ShelfLife - November Issue by Mediateam

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

November 2020

Christmas crackers A comprehensive guide to the brands that deserve shelf space this festive season

Essential questions Retailers question lack of rationale behind inconsistent ‘non-essential’ retail restrictions

Masking the issue ‘Extreme distress’ provision within face covering legislation must be tackled

CONVENIENCE RETAILING • OFF-TRADE • SUPERMARKETS • NEWSAGENCY • FORECOURT

OPINION 3

ShelfLife November 2020 Vol. 27 No.11

‘Doubling down’ on efforts needed if economic sacriﬁce is to prove worthwhile

Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE MCENERY FIONNUALA CAROLAN BARRY WHELAN Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie Circulation subs@mediateam.ie Head of production LIZ O’ROURKE (01) 294 7781 liz.orourke@mediateam.ie Managing editor COLETTE O’CONNOR (01) 294 7775 colette.oconnor@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie Printing W & G Baird Ltd ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control. For those outside these terms, annual subscription is €98.00 including postage & packing.

s we inch towards the planned (but not guaranteed!) end of the Level 5 restrictions on 1 December, lockdown fatigue has become entrenched. Infection numbers fell from 1,200 a day at the start of the lockdown to 366 cases being recorded as ShelfLife headed to print. Nevertheless, with just weeks to go until 1 December, 13 of the 26 counties experienced more cases in the past seven days than they had in the previous seven days. What’s more, a trafﬁc survey by Transport Infrastructure Ireland found trafﬁc volumes had increased in the past week by up to 10% in areas like the N3 north of Belturbet in Cavan, the N6 in Galway, the N7 at Citywest, and the M1 at the border between Louth and South Armagh. While young people gathering outside with takeaway pints are an obvious target for the public’s ire over our stalled Covid-19 progress, the reality is more subtle. Many more ‘small’ breaches by many more people, as innocuous as simply meeting for a tea at a friend’s house, are impacting the numbers. As Colette Browne writes in the Irish Independent: “How many of us are continuing to travel to work when we could be working from home? How many employers have failed to facilitate employees who would prefer to work from home? How many employers are still refusing to pay sick pay, meaning staff with Covid symptoms are turning up to work for fear of being left penniless?” While retailers have been doing sterling work to ensure low transmission rates in stores, we all need to double down on our adherence to the regulations in our personal lives. This is vital to ensure ‘non-essential’ retail can reopen as planned and our economy stands at least some chance of weathering this storm. Despite the challenges, it is heartening to see Ireland’s FMCG industry and independent stores across the country continuing to do their bit to support Irish and the wider retail sector, such as SuperValu’s new 500,000 campaign to encourage shoppers to support local business this Christmas. Gillian Hamill Editor, ShelfLife magazine

Contents November 30

COVER STORY 30

Tis the season… A comprehensive guide to all the best-selling brands and new innovations to stock up on this Christmas

NEWS&ANALYSIS 4 News grid 10 Seen and heard Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18. A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753

14 In-person preference: Despite a greater uptake of online grocery shopping, Dan White outlines why online groceries will remain a niche market for the foreseeable future

16 Essential questions: Fionnuala Carolan looks at the conundrum of essential versus non-essential retail during the current lockdown

20 Proactive approach: Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

Barry Group MD Jim Barry discusses how the business navigated the Covid-19 crisis and outlines plans to grow the Costcutter, QuikPick and Carry Out brands

values with those of your company

22 Masking the issue: Julia O’Reilly catches up with retail industry representatives to discuss the problem of anti-maskers

18 HR: The HR Suite’s Caroline McEnery outlines the key considerations for businesses using the Employment Wage Subsidy Scheme

26 Today’s store proﬁle: Navan man Willie Fagan espouses the beneﬁts of being a Today’s retailer

ADVISOR 12 Recruitment: Excel Recruitment’s Barry Whelan looks at the importance of aligning your personal

65 NOffLA news

MARKETING& CATEGORY FOCUS 30 48 56 62 70

Christmas essentials Christmas drinks Soft drinks Home baking Market movers

NEWS

NEWSGRID The top news stories in FMCG Aldi unveils revamped Kylemore Road ‘Project Fresh’ store Aldi’s Ballyfermot, Kylemore Road ‘Project Fresh’ store has reopened its doors following an extensive renovation project. Project Fresh sees Aldi invest €60m in revamping the layout and design of all of its 144 stores nationwide. The newly refurbished Ballyfermot store includes a new fresh section, hi-spec fixtures and fittings and new signage to create a more efficient and hassle-free shopping experience. The store will also be powered by 100% green electricity.

Tesco Ireland to hire over 1,000 in run-up to Christmas Tesco Ireland is set to create 1,150 new roles to support business operations in the run-up to Christmas 2020. Of these roles, 450 are full-time permanent roles available nationwide with 120 of them in Cork. 700 temporary roles are being created which Tesco says will “assist with a safe and easy shopping trip during the Christmas trading period”. Recruitment for the new roles has already begun and applicants can apply at Tesco.ie/careers.

Diageo recalls alcohol-free Guinness cans Diageo has recalled all the cans of its just released alcohol-free Guinness from the British market just days before it was due to go on sale in Ireland. The product went on sale in Britain less than three weeks ago and the company said the recall was a “precautionary measure” due to microbiological contamination which “may make some cans of Guinness 0.0 unsafe to consume”. A spokeswoman said that the issue was isolated to the alcohol free stout and “does not impact any other Guinness variants or brands”.

and retail from across Ireland

Retailers announce Christmas bonuses for staff Major grocery retailers Tesco and Aldi have pledged to reward colleagues with Christmas bonuses, following a challenging year for staff. Tesco Ireland announced that it will be giving a 10% bonus to colleagues, in a move which the supermarket giant said was an “acknowledgement of their incredible effort to date”. Aldi Ireland also announced a 10% Christmas bonus for colleagues, “as a thank you to those who have worked tirelessly throughout this challenging year”.

Last year’s overall winner Donnie Christian who was named Grocery Retail Manager of the Year 2019, celebrating with sponsor Owen Clifford of Bank of Ireland

Shortlist announced for ShelfLife Grocery Management Awards 2020 The shortlist has been announced for the ShelfLife Grocery Management Awards 2020 in association with Bank of Ireland, now in its 15th year. The awards are the only management awards scheme devoted exclusively to recognising the best managers in all sectors of the Irish retail grocery sector. This year’s gala ceremony takes place on 10 December and will be broadcast live from the RDS in Dublin. To see the full list of nominees, see www.shelﬂife.ie.

Half of managers fear their employees are at risk of ‘burnout’ 47% of Irish managers believe employees are at risk of burnout, with 87% of Irish employees stating they feel the pressure to be more productive when remote working. Nearly half (47%) of managers believe their employees may be at risk of burnout, following a change in work pattern or behaviour bought on by Covid-19. That’s according to a new report published by leading global recruiter Robert Walters, entitled ‘Burning the Candle: Strategies to Combat Workplace Burnout’.

BWG Foods adds electric vehicle to sustainable fleet BWG Foods has become the first FMCG group in Ireland to add an electric-powered Mercedes-Benz eSprinter to its distribution fleet as further expansion of its sustainability strategy. BWG Foods already boasts one of the “greenest” fleets in the FMCG industry with a number of biogas fuelled and CNG powered trucks in operation. The addition of the eSprinter is another step towards becoming a leading climate change innovator in the Irish FMCG marketplace.

Revenue seize almost €3.5 million cigarettes Revenue ofﬁcers seized €3.45 million cigarettes at Dublin Port at the start of November, following an intelligenceled operation which used Revenue’s x-ray scanner. The smuggled cigarettes were discovered in 10 large metal boxes, concealed within timber frames, on a trailer. The smuggled cigarettes, that had arrived on a vessel from Rotterdam branded ‘Winston’, have an estimated retail value of €2,415,000, representing a potential loss to the Exchequer of €1,890,600.

Grocers Family Fun Run goes virtual The fourth annual Grocers Fun Run in aid of the Irish Grocers Benevolent Fund (IGBF) had to be cancelled earlier this year due to Covid-19. Instead it was transformed into a virtual challenge with participants helping to ‘Run a lap of Ireland’. Sponsors Keeling’s, National Lottery and Tayto got behind the initiative and the event happened over the week of 24-31 October. More than 500 participants took part and exceeded the IGBF’s aim of running a lap of Ireland not once but twice, raising signiﬁcant funds for the IGBF charity. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelﬂife.ie. ShelfLife November 2020 | www.shelﬂife.ie

NEWS

Tesco reopens Douglas store after yearlong closure Shoppers can now order more than 350 Aldi products through Deliveroo

Aldi-Deliveroo partnership now available to over 1.5 million Irish shoppers Aldi Ireland is doubling the number of stores offering its on-demand home delivery service in partnership with Deliveroo, meaning over 1.5 million Irish shoppers will be able to avail of the service in the run-up to Christmas. Shoppers across the whole of Dublin, Cork city, Galway city and Limerick city can now beneﬁt from the on-demand delivery service. The service was initially available from two Dublin stores in June but has since

IGBF to host its first virtual Christmas event, Jingle & Mingle Normally on the first Friday in December every year, over 1,200 people from Ireland’s grocery industry gather at the Clayton Burlington Hotel for the annual Irish Grocers Benevolent Fund Christmas Lunch. 2020 would have been the 57th such event bringing together suppliers, retailers and support companies to raise valuable funds for the charity. Due to Covid-19, it won’t be possible to meet in our usual way on 4 December for the Grocers Christmas Lunch. But rather than miss the opportunity to ‘kick off Christmas’, the IGBF will be hosting a ‘virtual get together’ that day. Themed ‘Jingle & Mingle’ (#igbfjingle), the event encourages people within the grocery industry to take part in the IGBF’s first virtual Christmas event to help raise funds and connect socially with industry colleagues. The IGBF is encouraging the trade to invite some friends or colleagues within their grocery network to make a date that day to ‘Jingle & Mingle’

been expanded into a further four counties following a strong customer response. Aldi initially offered around 140 essential items through the service but grew the product offering in September. Customers can order more than 350 products through the on-demand home delivery service and can have groceries delivered to their door in as little as 30 minutes. Since launch, Aldi reports customers have given a satisfaction score of more than 95%.

virtually with them. Then at 3pm that day, the IGBF will host a virtual session which participants can log into, which will encompass a short address by the current president of appeals Sharon Buckley and Leonard Hegarty, chair of the IGBF. Participants will then be treated to an intimate gig with a special headline Irish artist. Tickets cost €50 each with a corporate package also

available and everyone who registers for the event will also be entered into a special Christmas rafﬂe draw for a host of prizes. The top prize will be a much sought after luxurious two-night bed and breakfast stay in the ﬁve-star Adare Manor, Co. Limerick, with dinner in the Michelin star

ShelfLife November 2020 | www.shelﬂife.ie

Oak Room Restaurant, a round of golf and an aromatherapy massage for two people. There are also weekend breaks, discount vouchers and hampers galore to be won! Any amount, great or small, goes a long way to improve the lives of the people struggling within the FMCG sector, which is so badly needed, this year more than most when many of the IGBF’s traditional fundraising events had to be postponed - so please support this event and join the IGBF on Friday, 4 December. This year’s virtual event is hosted by Hotel Solutions and kindly sponsored by The National Lottery, Diageo and Mondalez. The ‘Jingle & Mingle’ theme was developed by Tap Creations, who also designed the festive look and feel. The IGBF has also expressed its thanks to the TWIG committee for creating the concept and making it all come together. Full details of the event, corporate packages and timings will be available on www.IGBF/Christmaslunch. You can register directly to purchase your tickets through the IGBF website itself or email Hotel Solutions DMC at info@hotel-solutions.ie, or phone Michelle Thornton on 087 9297057 or Stuart Thornton on 086 0681701.

Dermot Hever, store manager of the reopened Tesco at Douglas Shopping Centre

Tesco Ireland welcomed customers back to its refurbished store at Douglas Shopping Centre on 12 November, after a year-long closure following a car-park ﬁre in August 2019. Tesco has invested €1.5 million in the refurbishment of Douglas and other store improvements in Cork this year. Originally built in 2009 and spanning over 55,000sq ft, the Douglas store is reopening in line with the public health requirements of Level 5 restrictions. Tesco has created 30 new jobs in the Douglas store, adding to the 100 colleagues who were employed there prior to the ﬁre. Throughout the closure, colleagues were redeployed to other stores in Cork but have now returned to Douglas. “We are thrilled to reopen our store at Douglas Shopping Centre,” said store manager Dermot Hever. “I must commend and thank our colleagues who were temporarily re-deployed to our sister stores in Cork,” he added, “and I know they’re all delighted to be back in the Douglas store serving the customers they know so well.” ■

Are you listed?

CONVENIENCE RETAILING | OFF-TRADE | SUPERMARKETS | NEWSAGENCY | FORECOURT

The Essential Grocery Brands Directory & Sourcebook • • • •

A-Z Supplier Directory Retailer Directory Full Brand Index Diary Planner

Position your company as an Industry Expert with our Retailer Guides and Category Spotlights

SOURCEBOOK & DIARY

SUPPLIER A-Z | BRAND INDEX | RESOURCE GUIDE

Call Mark Morgan Today tel: 01 294 7767 e-mail: mark.morgan@mediateam.ie

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SEEN AND HEARD

Frank and Honest Coffee awarded Guaranteed Irish membership Frank and Honest Coffee has been awarded the Guaranteed Irish symbol in recognition of its role in supporting Irish jobs and communities nationwide. “The Guaranteed Irish membership acknowledges Frank and Honest’s evergrowing journey, delivering the best tasting coffee across Ireland and in turn supporting local communities and creating jobs nationwide,” the company said. The group is now planning to continue

to grow its national geographical footprint; bringing its coffee, made speciﬁcally with Irish tastes in mind, to every corner in Ireland. “The Guaranteed Irish symbol helps consumers and businesses to identify products and services that are better choices for communities across Ireland,” said Guaranteed Irish CEO Brid O’Connell. “We only award the symbol to companies which provide quality jobs, support local communities and are committed to Irish provenance.”

