason, do it for the fun! ■

Owen Clifford, head of Retail Sector, Bank of Ireland, presenting the Supreme Champion; The National Grocery Manager of the Year Award to Barry Little, SuperValu Rathgar, Dublin 6, at last year’s ShelfLife Grocery Management Awards

Ensuring staff retention

Set against a backdrop of today’s competitive labour market, The HR Suite’s Caroline Reidy explains how a comprehensive employee retention strategy can help optimise retention and reduce expenses related to hiring and training

Staff retention may be described as an employer’s efforts to manage staff turnover and retain their valuable employees. Organisations need to review their staff retention strategy in order to mitigate the risk of losing their most valuable asset: their people.

High turnover of staff can have other negative impacts on a business. Customers get to know your staff and will no doubt have grown familiar with particular members of your team. This perceived inconsistency may have a negative impact on how your customers engage with your business.

Staff retention strategy

What is a staff retention strategy and what should it include?

Employee retention refers to your organisation’s ability to prevent voluntary and involuntary employee turnover, and an employee retention strategy is a plan that businesses develop and implement to reduce employee turnover rates. The employee retention programme generally includes company policies and programmes that help organisations attract and retain qualified employees.

Although some turnover is inevitable and acceptable rates vary between businesses and industries, an employee retention strategy can help optimise retention and reduce expenses related to hiring and training

Recruitment

The employees’ journey with the organisation begins with the recruitment and on-boarding

process. This gives the employee their initial first impression of the organisation. The process should be seamless and ensure that as much as possible the candidate is a match for the position The job description should be transparent and comprehensive; clearly outlining what is expected of the employee. Similarly, the performance management system should be initiated on commencement, clearly outlining the performance objectives of the role to ensure success.

Health and wellbeing

Often, health and wellbeing initiatives are perceived as more valuable to employees than monetary benefits. Organisations can ensure that staff feel supported by offering an employee assistance programme, offering subsidised health insurance or even an annual health check clinic

Acknowledging milestones whether big or small often goes a long way. Organisations need to celebrate the wins so shine a light on notable achievements, whether a team finishes ahead of the deadline on a major project, or an employee reaches a ten-year work anniversary, seize the opportunity to mark the milestone together. Employees may need to celebrate virtually, but it can be a meaningful and memorable moment for everyone

As we spend so much of our lives at work, organisations must ensure their teams feel included and that they matter to the organisation

Staff engagement

The more employees are involved in the organisation, the more they feel a part of it It is important that employers ensure their employees are engaged, especially now with many employees working remotely. The quality of communication between the employer and the employee has a direct influence on the employee’s engagement with the organisation and whether or not they decide to stay A“twoway” communication strategy should be put in place. Mechanisms such as employee forums are useful in encouraging upwards communication from staff, as well as downwards communication that relays management information.

Benefits

Organisations need to ensure as much as possible that they are offering a competitive package in order to attract and retain staff. Employees have many priorities and so it is important that you can

In order to retain staff, “it is important that employers ensure their employees are engaged, especially now with many employees working remotely,” writes Caroline Reidy

Managing director

The

offer a comprehensive yet tailored package to meet the needs of all employees. There are proactive steps that employers can take in retaining employees; they should where possible look at introducing benefits where finances allow such as paid sick leave or a pension scheme Alternatively, discussing and allowing for open conversations with employees regarding what they require would be a good option. For example, employees requesting more flexibility in how they work or where they work in order to achieve a better work life balance and the organisation seeing if it is possible to accommodate employees with such requests.

Training and development

Creating an organisation that fosters a culture of learning, development and progression is very important in retaining staff. Organisations can provide staff with access to education, promoting continuous learning and development by offering to subsidise the costs or providing paid study leave for example.

Conclusion

It is important for every business to get to the root of why they are losing staff. Exit interviews are a really good way of collecting this crucial information. Conducting exit interviews with all departing staff will provide you with a wealth of feedback on all aspects of their experience in your organisation and will help you to identify the preventative measures you need to take in order to reduce your staff turnover. ■

Tracking sustainability

The EU Corporate Sustainability Reporting Directive (CSRD): How can SMEs begin to prepare?

What is the CSRD?

The Corporate Sustainability Reporting Directive (CSRD) is a new set of non-financial reporting guidelines. The overall goal of the new directive is to standardise sustainability reporting and to make it easier for stakeholders, including businesses, consumers, regulators and investors, to accurately compare the performance and progress of an organisation. The availability of this information will help drive the transition to a more sustainable, low carbon, circular economy. The reporting requirements will be in accordance with the European Sustainability Reporting Standards or ESRS and will need to be included in annual reports alongside financials.

The clock is ticking

The Corporate Sustainability Reporting Directive (CSRD) entered into force on 5 January 2023.

Commencing with financial years starting on or after 1 January 2024, this EU law requires all large companies and all listed companies (except listed micro-enterprises) to disclose information on what they see as the risks and opportunities arising from social and

environmental issues, and on the impact of their activities on people and the environment.

However, the CSRD requirements do not immediately apply to all businesses. From 2024, the reporting requirements apply to:

• Large companies:

- >250 employees and/or

- >€40M turnover and/or

- >€20M in total assets

Large companies include those that are not established in the EU but are listed in EU regulated markets or are EU-based subsidiaries of non-EU companies

• Listed companies

- Listed small and medium companies get an extra three years to comply with reporting requirements, and will be required to report as of 1 January 2026.

It is important to note that the in-scope company categories, as listed above, will be reporting on their full value chain. This means that they may require specific information from smaller businesses that form part of their supply chain.

While there are currently no specific reporting obligations for unlisted SMEs, there

are aspects of the CSRD that need to be taken into account by SMEs, especially if they have larger trading partners that are bound by the directive.

SME preparation

Companies will need primary environmental data from their supply chains and will need to consider the social impacts of their entire value chain.

Some specific metrics that SMEs should start to measure and track with immediate effect include:

• carbon footprint

• energy consumption and source

• water use and land use

• waste

• travel

• employee wages; diversity and inclusion policies

• health & safety policies; working conditions

• any initiatives that have been undertaken to improve the business’ sustainability

Voluntary SME reporting standards

Under the CSRD, there will be voluntary reporting standards for SMEs. Following these standards can help organisations to prepare for when they are required to report and effectively share information with larger trading partners. The voluntary standards cover general business information, mission and vision and their overall strategy and commitment to both short- and long-term sustainability targets. The reporting standards will also incorporate workforce information, health and safety policies, shareholder structure and governance, responsible business practices as well as key environmental data such as energy and carbon emissions and pollution, consumption, and waste management.

The standards are currently in draft form, but they lay out a roadmap for SMEs to start their reporting journey in line with the CSRD

Key takeaways

• Take stock of what information you already keep track of

• Keep your data organised in one place

• Make a plan for monitoring and measuring key metrics

• Form a green team that will be responsible for communication, action, and data.

Having this data tracked and recorded will make it easier for SMEs to report upstream to larger trading companies and their wider supply chain, when requested to do so

ENSO is a GS1 Ireland Solution Partner 2024 For further information and help on identifying and tracking the core data elements required by the CSRD regulations, please get in touch. Visit www.ensoimpact.com or www.gs1ie.org for details of the services and supports that are available to your business today. ■

(Sources: https://finance.ec.europa.eu/ and https://eur-lex.europa.eu/)

It’s not habit; it’s trust!

In this month’s column, marketing expert Colin Gordon reflects on the key factors that generate brand trust and the importance of continually monitoring this trust instead of committing a fatal marketing sin – taking your customers’ business for granted!

It’s worth thinking about how much faith you - we all in FMCG marketing have, or (in my case, had over my career) - in the daily acts of support people largely unknown to us give when they choose our brands The same is the case for retail operators. The fact that consumers choose to buy from our shops or buy our products is a wondrous thing.

Why should members of the public (or however you might describe customers/consumers) choose this shop or that product at this time, regularly? There is a huge amount of shopping units that they could choose; there is any number of brand choices to pick from Scarcity is not the issue. Nor is compulsion Consumers are not (in the vast majority of cases) required to buy products from your shop or you. It’s different if it’s a prescribed product (the clue is in the title “prescribed”) or if there is no real retail alternative to your storeincreasingly unlikely in a country where cars are so prevalent. It’s also a little bit different if it’s an ‘emergency’ shopping occurrence, but in the main all shopping is routine and non-prescribed

Routine behaviour

This routineness (if that’s even a word!) allows sales plans, all the way to business plans, to be written. It allows performance

measurements to be used - market shares,YOY growths, rate of sale, etc - to be presented and used as scales for good or less good evaluations (of spend, personnel, returns on capital etc.). I grant you this routine does not apply directly to new products or brands But, even here the performance measures allow marketers to identify weaknesses or opportunities for a launch or an opening.

Brand trust

However, this routine behaviour needs to be considered and understood Shoppers are not acting out of habit or in a thoughtless way. It’s been built up by trust. Trust in the brand in front of them or the name of the shop they enter. It’s the trust that the last time they supported you or your shop they weren’t disappointed. They saw value in their choice and are willing to‘go again’.

This value and trust comes from a whole range of attributes and properties These include the fact that it’s available in the first place, the quality of the packaging, the communication programme they’ve witnessed (on traditional media, or social media, or word of mouth, etc), the‘performance’ of the product. For example, for food

or drink, no waste is important i.e. it was consumed, whereas for a household cleaning item, it’s all about the cleaning, naturally!). The 4Ps in action.

Not losing touch

Trust and value can be lost very quickly. Keeping an eye to what consumers think about your brand is so important and yet we tend to resort to quant analysis too easily; the performance measurements I referred to above. This risks losing that touch we need to have with consumers. Otherwise, we take the trust for granted, we believe in the routine and we ignore the wider context.

Routine and habitual behaviour may be good for public service operations or for administrative processes in a FMCG organisation but they are certainly not appropriate for marketing. ■

“Shoppers’ routine behaviour needs to be considered and understood,” writes Colin Gordon. “Shoppers are not acting out of habit or in a thoughtless way. It’s been built up by trust.”

COLIN GORDON Marketing Expert

“Trust and value can be lost very quickly. Keeping an eye to what consumers think about your brand is so important and yet we tend to resort to quant analysis too easily.”

Slainté: Tradition in a bottle!

According to IMARC Group, the global Irish whiskey market size reached US$ 5.1 billion (€4.7 million) in 2023, and is expected to reach US$ 9.2 billion (€8.47 billion) by 2032, exhibiting a growth rate (CAGR) of 6.7% during 2024-2032. With these impressive statistics in mind, Gillian Hamill explores the Irish brands currently regaling whiskey fans with superb options

Hugely popular across the globe, Irish whiskey’s growth has boomed throughout the past decade Indeed, data from the Irish Whiskey Association has shown that exports surpassed 12 million cases in 2021, which represented a significant uptick from previous years.

The United States stands as the primary market for Irish whiskey, followed closely by Canada, the UK, and Germany. Notably, the appeal of premium and super-premium Irish whiskey variations is skyrocketing, fuelling growth in both value and volume With its wide range of offerings and esteemed reputation for quality and craftsmanship, Irish whiskey remains a thriving force in the global spirits industry

This has been driven by Irish whiskey’s increasingly diverse custom base A great example of this, was the new status announced earlier this year of ‘Women in Irish Whiskey’, as a not-for-profit representative organisation, alongside its new website, www.WomenInIrishWhiskey.com

Women in Irish Whiskey was set up by industry professionals and lifelong friends Heather Clancy and Anne-Marie Kelly, both from Co Kildare, to support women and gender diversity within the Irish whiskey industry through networking opportunities, encouraging career development and driving change in the sector

Commenting on the organisation, director

True spirit of Wicklow

Powerscourt Distillery continues its commitment to innovation with the brand’s recent release

The 18 year old Single Malt Virgin Oak Quarter Cask release is available exclusively at the home of Fercullen Whiskey and award winning Visitor Centre on the Powerscourt Estate in Enniskerry, Co Wicklow, only 30 minutes from Dublin.