With so many coffee options available, Frank and Honest wants consumers to be aware that when they buy a cup of its gourmet coffee, “they are buying an Irish brand and supporting Irish jobs”

SuperValu introduces own brand compostable grass trays for organic apples SuperValu organic apples will now be sold in compostable grass trays, in a move which will divert one tonne of plastic from landfill. The new compostable grass trays which are pulpbased and composed of grass and wood or recycled paper fibre, can be composted easily at home in the brown compost bin. Over 340,000 organic apples are sold in SuperValu every year and this is another significant step in the group’s commitment to making 100% of its own-brand, fresh produce and in-store packaging recyclable, reusable or

SuperValu is on a mission to help shoppers shop more sustainably

compostable by 2025. In addition, organic apple bags will also be compostable, made of sugar cane, thistle and sunﬂower seed oil. The organic citrus fruit range is also moving to compostable nets this month. With 380,000 units sold each year, this move will divert another 1.1 tonnes of plastic from landﬁll. In 2019, an enormous 84 tonnes of black unrecyclable plastic was removed from produce packaging as part of SuperValu’s sustainable packaging strategy.

0ver 400 plant-based products now stocked by SuperValu To meet the growing demand from customers for vegan options, SuperValu has developed ‘The Veg Kitchen’. This new own-brand plantbased frozen range, consisting of nine new products including burgers, pizzas and a selection of ready-to-eat meals, means eating vegan has never been easier or better value with prices ranging from €1.79 to €2.99. The retailer also stocks over 400 plantbased products across the store. Some of SuperValu’s newly stocked, local plant-based brands include Artisan Grains

(delicious nut roasts especially high in ﬁbre and protein), Troo (gut-healthy breakfast cereals and syrups which all contain at least 8g of ﬁbre per serving, 25% of an individual’s daily requirement), Pimp My Salad (veganfriendly salad toppings rich in antioxidants made with ingredients sourced from sustainable partnerships) and Loma Linda (a seafood alternative that’s an excellent source of calcium and omega-3s). Meanwhile, fast becoming staples in baskets and trollies are favourite vegan options from

Check out www.supervalu.ie for more information on SuperValu’s vegan range or for some plant-based recipe inspiration

over 80 products in the frozen foods section, including Strong Roots, Amy’s Kitchen and Roar, a plant-based ice-cream which is exclusively available in SuperValu.

Clonakilty celebrates two years of being Ireland’s ﬁrst Autism Friendly Town Clonakilty recently celebrated two years of being Autism Friendly. In October 2018, Clonakilty, through a partnership with AsIAm and SuperValu alongside local retailers Eugene and Catriona Scally of Scally’s SuperValu, became Ireland’s ﬁrst ever Autism Friendly Town. To mark the occasion, AsIAm, SuperValu and the Clonakilty Autism Friendly Town Committee hosted the webinar ‘Navigating Covid-19 in an Autism Friendly Way’ with award-winning American author and educational speaker Jennifer Cook. Clonakilty’s journey to becoming an Autism

ShelfLife November 2020 | www.shelﬂife.ie

AsIAm and SuperValu recently hosted an online webinar with Wall Street Journal best seller, author Jennifer Cook

Friendly Town saw businesses, organisations, sports clubs, schools and community groups throughout the town undergo training and organisational changes to become autism friendly. This initiative and accreditation was a ﬁrst for anywhere in Ireland and has been an incredible success for the whole Clonakilty community; now acting as a benchmark for communities across Ireland as they embark on their journey to become autism friendly, creating more accessible and enjoyable places for autistic people of all ages to live in. ■

CSNA NEWS

CSNA NEWS ‘Essential vs non-essential’ rules are unfair to our sector

PETER GAUGHAN, national president, CSNA

Visor

clarification The association has been advised that, following a review by the HPSC on the efﬁciency of visors in the retail environment, it was concluded that there was insufﬁcient evidence to ban visors or seek face masks as the sole face covering in the retail environment. It is therefore not expected that regulations banning visors will be initiated.

The recent move by the government to restrict the sales of products they viewed as “nonessential” to outlets that had an online presence or could provide a ‘Click and Collect’ facility was clumsy, ham-fisted and illconsidered. The association has provided literally thousands of Covid-19 related briefings to our members since mid-February and were never as confused and exasperated as we have been when dealing with worried retailers that had received a visit from a garda directing them to close off a retail area and cease selling products that were essential for the retailer’s product mix and overall ability to justify keeping their premises open. Retailers have struggled tirelessly throughout the pandemic to ensure that their staff and customers were protected in the shop; all of the figures from the State show that the retail environment in Ireland, despite there being hundreds of thousands of daily interactions, was one of the safest places in the country and had the lowest level of reported exposure to the virus. The Tánaiste suggested that stores that were open by virtue of their “essential goods” status should give consideration and exercise “fair play” to retailers that were not permitted to open due to the products sold by them being deemed “non-essential”. He stated that they should close off and separate their essential and non-essential products and areas and advised gardaí to enforce a series of rules and regulations, for which nobody in the Departments of Taoiseach, Health, Justice or

CSNA members have been told that key ranges in their product mix such as greeting cards must be removed because they are “non-essential”

Business, had a comprehensive and authoritative ability to decide what was or was not essential in a mixed trade shop. Laws should be precise, easy to understand and both necessary and proportionate. We are retailers, not public health experts, yet we struggle to accept that the sale of certain items in stores already open and demonstrably safe for the public to enter should be visited by members of the gardaí (all of whom performed their duties with courtesy and professionalism) and depending upon the brieﬁng given to them by their superiors, making suggestions that this, that and the other needed to be removed “in order to comply”, yet not one garda was able to produce a list of nonessential products! We may have left one or two products out, but these were some of the “non-essential” categories as advised by different gardaí in shops throughout Ireland since Level 5 was introduced. • Books • Magazines

• • • • • • •

Greeting cards Charity boxsets of cards Stationery Flowers and wreaths Car wash Giftware Toys The suggested rationale for this ban was to cut down on browsing but anyone that has ever visited a modern supermarket will be mesmerised by the astonishing array of offerings on every aisle; there is no doubt that an average visit to a Tesco, Dunnes, or one of the German discounters will cause far more dwell, dawdle and delay than what would occur in our stores. Post Ofﬁces, banks and Credit Unions were not advised to taper back on services offered and those institutions are speciﬁed as not having a legal obligation to ensure customers are wearing a face covering! The CSNA will continue to seek changes to these nonsensical restrictions and seek a fairer system to achieve our collective goal without unduly affecting our fragile businesses.

New store posters now available A range of posters are available to encourage the use of face coverings in-store. Our new posters are now available on our website for retailers to download and display.

ShelfLife November 2020 | www.shelﬂife.ie

VAT rate changes in place from 1 November onwards

CSNA-approved face mask suppliers

Contact the CSNA on 045-535050 for details of approved face mask suppliers

As we all know mandatory face mask wearing in retail stores is not going to be lifted this year. We would encourage all members to stock a range of face masks in their stores. The CSNA has approved face mask suppliers for members to ensure that you are getting the best return for your money. We anticipate that the Christmas-themed masks will be a huge hit this year. Contact the CSNA today on 045-535050 for more details on the CSNA discounts available for members from our approved face mask suppliers.

As outlined in Budget 2021, the government will be lowering the second reduced VAT rate from 13.5% to 9% for the hospitality and tourism sector. This reduction will have an effect on some of the products that you supply in your store including tea/coffee and hot food items. We have set out all the affected products below in a table that can be printed for your convenience. Type of Food or Drink

Retail

VAT Rate

Coffee, Tea (Hot)

Second Reduced

9% previously 13.5%

Hot Sandwich**

Second Reduced

9% previously 13.5%

Fish, Chips, Burgers (Hot)

Second Reduced

9% previously 13.5%

Take-away Food (Hot)***

Second Reduced

9% previously 13.5%

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie

CSNA CONTACT DETAILS

Business Post

If you have any queries regarding CSNA services or membership please contact the office in Naas, Co. Kildare on 045-535050 or by email to info@csna.ie/www.csna.ie

November 2020

Curtain UP Michelin-starred chef Enda McEvoy’s new Galway restaurant has theatrical roots

Gluten-free baking ● Jess Murphy’s winter warmers ● Tonic without the gin

FIRST & SECON D S U N DAYS OF EACH MO N T H. YO UR DELICIOUS NEW EXTRAS WITH THE BUSINESS POST.

www.shelﬂife.ie | ShelfLife November 2020

ADVISOR: Recruitment

‘Why do you want to work here?’ A strong skillset and ambition can get you far, but when applying for a new job, the hiring manager wants to hear that you’ve done your research and speciﬁcally want to work for that company. One of the most effective ways to demonstrate this is to share a connection story, writes Excel Recruitment’s Barry Whelan BARRY WHELAN managing director of Excel Recruitment

www.excelrecruitment.com

A ‘connection story’ with the company you are applying for a position with, tells the hiring manager how your personal values are aligned with the company’s values

part from “Tell me about yourself?”, one of the most common job interview questions is “Tell me why you would like to work here?” Whilst the question may not come as straight as that, you might ﬁnd yourself being asked, “Why would you like to work for this company?” or “What drew you to apply for a position here?” or indeed, “Why are you interested in our company?” Company executives want to hire candidates who wish to work for their business, not because they just want a job, but because they are speciﬁcally interested in them as an employer. And as an employer, it is ideal to hire a candidate who is interested in your brand and business. Someone who crucially, has taken the time to research the company, coming to the conclusion that your company is one they would be interested in working for. Many candidates can be thrown off by this question and don’t position an answer correctly, either because the question has thrown them, or they haven’t researched the company properly and just applied for a job because it was available.

What not to say How about firstly what not to say! “I am ready to take on more responsibilities, and working at this company will be a great stepping stone for my career.” This might sound like a good answer, but it indicates that you just want a move for a promotion. The hiring manager will also be concerned that you lack passion for the company and may be quick to leave as soon as an opportunity you deem better comes your way. “I have heard amazing things about your company, and the benefits are great!” This is such a generic ShelfLife November 2020 | www.shelflife.ie

answer, and managers get turned off by it because it tells them that your primary motivation is all about how much money you will make and perks, rather than wanting to add value to the company. I would suggest that any job you go for, you do enough research to answer at the very least why you would like to work there, but even better is to have a ‘connection story’.

Connection story A connection story doesn’t expand or demonstrate the skills and experience you have for the role. Instead, it is a personal story that tells the hiring manager how your personal values are aligned with the company’s values. It will also outline how the position you are applying for will help you develop meaningful qualities for both your professional and personal life, that in turn mean you will be more committed to your job. The hiring manager really wants to know, how knowledgeable you are about the company and that you really, really want to work there. One of the most effective ways to show that is to give a connection story. Over the years, some candidates have really demonstrated excellent connection stories that have helped them land the job!

Examples Some examples that come to mind: A candidate going for a junior fashion buying position, with little experience for the actual role, demonstrated an excellent connection story, showing an alignment of values and a great attitude: “I have always admired your commitment to giving back,” she said. “When I read that you are working with your manufacturing partners to produce fabric masks through your own factories for local healthcare workers, it made me think, this is the kind of company I want to work for! Giving back is a big part of my personal philosophy, and I was excited to see

that you feel the same way.” For an account manager position in a beauty and skincare company, the candidate said: “I have been buying your products for years — I especially recommend your [X] product to all my friends — so I was thrilled to see an open position that perfectly matches my skills at your company. I believe the key to a brand’s success is making the customers happy, and based on my experience, I can tell that’s a top priority for you.” For an accountant position at a large retail business, the candidate answered: “In all my years of working in this industry, I have crossed paths with many of your employees. I have always been impressed by how genuine, personable and knowledgeable they are. I imagine that your customers feel the same way. I want to work for a company that hires and retains employees like that.”

Do your research Your connection story will vary depending on your own values and what industry the company is in, but the main goal should always be the same: To show that you understand the company, and how you fit in. The most important task is to do research on the company, and ask yourself the following questions: • What are the company’s values and are they aligned with your own? • What’s happening within the company and its industry? Has it recently changed its product or service offerings? • What qualities do you find most appealing about the company? How do they fit in with your values and what you strive for, personally and professionally? • Do you know people who work at the company? Ask them what they love about the company and why they enjoy working there. Oftentimes, the most useful details can’t be found on online, but it is always best to go to a real source who has actual experience. ■

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ANALYSIS

Dan’s Digest

With Dan White VieWs on the latest eConomiC & politiCal neWs

Why we still prefer grocery shopping in person Despite the acceleration of a move towards online grocery shopping generated by the pandemic, CSO data shows this is still a niche market, and according to Dan White, will remain so for the foreseeable future

hile the lockdowns have led to a huge increase in online’s share of non-grocery retailing, most consumers still seem to prefer doing their food shopping in person. With most “non-essential” retailers shut once again and Christmas less than two months away, the only winners from the second lockdown, which is scheduled to run until 3 December, will be the online retailers.

Online winners That was certainly what happened during the first lockdown in the spring. CSO figures show that online retailers captured almost 23% of all non-motor, fuel and bar retail sales in April and almost 18% in May. For some segments of retail, the share captured by online during these first months of lockdown was even higher with online accounting for 66% of total clothing and textile retail sales in April and almost 63% in May while 58% of electrical goods sales went online in April and 37% in May. True, when the offline retailers were allowed to reopen after mid-year, online’s share of total retail sales fell back, with 6% of nonmotor, fuel and bar retail sales going online in September. Only one segment of retailing managed to stand aloof from this great migration online. In April, only 7.6% of food, beverage and tobacco retail sales were online and 8% in May. This had fallen back to just 3.5% by September.

Impact of second lockdown The second six-week lockdown, which came into force on 22 October, is likely to see ShelfLife November 2020 | www.shelﬂife.ie

online’s share of non-food retailing rise rapidly once again. While we will have to wait until late December for the official CSO November retail sales figures, there are already significant straws in the wind indicating a major resurgence in online’s share of total retail sales. Financial technology firm Revolut revealed that 51% of total consumer spending on its platform went online in the first nine days of November. This was even higher than the 50% recorded in May and more than twice the March level of 25%. While Revolut is probably skewed towards younger consumers, who have a greater tendency to go online, with over one million Irish customers, the renewed online migration

In April, CSO ﬁgures show only 7.6% of food, beverage and tobacco retail sales were online; this rose to 8% in May but fell back to just 3.5% by September

being picked up by its transactions data is almost certainly for real and will be replicated when the CSO data is eventually published. So why, of all retail sectors, has food proved so resistant to the advance of online during lockdown? Of course it helps that, having been designated “essential”, food retailers have, unlike most other categories of ofﬂine retailers, remained open.

Logistics The logistics of online food retailing are also much more difficult, and expensive, than for most other retailers. While no-one is going to object too strenuously if the book which they have ordered from Amazon turns up 24 or even 48 hours late, it’s a different story if the delivery of your fresh milk, cheese or meat is delayed. While most Irish food retailers now offer online ordering and delivery to their customers – Dunnes Stores, the last online holdout, began offering a grocery delivery service to its customers in Dublin and Cork last month – it seems likely that most of us will continue to do our grocery shopping the old-fashioned way. And it’s not just the well-rehearsed reasons such as the expense and logistical difficulties that will keep it that way for the foreseeable future. Shopping is not a purely commercial activity. Even in those retail categories where online has an unbeatable price advantage, the end of the lockdown saw the offline retailers recover a large proportion of the business they had lost. While online retailers captured almost two-thirds of clothing and textile sales in April and May, this had fallen back to 7.7%

ANALYSIS

by August while the proportion of electrical goods sold online during that month had fallen to less than 15%, a little more than a quarter of its April peak.

Social aspect What these figures almost certainly indicate is that there is an important social aspect to shopping. If there wasn’t, why do many of us willingly pay more for something in a physical store on a main street or in a shopping centre rather than bag the bargain online? Will this social aspect be enough to save offline non-food shopping? Only time will tell but the prospect of shoppers making most of their purchases online while seated in front of a screen instead of venturing out to meet real people is one that fills me with horror. Thankfully, there is little chance of that ever happening in the grocery sector. Even in May, during the depths of the first lockdown, more than eleven out of every twelve euro spent on groceries were spent offline. For grocery retailers, online shopping - including such hybrid formats as click and collect is likely to remain no more than a niche business for the foreseeable future.

Auditor overboard in Asda deal

Awkward questions

The Issa brothers’ proposed acquisition of Asda, the UK’s third largest grocery retailer, had barely been announced when ‘Big Four’ accountancy ﬁrm Deloitte revealed that it had quit as auditor of the Issas’ EG Group. The word from Deloitte is that its decision to dump EG as an audit client was due to “governance concerns”. The revelation came in a notice to EG’s bondholders, the group had net debt – even before the Asda deal – of £8.1bn at the end of 2019. Bondholders were told that Deloitte was resigning with “immediate effect” and was being replaced by another top four ﬁrm KPMG.

While Deloitte’s decision may be due to nothing more than an overabundance of caution on its part, the move, coming less than a fortnight after the Asda acquisition, inevitably raised eyebrows. Deloitte must have been aware that its decision to resign as auditor, particularly coming so soon after the announcement of a major transaction, would lead to awkward questions being asked. Even on the basis of what we already know, the Asda acquisition is a very highlyleveraged transaction. The Financial Times has reported that TDR, the Issas’ private equity backers, had raised £4bn of highyield or “junk” bonds to help fund the purchase of the retailer. This would increase EG’s total borrowings to more than £12bn, an enormous sum by any yardstick, if the Asda deal is waved through by the UK’s Competition and Markets Authority. Did Deloitte feel that it wasn’t comfortable giving a clean bill of health to such a heavily borrowed deal and why was KPMG able to reach a diametrically opposed conclusion? ■

Deloitte resigned its auditorship of the EG Group less than a fortnight after its Asda acquisition proposal was announced

‘Embrace the technology’ John Eivers, owner of Applegreen and Spar Irishtown, gives his verdict on the SafePay solution, recently installed in his store by Premium Cash Solutions (PCS)

John Eivers Q: What were your main reasons for choosing SafePay? A: We operate a busy convenience store and service station business where up to 70% of our turnover is cash. Handling and dealing with this amount of cash every day; doing cash lifts, emptying pods, getting change and counting tills several times a day was too much of a chore and becoming cumbersome. We felt a considerable amount of time was being spent on cash reconciliation and if cash didn’t balance you were having to spend even more time looking for the variance.

to 3.5 hours daily in staff time as staff are not wasting time having to count cash, reconcile tills, get change, do cash lifts etc. In fact cashiers are only handling cash once and that is at the point of sale. This in turn means they have more time do other jobs around the store. We used to go to the bank weekly to get change - coins and notes - and this cost us 2% of the value. We go on average now once every three weeks. Staff have no access to cash and this is a great advertisement for any potential would-be criminal; reducing the risk of an armed hold-up. This delivers great peace of mind for our staff too. You have the peace of mind that your cash will always be right. It can’t be short.

Q: How was the installation process managed? A: We revamped while trading during the Covid crisis. PCS worked with my Spar development manager and Store Fit rep to design and integrate SafePay neatly into my counters. Installation and training took about two days and was seamless. Q: What difference has SafePay made? A: The operational savings to our business have been immense thus far. We are saving up

Q: Were there any particular challenges you were facing which you thought SafePay would help tackle? A: Handling large volumes of cash in a busy shop and forecourt is a challenge in itself. There are inherent risks associated with security, staff health & safety, discrepancies and so forth. Our thinking was going forward we needed to consider the health and safety of our cashiers and reduce the level of risk of an armed hold up at our premises. The beauty about SafePay staff have no access to cash other than the cash they are putting in to the SafePay to complete the sale and to give back change to the customer. Q: Would you recommend SafePay to other businesses? A: Absolutely and without hesitation! You will not know yourself in that it will give you great peace of mind and the freedom to focus on other important aspects of your business. This is the way forward. Embrace the technology.

SafePay integrated neatly into counters at John Eivers’ store

www.shelﬂife.ie | ShelfLife November 2020

FEATURE

Shelves of toys, Christmas gifts and Halloween decorations in More 4 Less in Swords, which were cordoned off due to Level 5 restrictions (Photograph: Leah Farrell/RollingNews.ie)

The current Level 5 restrictions have brought a host of new challenges for the retail trade. While the larger retailers have pledged only to sell essential items, other retailers, seem to be operating on a business-as-usual basis. Fionnuala Carolan reports

Retail sector divided over essential and non-essential trade

here has been a high level of dissatisfaction among the retail trade this month due to the fact that small non-essential businesses were ordered to cease trading during this six week lockdown while the stores that remained open were free to sell these very same non-essential items. Retail Excellence Ireland called on the government to ensure that those retailers who were permitted to remain open restrict their sales activities to essential items only. Duncan Graham, CEO of Retail Excellence said that the initial restrictions were unfair. “Our concern is that large retailers are abusing the fact that they are allowed remain open by selling non-essential as well as essential items,” he said. “This rubs salt into the wounds of smaller retailers who are forced to close but who now see larger competitors take advantage of their closure.”

What is essential? In light of this, the Department of Business, Enterprise and Innovation was forced to clarify what was essential and non-essential and further ordered that larger retailers should not sell non-essential items in order to create a level playing field. The list of essential retail includes grocery, takeaways, newsagents, household repair stores, pharmacies, petrol stations, dry cleaners, banks, hardware and click-andcollect services. The non-essential list includes books, clothes, garden supplies, kitchenware, shoes and educational supplies and this has ruffled the feathers of some who claim that children’s clothes in particular should be defined as essential. After junior minister Damien English told RTÉ’s Primetime that clothes were “not essential” there was some back-tracking by the government who said that retailers “can and have made arrangements on compassionate grounds”. Some retailers will surely be more

ShelfLife November 2020 | www.shelflife.ie

compassionate than others. Tánaiste Leo Varadkar said it was “totally unfair” for retailers to use essential products as a means to sell non-essential products and said that gardaí would be enforcing legislation to ensure this would not happen. It is not yet clear as to whether anyone has been prosecuted for doing so and what the actual penalty is.

Supermarkets Lidl, Aldi and Tesco have since announced that they have postponed all non-essential products in line with government advice. Niall O’Connor, Aldi Group managing director said that keeping customers safe was their main priority. “While we understand customers may be disappointed that they will not be able to purchase previously advertised Specialbuy offers at this time, I would like to thank them for their understanding and patience,” he said. “We will continue to ensure our award-winning range of essential products is available to all our customers.” Tesco also announced that sections with items such as clothes and toys have been closed off to customers. “We’re adhering to government guidelines and have closed our F&F clothing, home entertainment and toys units across the country,” a Tesco spokesperson said.

Inconsistent Vincent Jennings, chief executive of the Convenience Stores and Newsagents Association (CSNA), complained that there were inconsistencies in how the measures were being applied. He said some shops had been told they could not sell certain items while others were allowed to sell them without any issue. He told the Irish Independent that retailers were “being put on notice” to not sell certain products. “I can walk up and down the aisles

of Tesco or Aldi and spend as long as I want there but I can’t look at flowers in a local shop or buy that most seditious of things – a book in a newsagents.” Jennings said this “high level of inconsistency” was not fair for businesses trying their best to keep going. “We are essential retailers and deemed to be so as we are selling food and beverages, newspapers and there were no problems up until now,” Jennings said. “But recently we are getting calls from people saying they are on notice from their local gardaí. They’re being told to tape over them or take them down and cease selling them. I’m being contacted by other retailers within the same area who have not been visited at all and are selling the same products. We’re looking for consistency here.”

Ways and means An Taoiseach Micheál Martin has said there are ways and means to access non-essential goods during the lockdown and he has encouraged people to buy online or use clickand-collect services offered by some retailers for non-essential products. Retail Ireland director Arnold Dillon echoed the Taoiseach’s advice. He said that many retailers are facing into a deeply uncertain Christmas trading period. “Many thousands of businesses will have to close and tens of thousands of retail workers will be out of work,” Dillon said. “It is important that customers support affected businesses through online and click-and-collect services where possible. “While important government supports are in place, those retailers without a developed online offering are particularly exposed...It is crucial that these measures work and we are in a place to reopen retail in advance of Christmas. We simply cannot contemplate serious rolling restrictions into the future.” n

ADVISOR: HR

A guide to the EWSS As Ireland’s level 5 lockdown continues, The HR Suite’s Caroline McEnery outlines the key considerations businesses need to take into account when using the Employment Wage Subsidy Scheme

CAROLINE MCENERY

managing director, The HR Suite

he Employment Wage Subsidy Scheme (EWSS) replaced the Temporary Wage Subsidy Scheme (TWSS) as of 1 September 2020. It is expected to continue until 31 March 2021. As an employer you must register for EWSS separately. It is necessary for employers who were claiming TWSS in respect of eligible employees to separately register for the EWSS as different eligibility conditions apply to both schemes. In response to the requests from employers, new categories of workers will be allowed to enter the EWSS. These categories are seasonal workers and new hires and some proprietary directors, subject to conditions.

Eligibility

Revenue expects employers to retain evidence of appropriate documentation including copies of projections, to demonstrate continued eligibility for the scheme

CONTACT THE HR SUITE:

If you require further information or advice on HR, please do not hesitate to contact The HR Suite’s consultants on (01) 9014335 or (066) 7102887 or email the company at info@thehrsuiteonline.com.

EWSS is available to eligible employers to claim in respect of payment of wages to eligible employees. Exceptions which will prevent employers from being able to claim EWSS are: newly hired connected parties (brothers, sisters, linear ancestors, linear descendants, aunts, uncles, nieces, nephews of an individual and their spouse), employees employed otherwise than as part of a business (domestic employees such as childminders, housekeepers, gardeners, etc.) and employees working in a business division or related group entity not expected to suffer a 30% reduction in turnover. To be eligible for the scheme, employers must have a valid tax clearance cert and the business must be expecting to experience a 30% reduction in turnover or customer orders between 1 July and 31 December 2020 looking at the period as a whole rather than on a monthly basis; and this disruption is caused by Covid-19. The comparison to prove the reduction in turnover or customer orders is performed relative to: the same period in 2019 where the business was in existence prior to 1 July 2019 (seasonal business), the date of commencement to 31 December 2019 or where a business commenced after 1 November 2019, the projected turnover or customer orders (if the company is a new business). Employers must undertake a review on the last day of every month to be satisﬁed whether they continue to meet the eligibility criteria and to take the necessary action of withdrawing from the scheme where they do not. If a reduction in customer orders is being considered as the basis for eligibility for the scheme, the following are examples of how it will apply: • In the case of a retail business, a pub, a fast-food outlet and similar type businesses: at least a 30% reduction in the value of overall sales (cash, credit and orders, including online and telephone orders). Employers are required to undertake a review on the last day of every month to ensure they continue to meet the eligibility criteria. If they no longer qualify, they should

ShelfLife November 2020 | www.shelﬂife.ie

deregister for EWSS with effect from the following day (ﬁrst day of the following month). During the scheme, a subsidy can be claimed in respect of eligible employees of an impacted business on the payroll. Employees are eligible if they are in receipt of weekly gross wages between €151.50 and €1,462 subject to some exceptions. The level of subsidy the employers will receive per paid employee (per week) will be based on gross weekly wage rather than net, as follows: less than €151.50 – NIL, from €151.50 to €202.99 – €151.50, more than €203, less than €1,462 – €203, more than €1,462 – NIL. The payments are now fully taxable but the employer’s PRSI rate for those on the EWSS will remain on the reduced rate of 0.5%.