The second instalment in Powerscourt Distillery’s quarter cask series, crafted from double-distilled 18 year old single malt, follows in the footsteps of its beloved Apple Brandy finish. This exceptional single malt has undergone a meticulous finishing process, spending nearly two years maturing in a handpicked selection of virgin oak quarter casks before being expertly blended to produce just 590 bottles.

Each quarter cask, with a capacity of 92 litres, offers increased wood contact per volume of liquid, significantly altering the whiskey’s characteristics, imparting a bold flavour profile in a shorter maturation period, as follows: >>

of the Irish Whiskey Association, which was a sponsor of the recent Women in Irish Whiskey networking event, Eoin Ó Catháin said: “Irish whiskey was once a male-dominated industry, however as our premium product is enjoyed by a broader and more diverse consumer base, the talent across all levels of our industry has too diversified.

“The Irish Whiskey Association’s Sustainability Roadmap published in 2022 indicates that the gender split across the industry is now 63% male, 37% female Our ambition is for increased gender parity in the years to come – to better reflect those who enjoy Irish whiskey today.”

*(Source: www.imarcgroup.com)

Fercullen Single Malt is available at 46% ABV, retailing at ¤55

Fercullen Single Malt offers the awardwinning “True Spirit of Wicklow”

Nose: Toffee apple, orange marmalade on toast, chocolate chip cookie, oak on a campfire

Taste: Maple syrup, black cherry jam, toasted oak and hazelnuts.

Finish: Vanilla fudge, milk chocolate, peanut butter, toasted oak.

Exclusively available online at www.powerscourtdistillery.com or in the distillery shop, this whiskey is non chill filtered and bottled at 46% ABV with a retail price of €150

Meanwhile, the award-winning “True Spirit of Wicklow” Fercullen Single Malt is available at 46% ABV, retailing at €55. Fercullen Falls offers a uniquely blended whiskey with 50% malt, ideal for mixing with 43% ABV, retailing at €38.

Both expressions are available widely throughout the country in all reputable retailers and Barry & Fitzwilliam

A maverick spirit!

Clonakilty Distillery is proud to announce its recent success at the World Whiskies Awards, where it took home the prestigious title of The

Celebrating a double delight!

World’s Best Irish New Make & Young Spirit. This marks the third win for Clonakilty in the new make category within the past five years.

Michael Scully, founder of Clonakilty Distillery, expressed his delight, stating: “We are thrilled to have received this award for our single malt new make, especially after our previous awards in 2020 and 2023 for our single pot still new make.”

“Winning this award in three of the past five years is a testament to the distillers and the entire team at Clonakilty,” he adds.

“It’s In Our Nature,” as they say at Clonakilty It takes a certain maverick spirit to transform the vision of establishing a craft distillery into a reality And you’ll find that spirit in Clonakilty, on the south-west tip of Ireland. An ancient, rocky coastline where 3,000 miles of ocean finally collide with land. Where whales bask offshore and the weather’s so wild, even the lighthouse keepers gave up

Out here, people do things their own way Like the Scully family Farming the same land for nine generations. Taking the considered view that Irish whiskey could be improved, by harnessing natural elements in a unique and

Hinch Irish Whiskey is basking in the glow of international acclaim after securing not one, but two prestigious titles at this year’s World Whiskies Awards. The awards dinner, held in London at the prestigious Merchant Taylors’ Hall, saw Hinch Irish Whiskey clinch the coveted titles for ‘World’s Best Blended Irish Whiskey’ and ‘World’s Best Blended Irish Whiskey Limited Release.’

The World Whiskies Awards, organised by Whisky Magazine, is an annual celebration recognising excellence in whiskey worldwide It is a platform where the finest whiskies are judged by a panel of international experts, making it a significant event in the global whiskey calendar This year’s competition was fierce, with numerous Irish whiskey brands vying for the prestigious ‘World’s Best’ accolades. However, Hinch Irish Whiskey emerged victorious in two highly competitive categories, further solidifying its position as a leader in the whiskey industry

Hinch’s 5-Year-Old Double Wood was awarded the title of ‘World’s Best Blended Irish Whiskey’, a testament to its exceptional quality and the mastery behind its creation. This exquisite whiskey known for its double wood maturation process, has captivated the palates of connoisseurs and casual enthusiasts alike and was described by

more sustainable way So they did just that.

Building a distillery Growing their own barley where the salty air, soft rain and mist infuse every grain. Boring deep into the ancient rock to draw the purest, clearest spring water.

The World Whiskies Awards represent the pinnacle of excellence in the whiskey industry, celebrating the finest expressions from around the country With so many exceptional whiskies to choose from, discerning consumers and collectors alike rely on the expertise of its panel of judges.

This year, Clonakilty Distillery’s Single Malt New Make Spirit captured the title of The World’s Best Irish New Make & Young Spirit. A quintessential Irish Single Malt, this spirit is crafted from locally sourced malted barley and triple distilled in copper pot stills, embodying the essence of its sustainable coastal heritage

Established in 2018, Clonakilty Distillery is a family-owned and operated distillery on Ireland’s South West Coast, along the popular Wild Atlantic Way. The distillery makes award winning whiskies, gins, and vodka.

The World Whiskies Awards are the gold

The World Whiskies Awards 2024 has once more underscored Hinch Irish Whiskey’s dedication to excellence and ingenuity

judges as ‘a sensory journey with notes of vanilla, pear caramel, and heather honey, captivated the palate with its clean and complex character.’

In addition, Hinch’s innovative collaboration with Whitewater Brewery, Craft & Casks Imperial Stout Finish, was honoured with the ‘World’s Best Blended Irish Whiskey Limited Release’ award This special edition whiskey, which marries the rich, malty flavours of stout with the nuanced character of Irish whiskey, represents the pinnacle of collaborative craftsmanship and has received widespread acclaim for its originality and taste

Dr Terry Cross OBE, chairman of Hinch Distillery, expressed his delight at the double win, noting: “We are honoured to receive such prestigious recognition for our Hinch 5-Year-Old Double Wood whiskey This award is a testament to our unwavering commitment to crafting exceptional spirits that delight whiskey enthusiasts worldwide.”

Michael Morris, international sales director at Hinch Distillery, added: “I am immensely proud of our team at Hinch Distillery for their dedication and commitment to crafting exceptional spirits. Winning these prestigious awards at the World Whiskies Awards is a testament to our relentless pursuit of excellence and innovation. This year’s event witnessed the recognition of several Irish whiskey distilleries and brands, further highlighting the growth and strength of Irish whiskey across the drinks industry.”

The World Whiskies Awards 2024 has once more underscored Hinch’s dedication to excellence and ingenuity in the craft of whiskey production. As the group commemorates these exceptional accomplishments, Hinch Irish Whiskey says it persists in establishing the benchmark for quality and creativity within the industry, propelled by an ongoing investment in its distillery, team and the development of brands.

Hinch’s innovative collaboration with Whitewater Brewery, Craft & Casks Imperial Stout Finish, scooped the ‘World’s Best Blended Irish Whiskey Limited Release’ award

Hinch’s 5-Year-Old Double Wood was awarded the title of ‘World’s Best Blended Irish Whiskey’

30 CATEGORY FOCUS Irish Whiskey

standard of global whiskey awards, selecting the very best in all the international recognised styles, award and promote the world’s best whiskies to consumers and trade across the globe

Reimaging possibilities for flavour

Roe & Co Irish Whiskey recently launched its latest expression by head distiller Lora Hemy; Roe & Co Solera Single Malt Irish Whiskey

A vibrant, permanent addition, this uses the solera method which incorporates fractional finishing of whiskey across a range of age and cask types, including the first ever casks produced at the Roe & Co Dublin 8 Distillery A first for the brand, and a process rarely used in the Irish whiskey industry, Roe & Co Solera Single Malt Irish Whiskey re-imagines the possibilities of flavour using four criaderas of hand-selected casks, American Oak ex Bourbon barrels, newly Alligator charred American oak barrels, Chestnut barrels and four different types of Sherry casks.

The result is an ever-evolving flavour profile over time, that delights the palate in a variety of different serves. Tasting notes include maple syrup and caramel, with complex notes of roasted walnut, truffle, wood spice, and dried fruits.

Profoundly rich and perfectly balanced

Discover The Busker Small Batch Double Aged Collection The Busker’s Small Batch Whiskeys are double matured by using a limited number of casks accurately selected by its team from its warehouse in Royal Oak Distillery, Co Carlow. The Small Batch Collection has been personally selected by master blender Caroline Martin. These exclusive releases are the best expression of what the Royal Oak Distillery has to offer within the premium category

The first in this collection was released in late 2023: the award-winning Single Pot Still Small Batch. Double aged in Bourbon and Oloroso Sherry Casks, and non-chill filtered to preserve the taste and aromas. Tasting notes include fruit notes, raisins, sultanas, prunes and figs, warming spice ginger and cinnamon. Long, smooth and mellow finish. On the nose, the Single Pot Still gives leathery, profoundly rich, complex, robust, fresh pipe tobacco aromatic, rounded and perfectly balanced aromas. Best enjoyed neat, or on the rocks.

The Small Batch Single Pot Still has won Gold at the San Francisco World Spirits Competition 2023, Silver at the World Whiskey Awards 2024, and 93 points in the Ultimate Spirits Challenge 2023.

With a new take on the packaging side, the Small Batch Single Pot Still is corked, and has the Royal Oak Distillery logo embedded into the glass. This new look will be showcased by the Busker Premium Single range later this year

The Busker is proudly distributed by Barry & Fitzwilliam

The Busker’s exclusive releases are the best expression of what the Royal Oak Distillery has to offer within the premium category

Roe & Co Solera Single Malt Irish uses four criaderas of hand selected casks

founder Daniel E Williams, who had a soft spot for dogs and a vision for how to bring Tullamore D.E.W. to new drinkers all over the world. He wanted a symbol that captured Tullamore D.E.W.’s community values – loyalty, friendship, and strength. Desmond commissioned the original drawing of the Wolfhound and put it on the bottle in the 1950s. This proud hound will now be front and centre on every bottle of Tullamore D.E.W. across the globe

For the people, by the people

West Cork is a true Irish whiskey: for the people, by the people

The distillery takes pride in making whiskey for everyone to enjoy. In fact, there’s 140 people in West Cork Distillers, who love a decent whiskey and work hard to make one for people just like them.

Head distiller, Lora Hemy, recommends serving it neat, on the rocks, with a dash of water, or as a delicious base in your favourite cocktail. The non-chill filtered Roe & Co Solera Single Malt first edition is a beautifully complex Irish whiskey, bottled at 46% ABV. Available in key outlets nationwide and in the Roe & Co Distillery, the new whiskey has an RRP of €85. It is also available in global travel retail with additional markets to follow. For more information, visit www.roeandcowhiskey.com

Fresh twist on 200 years of whiskey tradition

Big news from the heart of Ireland! The awardwinning Tullamore D.E.W. has launched a fresh new look. The updated design honours the brand’s roots in Tullamore, a nod to its close to 200-year-old tradition of whiskey making, and a wink to its ever-growing global community of whiskey drinkers.

The modern label makes Tullamore town the star, with a palette of rich greens mirroring the Irish countryside where the town is located. The eye-catching design also tips its hat to the brand’s history, featuring the iconic Irish Wolfhound front and center

Wondering why the Wolfhound? It’s all thanks to Desmond E. Williams, grandson of

The Tullamore D.E.W. bottle itself has also received some love It retains its iconic shape but boasts a sleeker, rounder profile (losing up to 27% in glass weight) for a better grip and pour The new twist cap, carrying the founder’s signature, makes opening a breeze The goal? To make the toasting experience with Tullamore D.E.W. as smooth as the whiskey

Speaking on the packaging refresh, Kate Webb, global innovation manager for Tullamore D.E.W., said: “This isn’t just about a fresh coat of paint. The redesign symbolises our enduring passion for our brand, our history, and the smooth whiskey we’ve been sharing with the world since 1829

“Tullamore is not just a name – it’s our home, and the spirit of our close-knit community inspires everything we do

“We’re delighted to bring back our loyal and proud mascot, the beloved Wolfhound, to the front of the bottle With this fresh look, we’re ready to welcome a new generation of drinkers to discover Tullamore D.E.W. Whiskey, the perfect companion for a good time with friends.”

Tullamore D.E.W.’s new look was rolled out on shelves in Q1 2024 Tullamore D.E.W. is also kicking off a global campaign across TV, OOH, and digital in various markets, including the USA, Germany, and the Czech Republic.

Fans can flaunt their small-town spirit on social media: @tullamoredew.

To learn more about the new design and its ties to the brand’s history and values or about the ‘Be More Tullamore’ campaign, visit www.tullamoredew.com

‘Glasses up to Responsible Drinking’.

The brand has done it the hard way: Before even making whiskey, West Cork Distillery made its own stills (ask the team about the rocket!).

The brand has invented and patented its own distilling techniques, noting: “It’s been tough but wait till you taste the whiskey

“We don’t go in for dressing it up, droning on about how it smells or who’s second cousin grew the barley.

“It’s great whiskey at a decent price.

“If you’re into that sort of thing.”

The brand advises trying its West Cork Highball cocktail for true Irish whiskey refreshment. ■

On your team

Sales and marketing companies support brands with big company mentality, exposing them to new opportunities, fresh markets and equipping them with the knowledge to grow your brand at the right pace and through the correct channels. ShelfLife looks at some of the most dynamic sales and marketing companies in the Irish market at present

Regardless of scale, retailers invariably encounter obstacles when it comes to expanding their customer base driving sales, and fortifying brand presence. This is where sales and marketing companies step in, offering specialised expertise to customise strategies to meet the unique requirements of your business.

According to Enterprise Ireland: “Unlocking the full potential of your brand necessitates partnering with a specialised sales and marketing distribution agency. By harnessing their extensive expertise, you can effectively secure loyal customers in today’s dynamic market landscape Allow them to adeptly navigate the challenges of identifying your niche, keeping tabs on competitors, and staying attuned to consumer trends.”

When considering outsourcing partners, brand owners should prioritise finding a partner that aligns with their values, goals, and specific brand needs. Brand owners can tap into the expertise of their outsourced solutions

partner, knowing they hold a track record of driving sales growth for a diverse range of brands. According to SHS Sales & Marketing, “Insights play a pivotal role in our approach, as we believe in translating consumer insights into actionable strategies. Our sales team, armed with channel expertise and category knowledge cultivates excellent relationships with buyers and utilises market and consumer insights, along with brand owner data, to anticipate and shape market dynamics.”

These companies pride themselves on proactive communication and a collaborative approach, ensuring brands receive the attention and support they need to thrive in the Irish market.

When selecting a new distribution partner, it’s essential to consider factors such as industry knowledge track record of success and the ability to tailor solutions to meet unique needs because at the end of the day every brand is different and requires a

unique skillset to bring it to the next level.

In-house marketing teams can compile initiatives that they know will work in the Irish market place and return tangible results. This can be a real game-changer for small brands in particular that don’t have the experience or knowledge and indeed time to do this for their own brand and can sometimes be too close to the brand to really evaluate what it needs to succeed.

Taking your brand from the domestic to the international market is a path not many companies will know how to navigate With the right sales and marketing company this can be an easy transition as many companies have distribution hubs in Ireland, Northern Ireland and the UK providing an ideal footprint to seamlessly build brands in the UK, Europe and beyond.

We take a look at four of the most high profile and ambitious sales and marketing companies that are making a real difference to the future of the brands they represent.

Ice Cream Sales, Marketing & Distribution Irish Whiskey

GM Marketing Ltd

Turning ambitions into reality

Fact file

Address: 9 Hillview Road, Belfast, BT14 7BT

Phone: 00 44 28 9026 7080

E-mail: info@gmmarketing.co.uk

Web: www.gmmarketing.co.uk

Key brand partners

• Tilda

• Yazoo

• Fox’s

• Nando’s

• Filippo Berio

• Canti

• MOTH

• Costa

• Eddie Rocket’s

• Jamie Oliver

• Crespo

• Fiid

• Gallo

• Free’ist

• Favourit

• The Celtic Collection

• Home Essence Company spotlight

Can you tell me about GM Marketing? We’re here to turn big ambitions into a reality Working with brands who align with our growth mindset, we want to evolve the landscape of FMCG distribution and marketing through impactful, progressive brand partnerships.

We are passionate and committed to unleashing the potential of our customers, team and brands, doing right by them all in the process.

Established in 2000, we are a privately owned Irish business with distribution hubs in Dublin (IRE), Belfast (NI) and Rugby (GB), providing an ideal footprint to seamlessly build brands in the UK, Ireland and Europe Brexit means GM is in a unique position to have access to the UK and EU markets through our HQ in Belfast. We’re experts in our field and an advocating voice for our brands to navigate changing policies including the Windsor Framework. Putting it simply, we’ve mastered customs.

Operating in all major channels, including grocery convenience and off licence, across the island of Ireland, our team provides full coverage of key accounts. All agencies provide differing services working towards the same goal; can you outline the key benefits that this work brings to a brand?

At GM Marketing, we bring a wealth of expertise and experience to the table, honed over years of working with diverse brands. Our team are solution orientated and customer centred, navigating customs and servicing our customers from our owned warehouses. With a strong sales team including national account controllers and field sales covering over 1,500 calls monthly across 700+ accounts we’re unlocking unparalleled expertise to propel brands to new heights in Ireland. Our in-house marketing team allows us to craft compelling shopper and trade marketing initiatives that strike a chord with Irish consumers and return measurable outcomes.

We pride ourselves on our proactive communication and collaborative approach, ensuring that brands receive the attention and support they need to thrive in the Irish market. An outsourcing partner can benefit brands of all sizes; what should a brand be looking for, to best benefit its particular product? When selecting a new distribution partner brands should look for a company that aligns with their specific goals and values. It’s essential to consider factors such as industry knowledge, track record of success, and the ability to tailor solutions to meet unique needs. At GM Marketing, we understand that every brand is different, and we work closely with our partners to develop customised strategies that deliver tangible results. Our flexible approach ensures that your product

receives the attention and support it deserves. More than just a distributor, we’re the partner of choice for brands who want to grow – small enough to care about every single brand we work with and big enough to make an impact for the brands we champion.

What can the expertise an outsourcing partner provide in terms of relationships with retailers, and getting the product through the last step and into consumers’ hands?

We’re working to evolve FMCG brand building through our experience and expertise; and through dynamic collaboration, we are committed to unlocking the potential of our brand partners. Punching above our weight, we’re hungry for success

The key advantages of partnering with GM Marketing is our extensive network of relationships with retailers across the island of Ireland and GB and access to our senior team who are intrinsically involved in both the high-level strategy and the customer level detail. We’re a fast-moving and reactive business that thrives on delivering great work in a demanding landscape Our team has cultivated strong connections with leading retailers, allowing us to navigate the complexities of the retail landscape with ease We anticipate changes, respond promptly, and adapt swiftly, seamlessly navigating the dynamic business landscape of the FMCG sector, remaining agile in the face of opportunities and challenges and effortlessly pivoting to optimise outcomes. From negotiating shelf space to executing impactful marketing campaigns, we leverage our expertise to ensure that our brand partners reach consumers efficiently and effectively

Trust is the unwavering cornerstone of our business, ensuring reliability and integrity in everything we do With 24 years of experience, we have a proven track record of delivering results; we’re tried and tested. Just ask any of our brand partnerswe’re here for the long haul.

With GM Marketing as your distribution partner, you can trust that your product will not only make it onto the shelves but also into the hands of eager consumers, driving growth and success for your brand.

GM Marketing is passionate and committed to unleashing the potential of its customers

SHS Sales & Marketing

Elevating Brands

Fact file

Address: Unit Q1, Aerodrome Business Park, Rathcoole, Co Dublin, Ireland

Tel: 00 353 (1) 401 6200

Email: info@shs-sales.ie

Web: www.shs-sales.ie

List of brands/brand partners:

• Meridian

• Fox’s Burton’s Companies

• Crucials

• Terry’s Chocolate Orange

• Thompson’s Punjana

• Primula

• Irish Popcorn & Snackfood Company Ltd

• Princes

• Twinings

• ZIP

• Maguire & Paterson

• Cricket

• Reckitt Household

• Reckitt Healthcare

• Freudenberg

• BioBag

• Mentholatum

• Scholl

• Bottlegreen

• Shloer

• WKD

• Rocks

• Tommee Tippee

• Organix

What are the key benefits that your services bring to a brand, such as expertise and communication?

SHS Sales & Marketing is one of Ireland’s largest sales and marketing companies, renowned for its expertise, market knowledge and commitment to excellence. Our team brings unparalleled expertise to the table, crafting innovative strategies and executing meticulous merchandising plans to drive brand success Leveraging comprehensive market insights, we ensure brand prominence, visibility, and impact in a

competitive landscape Central to our success is our people-centric culture, fostering collaboration, creativity, and continuous learning to build lasting relationships based on trust and mutual success

How can a brand identify the best outsourcing partner to benefit its particular product?

When considering outsourcing partners brand owners should prioritise finding a partner that aligns with their values, goals, and specific brand needs. At SHS, we believe in the power of partnership to drive brand growth. By selecting SHS as your outsourced solutions partner, brand owners can tap into our expertise and track record of driving sales growth for a diverse range of household brands.

Our success lies in our ability to form strategic alliances and capitalise on synergies within product portfolios. For instance, by combining the Cricket Lighters and Standard Brands portfolios, we were able to leverage our strength and scale in the ignition category, gain market share in the lighter category, and achieve market-leading in-store execution.

Insights play a pivotal role in our approach, as we believe in translating consumer insights into actionable strategies. Our sales team, armed with channel expertise and category knowledge, cultivates excellent relationships with buyers and utilises market and consumer insights, along with brand owner data, to anticipate and shape market dynamics.

A testament to our capabilities is the successful start to the year for Meridian, Ireland’s number-one peanut butter brand. Our team seized the opportunity presented by the consumer shift from Christmas indulgence to health-consciousness by executing impactful in-store feature displays and creatively leveraging display space for occasions like Pancake Tuesday.