Key points Some key elements are noted below: • Registration: Registration needs to take place via the e-registration system. Employers will have to make a self-declaration as part of this process. It is noted that the employer must register first and be confirmed as eligible by Revenue before submitting payroll for EWSS support. • Evidence: Revenue will not be looking for proof of eligibility at the registration stage. Revenue expects that employers will retain evidence of appropriate documentation, including copies of projections, to demonstrate continued eligibility over the specified period. It is reasonably expected that the assumptions which underpin the projections will be reliable, will reflect the operating conditions of the business, and will remain materially unchanged. • Payment: The subsidy will be paid directly into the employer’s designated bank account once a month in arrears, as soon as practicable after the return due date (14th of the following month). • Lead times: The government subsidy will be paid up to six weeks in arrears, placing a new cash flow burden on businesses that employers need to plan for. The Revenue Commissioners acknowledged that the delay could be over five weeks for those paid weekly, but said it would be as little as two weeks for those paid monthly. They said the time frame for the payment of subsidies due under the EWSS is tied in with the time frame within which the relevant monthly employer PAYE return is due. • Company details publication: In line with international best practice on transparency around recipients of State Aid, in January and April 2021, Revenue will publish on the Revenue website (www.revenue.ie) the names and addresses of employers who claimed the EWSS. For more information on the EWSS, visit Revenue.ie for further details. If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact The HR Suite’s office on (066) 7102887. ■

20 INTERVIEW

Proactive approach Following an uniquely challenging year, ShelfLife caught up with Barry Group MD Jim Barry to learn how the business navigated the Covid-19 crisis and its plans to grow the Costcutter, Quik Pick and Carry Out brands Jim Barry, managing director, Barry Group

Q: How has Covid-19 affected Costcutter stores and what are the key lessons you have taken away from this challenging time? A: While some of our retail partners were impacted by Covid-19, the majority performed well during this challenging period. City centre stores were impacted the most as footfall decreased drastically in these areas, but to date all are still trading. In the initial lockdown, forecourts were also affected but this cohort of our estate has recovered to a level where forecourts are trading at normal levels, and some have exceeded pre-Covid-19 levels of business. I believe that this is a direct impact of the combination of Barry Group’s positive response to the pandemic, the challenges it threw at the trade, along with the proactive actions our retailers took. So much so, we have seen brand sentiment increase over

the past six months. This is a true testament to the collective approach that was employed to protect the Costcutter brand and our estate. I am proud to say that we served our customers really well during what was a most challenging period. Regarding lessons, I don’t believe that Covid-19 taught us something new or brought around changes, but rather that it accelerated the change that was already happening within our business and in the industry. For us, the key thing that was highlighted was the importance of the Barry Group mindset. Every Costcutter retail outlet is different and deserves to be serviced in a way that maximises the opportunity in that store. In essence, I think the importance of customer care and focus has been highlighted more than ever over the past six months.

The team at Massey’s Costcutter in Windy Arbour, Dublin exemplify the friendly customer service offered at Costcutter stores throughout the country

ShelfLife November 2020 | www.shelflife.ie

Barry Group’s independent wholesale channel has performed well this year due to its ability to switch up capacity, states Jim Barry

Q: How did the planning you undertook for Covid-19 and recession, enable you to deal with the challenges that confronted your industry? A: The first thing we did was devote the time of our senior team members. This group formed our Covid-19 response team who today, still meet twice a week. This team were tasked with highlighting the risks that could potentially occur as a result of this pandemic and then mitigating those risks in every possible way. This approach to identifying risk evaluated key components of our business including the operations of our warehouse, our wholesale business and the risk facing our retail partners. By identifying this risk, it gave us great clarity in developing our plans to ensure both Barry Group and our retail partners would get through what I would identify as one of the most challenging periods in my career, and ensure that our customers were still serviced with our recognised high levels of customer service. Today, this team is still continually identifying risks and eradicating their effects. From the outset, we had also identified the risk of an exogenous recession. Considering that this recession was a result of a global pandemic, we immediately commenced researching how this could possibly differ from an economic recession and formulated our plans. A multi-disciplinary team was also appointed to evaluate this from all aspects of our business to firstly ensure that we would remain profitable during the recession, and secondly, exit it in a place of brand strength. This plan encompassed a Barry Group approach and also a plan for our retail partners. Q: With significant growth generated within the off-licence channel, how did Carry Out manage to cope with the increased workload?

INTERVIEW

stores, 10 new Quik Picks and 10 Carry Out off-licences. Additionally, we will be adding to our suite of concepts in February to accompany the already successful Urban Sips, Freezi Licks, Market St. Deli and The Salad Patch. It is also important to identify with the learnings and improvement opportunities that were identified this year as a result of Covid19. Although a large proportion of these have been accomplished, improving our business offering, there are some which we have planned to address in 2021. Urban Sips was created in a bid to bring an accessible gourmet coffee experience to the nation

A: Our Carry Out retail partners are professional and dedicated retailers who take great pride in providing responsible retail standards for their customer base. Although the challenges brought around by Covid19 were significant, a combination of extra deliveries facilitated by our logistics team, the support from our Carry Out account management team and sheer hard work, were essential to support the demand facing the doors of Carry Out stores nationwide. At store level, our retail partners worked tirelessly to maintain standards and equip their teams with the relevant training, skills and knowledge to deliver a solid service experience to our customers. Q: How has your independent channel performed during the past year? Have you been able to respond quickly to market demand and changes within the sector? A: Our independent channel has grown significantly this year, with our extensive alcohol offering being a key asset to our customer base. During the initial lockdown, we were recognised for our agile response and our corporative nature was valued. However, this comes down to our team servicing this element of our business. It is because of their adaptability that we were able to respond to meet our customersâ&#x20AC;&#x2122; needs. Our independent wholesale channel has performed very well this year because we had the ability to switch up our capacity. However, we did not do this alone. Our suppliers have to be recognised for their responsiveness to our buying team who managed to secure large volumes of products that other wholesalers seemed to struggle with. We were able to service our normal customers as well as help our new customers who were struggling to get stock from their normal sources.

Q: How concerned are you about the current Brexit developments and the implications for Ireland's food and drink sector? A: Brexit undoubtedly causes concern for all businesses on the island of Ireland. The lack of clarity of what type of deal will be reached impacts the time that we have to plan, which poses challenges itself outside of the enormity

Extra deliveries facilitated by Barry Groupâ&#x20AC;&#x2122;s logistics team, support from the Carry Out account management team and sheer hard work, enabled Carry Out stores to meet high nationwide demand

of Brexit. However, I am hopeful a deal will be struck where we wonâ&#x20AC;&#x2122;t have tariffs to deal with. If this is the case, it will be presented in the form of a basic deal. We have invested a lot of time in planning for all possible outcomes, so we have plans in place to deal with all customer challenges that may arise. It is important that we meet whatever challenge may lay ahead, head on and come out the other end stronger and welcome new opportunities. Q: Following an unprecedented year for Ireland's grocery and wholesale trade, how would you describe your outlook as we head into 2021?

In-store off-licences at Costcutter stores are well positioned to deliver strong value-formoney to consumers

A: While 2020 was challenging in many ways, I believe that we as a team are in a positive place to meet the challenges that lie ahead. Many lessons were learned this year and as a business, we showed how adaptable we are. The improvements that we have put in place, along with the dedication and perseverance of our management team, supported by the willingness of our team members, gives me great optimism for Barry Group in 2021. I expect us to outperform the market, and build on our strong service ethic to our valued customers. n

Q: What growth/innovation do you have in the pipeline for 2021? A: While there are many challenges looming in 2021, including Brexit, a recession and Covid-19, we will enter the year with optimism. We will open 15 new Costcutter

The Salad Patch Company offers freshly made nutritious salads for health-conscious consumers

www.shelflife.ie | ShelfLife November 2020

FEATURE

An ‘End the Lockdown’ protest held outside the GPO in Dublin in October, where members of the public protested lockdown restrictions and the introduction of fines for those not wearing masks (Photo: Sam Boal/RollingNews.ie)

As ‘anti-maskers’ continue to create problems for retailers, their staff and their customers, Julia O’Reilly catches up with retail industry representatives to discuss what can be done to mitigate the issue

Unmasking the reality for retailers

t was a sight no one at Tesco Drogheda thought they’d ever witness. But witness they did, when a young man, upset at being asked to wear a face mask, responded by swiping bottles of alcohol off the shelves, sending them smashing to the floor, then swiping again. While the modus operandi of this young man’s response was unexpected, Irish retailers are no strangers to verbal negativity by customers unhappy about being asked to mask up. “Practically every store has had issues with people announcing that they won’t wear a mask,” says Vincent Jennings, CEO of the Convenience Stores and Newsagents Association (CSNA). “These people are coming onto private property to try to engage in an argument to score petty, political points.” Jennings message to them is: “Stand for election if you feel that way, but don’t bring us into it.” Remarking to ShelfLife magazine, that this has been “an incredibly challenging time,” Tara Buckley, director general of the Retail Grocery Dairy & Allied Trades Association (RGDATA), says: “We were getting a number of complaints from our members about difficult, maskless customers. We wrote to the government to raise the issue. We said on-thespot fines had to be addressed, and that we need the gardaí involved.”

ShelfLife November 2020 | www.shelflife.ie

Anti-social behaviour Acknowledging that RGDATA members “have certainly noticed a rise in frustration and anger amongst customers,” she describes the situation as “challenging for store owners, staff and customers alike. Retailers are trying to operate their businesses in a safe way for staff and customers. When you’re running a shop, you want to be welcoming to customers. You don’t want to have to deal with aggressive, anti-social behaviour.” Knowing that inciting confrontation is on the agenda for many who forego a mask, Jennings tells retailers not to engage. “Our instruction to our members is that under no circumstances are they to engage in an argument. They should get them out of the shop as quickly as possible and make them aware that they won’t be welcome to return.” The logic is sound – don’t feed the troll. But, while conflict only further propels the anti-mask agenda and should be sidestepped, that’s often not a possibility. Buckley talks of a member in Blackrock who has suffered several highly concerning instances, including one where a young member of staff politely asked a man to wear a face mask and the man retaliated with verbal abuse and threatened to “burst her head off the wall”.

While “99% of people are trying to do the right thing, a really small minority are creating quite a lot of stress in stores,” says RGDATA director general Tara Buckley

“Another member in Limerick was threatened with stabbing,” continues Buckley. “All our members have told us they’ve been dealing with a couple of incidents a day.” “Do they not think that people inside stores have a right to be protected from a virus?” ponders Jennings. Indeed, it’s hard to imagine the perspective, what with retailers working tirelessly to create a safe environment for staff and customers alike. “We have such a low transmission rate within retail,” says Jennings, “and it’s because of the work done by staff and owners, and customers as well. We have a duty to our staff, we’ve a duty to our customers, we’ve a duty to ourselves and our families.”

Small minority By and large, consumers have complied with the new measures. But the few keen to flout

FEATURE

the rules have put retailers in a tough spot. According to Buckley, “it’s a really small minority that are creating quite a lot of stress in stores. I’d say 99% of people are trying to do the right thing.” What’s more, both Buckley and Jennings are careful to differentiate between those who cannot wear a mask and those who will not wear one: “It’s not the people who can’t wear a face mask for medical reasons,“ says Buckley. “It’s people aggressively flaunting the guidance and creating problems in the store for other customers.” “It’s a different matter,” agreed Jennings. “Individuals who can’t wear a mask because of an underlying issue are almost apologetic about it, even though it’s perfectly allowed for within the legislation. No one is trying to force somebody to wear a mask if it causes them difficulty.” Jennings is advocating for the government to implement a system similar to the blue badge given to drivers with disabilities. “That would entitle those with genuine medical needs to enter shops without masks,” he says. His suggestion follows the introduction of recent public health legislation making face coverings mandatory for customers in shops. According to the new laws, anyone without reasonable excuse to go maskless could receive a fine of up to €2,500, six months imprisonment, or both. More recently, gardaí have been granted

Check out www.CullyandSully.com/ RockingRisotto

VEGA

Legal action

“Practically every store has had issues with people announcing that they won’t wear a mask,” says CSNA CEO Vincent Jennings

new powers to enforce people to wear face coverings in keeping with Covid-19 public health guidelines. Fines ranging from €20-100 could be handed out to those not complying. This move has been welcomed by Buckley. “We were delighted to see then that the government has responded, and they have introduced more ﬁnes and stringent penalties for those not complying,” she says. “We’re trying to provide essential retail in a safe way, and we just felt we needed more support.”