Our team offers expertise, strategic alliances, insights-driven strategies, and a proven track record of driving growth for diverse product portfolios. SHS represents a number of iconic brands including WKD, Burtons Biscuits, Punjana, Meridian, Shloer, bottlegreen, Finish, Vileda, Maguire & Paterson matches, Cricket lighters and Zip ignition products.

What expertise can your outsourcing partner provide in terms of relationships with retailers and ensuring products reach consumers effectively?

SHS Sales & Marketing devised high-quality merchandising

Vileda, where achieved growth of 34% across range in 2023 for they the

When partnering with SHS to outsource your brand, you gain access to a wealth of expertise aimed at optimising your brand’s potential, anticipating market needs, and ensuring outstanding results. We understand that flexibility is paramount, which is why we tailor our services to suit your brand’s unique needs and goals.

We devise and implement tactical solutions to achieve your brand’s strategic goals. Expertly designed and high-quality merchandising is crucial to ensuring maximum visibility for your brand in the retail environment. A prime example of this is our support of the Vileda brand, where we achieved excellent growth of 34% across the range in 2023. Notable performers included the Turbo Smart Mop/Turbo Refill and Supermocio Mops, among others.

Launching new products like the Spin & Clean Mop further contributed to our success, with Q1 YTD delivering 31% growth. We offer a wide range of merchandising solutions tailored to each retail space, ensuring consistency and high standards across in-fixture shelves and secondary displays For instance, in response to increasing consumer demand for selfmedication during the cold and flu season, we collaborated with Reckitt’s Healthcare team to develop impactful in-store branding for their winter medication range, securing ladder displays and free-standing display units to enhance visibility

Similarly, Punjana, a new addition to our portfolio in 2023, has experienced brand growth since partnering with SHS. Our commitment to excellence in merchandising and strategic partnerships with retailers ensures that your products reach consumers effectively, driving growth and success for your brand.

By combining the Cricket Lighters and Standard Brands portfolios, the company was able to leverage strength and scale in the ignition category, gain market share in the lighter category, and achieve market-leading in-store execution

A testament to SHS’s capabilities is the successful start to the year for Meridian, peanut butter brand by executing impactful in-store displays and leveraging display space for occasions like Pancake Tuesday

Ampersand

Connesting brands, retailers and consumers

Fact file

Address: Naas Road, Clondalkin, Dublin 22, D22 XN73

Phone: 01 413 0100

E-mail: info@ampersandsales.ie

Web: ampersandsales.ie

Key brands

• Cleeve’s Irish Confectionery

• Sonas Sweets

• Rioja Vega

• Agio Cigars

• Pasqua Wines

• OCB

• Clipper Lighters

• Lost Mary

Allegro Sales & Marketing Connesting brands, retailers and consumers

Fact file

Address: 2nd Floor Unit 3, Nexus Building, Blanchardstown Corporate Park 1, Dublin 15, D15 TPW8.

Phone: 353 1 858 0600

E-mail: info@allegro.ie

Web: https://www.allegro.ie

• Weetabix

• Maggi,

• Siucra

• The Bakehouse

• Nairns

• Lilys Kitchen

• Froosh

• Pukka

Coty Beauty:

• Rimmel

• Sally Hansen

• Sun Shimmer

• Wella

• Clairol

• Max Factor

• Adidas

• David Beckham

• Vera Wang Personal Care:

• Nivea

• Elf

• Ballymaloe

• Maguire & Paterson Matches.

Company spotlight

Ampersand, a family-owned business established in 1947, stands as Ireland’s premier FMCG Sales and Marketing distributor to the convenience and offlicence sector The company name derives from the “&” symbol, symbolising its role as a connector between brands, retailers and consumers.

With a diverse, award-winning product portfolio sourced from over 50 suppliers worldwide, Ampersand specialises in confectionery, snack foods, wine, cigars, tobacco accessories, and vaping products. Ampersand trades with all retail groups and offers a range of services to launch cuttingedge brands onto the market.

Ampersand offers nationwide distribution, catering to over 3,000 direct accounts across Ireland, reaching every town and shop format. Key brands within its portfolio include Cleeve’s Irish Confectionery, Sonas Sweets, Rioja Vega, Pasqua Wines, Agio Cigars, OCB, Clipper Lighters and more.

• Eucerin

• Elastoplast

• Atrixo

• Labello

• Lil Lets

• Savlon

• Nelsons

• Science Of Skin

Baby:

• Caldesene

• Milton

• Caldespray

• Lil lets Maternity

Household:

• Zoflora

• Duck

• Mr Muscle

• Pledge

• Raid

• Glade

• Cherry Blossom

• Ecover

• Raytex

• Willow Warm

• Woodsilk, Luxury:

• Coty luxury (Hugo Boss, Calvin Klein, Gucci, Joop!, Marc Jacobs, Burberry, Lancaster, OPI) Patchology

• This Works

• Formula Prescott

Allegro Ltd is one of the largest and longest established sales marketing and distribution companies operating in Ireland. Allegro’s proven capability to deliver varied yet cost effective sales solutions to our clients is achieved through a clear focus on the distinct needs of our individual clients to accomplish quality driven results.

Additionally, Ampersand supports other Irish distributors in brand distribution to the convenience and multiple sectors, handling brands like Lost Mary, Elf, Ballymaloe, and Maguire & Paterson Matches.

Backed by a dedicated sales team of ten experienced representatives, Ampersand ensures nationwide coverage across all trade sectors. This team fosters strong relationships with customers, offering tailored presentations, promotions, and product knowledge to meet individual store needs.

Leveraging trade and consumer marketing expertise, Ampersand collaborates closely with brand partners to develop targeted brand-building strategies and activities. In addition, Ampersand excels in key account management and relationships with retail head offices.

Ampersand’s proven track record in brand distribution, sales, and marketing makes it a trusted partner for brand owners seeking growth in Ireland. For enquiries about unleashing your brand’s potential with Ampersand, contact info@ampersandsales.ie

PRM

Connesting brands, retailers and consumers

Fact file

Address: 16 Rathdown Road, Lissue Industrial Estate, Moira Road, Lisburn, BT28 2RE

Phone: +44 (0) 28 9262 0200

E-mail: sales@prmgroup.co.uk

Web: www.prmgroup.co.uk

Key brands

Fage, Müller, Nomadic, Cully & Sully, Gosh!, Herta, Galberts, Onken, Kinder Chilled, William Carr, Carbery Cracker, Innocent Drinks, Dubliner, Rosie & Jim, Bernard Matthews, Rustlers, Isle of Man

Creamery, Cookstown, Cottage Desserts, Clandeboye Yoghurt, Mash Direct, Linda McCartney’s, Flora, Elmlea, Stork, Yazoo, Sunny D, Gazebo, Spring Fresh, Giovanni Rana, and most recently, Oddlygood. For over 35 years PRM has provided a route to market for leading chilled & frozen food brands across Ireland, Great Britain and Europe Specialising in sales, distribution, haulage, logistics and production, we create powerful relationships between our suppliers, customers and their consumers. >>

Solutions To Distribution

Through its award-winning sales and distribution model, it has excelled in turning new market entrants into chilled category leaders. Its dedicated trading managers work with brand owners to develop a mutually beneficial joint business plan, which is designed to drive distribution, penetration and sales growth.

Working with a portfolio of more than 30 leading brands, PRM provides a route to market to the retail, wholesale and food service sectors across Ireland. Its commercial team of food industry experts are equipped to provide complete or part management of your brand in the Irish market. Its goal is to act as an extension of our supplier’s operations and tailor its offering to suit the needs of your business.

As a company based in Northern Ireland importing and exporting products to and from Ireland, Great Britain and mainland Europe daily, we are in a unique position to offer a solution to distribution issues that many of suppliers and retailers have faced as a result of Brexit and the Windsor

Framework. Its in-house customs team ensure that all customer and supplier requirements are managed efficiently and effectively to ensure a seamless journey to PRM and onward distribution across the Island of Ireland.

Trust in its experience

PRM offers expertise in key account management and maintains strong relationships with retail head offices. The team have a wealth of experience in trade

marketing and work closely with all their brand partners to activate impactful in-store campaigns.

In addition, its highly experienced team of five business development representatives offer all Ireland coverage in all trade sectors supported by our internal sales support team. The sales team have developed strong relationships with their customers and have extensive product knowledge, offering tailored presentations, promotions, and a product offering to best suit each stores unique requirements.

A complete service

PRM understands that continuity of service is vital for brand owners in the FMCG industry It offers a comprehensive set of in-house Third Party Logistics services to provide complete control of your route to market from production facility to customer base across Ireland, GB, and Europe Its operation platform is powered by its modern fleet of over 30 temperature controlled vehicles, which operate from its industry-leading logistics facility Each is equipped with the latest GPS tracking software ensuring full visibility of stock movements, temperature control, vehicle efficiency and delivery times. ■

Get the scoop

As the summer is quickly approaching, sales ice cream are set to soar as consumers try to cool down from the summer heat

As temperatures rise and the sun graces us with its warmth, the demand for cool, creamy delights is expected to skyrocket. Whether it’s a refreshing scoop of gelato enjoyed on a stroll or a milkshake on a sunny afternoon, ice cream is the quintessential treat of the upcoming summer season.

A report by Nielsen reveals that impulse ice cream purchases contribute significantly, constituting 30% of total sales. The ice cream market is booming, available year-round in various establishments beyond summer and local ice cream vans. From cafes and restaurants to service stations and supermarkets, these treats have become staples.

According to GlobalData, the dominant segment in the ice cream industry in Ireland is the ‘take-home and bulk ice cream’ category, leading in terms of value However, the ‘impulse ice cream – single serve’ category is projected

In the mood

Magnum, Ireland’s number one ice cream brand , has unveiled its latest duo innovationMagnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie This groundbreaking launch offers a unique multisensory experience as it introduces Magnum’s first ever sorbet and ice cream combination.

Magnum Euphoria Pink Lemonade and Magnum Vegan Chill Blueberry Cookie mark a first for the category in the Ireland with mood-inspired ice cream. These exciting new flavour combinations are based on the two distinct moods consumers can experience when eating ice cream. For Euphoria the inspiration comes from the emotional state of extreme happiness, while Chill is inspired by the feeling experienced during an emotional state of relaxation.

Euphoria Pink Lemonade consists of a surprising raspberry sorbet core in the iconic Magnum shape, wrapped in citrusy lemon ice

to experience the most rapid value growth.

As for distribution, hypermarkets and supermarkets reign supreme, commanding a substantial 57.9% share of the market’s value

When it comes to distribution, hypermarkets and supermarkets emerge as the primary channels for ice cream sales across the nation. Flexible packaging stands out as the predominant choice for packaging materials within the sector The demographic group driving the highest consumption of ice cream in Ireland is children and babies aged between 0 and 15 years old.

According to Mintel’s ‘The Future of Ice Cream 2023’ report, ice cream brands worldwide are adapting to meet consumer demands amidst economic challenges. They are emphasising value while still providing small indulgences that resonate with nostalgic tastes.

cream with popping candy and provides consumers with complementary and intense flavour profiles.

Magnum Chill Blueberry Cookie provides a multi-sensory experience with a smooth blueberry sorbet core encased in vanilla biscuit flavour ice cream and crunchy cookie

Co-branding and innovative takes on traditional flavours are becoming popular strategies. Consumers are increasingly interested in healthier ice cream options without compromising on taste Younger demographics, in particular, are seeking functional benefits from their ice cream, such as increased energy

Ice cream companies are also addressing sustainability concerns to alleviate consumer guilt, aligning with the growing interest in environmentally friendly practices. In the US, 24% of consumers are showing interest in ice cream with functional benefits, indicating a shift towards more health-conscious choices in the market.

The future of ice cream promises to be both exciting and delicious, with brands worldwide innovating to meet the diverse needs of consumers. With a growing interest in functional benefits and sustainability, the ice cream market is poised for continued evolution, ensuring that everyone can indulge in their favourite frozen treats.

pieces. Chill is a vegan ice cream which provides delicious innovation in flavour and also supports Unilever’s sustainability targets through growing plant-based sales.

Euphoria and Chill are available from retailers nationwide in both Take Home and Single formats.

Magnum shares biggest launch of the year with mood

More is more in 2024

Ben & Jerry’s – Ireland’s number one luxury ice cream brand1 is expanding its Sundaes range with two indulgent new SKUs inspired by an iconic American dessert, the s’more. Both Marshmallow & S’more and a non-dairy NPD, Oat of this Swirled, hero the s’more’s star ingredient, toasted marshmallow - a top ingredient according to recent CMI consumer research Both brand-new s’mores inspired ice cream flavours are fully loaded with cookie chunks, toasted marshmallow-y swirls, topped with a soft whipped top that Ben & Jerry’s Sundae flavours are famous for, and finished off with traceably sourced Open Chain chocolatey chunks - providing more indulgence in every spoonful.

The values-led ice cream maker is also introducing a new SKU, Spectacu-love, as a decadent addition to its core collection. Inspired by market insight that demonstrates a popular consumer trend of speculoos cookie, the fully loaded tub is jam packed with chunks of crunchy, golden speculoos cookies, nestled into sweet cream ice cream with swirls of complimentary smooth caramelized cookies.

Ben & Jerry’s three mouth-watering new flavours are available now in retailers nationwide

More than just a treat

In today’s dynamic business landscape, survival hinges on innovation. At Smooch Ice Cream, they recognise that it’s more than just offering a treat; it’s about delivering a complete experience. With Smooch, it’s not just about building a customer base; they are crafting a community, fostering memories, and forming lasting relationships with both their business partners and customers across various social platforms.

Why do retailers love working with Smooch? It’s simple They handle it all. Their solutions effortlessly boost revenue without the hassle of cleaning, maintenance, or marketing headaches. That’s why prestigious retailers

continue to join their ranks, with their clientele steadily expanding. Retailers love it because they handle everything: installation, training, products, recipes, maintenance, marketing, and more.

How does brand loyalty drive their expansion?

Currently boasting nearly 200 sites nationwide and expanding into the UK, Smooch’s growth reflects the loyalty they’ve cultivated. But why have they thrived to this extent? It’s because they understand that Smooch’s mission goes beyond merely selling ice cream; it’s about providing unwavering support and innovative solutions to their clients. Smooch doesn’t just act as a brand; they are true partners to every business they engage with.

What sets their technical expertise apart?

Smooch turns concepts into reality with their 2msq modular unit. Their team of skilled fitters and engineers expertly utilises available space to craft visually stunning Smooch stands tailored to each site’s unique needs and location within the store.

Leading in Ireland, Smooch’s innovative support and seamless fully managed solutions make us the trusted choice for retailers when choosing an ice cream concept. Join Smooch to elevate your business hassle-free and see how Smooch’s expanding reach translates into increased sales and profits, demonstrating the value they bring to retailers. Contact Dairyglen today to get started.

You Scream!

BWG Foods’ exclusive I Scream concept offers an extensive choice, ranging from the traditional 99, to Super Sundaes and indulgent milkshakes that can be tailored to suit each store depending on the customer demand in as little as 1.2m of eye-catching space. This year we are “screaming” about I Scream with a new eye-catching and humorous marketing campaign.

Between eye-catching in-store assets and dynamic social media activity we are certainly capturing the consumers’ attention in what is an increasingly competitive space.

BWG’s I Scream concept is an innovative

point of differentiation for BWG’s retailers across the Spar, Eurospar, Mace, Londis and XL nationwide networks.

This compact ice cream parlour concept offers a wide range of flavours, toppings and on-trend serving solutions including indulgent Screamer milkshakes blended with Snickers, Aero, or Crunchie bars and luxurious Super Sundaes featuring brand favourites such as Lotus Biscoff, Kinder Bueno, Oreo and Reece’s Peanut Butter cups.

There are also exciting seasonal offers to drive sales all year round. BWG retailers, for example, have firmly stepped into the artisan ice cream shop realm, offering customers extensive I Scream seasonal menus and combinations such as a ‘Lucky Green Cone’ to celebrate St Patrick’s Day and the Bunny Sundaes are always big sellers during the Easter period.

The ice cream market in Ireland is a dynamic and ever-evolving landscape, shaped by consumer preferences, market trends, and cultural influences. From traditional favourites to innovative creations, the love for ice cream runs deep in Ireland, transcending seasons, and generations and BWG’s exclusive I Scream concept is a true favourite across all Spar Eurospar, Mace, Londis and XL stores.

Classic Club

This summer there’s good news for all lovers of drinks brand Club as they can now enjoy their favourite flavours in a frozen format. Rose Confectionery has collaborated with Club to launch new Club Squeezee Freeze Pops – ambient ice pops that can be frozen at home

Perfect for summer cool downs, the new Club Eezy Freezzy Squeezee Ice Pops come in three favourite flavours: Orange, Lemon and Rock Shandy They are conveniently packed into an ambient pack so they can be kept in the kitchen cupboard and frozen as and when needed. The assorted bag of 10 x 50ml freeze pops (SRRP €2.30) will be available to buy from Tesco, local convenience stores or directly from Rose Confectionery The freeze pops are made with fruit juice from concentrate and natural flavours. They are suitable for gluten free, vegetarian, vegan and halal diets.

A range of Smooch ice cream

Three new innovations from Ben & Jerry’s roll into freezers

The new Club Eezy Freezzy Squeezee Ice Pops are expected to be especially popular with children and therefore offer a must-stock for local convenience stores this summer

This new range is being exclusively sold and distributed by market-leaders Rose Confectionery

Neidra Lenehan, head of Sales Ireland, Rose Confectionery, said: “This new range will really appeal to retailers as it can be displayed in an ambient section of the store and not take up precious freezer space. Having said that, to maximise sales during the summer months, retailers could also dually site the product within the frozen aisles. This is a great time for retailers to consider a proven and popular product offer that has great consumer appeal, especially one that is backed by a hugely

Morelli’s legacy

Can you take us through your professional background and how you came to set up your company… What was it that inspired you?

The Morelli Family have been making and selling ice cream on the North Coast of Northern Ireland since 1911. Peter Morelli opened the first Morelli shop in Stone Row, Coleraine in 1911. He met and married a local woman called Annie They didn’t have any children, so they asked their nephew Angelo to come from Italy and help them run shops in the seaside towns of Portrush and Portstewart. Angelo would push his ice cream car along the beaches selling his home made ice cream to holiday makers in the summer months.

In those days, ice cream was handchurned and it took a long time to produce a small batch. Angelo would have to collect huge blocks of ice that had journeyed from Belfast to Portstewart on the train. He would be waiting with his wheelbarrow for the train to arrive. He’d then load the ice on to the bar4row and take it to the shop ready to freeze the next batch.

Thankfully, these days, the process is much easier Modern methods and efficient equipment has made it easier to produce quality ice cream. The Morelli ice cream business is now run by the children of Angelo’s youngest son, Guido The late Guido Morelli had a passion for ice cream. He strived for the best and was always looking for ways to innovate and improve the product. That passion continues through the veins of the family now at the helm, particularly brothers Naldo and Marino who look after NPD

You’ve had an amazingly successful time with your Gold award at the Blas awards, what’s your reaction to the accolade?

For us, entering the Blas awards is an important part of our year The quality of ice cream in Ireland is superb, so to come home with anything is fantastic, but nothing beats the feeling when you strike Gold. We have been entering the Blas awards for around 10 years. We were encouraged to enter by the late Shane McArdle, head of business development, Food & Beverage at Invest NI.

respected and trusted brand like Club The range has also been carefully priced to be an affordable option that won’t burn a hole in the shopping budget.”

Patriece Dwyer, marketing manager, Club, said: “We’re thrilled to unveil this exciting innovation in partnership with Rose Confectionery We know how much consumers adore the refreshing taste of Club, and the new Club Eezy Freezzy Squeezee Ice Pops are a fantastic way to enjoy the iconic flavours, especially on those sunnier days This collaboration underscores their commitment to providing consumers with innovative and enjoyable experiences, and they can’t wait for consumers to savour every moment with freeze pops.”

Morelli ice cream

Shane was a true champion of local producers and he recognised quality We achieved a Bronze in 2015 for our Salted Caramel ice cream. In 2016 we won silver, and in 2017, we won our first Gold. Going to Blas in Dingle is one of our favourite experiences. It’s like a big family and we are grateful to Artie and Fallon for all they do for the Irish food and drink producers. When our Mango sorbet was crowned Supreme Champion at Blas 2023, it was truly the cherry on top for the whole family Our grandparents and parents would be ecstatic and we’re very proud to be carrying on their legacy. For Morelli’s, the focus will always be on quality ingredients and great tasting ice cream. There’s no better award than Blas Supreme champion.

How do you see the business developing over the next few years?

The business in a period of growth. Our retail pack ranges are proving very popular North and South. Since Covid, a change has occurred and the preference from retailers has been for grab and go Our impulse range is a good solution and the range of flavours appeals to most. Our take home option (950ml) is a great size for the whole family to share. We hope that the business will continue in this trajectory for the coming years. Morelli’s also operates their own family ice cream parlous on the North Coast in Portrush, Portstewart and Ballycastle

This is where we get creative with flavours. The scoop range consists of around fifty flavours and there truly is something for everyone In recent years, Morelli’s has developed a dairy-free range which is free of all allergens. It’s also made with ‘Plant Cream’

Perfect for sharing

Häagen-Dazs, also known as ‘The Ice Cream of Ice Creams’. To create this luxury and creamy ice cream, a unique blending technique is used to combine four simple and classic ingredients: fresh cream, milk, eggs, and sugar Häagen-Dazs ice cream is made with real ingredients, no artificial flavours or colours and no sweeteners. Why not try the top sellers Vanilla, Salted Caramel or Cookies & Cream Ice Cream. Can’t decide? The Minicup Collection Multipacks provide a selection of delicious flavours, perfect for sharing. HäagenDazs pints are available in retailers nationwide Mini Cup Collection Multipacks are currently available in Dunnes Stores and Tesco.

which gives the product a brilliant creamy texture. ‘Libero’, is the Italian word for ‘Free’ so the name was apt. This range is available in Vanilla, Chocolate and Strawberry Morelli’s also loves to collaborate with other producers. Flavours like ‘Irish Black Butter’ have done very well and its something a little bit different. Morelli’s also collaborated with the award winning Clandeboye Estate in Bangor, Co Down using their Greek Style Yoghurt to make a range of scoopable frozen yoghurts. Frozen yoghurt with Cherry is a firm favourite! Morelli’s Double Cream Vanilla is the best-selling flavour across all ranges. The family are especially proud of this ice cream.

‘Papa Guido’ developed the recipe over many years. It has achieved National Champion status in the ICA’s National Ice Cream competitions twice and is the current ‘Best of the Best Vanilla’ in the UK and Ireland. This ice cream is perfect on it’s own or as an accompaniment. If you like coffee, a great way to enjoy this is as an ‘affogato’.