Still, there’s some way to go before retailers have the protection they so need. Thanks to a certain clause in the new legislation, retailers have been threatened with legal action if they refuse to serve someone who is not wearing a mask if that customer claims they have a disability or experience ‘extreme distress’ at having to wear a mask. The CSNA has called on the Minister for Health, Stephen Donnelly, to “urgently” change the “extreme distress” provision which they feel is “totally unacceptable given the fact that it is being utilised by ‘non-maskers’ to enter our premises and demand service”. “Our members are incurring signiﬁcant levels of bad behaviour from a small cohort of people intent on disruption for their own personal/political gain,” says Jennings. Asserting that the ‘extreme distress’ provision “emboldens this cohort”, he has requested that it should be removed. This is indeed a learning curve, and Jennings remains hopeful that the new legislation will have a positive impact. “We don’t know yet if the new policies will have an effect, but we hope they will,” Jennings adds. “These people are putting others at risk. Ultimately, we’ve just got to make sure that essential retailers, their staff and their customers are protected.” ■

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Check out our NEW Risotto range Available in all good stores soon www.shelﬂife.ie | ShelfLife November 2020

24 INTERVIEW

QUICK QUESTIONS WITH

TRYSTAN FARNWORTH,

commercial director, Britvic Ireland 4. Which social media platform do you use most? LinkedIn and WhatsApp are now essentials. TikTok is a new discovery and brilliant insight into Gen Z. If you aren’t geared up to serve that generation, you have no future. That’s why brands like Pepsi Max and Club are so exciting for us.

Trystan Farnworth

1. Best place for coffee? A little family-run café beneath Castell Carreg Cennen in the Brecon Beacons national park. The castle is a 12th century ruin in the most spectacular location above a limestone precipice. There is something about that place – it’s just perfect. 2. Favourite movie? Wolf of Wall Street. I fall asleep watching most ﬁlms as the story lines seem so slow, but this movie runs at a million miles an hour. 3. Top book recommendation? ‘Leadership’ by Tom Peters. Such an energizing read which is great for dipping in and out of for inspiration. A genuine visionary.

5. Best ad on telly? The best ever has to be the Club Orange ad ‘The best bits in the World’. My boss (Kevin Donnelly, MD, Britvic Ireland) was behind it a few years ago. Like all the best ads, it broke the rules of the game. 6. Worst ad on telly? Where do I start? 7. Favourite grocery shop? My local convenience store; friendly, speedy, good value, great coffee to go. 8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? Ribeye steak. Almost certainly wouldn’t win; always overcook it. 9. First thing you would do if you were Taoiseach?

Take a year off inventing new laws, and spend a year instead undoing outdated and complex layers of laws which have made economies and societies so complicated and expensive to operate in. 10. If you had to live in another country, where would you choose? Vancouver, Canada. It has the best of all worlds somehow. 11. Greatest achievement to date? The credit is all with my wife of course, but the answer would be my two children – Sam and David. 12. Best website? eBay. A genius invention. 13. Most annoying public ﬁgure? Life is too short to be annoyed by public ﬁgures who you don’t even know! 14. Best piece of advice you ever received? Be yourself and just say it as it is. Life always seems much easier being yourself rather than trying to be someone else. 15. Biggest fear? Being in situations which are not free or fair. I value freedom and fairness as two of the most important things in life.

16. City or beach break? City. A beach is nice for a day, but I get bored far too quickly to make a second day. 17. Top restaurant recommendation? I spent three weeks in Belfast in the early days of my role. Whilst there, I got somewhat addicted to The Crown in Belfast. I can’t wait to get back there. 18. Pop or rock? Pop. Cheesier the better. Sorry. 19. Favourite time of the day? First thing in the morning on a clear autumn day. There is something great about that time of day for thinking about things really clearly. 20. What’s the last compliment you received? A customer yesterday who thanked the Britvic Ireland team for genuinely seeking feedback on what as a business we need to do to serve our customers better in the recessionary times that lie ahead. He said that most suppliers don’t really listen, and just push a corporate agenda from an international HQ in England or beyond who don’t understand the very different requirements of the market on the island of Ireland. That made me proud to be working for a genuinely local supplier. ■

Just Published Marketing is in trouble

How we got here and 10 steps to get us out by COLIN GORDON

arketing. It’s meant to be at the core of every business, bridging the gap between product and customer and transforming that into sales. But Colin Gordon sees marketing today as undergoing a crisis. Why? There’s no solid management process or measurement standards. What’s more, no one can agree on what exactly ʻmarketing’ is.

In Marketing is in Trouble, Gordon does a deep dive into what’s wrong with marketing – and how we can fix it. Bringing his expertise from over 35 years of experience leading some of Ireland’s best-known businesses and brands, he offers an insider’s insights combined with an accessible, conversational tone. Through a series of unique research, case studies and personal anecdotes, he explores the world of marketing and how it has lost its way… ultimately boiling it down to one core purpose: to make selling easier.

Email: info@orpenpress.com

LE AVAIL AB R TO ORDE

NOW

Colin Gordon has been there, done that and sold the T-shirt. If he doesn’t have something valuable to say to all of us who care about what marketing can do for business, I can’t imagine who does. Ian Young, Long time MD Irish International/BBDO Dublin.

www.orpenpress.com ShelfLife November 2020 | www.shelﬂife.ie

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26 STORE PROFILE

A good Today’s for Fagan’s

Ample parking in front of Fagan’s Today’s in the Blackcastle Shopping Centre makes it easy for customers to drop in to do their shopping without any inconvenience

Willie Fagan’s shop in the Blackcastle Shopping Centre in Navan, Co. Meath has recently rebranded to Today’s. The change has been a positive experience and has injected some new life into the business, writes Fionnuala Carolan

avage & Whitten Wholesalers has been steadily recruiting new retailers in the Republic of Ireland to its Today’s and Primo brands. Willie Fagan ran a convenience store for many years but felt that a partnership with S&W could breathe new life into his business. What initially attracted Fagan to buy from Savage & Whitten were the keen prices but he then realised that there was also the added beneﬁt of having access to a new range of products, not previously available to him. Having bought stock through Savage & Whitten Wholesalers for a number of years, the team ﬁnally convinced him to rebrand to Today’s and the changeover took place this summer.

Blackcastle Shopping Centre Navan’s Blackcastle Shopping Centre is situated in a busy residential neighbourhood with plans for 1,000 new houses to be built in the near future. There is ample parking in front of the shops, making it easy for customers to drop in to do their shopping without any inconvenience. The small shopping centre also hosts another convenience store, a butcher shop, a bookmakers, a barbers, a number of restaurants and a chemist among others. While many convenience stores rely on their deli and hot food to draw

STORE PROFILE

Retailer: William Fagan Group: Fagan’s Today Address: Blackcastle Shopping Centre, Navan, Co. Meath Staff: Eight; five full-time and three part-time Opening hours: 7.30am - 9pm Monday to Saturday; 7.30am - 7pm on Sundays

customers in, this shop is much more of a traditional newsagents with a vast array of greeting cards, magazines, newspapers and confectionery. They also have a wellstocked chilled range and a competitive wine offering. With another convenience store only a few doors down and a number of food businesses including a Macari’s takeaway, well-known Zucchinis restaurant and a Chinese takeaway on Fagan’s doorstep, it is understandable that he saw little point in adding a fresh food element to his business.

Where it all began Fagan ﬁrst stood behind a counter at the age of 16. Coming from a farming background in Oldcastle, Co. Meath, he moved to the city and went to work in Dublin’s renowned

“In these precarious times, we are fortunate to be in a business that has been able to continue to trade over the last eight months. In hindsight, I feel lucky that I didn’t stay in the pub trade.” ShelfLife November 2020 | www.shelﬂife.ie

Johnie Fox’s pub - the highest pub in Ireland. After ten years there he decided it was time to work for himself but instead of going down the pub trade route, he choose retail instead, something he is very thankful for in today’s climate. “In these precarious times, we are fortunate to be in a business that has been able to continue to trade over the last eight months. In hindsight, I feel lucky that I didn’t stay in the pub trade,” says Fagan. In 1980, Fagan was ready to set up on his own and he took over the lease on this newsagency in the then Meath County Council owned shopping centre. The original shopping centre was built by the

The Today’s store has a very active Facebook page detailing all its special offers, competitions and recipes

STORE PROFILE

“With Savage & Whitten’s exclusive EPOS till system, no symbol or marketing fees each week, the full central billing package and improved pricing ﬁle across all goods, our transition to Today’s and the overall brand offering has been fantastic.”

Following a “seamless” transition to the Today’s brand, the store offers an excellent range across all categories

“It’s great to have a fresh look and a fresh brand. We had a very low ﬁt-out cost with the Savage & Whitten team rearranging the shop to a more suitable layout.” council in 1975 comprising seven single story retail units. The current Blackcastle Shopping Centre was constructed in the footprint of the latter, with it being built under the 1999 Urban Renewal Scheme. It was built by the seven owners, Fagan being one of them, who formed a joint venture partnership group, acquiring the freehold from Meath County Council in 1999. Construction commenced in November 2003 and was completed by August 2005.

“In April 2003, we were approached by John Whitten of Savage & Whitten Wholesale offering very competitive prices. We have traded with them since. After seven years of being a wholesale customer, we were again approached by S&W and asked to become a symbol store under its Today’s branding,” explains Fagan. He describes the switchover as “seamless”. Fagan admits that the shop had become a bit dated so the new look and feel was very much needed. “It’s great to have a fresh look and a fresh brand. We had a very low fitout cost with the Savage & Whitten team rearranging the shop to a more suitable layout. We also benefited from Savage & Whitten’s exclusive EPOS till system which had no upfront costs to myself. When you add this to having no symbol or marketing fees each week, the full central billing package and improved pricing file across all goods, our transition to Today’s and the overall brand offering has been fantastic.” Another facet to this new partnership is the added bonus of support and advice from Savage & Whitten’s social media team. With no national advertising, social media is so important for a business like this and

Start of the symbol When Fagan ﬁnally moved into the new unit on the Church View side of the shopping centre, he made the decision to sign up to another symbol group. “Before this I was purely independent and dealing with the local cash and carry in Ballymun. At the time many shops were choosing central billing so it meant that the reps weren’t coming around as much. You simply needed central billing.” Being under a symbol meant that there was still plenty of freedom to buy from other wholesalers and Fagan found that he was buying more and more from Savage & Whitten. It made sense to align himself further with them by adopting the Today’s brand.

Offering value is a priority for the store and as a symbol store of Savage & Whitten, retailer Willie Fagan says the business has “access to even better prices”

the store has a very active Facebook page detailing all its special offers, competitions and recipes. Savage & Whitten employs a three week promotional cycle and retailers receive leaﬂets for each cycle so this really drives business for the store.

Dealing with Covid Like so many businesses across Ireland and the world, it has been a harrowing year, even for those lucky enough to have remained trading throughout. “The initial phase of Covid was very frustrating,” says Fagan. “It was a fearful time in that nobody knew how bad it was going to get. We actually ended up busier than we were before Covid. We were trying to educate people about hand sanitising and distancing. You were nervous of your staff falling victim to the virus. All of the focus was on the health workers which it should have been yet our staff had to keep working too, and were coming into close contact with the public throughout their working day. That was and still is frightening for them.”

Loyal staff Fagan’s son Liam, who is in second year in UCD, works in the shop part-time too and was a great help over the last few months and has more time on his hands now that he doesn’t have to commute to college. Aside from the father and son duo, there are eight other members of staff. When a retailer compliments his staff for their loyalty and longevity of service, it says as much about the retailer as it does about the staff as people don’t continue to work for a business unless conditions and pay are favourable. However, it is clear that Fagan does not view it this way. “From day one, I have been blessed with loyal and hardworking staff,” he says. “We have ﬁve full-time members and three part-time. Some have been here nearly as long as me, with one employee working here since April 1981.” He also mentions that the head of retail development, facilitation team, IT team and his dedicated business account manager, have all been extremely helpful throughout the transition to the brand. With a combined store team and the support of the Savage & Whitten team, this business is primed to go from strength to strength and we wish them all the best with their future endeavours. ■

www.shelﬂife.ie | ShelfLife November 2020

HEROES OF R The ShelfLife Groery Management Awards 2020 in association with Bank of Ireland are now in their 15th year. The awards are the only management awards scheme devoted exclusively to recognising the best managers in all sectors of the Irish retail grocery sector. This year’s gala ceremony – a high point in the retail calendar every year – takes place on 10 December and will be broadcast live from the RDS in Dublin, watch the show at www.shelflife.ie

2020 NOMINEES RETAIL TEAM OF THE YEAR 2020 Sponsored by BRANDHUB XL Shop at Beaumont Hospital, Dublin 9 Daybreak Dungarvan, Co. Waterford Herlihys Centra, Fermoy, Co. Cork SuperValu, Castletroy, Limerick Londis James Hospital, Dublin 8 SuperValu Walkinstown, Dublin 12 SuperValu Blackrock, Co. Dublin SuperValu Northside, Dublin 17 DELICATESSEN/FOOD TO GO MANAGER Helen Taylor, Daybreak Dungarvan, Co. Waterford Eoin Crosbie, Crosbie’s Daybreak Irishtown, Athlone, Co Westmeath Annah Yesayan, Herlihy’s Centra, Oliver Plunkett Street, Cork City Zlata Vacova, Herlihy’s Centra Grand Parade, Cork City Jason Plazo, Griffins Londis Grafton Street, Dublin 2 Tina Delaney, Daybreak, Portlaoise, Co. Laois Aiden Sheahan, Corrib Oil Tralee, Co. Kerry Claire Dineen, Daybreak Clerihan, Co. Tipperary Lestor Valencia, Griffin Londis, Sandyford, Dublin 18 Tomislav Dobrijevic, Griffins Londis, Parkwest, Dublin 12 Joe Canning, SuperValu Sundrive, Dublin 6 Linda O’Sullivan, Eurospar Cobh, Co. Cork Aoife O Hara, Herlihy’s Patricks Street, Fermoy, Co. Cork CASH & CARRY MANAGER Sponsored by BAT/PJ Carroll Winner announced on December 10th OFF-LICENCE MANAGER OF THE YEAR Sponsored by Bibendum Ireland Shane McNulty, SuperValu Ballinteer, Dublin 16 Denise Cummins, Herlihy’s Centra, Patrick’s Street, Fermoy, Cork Robert Mooney, SuperValu Sutton Cross, Dublin 13 PROTEIN/PROVISIONS MANAGER OF THE YEAR Sponsored by EIQA Dominic Kelleher, Herlihy’s Centra, Fermoy, Cork Jason Mc Donagh, SuperValu Lucan, Co. Dublin Alan Curley, SuperValu Sutton Cross, Dublin 13