Are you planning any expansions, NPD etc…

We are always working on NPD We make a range of ice cream for Dunnes under the ‘Simply Better’ brand and we’ve just completed tastings for two new flavours. A lot of work but totally worth it. Another exciting development for 2024 is the ‘GMIC’ Guido Morelli Innovation Centre. This will be a purpose-built development kitchen for us to take our NPD to the next level and showcase our ice cream at our factory premises in Coleraine to current and potential customers. Work has already started and we’re super excited to get going. ■

The Morelli family

Sweet disposition

Dive into Ireland’s confectionery market as it navigates the intersection of taste preferences, health-consciousness, and innovation amidst rising consumer awareness writes

Shauna Bernard

As health consciousness rises across Ireland, consumers continue to prioritise taste when selecting confectionery items, balancing indulgence with healthier options. While there’s a notable increase in the popularity of natural, sugarfree, and reduced sugar options, the demand for indulgent treats remains robust, reflecting a nuanced approach to consumption.

The sugar confectionery market is steadily expanding, fuelled by various factors such as the need for convenient on-the-go snacks, the rise in gifting culture, and the introduction of innovative flavours that cater to evolving preferences. In this ever-evolving sector, retailers play a pivotal role by ensuring they stock leading brands that resonate with consumers, thus driving sales and profitability

In 2024, the Irish confectionery market boasts a revenue of €1.46 billion, with an anticipated annual growth rate of 3.04% (CAGR 2024-2028). This data is sourced from Statista, a provider of market and consumer data. When viewed on a global scale, the biggest revenue generated is in the United States, totalling to €176 billion ($199 billion) in 2024

Shine bright

Sonas Sweets continues to shine with ecofriendly packaging and a vibrant new look.

A year has passed since Ampersand, a prominent distributor in the convenience sector, reintroduced Sonas Sweets in a rebranded hanging bags format. This marks a noteworthy milestone in the continued success of the Sonas Sweets bagged jelly line

Over the past year, Sonas Sweets has thrived with its vibrant, innovative packaging, now fully recyclable to meet the demands of environmentally conscious consumers.

Enhancing the customer experience, Sonas Sweets implemented a colour-coded system, simplifying the selection process for its diverse range of 24 flavours. ‘Jellies’ are now presented in striking red packs, while ‘Fizzy’ and sour sweets come in vivid yellow and orange packaging, and the ‘Nibbles’ line of bite-sized treats are packaged in bright blue

When considering per capita figures, each person contributes €287.72 to the confectionery market’s revenue in 2024 Looking ahead, volume projections indicate that by 2028, the market is expected to reach 218.20 million kilograms, with a modest growth rate of 1.1% anticipated for 2025. On an individual basis, the average volume per person in the confectionery market is forecasted to be 41.5 kilograms in 2024

A recent report by Euromonitor, specifically examining ‘Sugar Confectionery in Ireland,’ sheds light on potential future trends. It suggests that due to rising prices and the possibility of higher sugar taxes, sugar confectionery manufacturers in Ireland may need to pivot towards developing healthier and more affordable alternatives in the coming years. This could involve further reducing the sugar content and incorporating healthier ingredients such as fruit or nuts, aligning with changing consumer expectations and regulatory pressures.

In the ever-changing world of confectionery businesses need to stay flexible, tune into what consumers want, and keep coming up

with fresh ideas to stay ahead. This means staying on top of trends, understanding what people like, and being ready to shake things up By being adaptable, responsive, and creative, companies can not only keep up but also stand out in this dynamic market.

Exports

When it comes to exports, combined chocolate and sugar confectionery was valued at €430 million and represents 14% of total Ireland’s Prepared Consumer Foods (PCF). This is according to a recent Bord Bia report, titled ‘Prepared Consumer Foods Sector’. Combined, Irish chocolate and sugar confectionery was valued at €430 million and represents 14% of total PCF exports in 2023. This is a robust performance for the sector considering the price inflation on key ingredients. It reflects solid innovations made by the sector that have carved out enduring differentiation and strong better-for-you claims in a category that is coming under increasing regulatory pressures.

bags. This carefully crafted packaging design appeals to individuals of all ages, elevating the product’s visual appeal to both consumers and retailers alike.

Maintaining its commitment to affordability and quality, Sonas Sweets Hanging bags continue to offer a delightful selection of treats, retailing from only €1 Additionally, the best-selling ‘€2 Mix-up’ continues to captivate consumers with its exciting assortment of confectionery in a variety of flavours, presented in distinctive and cheerful packaging.

In support of retailers, Ampersand ensures that Sonas Sweets stands out in-store with eye-catching colourful stands, branded header boards, and dump bins. The point-of-sale support not only enhances the retail environment but also attracts and engages consumers, driving sales and fostering brand loyalty In addition, Ampersand also offers bulk

Sonas Sweets stands out in-store with eye-catching colourful stands, branded header boards, and dump bins

deal promotions to further incentivise purchases and maximise value for retailers.

Capturing the essence of happiness and joy, the renewed branding of Sonas Sweets embodies its Irish namesake, with “Sonas” translating to “happiness.” The updated logo features a delightful smiling sun mascot, accompanied by modern typography and a vibrant array of rainbow hues. This rebranding initiative continues to resonate with consumers, promising a burst of colour and cheer with every purchase

Ampersand’s dedication to innovation and customer satisfaction shines through in the ongoing success of the Sonas Sweets brand. With its vibrant packaging, eco-friendly focus, and expanded product offerings, Sonas Sweets remains a beloved choice for sweet lovers everywhere.

If you would like to stock Sonas Sweets, contact your local Ampersand representative, or call the Ampersand sales line directly on 01 413 0150

A timeless taste of Irish tradition

Since 1882, Cleeve’s Irish Confectionery has epitomised the essence of quality, tradition, and taste Established by the Cleeve brothers in Limerick, the brand has remained an enduring icon in Ireland’s confectionery

industry throughout the 20th century and beyond.

Today, Cleeve’s continues its legacy of excellence, producing a diverse range of milk chocolate confectionery, bars, toffees, and caramels in Newbridge, Kildare. Ampersand proudly presents this iconic brand, featuring timeless favourites like Original Iced Caramels, alongside a selection of confectionery hanging bags and delectable chocolate bars. Cleeve’s vintage style branding evokes a sense of nostalgia reminiscent of its origins 140 years ago Cleeve’s chocolate bars recently underwent a rebrand accompanied with a recipe upgrade Now boasting a minimum of 30% cocoa solids, Cleeve’s chocolate bars promise a notably enriched tasting experience. Furthermore, Cleeve’s chocolate is now completely free from palm oil and vegetable oil, reaffirming the commitment to quality shared by Ampersand and Cleeve’s Cleeve’s Classic Assortment Bags offer a sweet selection of Irish classics and timeless favourites, crafted with traditional recipes and locally sourced, quality Irish dairy products, providing an enticing variety of flavours and products to satisfy every taste The range includes:

• Original Iced Caramels: Crafted with the same original recipe and method cherished by consumers for over 90 years, Original Iced Caramels sweets combine yummy, chewy caramel under a crisp coating of pink and white icing sugar Uniquely special and produced exclusively in Ireland by Cleeve’s Irish Confectionery - they are one of a kind!

• Chocolate Caramels: Delicious chewy caramels smothered in rich dark and milk chocolate A gluten free snack bag of treats that can be enjoyed anytime throughout the day.

• Macaroon Bites: Creamy Irish chocolates mixed with coconut sprinkles, capturing the essence of the best-selling Cleeve’s Macaroon Chocolate Bar

• Golden Days: Luscious dark chocolate caramels infused with coconut and sea salt flavours, boasting a gluten-free and gorgeously gooey centre.

• Cleeve’s Toffee: Showcasing Cleeve’s iconic Slab Toffee, so fondly remembered by many. Cleeve’s Toffee is pre-broken into pieces for convenient enjoyment, made with traditional recipes and finest Irish dairy ingredients, without artificial colours or preservatives.

Cleeve’s holds the distinction of being Ireland’s longest-established surviving confectionery brand. Each delectable treat carries with it a moment of joy and Irish heritage, crafted with traditional recipes. Whether evoking memories of yesteryears or creating new magical moments, Cleeve’s delights families across generations. For more information on Cleeve’s Irish Confectionery, visit cleevesirishconfectionery.ie or follow on Facebook and Instagram. To stock Cleeve’s products, contact your local Ampersand representative or call the Ampersand sales line directly on 01 413 0150

Sweet success

In terms of sugar sharing bags, the total market is seeing +8.7% MAT value growth with Rowntrees outperforming this with +12% MAT value growth.

The brand’s success is driven by its continued focus on developing exciting new products. New for 2024, is a fresh addition to the Rowntrees Randoms family: Fizzy Cactuz! This sharing bag of mouth-watering sweets comes in zesty fruit flavours including raspberry, kiwi, passionfruit, and lime The gummy sweets also keep Randoms fans on their toes as they come in two fun textures, with some cacti being deliciously gummy, and others with a juicy fruit filling that bursts with each bite. With each sweet’s unique taste and texture, consumers are sure to love the randomness from the very first bite!

Fizzy Cactuz will join the growing Randoms

Cleeve’s continues its legacy of excellence, producing a diverse range of milk chocolate confectionery, bars, toffees, and caramels in Newbridge, Kildare

Sonas Sweets Hanging bags offer a delightful selection of treats, retailing from only ¤1

range which currently includes the original Randoms and Randoms Juicers.

Other recent Rowntrees innovation includes the launch of a range of sharing bags containing real fruit juice and 30% less sugar including Berry Hearts, squidgy heart shaped sweets in flavour favourites strawberry, raspberry and blackcurrant and Safari Mix, a fun mix of shapes including giraffes, elephants, hippos and paw prints with strawberry, orange, lemon, and apple flavours.

Over the years Rowntrees has also ensured as many consumers as possible can enjoy its fruity chews through expanding its vegan friendly offering. Vegan friendly Rowntrees Fruit Gums and Rowntrees Pick & Mix recently joined the existing sharing bag range alongside vegan friendly Rowntrees Fruit Pastilles and Rowntrees Jelly Tots.

When considering sugar confectionery, shoppers opt for well-loved, familiar brands they can trust. Rowntrees is a brand that consumers can trust to contain no artificial colours, flavours, or preservatives. It is also important to offer shoppers greater choice through a variety of flavours and textures.

Perfect paring

Rowntrees

Visibility in-store is key to signpost the sugar confectionery category - within the main fixture, sugar sharing bags should be merchandised together and not combined with chocolate sharing bags, with a vertical split between the two on the sharing bags fixture. As well as on the main fixture, off-shelf displays

Sweet manufacturer Swizzels is rolling out two exciting new additions to its much-loved range The classic raspberry and milk Drumstick flavour which has delighted sweet lovers for decades, has been paired with marshmallow to create the perfect match in Marvellous Mallows To coincide with trade activity, a ‘perfect pairing’ social media campaign will further drive sales by raising awareness of the product among consumers. Now available in a 125g bag, RSP* €2.49. Swizzels is also expanding the Squashies range with a Strawberry & Cream flavour, supporting increasing demand for flavours of the popular brand. Described as “ideal for both sharing and self-treat occasions,” 120g bags (RSP*: €1.29) will be available in Ireland in May. The free-from-artificial colours Squashies range has continued to grow in popularity among consumers, with

Drumstick Marvellous Mallows

are also invaluable to sugar confectionery especially during the summer months. In terms of sugar sharing bags, a good secondary location to consider would be other categories associated with the ‘night in’ sharing occasion such as crisp sharing bags and large soft drinks.