HR MANAGER OF THE YEAR Sponsored by Excel Recruitment Louise Kelly, Asia Market, Ballymount, Dublin 12 Carley Dennan, SuperValu, Blackrock, Co. Dublin Jessica Maher, SuperValu, Lucan, Co. Dublin Susan Doherty, Kelly’s Centra, Letterkenny, Co. Donegal Nichola Deere, Castletroy, Dublin Road, Co Limerick Janine McCormack, SuperValu, Sundrive, Dublin 12 C-STORE MANAGER OF THE YEAR - LARGE Sponsored by PepsiCo Sean Hennessy, Corrib Oil Tralee, Co. Kerry Nick Ye, Londis DCU Glasnevin, Dublin 9 Martin Rodgers, Kelly’s Centra, Letterkenny, Co. Donegal Briege O’Kane, Top Oil Newhall, Naas, Co. Kildare C-STORE MANAGER OF THE YEAR – MID-SIZE Colum Browne, XL Clogheen, Co. Tipperary Aivars Mezapuke, Spar Caple St, Dublin 1 Alan O’Donnell, Daybreak Cahir, Co. Tipperary Grainne Keating, Scully’s XL Daingean, Co. Offaly Dean Hand, Daybreak Clerihan, Co. Tipperary Simon McCarthy, Londis Fonthill, Dublin 22 Ger Kelly, Delaneys MACE Tuam Road, Co. Galway Deirdre Stoneham, Londis Top Oil, Enniscorthy, Co. Wexford C-STORE MANAGER OF THE YEAR – SMALL Eoin Crosbie, Daybreak Rustic Castlerea, Co. Roscommon Raj Kodali, Herlihy’s Centra Patrick Street, Cork Martina Webb, Londis St James Hospital, Dublin 8 Lucia Fitzpatrick, Spar Rathangan, Co. Kildare Tony Geelan, Geelan’s XL, Waddington, Cleariestown, Co.Wexford Rebecca Murphy, Herlihy’s Centra Grand Parade, Co.Cork Jane Mooney, Smyth’s Daybreak, Williamstown, Co. Galway Abdullah Saghir, Griffin’s Londis, 49 Grafton Street, Dublin 2 Imran Ishfaq, Griffin’s Londis, 14/15 Lower O’Connell Street, Dublin 2 Liam O’Brien, Kernan’s XL, Drumboy, Letterkenny, Co. Donegal FORECOURT MANAGER OF THE YEAR – LARGE Sponsored by Seattle’s Best Denise Farrell, Mace Headford, Co Galway Brian Joyce, The Galway Plaza, Athenry, Co. Galway Ian Leahy, Maxol Ballincollig, Co. Cork

ETAIL

FORECOURT MANAGER OF THE YEAR – SMALL Sponsored by Seattle’s Best Pedro Gamelas, Daybreak Castletownbere, Co. Cork Kevin Forde, Daybreak Dungarvan, Co. Waterford Daniel Gherca, Daybreak Ballinalack, Co. Westmeath Matthew Monaghan, XL SALTHILL, Co. Galway David Martin, MACE, Glanmire, Co. Cork Ela Oczachowska, Brackens Gala, Stradbally, Co. Laois SUPERMARKET MANAGER OF THE YEAR – MID-LARGE Chris O’Driscoll, SuperValu Castletroy, Co. Limerick Doug Thompson, SuperValu Sundrive, Dublin 6 David Howell, SuperValu Lucan, Co. Dublin Edgaras Stanius, SuperValu Walkinstown, Dublin 12 Jamie Caffrey, SuperValu, Blanchardstown, Dublin Christopher Lane, Hanrahan’s Londis, The Faythe, Wexford town, Co. Wexford

SUPERMARKET MANAGER OF THE YEAR - SMALL Sponsored by Bank of Ireland James Brennan, SuperValu Ranelagh, Dublin 6 Jonathan Mooney, Eurospar Dungarvan, Co Waterford Tanya McGarry, Charlesland, Greystones, Co. Wicklow Tommy Murphy, Burkes Eurospar, Kinvara, Co. Galway Shane Jones, Eurospar, Cobh, Co. Cork Fintan Battles, Liddy’s EUROSPAR, Ennis, Co. Clare Simon Champ, Herlihy’s, Fermoy, Co. Cork BRAND MARKETING TEAM Sponsored by BWG Foods Premiere Lotteries JTI/Logic Fulfil Heineken Coca-Cola HBC Ireland

MAIN SPONSOR

IN ASSOCIATION WITH

CATEGORY SPONSORS

FOR MORE INFORMATION:

www.groceryawards.ie Ian Mulvaney ianmulvaney@mediateam.ie | Mark Morgan markmorgan@mediateam.ie

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

30 CATEGORY FOCUS Christmas Essentials

Deck the aisles!

After a challenging year, Christmas cheer and goodwill is more important than ever and while gatherings may be limited to a close circle this year, shoppers will still want to embrace tradition and treat themselves with premium choices, writes Gillian Hamill

t’s the most wonderful time of the year…for sales! Grocery spend in Ireland hit €1.2 billion in the four weeks to 29 December 2019, as Irish shoppers spent an additional €32.5 million over the Christmas period in comparison to the same time in 2018, data from Nielsen revealed. In the run-up to Christmas, Retail Ireland reported in 2019 that Irish consumers were predicted to spend €4.9 billion over the festive period. Irish households were set to spend an average of €2,800, which is €940 than any other month. While we can only estimate the impact that Covid-19 will have on this year’s festive sales surge, one thing’s for sure – consumers will be looking to stock up on their festive favourites this year, as ever. Ensure you don’t miss out on potential purchases by failing to stock the heavy-hitters highlighted below.

Popping in for Christmas! Worth €27m, Pringles is the largest brand in the ‘large sharing crisps’ category. In fact, Pringles currently holds an impressive 27% value share of ‘large sharing crisps’ and a 12% value share of the total crisps category. With 62% penetration, a massive 27 packs of Pringles were sold every minute in the market in the last year. ‘Social connectors’ are the target consumers for the Pringles brand. These are young adults who are youthful in spirit; they fuel the fun and bring out people’s playful sides. They’re the ones who get people together and make real moments to share and

ShelfLife November 2020 | www.shelﬂife.ie

connect happen. And what better time to share and connect and create quality memories together than at Christmas? With that in mind, Pringles, the iconic double saddle shaped crisp on the market since 1967, has brought out fun and playful Christmas designs on-pack, ideal for festive get-togethers for family and friends.

Christmas trends Tesco Ireland recently launched its ‘Christmas Trends Report’*, unwrapping a host of seasonal statistics on how the nation plans to shop, what we plan to buy, how we plan to celebrate and of course, what we plan to eat. The report, which combines key Tesco data and insights as well as results from a nationally representative survey, offers a glimpse at how shoppers across Ireland intend to celebrate this Christmas. As the country prepares for a Christmas that may look a little different this year, what is clear from the research is that age-old traditions and family rituals ring true for those hoping to enjoy a most memorable Christmas with trends revealing that people are planning to embrace family, friends and tradition more than ever before. The research found that most adults (94%) have a favourite Christmas tradition and it may

*(Source: AC Nielsen, Total Scantrack (excl. Dunnes & Discounters) MAT 4 October 2020) *(Source: Kantar, Total Market 52 w/e 12 July 2020)

With a 27% value share, Pringles is the largest brand in the ‘large sharing crisps’ category

come as little surprise that simply enjoying Christmas dinner with family on 25 December is the most cherished tradition of all for almost half of people (47%). Highlights outlined in the report about the all-important Christmas dinner included the following: • Winner, winner turkey dinner: Almost one third (31%) of adults say this is their favourite part of Christmas dinner, followed by stufﬁng (15%) and roast potatoes (14%). • Over one quarter (26%) of households will cater for a different dietary requirement this Christmas; 11% will have a vegetarian at the table; 6% gluten free; 5% dairy free; and 4% vegan. *(Source: Research conducted by Core Research, commissioned by Tesco Ireland. The report combines Tesco Ireland purchasing data compared to the same period year-on-year as well as a dedicated nationally representative survey of over 1,000 Irish adults aged 18 or older, carried out in October 2020)

The Irish Biscuits shopper 3 insights in a nutshell

’The more we buy, the more we eat’ 100% 80% 60% 40% 20% 0%

’I sometimes buy an additional item, because I want to try something new or different’

49%

Biscuits

Rank: #69 of 91

Rank: #9 of 91

Rank: #4 of 91

27%

Total Store

100% 80% 60% 40% 20% 0%

69% 43%

Biscuits

Satisfaction with Sustainability

Total Store

100% 80% 60% 40% 20% 0%

11%

Biscuits

22%

Total Store

Expandable

Open to new

Sustainability need

Biscuits is a highly expandable category (#4 of 91 FMCG categories).

Shoppers are particularly open to trying new products in the category.

Action: Multibuy promotions can grow the category.

Action: The category is a spend driver. Opportunity in NPD, limited edition offers, wide range.

Opportunity to improve on sustainability. Biscuit shoppers mainly expect Recyclable packaging (31% vs 25% in total store).

Data from survey of 16,492 Irish shoppers, carried out Nov 2019-March 2020 Reports available for 91 FMCG categories in 2020

Action: Offer and communicate environmentally friendly products. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com www.shopperintelligence.com

*Nielsen Total Scantrack L52W to 12th July 2020.

CATEGORY FOCUS Christmas Essentials

Cheerful festive mornings

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

Six packets of Kellogg’s Corn Flakes were sold every minute in the last year

The largest manufacturer for the cereal category in Ireland, Kellogg’s is a must-stock brand. Kellogg’s Corn Flakes is the flagship brand in the portfolio, worth €8.3m and the number two ready-to-eat cereal brand in Ireland*. With a 8.6% value share and 36% penetration, a huge six packs of Kellogg’s Corn Flakes were sold every minute in the market in the last year*. As a firm favourite across the nation, the target consumer for the brand encompasses everyone, in particular families and ‘plain traditionalists’ who have cereal as a mainstay in their breakfast repertoire. All Kellogg’s Corn Flakes sold across Europe and the UK are made with responsibly sourced corn. ‘The Original and Best since 1906’, Kellogg’s Corn Flakes’ nutrition credentials certainly stack up; made from five key ingredients plus fortification, containing 50% of an individual’s Vitamin D daily needs and no artificial colours or flavours. Kellogg’s Corn Flakes is also a mainstay of Christmas shopping lists as a family favourite with rich nostalgic connections with the festive season. *(Source: AC Nielsen, Total Scantrack (excl. Dunnes and discounters) MAT 4 October 2020. *(Kantar, Total Market 52 w/e 12 July 2020)

New quackaging! Silver Hill Duck, the unique, award-winning breed and Ireland’s most popular duck producer, has launched new packaging across all of its convenient retail products. The new look packaging which is now on shelves nationwide, puts ‘family moments’ at the heart of the rebrand. “We are inspired by our ability to turn family meals around the world into special occasions,” said marketing manager Greg Devlin.

ShelfLife November 2020 | www.shelﬂife.ie

New packaging represents the Silver Hill brand’s roots, values, and consistently premium, quality standards

“The happiness and joy that people get from sitting around the table together, to enjoy our duck, fills us with pleasure. A sentiment we like to share.” Whilst each duck product remains the exact same and as tasty as ever, the new packaging brings about a refreshed, unified visual identity which reflects the Silver Hill brand’s roots, values, and consistently premium, quality product.

the increase in home cooking in Ireland due to Covid, Silver Hill has experienced a strong increase in sales across its entire retail range and online website, a trend that looks set to continue as its duck increases in popularity. “We are very privileged that Silver Hill Duck is a very well loved and recognised brand in Ireland and as we grow, we felt it was time to freshen up our look,” Devlin added. “Each of our products now puts family moments at the heart of it. We couldn’t be happier with our new packaging and we are conﬁdent that Irish consumers will love it as much as we do.”

Perfect gifting solution Silver Hill aims to elevate mealtime experiences in the home, creating memorable family moments

As part of the rebrand, Silver Hill has introduced a new product to its growing convenience range – Duck A L’Orange. Fully cooked with a delicious zesty orange glaze, this half duck comes in an ovenable tray and is ready in just 30 minutes. Duck A L’Orange joins the already popular Crispy Duck & Pancake, perfect for a family fakeaway and the Roast Half Duck, ideal for Sunday lunch. “It is important people feel at ease cooking and preparing our duck – so our 58 years of expertise allow us to do the work so our customers don’t have to,” Devlin added. The arrival of the new retail packaging has been complemented by the launch of a 12-month nationwide marketing campaign beginning last July. The message is simple, “You don’t need to be the best chef in the world, you just need the best duck in the world”. With

Christmas is on everyone’s minds a little earlier than normal this year — and Me2You gift cards are here to help consumers get ready

for the holiday season with an excellent gifting solution. Irish-owned and operated, Me2You gift cards support Irish retail and shopping local — which is more important than ever, particularly during these uncertain times. The gift card can be used in more than 5,000 local stores across the country, including Smyths Toys, Arnotts, Penneys, Brown Thomas, Harvey Norman, CompuB, Currys PC World, Boots, M&S, TK Maxx plus so many more. The large selection of retail partners means that there is something for everyone, whether it is used for everyday essentials or more luxury purchases. It can also be used in more than 1,000 online stores, meaning shoppers can get everything they’re looking for safely delivered right to their door. A Me2You gift card is also the ideal solution for corporate gifting needs, be it for staff or clients. Employers can reward their staff for all their hard work this year with a Me2You gift card of up to €500 tax-free. It’s also a great way to wish clients a happy holidays. The only Guaranteed Irish multistore card, a Me2You gift card is a secure and trusted gifting solution this holiday season — making it even easier for anyone looking to give the gift of choice this Christmas. Me2You gift cards are sold through the Payzone agent network, if would like to sell Me2You gift cards or require more information, visit me2you.ie, contact sales@me2you.ie or call 01 5542000.