Strawberry & Cream adding to the impressive line-up which includes Drumstick Squashies Original, Bubblegum, Sour Cherry & Apple, as well as Banana & Blueberry Minions Squashies. Clare Newton, trade marketing manager at Swizzels, said: “Our mouthwatering Strawberry & Cream Squashies reflect our dedication to creating joyful and tasty experiences for our customers. They’re a great addition to any retailer’s lineup The latest addition to our best-selling range is a direct result of the outstanding success our retailers have had with Squashies sales, coupled with the fantastic feedback from our consumers.” Due to Squashies’ continued success the company opened a new factory last year to meet growing brand demand. For further information, contact marketing@brmark.ie ■

Drumstick Squashies

Strawberry & Cream delivers a joyful new taste experience

Randoms Fizzy Cactuz offers mouth-watering sweets that come in zesty fruit flavours including raspberry, kiwi, passionfruit, and lime

What a treat!

Shelton specialises in marketing children’s candies and treats which bring a little quirkiness and disruption to the confectionery aisle Children’s impulse novelties are in great demand, and PEZ Dispensers (RRP €2.50) and Candy Refill Packs (RRP: €2.00) have become special go-to treats for children of all ages. PEZ Dispensers are iconic collector’s items, with special limited editions often changing hands for large sums of money.

PEZ is a true award-winning leader in bringing fun and innovation to its fans. With PEZ MyHEAD you can now go on-line, download your image, and create a customised PEZ dispenser with your face on the dispenser – perfect for gifting occasions for the special persons in your life.

Bringing innovation to children’s confectionery is also a special feature which Look-O-Look delivers in so many ways Look-O-Look Candy Pizza, Candy Burgers, Candy Sushi, and French Fries Take-Aways, together with the brand’s unique Candy Flower Bouquets can brighten up any kiddie’s party, or special occasion. Sales figures peak during the summer months for all Look-O-Look products, and the new Look-O-Look floor stands feature 2 x shelves to carry traditional hanging bags, and several Candy Take-Away novelties.

Trolli has a new face and logo, and this is

Shelton’s offering of innovative, bright and colourful candy ranges always brings a little quirkiness and disruption to Ireland’s sugar confectionery category

shown to great effect with the new Trolli Big Burger, featuring a modern design stand, which creates fantastic impact in any store. The Trolli motto is that “Life is far too important to be taken too seriously!” and this can be seen in so many of its quirky quality confectionery creations.

Chocolate Surprise Eggs are always a winner with children, and Zaini Chocolate Eggs feature famous children’s licences including LOL Surprise, Tom & Jerry, Smurfs and many more. Made with premium Italian chocolate, these eggs with surprise toys are also gluten-free, and can be safely shared with children with wheat-intolerances.

WOM Novelties include many versions of candy soothers to put a different smile on anyone’s face These unique dummies promise to be a great fun item during the summer months. For further information on all the items here, contact Shelton at so@shelton.ie or call 01 401 8455. ■

What time do you get up on a week day?

Mornings usually begin in our house around 7am if we are lucky. Usually, my daughter Robyn makes an appearance before then!

Typical breakfast?

I wouldn’t dream of starting my morning without a freshly brewed coffee This ritual gives me a moment to set myself up for a busy day ahead. While I don’t have a traditional breakfast, I make up for it by enjoying small bites on the go throughout the morning.

Do you commute or work from home?

Technically I commute, because as a brand ambassador, you are likely to be anywhere in the country! It’s such a great way to get to know cities and towns that you may not have had an opportunity to go to yet, meeting some amazing people along the way all while flying the flag for the brands I get to represent.

How long have you been in your current job?

I’m just shy of two years with Edward Dillon officially However, I have had the pleasure of working with them throughout my bartending days!

What does a typical day at work include?

What’s exciting about this role is that every day is different. You need to be adaptable and reactive to change! For me, preparation is key I start with a quick overview of emails and dedicate some time to admin before hitting the road.

A typical day could include a meeting with an account to explore opportunities to develop their cocktail menus, training and development of staff, activating brand events or even hosting bartenders at the Slane Whiskey Distillery While each day may vary, the essence of the role revolves around collaboration, brand development and key relationship building.

Cheers to that

The pace is what really keeps me engaged and motivated!

Who is your favourite politician and why?

Growing up in the hospitality industry, there has always been an unwritten rule in every bar that ‘you mustn’t speak about politics or religion’ and that’s something that has always really stuck with me throughout my career

Who is the most annoying celebrity in your opinion?

I’m not a huge fan of Ryan Reynolds but I have to say it is extremely annoying just how Goddamn handsome the man is.

What is the best ad (apart from the brand’s you represent)?

The Nike ad from the early 2000s… The cage tournament one! I still can remember skipping every second step while running down the stairs when I heard the iconic Elvis song, “A little less conversation”.

Worst ad on television?

Cadbury’s Crunchie ad (I’m so Excited!!!). Once I hear that song coming on the telly I know it’s going to be playing in my head rent-free for the next few days.

What is your favourite drink?

I am an equal opportunist when it comes to drinks, it changes depending on the atmosphere and occasion. If I have to pick one, I do love a Diplomático Reserve Exclusiva Rum Manhattan. (Follow me on Insta for tips and tricks on how to make your own at home).

If you had to pick three famous people to have a drink with, who would they be?

Firstly, I would like to be the one making the drinks and I would love to serve Roy Keane, Gordon Ramsey and Dave Chappelle.

Aaron Mulligan, brand ambassador for Diplomatico Rum by Edward Dillon tells Fionnula Carolan about his typical day in the Irish drinks industry

Favourite no/low brand on the market?

A bottle of any crisp cold 0.0 larger usually does the trick.

Favourite pub in Ireland and abroad?

My favourite pub will always be ‘The Wee House’ in my hometown of Dundalk. It’s nostalgic for me because it’s where I pulled my first pint! It’s a traditional Irish pub with great history, great memories and great drinks. Abroad, one of my favourites has to be Jerry Thomas in Rome It has some of the finest cocktails in the world and exceptional hospitality. Definitely one to check out but only if you know the password!

Best pub for grub?

A hooley night in Ireland’s highest pub Johnny Foxes can’t be missed and you just can’t beat the traditional fish and chips they serve up there!

Achievement you are most proud of?

Personally, I am most proud of my family and becoming a dad. To date as a brand ambassador, my greatest achievement has been hosting the first ever Jack Daniels National Air Guitar championships which saw over 100 bartenders attend. Competitors battled it out for a chance to represent Ireland at the World Air Guitar Champion, which took place in Oulu Finland. An achievement I am looking forward to building on this year, by turning the volume up a notch, is taking the Jack Daniels AG Championships on the road to a city near you which will see two Irish champions compete in Oulu and embrace their inner rockstar on the main stage

Favourite saying?

‘I can’t means I won’t’. It’s something my dad used to say to me and it reminds me to at least try

Article courtesy of Drinks Industry Ireland

Entering into success!

Number 21 Dungarvan thoroughly impressed National Off-Licence Association (NOffLA) judges as the winner of The 19 Crimes Best First Time Entrant 2024 title. Explaining more about what makes the business stand out within a competitive market, store manager Lorraine Cowming tells Gillian Hamill that the team were delighted with their first NOffLA win

“Kept us on our toes!” is how Lorraine Cowming, store manager of Number 21 Dungarvan, Waterford, playfully describes NOffLA’s Off-Licence of the Year competition. Awarded the accolade of Best First Time Entrant 2024, she is understandably delighted to have taken the plunge in entering the competition for the first time this year Alongside the kudos that comes with being an award winner, Lorraine and the team also gained a lot from participating in NOffLA’s judging process.

Open-minded attitude

“Why not? You learn something new every day!” was Lorraine’s rationale for entering the competition and this openminded attitude certainly seems

to have paid off “I did get a little bit of a shock when I learned how much was involved and how important it was to have your shop ready But look, that kept us on our toes so it was a good thing!” she tells ShelfLife.

Explaining that the first visit from the judges was unplanned, Lorraine and the team had left nothing to chance, with the parttime staff even given the task of revising a selection of various wines. “We were very surprised to have won, because I’m only here in Number 21 just over two years so it was all new to us,” says Lorraine “But we put a lot of hard work into it so we were over the moon when we won; shocked but in a good way!”

Having always worked in pubs and restaurants, Lorraine was no stranger to advising customers on tipples, and in fact, she laughs that being something of “an agony aunt” in general often goes with the territory Nevertheless, she wanted to improve her wine knowledge and so undertook a course in this area.

Best-selling wines

In terms of best-sellers within wines, she says the number one would be Chile, followed by France and then Spain, with a relatively even mix between reds, whites, rosés and sparkling wines. The store has a €9 wine section that performs well, but many

customers would also opt for mid-priced wines between €12 and €18. “The ‘higher-higher’ endwines might be a little bit slower; they usually sell better in the summer when all the tourists are here,” she concedes, but sales are nevertheless reasonably steady from the lower to higher price ranges.

Speaking of tourists, since the Waterford Greenway opened in 2017, Lorraine says Dungarvan is “really after coming alive” and there’s a fantastic buzz in the town, especially during the summer Also known as the Deise Greenway, the Greenway provides 46km of glorious car-free pathway stretching all the way from Waterford city to the seaside town, and so it’s understandable why the locals were delighted to see its arrival.

Tourist hotspot

As well as Irish staycationers keen to make the best of our sunshine at home, the town also attracts a lot of French and Spanish tourists. Although there is sometimes a language barrier the team nevertheless always makes an effort to provide the best service possible Lorraine recalls one particular occasion when a French gentleman came in, on the hunt for the perfect bottle of sweet red wine “It was all translated through the phone, and I think I went through nearly every bottle of wine,” she laughs

good-naturedly, “but in the end, we got there!”

Category stalwarts

Meanwhile, within the store’s spirits section, vodka is the strongest seller, flanked by major brands such as Smirnoff, Huzzar, Kulov and Findlandia. Polish vodkas which tend to be a little stronger, such as Soplica also go down very well,” says Lorraine, stemming from Dungarvan’s large Polish community

A diverse selection of craft beers is also available in-store “Our local Dungarvan Brewing Company beers sell well, says Lorraine Beavertown Beer and Whiplash are also popular, alongside a great selection of Polish beers. Keeping up to date with new products is crucial to keeping customers interested and engaged. “Customers often might see something new that they haven’t drank before, and they’ll buy it,” says Lorraine

High standards

A factor that is constant throughout all departments within the store, is a clear attention to detail. “We always make sure that the shop looks well and that it’s clean and

A superb, eye-catching Valentine’s Day display demonstrates that attention to detail is paramount at Number 21 Dungarvan

Richard Moriarty of Findlater & Co. presents The 19 Crimes Best First Time Entrant 2024 Award to Number 21 Dungarvan, represented by store manager Lorraine Cowming

Neatly stocked shelves are a must for the team at Number 21 Dungarvan

19 Crimes is the proud sponsor of the NOffLA Best First Time Entrant Award

everything is faced off,” says Lorraine, who openly admits that due to a perfectionist nature, “it would bother me if the staples were turned the wrong way!”