Me2You gift cards can be used in more than 5,000 local stores across the country

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

34 CATEGORY FOCUS Christmas Essentials

The Burren Balsamics range can be used to establish beautiful ﬂavours within savoury dishes, sweet dishes and even cocktails

Delectable vinegars Burren Balsamics was founded in 2014 through the passion of producing high grade vinegars; fusing local, natural ingredients with premium balsamic vinegar of Modena. Burren Balsamics’ range of delectable vinegars are a must for any kitchen, establishing beautiful ﬂavours within savoury dishes, sweet dishes and even cocktails! Drizzle over cheese, add to marinades and casseroles or perhaps create a twist to ice cream. These vinegars are guaranteed to always add depth to any favourite dish. The desire to become a zerowaste business inspired the brand to produce its popular jams and chutneys - one of which is currently available within the business class sector of a major national airline. Two products have been awarded Best Artisan product at the Blas na hÉireann Irish Food Awards - Blackberry and Thyme in 2017, and then Raspberry in 2019. The Irish Peat

Smoked White Balsamic has just been awarded Best New Product at the Great British Food Awards with wonderful judging reviews: “A wonderfully unique tasting condiment, quite unlike anything I have tasted before. White Italian pale balsamic with rich smoky ﬂavours of peat. Not as acidic as the average balsamic, this wonderful product could easily compliment many a dish without overpowering,” one of the judges said. Another’s verdict was as follows: “If this competition was about innovation this would win, a very unusual combination but really interesting. White balsamic is very trendy and this with the peat smoke would be great for chefs to play with.”

Brandy mince puffs feature in Cuisine de France’s Christmas selection which is packed with tasty festive ﬂavours

The Christmas range is packed full of festive flavours such as juicy mince pie fillings, apple, cinnamon, mixed spices and gingerbread. Included are some annual best sellers such as Cuisine de France’s luxury muffin selection, a variety of delectable mince pies and brandy mince puffs. Exciting new products include a vanilla strudel and cranberry orange muffin.

Warming treats As we move into the Christmas season, Aryzta and Seattle’s Best Coffee are continuing to offer their consumers tasty, on trend, seasonal drinks with the launch of a new Gingerbread Latte. This smooth winter warmer treats consumers to a cosy pickme-up, while getting them into the festive spirit with a crowdpleasing holiday ﬂavour. As always, Seattle’s Best Coffee is freshly ground from Fairtrade certiﬁed 100% Arabica coffee beans for a deliciously smooth taste in every beverage.

Seattle’s Best Coffee’s new Gingerbread Latte will help shoppers to get into the festive spirit

Next-generation gaming Doritos, PepsiCo’s second largest global snack brand, is once again making noise in the gaming universe by tapping into an epic moment. After much anticipation for the PlayStation5 (PS5) console, the two iconic brands are coming together to give gamers an opportunity to win Sony Interactive Entertainment’s next-generation gaming system. The Doritos ‘Find all 4, Win a PlayStation5’ promotion is inspired by the snack brand’s most iconic symbol – the triangle – as well as the PlayStation Shapes: triangle, circle, cross and square. For a chance to win a PS5 console, gamers need to ﬁnd the four virtual chips, with the purchase of limited-edition participating Doritos products, entering the on-pack code on the promotion website to see if their entry reveals all four shapes. Gamers whose codes do not reveal all four PlayStation Shapes may still be in with a chance to win one of the thousands of other PlayStation prizes available. See full terms and conditions of the promotion, including entry rules and prizing details at Doritos.co.uk.

Mouth-watering Christmas collection

Burren Balsamics’ Irish Peat Smoked White Balsamic was awarded Best New Product at the Great British Food Awards

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Tis the season to be jolly, and the Cuisine de France Christmas collection is here! Although celebrating the silly season might be slightly different this year, consumers can still depend on Cuisine de France to provide their festive bakery favourites, including some brand new delicious treats.

Doritos’ on-pack activation and AR quest offer gamers an exciting way to win the highly anticipated gaming console

adding ďŹ&#x201A;avour to all styles of cooking

infused balsamic vinegars, speciality seasonings, food gifts & hampers

www.burrenbalsamics.com

@burrenbalsamics

Plenty of festive cheer!

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With value sales of more than €6.5m, Plenty is a leading household towel brand

This year Plenty household towel will run a strong TV and video on demand (VOD) campaign around its Plenty Xmess communication platform. Christmas can be a busy time at home with lots of cleaning on the run-up to the big day. And Plenty household towel is on hand to help clean up lots of Christmas messes! Plenty is one of Ireland’s leading household towel brands with value sales of over €6.5m. The brand is the fastest growing brand in the market, seeing strong growth with sales up by 28.9%* versus the previous 12 months. For more information, visit www.essity.com. *(Source: Kantar Worldpanel MAT Data to 6 September 2020)

Christmas crackers! Grow with Aldi Festive was launched back in August, when Aldi put the call out to small and medium suppliers across Ireland, to ask if they’d like to see their products on the shelves over the Christmas period. All products will be in 144 Aldi stores nationwide from Sunday, 15 November onwards while stocks last.

‘Santa Mince Pies’ from Armagh-based Holmes Bakery will be sold in Aldi stores nationwide for €2.99 per pack

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The Grow with Aldi Festive suppliers are: • Quaid Candles (Limerick): Christmas Spice and Lemongrass scented Wax Melts - €3.49 each • Velo Coffee El Salvador €3.99 • Velo Coffee Ratnagiri Estate €3.99 • Irish Atlantic Sea salt (Cork) €2.49 each • Mella’s Fudge (Cork) Christmas Spice - €4.42 each • Rebel Chilli (Cork) Rebel Chilli Sauce - €3.79 each • Rebel Chilli (Cork) Jalapeño & Raspberry Sauce - €3.99 each. • Porter & Nash (Wicklow) Original Gravy - €3.29 each • Metalman Beer (Waterford) Metalman Pale Ale - €2.50/330ml • Holmes Bakery (Armagh) Santa Mince Pies - €2.99 per pack • Kookee (Louth) Spotai Chocolate Chip Cookie Mix and Double Chocolate Chip Cookie Mix - €3.59 each • Jinny’s Bakery (Leitrim) Irish Stout Bread Mix - €3.65 each • The Popcorn Factory (Derry) Candy Floss - €1.26 each Grow with Aldi Festive has also seen Aldi sign up its youngest ever supplier in Evan Quaid from Quaid’s Candles in Limerick, who is just 16 years old and runs the business with his father John. Since the Grow with Aldi supplier development programme launched in 2018, over €2.5 million has been invested by Aldi to bring innovative, exciting and tasty Irish products to the shelves of all 144 Aldi stores nationwide. “From coffee to kombucha, and chilli sauce to candy ﬂoss, a wide range of excellent Irish producers have beneﬁted from the Grow with Aldi supplier programme over the past three years,” said John Curtin, group buying director at Aldi Ireland. “Support for Irish suppliers is more important than ever and

Father and son duo, John and Evan Quaid from Quaid’s Candles in Limerick; aged just 16, Evan has become Aldi’s youngest-ever supplier

Raised outdoors in the heart of Tipperary, Aldi’s Hockenhull Hollyberry certiﬁed organic turkeys are allowed to grow and mature slowly

our long-term commitment to the Irish market at Aldi has never been clearer,” Curtin added. “We would like to congratulate the suppliers of the very ﬁrst Grow with Aldi Festive – they represent the very best of Ireland’s food industry and we are looking forward to seeing these products on shelves over the Christmas period. With all that has happened worldwide over the past few months, there couldn’t be a better time to be buying more Irish.”

Specially selected Christmas and New Year have always been a time to celebrate and spoil ourselves and Aldi is well equipped to meet consumers’ needs this festive season, with quality meals and drinks, like succulent seafood starters and tender Irish turkey, wonderful world-class wines and marvellous mince pies in the afternoon, all for amazing value too. The range includes Specially Selected Exquisite Irish Organic Bronze Whole Turkey (€47.99) on sale from 20 December. Raised outdoors with care and attention in the heart of Tipperary, Aldi’s Hockenhull Hollyberry certified organic turkeys are allowed to grow and mature slowly. This means the meat is well marbled, finely textured and exceptionally flavourful. The Specially Selected range also includes Fresh Whole Goose €54.99 on sale from 20 December. A Great Taste Awards three Gold Star Winner 2020, this award-winning goose, reared in the wilds of Roaring Water Bay in Skeaghanore, West Cork by the

Hickey family, makes for a showstopping Christmas centrepiece. The selection also features Specially Selected Laura’s Vintage Irish pudding €9.99 on sale from 12 November – Vintage Irish Christmas Pudding produced by Laura Stafford, Stafford’s Bakery, Gorey, Co. Wexford. Laura’s Vintage Christmas Pudding is full to the brim with succulent fruit, crunchy pecans and almonds. It is infused with a delicious blend of stout, rum and Aldi’s Ardfallen Irish Whiskey. The pudding is matured for nine months and turned by hand every few weeks to ensure the intense ﬂavours develop evenly. The recipe has been handed down from one master baker to the next, starting with Laura’s grandfather Sean Stafford, to his son, and then to Laura. These are just a few of the high-quality food options Aldi is offering this Christmas, as well as a ﬁne selection of wines such as Specially Selected French Chablis Premier Cru (€19.66), Specially Selected Montagne St Emilion (€9.82) and Specially Selected Millesimato Prosecco DOCG (€12.77).

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range of premium jellies and sweets and a €2 mix-up of all the classic favourites. The €1 hanging bag range has over 26 delicious treats and would make perfect Christmas stocking ﬁllers for sweet lovers, offering great value for money and in turn the opportunity to turn a good Christmas stocking into a great one for very little cost!

The Bewley’s Luxury Hamper (RRP: €69.99) features 15 of Bewley’s most popular coffee and tea blends

Gift the best of Bewley’s This festive season, finding comfort at home is more important than ever. To bring an extra bit of magic to Christmas festivities, Bewley’s is delighted to showcase its list of perfect gifts for the coffee and tea lovers in everyone’s life, from expert home grind kits to must-have Bewley’s coffee and tea products. The Christmas collection includes the following: • Bewley’s Luxury Hamper (€69.99) This elegant, festive hamper is filled with the finest delights from across the Bewley’s range. The indulgent hamper features 15 of Bewley’s most popular coffee and tea blends. These include Bewley’s Irish Afternoon Teabag 80’s; Bewley’s Fairtrade Gold Roast Fresh Coffee; Bewley’s Peppermint Tea; Bewley’s Rich Roast Instant Coffee and Bewley’s Fairtrade Indulgent Hot Chocolate • Cafetiere Home Grind Set (€69.79) A gift for any budding barista, the Cafetiere Home Grind set allows consumers to grind beans freshly at home using their favourite Bewley’s coffees. The set includes Bewley’s Espresso Beans; a Rhino Hand Grinder and 3-Cup Cafetiere. • Bewley’s Kinto Cup (€35) For the sustainable seeker, look no further than the Bewley’s Kinto tumbler, which combines style and performance. This 12oz Kinto stainless steel tumbler is the perfect gift for those who love a coffee on-the-go. The foil layer covering the inner wall reflects

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Fresh and fun this festive season

heat back inside, contributing to excellent heat and cold retention. • Sage Precesion Brewer (€299.99) The world’s first 1.8L drip coffee maker, this kitchen essential is the perfect gift for those looking to brew craft filter coffee at home this Christmas. • Sage Barista Pro (€799.99) For the lockdown-born baristas, the Sage Barista Pro is the perfect companion to get through the day. This quality performance coffee machine comes with a new dynamic interface that provides all the information needed to make coffee exactly the way the consumer likes it. The built-in grinder delivers the right amount of ground coffee on demand, for full flavour. With a three second heat-up time and precise espresso extraction, it’s easy to go from bean to cup faster than ever before. Bewley’s Christmas gift options are available now at https://shop. bewleys.com/.

Cleeve’s Irish Confectionery, a much-loved Irish brand has returned to the market after 30 years and is the perfect solution to creating stocking ﬁller nostalgia this Christmas. The Cleeve’s range consists of bars and hanging bags. The bars have a Willy Wonka likeness to them and a retro look that appeals to all ages. Each bar is also foil wrapped for freshness and as a nod to its vintage roots and will offer a unique and memorable consumer experience for the chocolate lover this festive season. The bar range includes Macaroon, Sea Salt Caramel Crisp, Mint Crisp, Classic Milk Chocolate, Classic Dark Chocolate, Honey Crisp and the latest addition Orange Crisp. The Cleeve’s range also has a

Perfect stocking fillers Ampersand’s confectionery lines will make the perfect stocking fillers for those consumers who want to make Christmas that little bit extra-special and personable for their loved ones. Whether it be consumers who are looking for stocking fillers for him or for her, for kiddies or for grandparents; the Ampersand confectionery range will bring a smile to faces this Christmas morning. The Sonas Sweets range of confectionery will make fantastic stocking fillers for both kiddies and big kids alike this festive season. Sonas Sweets has a

hanging bag selection that would make a lovely stocking ﬁller for those family members with a sweet tooth. The range includes Iced Caramels, Original Toffee, Chocolate Caramels, Original Fudge, Macaroon Bites and Irish Golden Days. The best-selling Original Slab Toffee has also been relaunched and a treat sized box of Original Iced Caramels has been developed as a premium treat pack for snacking. Both would make a sweet little gift for a loved one this Christmas with an iconic Irish confectionery classic. If you would like to stock Sonas Sweets and Cleeve’s, get in touch with your Ampersand representative or call the sales line directly on 01 4130150.