Overall, the store’s well laid out design allows customers to easily see what’s available on-shelf and navigate each section with ease Staff members Leanne, Ria, Oisín and Ray are all on-hand to give customers advice, with Ray also helping to take care of all the deliveries. All staff are encouraged to sign up to wine courses to increase their knowledge further In terms of training, the correct procedures around checking IDs and refusing sales to minors are always strenuously reinforced, and Lorraine always reminds the team: “If anything happens, I am only a phone call away.”

Continuous improvement

Lorraine is likewise continuously looking at ways to try to improve

A heart-warming festive atmosphere at Number 21 Dungarvan creates a cosy feel in-store

the business further Her next ideas under consideration include brightening the wine section further with strip lighting underneath the shelving, and repainting the store. Lorraine neatly summarises such ideas as “just the little things you learn along the way that are useful for the future”. She is also looking

forward to entering the NOffLA Off-Licence of the Year competition again next year with the aim of winning the soughtafter Munster Off-Licence of the Year title “I’ve got a taste for it now!” she laughs. “I’m a hard worker so I’m always willing to learn new things.”

It’s clear Lorraine genuinely enjoys meeting new people “I’ve worked in bars all my life so it’s nice to meet customers and have a little chat with them, especially when you meet new people during the summer and all the holidaymakers.” When asked about her inspiration within the off-trade business, Lorraine credits Number 21 Dungarvan’s owner John Kelly as being a fantastic hub of knowledge “I would say my boss would inspire me, because he knows a lot; he’s been in the business a long time, and I would learn things from him, as well as my other boss Treassa, and also Marie.”

With such a positive mindset in place across the board, we have no doubt that Number 21 Dungarvan will continue to impress customers in the weeks and months ahead with a distinctly refreshing offering.

NOffLA welcomes Boann Distillery on board as a new associate member

NOffLA would like to give a warm welcome to Boann Distillery, which has come on board as an associate member of the association.

Boann Distillery prides itself on “illuminating the path of Irish whiskey distillation, rising from the essence of the Boyne Valley”

Boann

created uisce beatha; using local ingredients to create this water of life that was so intrinsic to their location and distilling the flavours of their landscape Reviving this essence through innovation, Boann Distillery is illuminating a path in distilling Irish whiskey where every sip brings you deeper into the local landscape Every raw ingredient sourced is 100% natural and 100% local. Every drop of water is drawn from the Boyne Valley well. Every grain of barley is provided by native farmers. Boann Distillery believes that distilling is an art, and as such, its team combines traditional brewing and distilling methods with modern technology to create the most unique spirit.

Boann’s Italian-made copper pot stills utilise pioneering nanotechnology in the lyne arms of each still allowing six times more copper contact with the new make spirit vapour Reflux control in the necks of the intermediate and spirit still gives Boann the flexibility to vary its distillations from light to heavy Ultra-modern condensers with sub-coolers ensure the spirit is drawn off at ten degrees Celsius preserving the delicate flavour profile of our unique spirit.

As well as producing some of the finest and highest quality single pot still spirit in the world, Boann Distillery is also home to the award-winning Silks Irish Gin, which it distils with 14 botanicals

in its custom copper ‘Bennett’ pot still. Boann’s signature botanicals are hand-foraged from the Cooney family’s apple orchards; apple blossom from the trees, honey from our bees and elderflower and hawthorn blossom from our hedgerows.

As the distillery waits for its own single pot still spirit to mature, the team has experimented with finishing whiskey in a variety of casks from around the world, the results of which can be seen and enjoyed in The Whistler Irish Whiskey range Boann Distillery’s inaugural commercial single pot still Irish whiskey releases will launch on the Summer Solstice 2024 Find out more at boanndistillery.ie

Store manager Lorraine Cowming celebrating at the NOffLA OffLicence of the Year Awards

Liquid Death launches into the Irish market

Liquid Death, the healthy beverage platform and one of the fastest-growing non-alcoholic brands, has closed $67 million (€61 million) in financing from strategic partners and new investors, including notable names in entertainment and sports.

Since its launch in 2019, Liquid Death has disrupted the beverage industry, using comedy and entertainment to make health and sustainability more appealing to consumers. The brand’s unique marketing approach sees it take the healthiest thing you can drink and package it into infinitely recyclable, skull-branded tallboy cans. In the company’s mission to ‘bring death to plastic’, a portion of Liquid Death’s proceeds goes to non-profits, helping fight plastic pollution and bringing clean drinking water to those in need.

Liquid Death hit $263 million in retail scanned sales through registers in 2023 and expanded to 113,000 retail doors across the US, UK, Australia and Ireland. In Ireland, Liquid Death is now available in Centra, SuperValu, Daybreak and Mace stores nationwide, with further roll-out across supermarket and forecourt retailers soon to be announced.

Liquid Death’s social following captures 7.9 million followers. This summer, it will be prominent at music festivals, iconic music and entertainment venues and bars through its partnership with Live Nation. For more information, visit liquiddeath.com

Liquid Death Nobó McVitie’s Nordic Spirit

Nobó Chewy Protein Bites are the latest innovation from Irish healthy living brand

Introducing Nobó Chewy Protein Bites: protein rich and gut healthy snack bites made from 100% real ingredients. These on-the-go bites deliver a delicious chewy texture, along with 8g plant protein, 7g fibre and 0 refined sugar, to keep you sustained and energised.

After seeing strong rate of sale of their handmade protein balls at their Ranelagh flagship store, Rachel and Brian Nolan, founders of Irish healthy living brand Nobó, identified an opportunity to create a feel-good, protein rich and gut friendly snack for the wider market.

They set about creating a clean, plant-based alternative to the ultraprocessed protein bar options currently available, and along with input from consumers and key customers, developed their Chewy Protein Bites. Each pack contains five bites, launching in two delicious flavours: Peanut Butter, and Salted Caramel. RRP is €2.59

Nobó’s Chewy Protein Bites are vegan, gluten free, refined sugar free, high fibre, with 8g protein, in a recyclable pack. Contact brian@nobo.ie for further information.

McVitie’s unveils latest True Originals masterbrand campaign

Pladis is once again on a mission to bring about the return of an important part of Irish culture, the tea and biscuit break!

The company is thrilled to announce a campaign that promises moments of pure relaxation. The Great Biscuit Break Bonanza competition gives customers the chance to win up to £1m in prizes that offer respite from the daily hustle From the luxury of a deep-cleaned home to the tranquillity of a beach getaway, Pladis is dedicated to providing well-deserved breaks from the busyness of everyday life.

Following the success of the biggest launch in the biscuits category with White Chocolate Digestives last year*, April will bring McVitie’s back into the hearts and minds of the nation with a new TV Advert. Pladis has been baking cupboard staples for over 180 years and as the category’s ‘True Original’, McVitie’s says it is often copied - but never equalled. The new campaign, ‘There is Only One’ featuring the iconic presenter Sir Trevor McDonald, will reinforce that through a range of activations, campaigns and cultural moments in the coming months.

*(Source: Nielsen data to w/e 04.11.23 since launch vs YA)

Discover Nordic Spirit; refreshed

At Nordic Spirit, the team strives to enrich the experience of existing adult nicotine consumers seeking a new way of nicotine enjoyment.

It is setting out a distinctly differentiated, and new direction for the brand, with the goal of creating the ultimate nicotine experience.

Nordic Spirit has subsequently launched new Intense+ flavours. These include the new icy-fresh Frosty Mint, juicy and cooling Frosty Berry, sharp yet balanced Sweet Mint and fruity and tangy Raspberry

According to the brand, the new Intense+ flavour range offers the perfect balance of invigorating freshness and exceptional flavour all wrapped up in a redesigned, optimised pouch format that’s smoother and softer for a more comfortable mouthfeel.

Your consumers can experience a faster nicotine release with allimproved flavour profiles, with a dynamic nicotine delivery for a stronger and more refreshing flavour release It is recommended that they start with a lower strength initially, even if they’re an existing Nordic Spirit user

Even the packaging has been upgraded with a refreshed, modern design, smoother edges and a slimmer can size, making it the perfect fit for pocket or hand.

As a result, the brand is confident it has created the “best Nordic Spirit yet” ■

Racing ahead!

The team at O’Driscolls Irish Whiskey celebrated the inaugural sponsorship of the recent iconic Leopardstown Chase

Amongst those spotted at Leopardstown enjoying a tipple in the O’Driscolls Irish Whiskey area, were former Wexford politician and bookmaker Ivan Yates, former premiership and Irish football international Kevin Doyle and

several other recognisable faces, including the current Miss Ireland Jasmine Gerhardt and Miss Universe Ashishah Akorede

Across the weekend, O’Driscolls Irish Whiskey offered a special race day package to racegoers which included an O’Driscolls Irish Whiskey tote bag and ‘hot toddy’ sample, with 50% of the proceeds

being donated to the Irish Injured Jockeys Fund.

O’Driscolls Irish Whiskey was recently announced as the pouring whiskey for all Horse Racing Ireland racecourses, underpinning the brand’s commitment to Irish horse racing.

For more information, visit Instagram: @odriscollswhiskey, @leopardstownrc and @irishinjuredjockeys

QUICK QUESTIONS WITH ORLA SNOOK O’CARROLL co-director, Ór Valentia Island Vermouth

Wife-and-wife duo, Orla and Anna Snook O’Carroll of Ór Valentia Island Vermouth

1. Best series you recently watched on a streaming platform?

Bad Sisters on Apple TV with Sharon Horgan, Eve Hewson, Anne-Marie Duff, Sarah Greene and Eva Birthistle.

2. Best place for coffee?

Fox in the Box, Cahersiveen.

3. Top movie recommendation?

Portrait of a Lady on Fire.

4. Top spot for a walk?

The Lighthouse in Valentia - where we got married and it’s illustrated on our bottle.

5. Which social media platform do you use most?

Instagram @valentiaislandvermouth.

6. Favourite influencer/content creator if you have one?

I love all the Irish foodies! Garron Noone is hilarious.

7. Favourite grocery shop?

Our local shop, Walsh’s on Valentia Island. SuperValu are amazing to support local producers and we came through their Supervalu Food Academy to get to shelf.

8. Your favourite dish to make at home?

I like to make homely kinda food, like nothing too fancy. Although I am obsessed with salsa verde so if could put it on everything, I would. Anna is the fancier home cook and makes a banging salmon ramen.

9. First thing you would do if you were Taoiseach? Make closing the gender pay gap a human rights priority. Build a rake of affordable homes to suit different sized families.

10. If you had to live in another country, where would you choose?

Somewhere sunny - where lemon trees grow in your garden.

11. Greatest achievement to date?

Winning the Irish Drinks Award with the Food Writers Guild and winning Bronze in Blas na hEireann.

12. Best website? This is my fave: https://valentiaislandvermouth.ie.

13. Do you prefer working from home or in the office/ on-site?

I like a mixture - my work life is very flexible AKA all over the gaff(!) which I love.

14. Best piece of advice you ever received? Just go for it.

15. Biggest fear? Going for it!

16. City or beach break?

It’s a tough one: beach for relaxing but city for food, wine, vermouth and restaurants

17. Top restaurant recommendation? Kingdom 1795 in Killorglin.

18. Who is the last artist/group you saw live?

The Pillow Queens in Cork. They are amazing. We try and see as much live art, music and theatre as we can, Darragh Lynch is doing great work bringing great artists to south Kerry in Tech Amergin in Waterville.

19. Best customer service you ever received?

Ballymaloe.

20. What’s the last compliment you received? People love the vermouth which just makes our heart sing. ■

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