Mash Direct’s innovative and diverse Christmas range is sure to bring plenty of variety to festive chillers, whilst still focusing on traditional tastes. Ranging from Honey Glazed Parsnips to Stufﬁng Bites, as well as Potato Croquettes, of which there were over 250,000 sold in Ireland last Christmas, there is guaranteed to be something for everyone to enjoy this festive period. Mash Direct’s Roasted Root Vegetables in a butter glaze, with sweet Brussels sprouts, and new warming, crumbly, Cabbage Bake along with the other members of its Christmas range, offer the

Mash Direct offers the convenience of little preparation and quick cooking times with added Christmas ﬂavours

With both the Sonas Sweets and Cleeve’s Irish Confectionery ranges, Ampersand’s portfolio is guaranteed to deliver smiles all-round on Christmas morning

Mash Direct allows even novice Christmas cooks to produce a fresh, fun and festive feast

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Marks & Spencer’s much-loved Colin the Caterpillar has had a festive makeover

and collect in-store). Shoppers can also discover wow-worthy gifts and goodies galore in-store. The retailer’s selection of sweet treats from its in-store bakery can make the countdown to Christmas extra special with Santa’s Yumnuts, Rudolph doughnuts and mince pie cookies, delivering an instant dose of Christmas spirit. Marks & Spencer’s Rodney

Marks & Spencer’s Rodney Reindeer New York cheesecake is a fun choice

Reindeer New York cheesecake offers a creamy baked Madagascan vanilla cheesecake on a crunchy biscuit base, ﬁnished with edible decoration. The retailer’s much-loved Colin the Caterpillar has also gone Christmassy for the season that’s in it! A Christmas tree Colin the Caterpillar (€15) is a choccovered sponge roll sensation with chocolate buttercream,

Marks & Spencer’s Vegan salted caramel trufﬂes offer a sumptuous treat for just €7.50

decorated with edible presents and decorations, like a festive tree. Meanwhile, the Vegan salted caramel trufﬂes (€7.50) offer dark chocolate shells ﬁlled with soya-based pink Himalayan salted caramel and dusted with cocoa. These are just a few of the many tempting treats and quality selection M&S has to offer this Christmas.

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We’re all ready for a bit of comfort and joy this Christmas and, whether with family and friends or keeping it small scale, Marks & Spencer is on a mission to help make it happen. From the ﬁrst mince pie and its ﬁrst ever Christmas Yumnut to the big-day dinner, Marks & Spencer has got delicious festive food covered. Customers can make it easy with this year’s Christmas food to order range (just order online

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Wow-worthy range

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convenience of little preparation and quick cooking times with added Christmas flavours, and are set to be a hit for all festive occasions. “It is now more important than ever to bring people together as best we can this Christmas,” says Lance Hamilton, sales director at Mash Direct. “Even those who don’t usually cook at Christmas can produce fresh, fun, and festive spreads for everybody to enjoy.” Mash Direct produces over 50 products that are 100% glutenfree and free from artificial colourings and flavourings and are available throughout Ireland and the UK.

FRESH, FUN & FESTIVE ALL PRODUCTS

Perfect poinsettias The poinsettia along with the Christmas tree is a deﬁnite symbol of the festive season. When the weather is cold and frosty, the poinsettia can be relied on to add a special and vibrant touch to any home. The ﬁrst poinsettias of the season arrived into all 144 Aldi stores nationwide on Thursday, 19 November. This Christmas, Aldi is selling 100% Irish grown poinsettias. Aldi’s Irish Grown Medium Poinsettia (13cm) available for €2.99 is Bord Bia approved, grown by Little Bridge Nurseries in Co. Cork. The Irish Grown Premium Extra Large Poinsettia for €9.99 is on sale from Thursday, 3 December and the Irish

Grown Merry Christmas Basket for €14.99 is on sale from 17 December. Aldi’s Glitter Poinsettia in Gift Bag for €6.99 is made using only biodegradable glitter and is on sale from 20 December. These poinsettias are all grown by Jim O’Connor in Gorey, Co. Wexford and are Bord Bia approved. Meanwhile, Aldi’s Specially Selected Irish Fairtrade Poinsettia for €12.99, on sale from Thursday, 10 December, is the only Fairtrade poinsettia in Ireland. These poinsettias are grown on Aldi’s Fairtrade Farm in Tanzania, transported and cared for by expert grower Jim O’Connor in Co. Wexford, before he picks them and delivers them to local Aldi stores.

GLUTEN FREE

Over a Quarter of a Million Sold Last Christmas in Ireland

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40 CATEGORY FOCUS Christmas Essentials

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Luxury deluxe selection

Lidl’s Irish Cheese Hamper (€17.99) will make it easy to create an impressive after-dinner creation with the retailer’s selection of Irish cheeses

BURSTING WITH VITAMIN C *

*Contains vitamin C, which contributes to the normal function of the immune system

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Lidl Ireland has launched its bestselling Deluxe Christmas range with more than ever new products this year, allowing shoppers to enjoy luxury for less this Christmas! With queues promising to be an unwelcome feature on the high street this year, the retailer’s vastly expanded range means Lidl is conﬁdent shoppers can make it a one trip wonder to pick up the highest quality, tasty festive favourites at a fraction of the price. With everything from sweet treats and desserts to cheeses and drinks starting at just €0.99, consumers will be able to whip up a feast this Christmas for the entire family. Lidl’s Deluxe Christmas range is available now in all 166 stores across the country with more unique items added throughout the festive season. Lidl’s Deluxe Christmas dessert selection is sure to satisfy any sweet tooth! This year, the retailer has a variety of brand-new Deluxe products including Christmas Ice-Cream (€2.79) which comes in Gingerbread and Mince Pie

The Gingerbread House Kit (€7.99) will help keep family members of all ages entertained with a fun festive activity

festive flavours and melt in the middle puddings in a rich Belgian Chocolate & Clementine (€1.59) flavour. The retailer also has more traditional Christmas sweet treats such as Mince Pies (€2.49), Profiteroles (€3.19, available from 10 December) and a Gingerbread House Kit (€7.99). Supporting Irish is particularly important this year and Lidl has plenty of Irish products to choose from including Fresh Artisan Cakes (€12.99) from local Carrigaline, Co. Cork bakery, Hassetts. Lidl is also helping shoppers by providing all the options needed to create

Christmas Essentials CATEGORY FOCUS

sophisticated spreads and decadent cheese boards. What’s more, Lidl has a number of winter special offers planned, including two of the retailer’s popular Deluxe Irish Cream Liqueurs for just €15 or from €9.34 each. Lidl’s Christmas range is available in all 166 stores across the country with additional items being added on a weekly basis. Shoppers can keep up-to-date through the in-store leaﬂet.

Lily O’Brien’s Desserts Collection (RRP €10) features some of the world’s best loved dessert recipes, including the new addition of Lemon Posset

wrapped delectable assortments present beautifully on shelf and at RRP €10 represent great value for money. For that extra special gift, the Exquisite Collection is sure to impress. Designed with true chocolate connoisseurs in mind, this collection combines exotic ingredients from far-ﬂung locations, with simple riches from the Irish countryside. From almond and cranberry, to blueberry trufﬂe, the Exquisite Collection delivers a journey of taste like no other, which will inspire and excite with every bite. Lily O’Brien’s chocolates are stocked in stores nationwide and you can also view the full range online at www.lilyobriens.ie.

Christmas Drinks Christmas Essentials

Lidl’s Deluxe Christmas treats include Mince Pies for just €2.49

With a RRP of €10, Lily O’Brien’s Ultimate Collection represents great value for money

Soft Drinks

With Christmas just around the corner, look no further than Lily O’Brien’s chocolates to delight shoppers this festive season. Each box from Lily O’Brien’s delicious range has been crafted using signature Lily O’Brien’s recipes, the perfect choice for gifting this Christmas. This year the much-loved Desserts Collection (RRP €10) presents a new design and introduces a brand-new recipe to the collection – Lemon Posset. This smooth and creamy lemon trufﬂe in a dark chocolate cup sprinkled with meringue pieces is a fantastic

addition to the collection which includes some of the world’s best loved dessert recipes, including Hazelnut Torte, Raspberry Infusion and Banoffee Pie. Back by popular demand, the limited-edition Winter Desserts Collection (RRP €10) will bring chocolate lovers on a winter wonderland taste experience. This decadent festive desserts collection is full of opulent ﬂavours including Winter Berry Eton Mess, Dark Orange, Festive Crème Brulee, Apple Pie Crunch, Triple Chocolate Shot and Spiced Latte. For gifting on-the-go, shoppers can opt for the Ultimate Collection or the Petit Desserts Collection. These gorgeous gift-

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Gorgeous gifts

e g AvailAblE Now! n a R d e d n E t Ex

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42 CATEGORY FOCUS Christmas Essentials

the perfect last minute present, the One4all Gift Card. To ﬁnd out more, call PostPoint’s sales line on 1800 300 150 (Open Mon-Fri from 10am-1pm and 2pm-4pm) or email at aprs.sales@anpost.ie.

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Christmas. PostPoint retailers can also offer their customers PostPoint’s gift boxes and bags, ideal for sending packages of all sizes to loved ones this Christmas. Retailers will also be able to sell

The One4all Gift Card is an ideal last-minute Christmas present

PostPoint’s gift boxes with pre-paid postage make it easy to treat family and friends with a nice Christmas surprise in the post

Helping customers connect Retailers who sign up with PostPoint this month can offer their customers a range of festive essentials including Christmas Stamp Booklets, gift boxes and bags, and the ever popular One4all Gift Card. Christmas Stamp Booklets are hugely popular in the lead-up to Christmas, and are a wellestablished product in the Irish marketplace with a high customer demand. This year, PostPoint is offering

three stamp booklet options. The biggest seller is of course the Large National Booklet. This contains one free stamp for your customers and is most often the booklet purchased alongside Christmas card packs. The Mini Booklets are also extremely popular, and the International Booklets were a runaway success in 2019. PostPoint launched the international Christmas stamp booklet in 2019 and it was a huge success. So much so that this product was completely sold out a couple of weeks before

Christmas Stamp Booklets are in high demand in the run-up to Christmas

An Post Retailer Services Business Services to suit you Card Payment solutions • • • • •

Accept all major Debit & Credit cards in your store Take contactless and over the phone payments Short Term contracts available Bundle deals available to suit your business Complete online setup and free installation by an An Post Engineer

Business Deposits

Get a te from FREE quo team t our exper verage a today. On retailers ur we save o on their up to 30% osts. current c

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• Conveniently lodge your business cash at your Local Post Office • Longer Opening hours/Saturday lodgements • Next Working Day Settlement • Fast Track Lodgements • Fees are typically 30% cheaper than pillar banks

aprs.sales@anpost.ie

1800 300 150

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brand, with Lindor TV advertising having returned to screens since October and a strong push in-store with premium point of sale and display. With a format for every occasion, give your shoppers the gift of bliss this Christmas: Lindor from Lindt! Lindt Lindor 200g retails at €6.99 and the Lindor Gift Box 287g retails at €12. *(Source: AC Nielsen 52 weeks; Market Pralines - Data to 4 Oct 2020 MAT)

Lindt Lindor Salted Caramel features a milk chocolate shell with salt crystals ﬁlled with a smooth melting caramel centre

With Lindt Lindor achieving double digit growth of +13.4%, the brand currently holds a market share of 15.9%

One4all and Gift Boxes & Bags also available from PostPoint.

aprs.sales@anpost.ie

Christmas Stamps

Christmas Stamp Booklets

2020

Christmas Stamps 2020

Stampaí náisiúnta 20 National stamps

Stampaí idirnáisiúnta 5 International stamps

One4all Gift cards

s Christma ll are a 4 e n O & int Stamps in PostPo rs e ll se e r. hug a e y ery stores ev e to stock uld lik o w u o y If apply to these and ostPoint P a e becom ase call agent ple il. or ema

Nestlé Ireland has introduced the KitKat Santa, brand new for Christmas 2020 and available now. The novelty-shaped bar with a rich chocolatey centre and crunchy wafer pieces is sure to be a stocking ﬁller favourite this year! The delicious milk chocolate shapes are gluten free and come in a variety of different formats, including singles, a mini chocolate Santa sharing bag and multipacks for those who want to give themselves plenty of breaks this Christmas.

Christmas Drinks Christmas Essentials

Santa’s coming to town

Sell Christmas Stamps in your store

1800 300 150

Soft Drinks

Maintaining its position as the number one boxed chocolate brand, Lindt Lindor continues to outperform the market, achieving double digit growth of +13.4% and a holding a market share of 15.9%. Lindor success comes not only from the muchloved classic Lindor milk recipe but also through its continual innovations to the market that are guaranteed to excite and delight your shoppers. This Christmas welcomes the launch of the latest edition to the Lindor cornet range; experience bliss with Lindt Lindor smooth melting salted caramel chocolate truffles. The Lindt master chocolatiers combine expertise and the finest ingredients to produce the perfectly round milk chocolate shell with salt crystals filled with an irresistibly smooth melting caramel centre. With a unique recipe and taste profile that only Lindor can deliver, Salted Caramel looks certain to be a massive hit this Christmas. For Christmas 2020, Lindor Salted Caramel will join the exciting Lindor line-up of

ﬂavours and formats. From the classic milk cornet in a variety of sizes to the wow impact gift of Lindor Maxi Ball 550g, the new Lindor 400g Assorted Tin, to the prewrapped understated elegance of the Lindor gift box 287g, Lindt have Christmas gifting covered. As market leaders, Lindt will deliver a massively up weighted national support plan this Christmas behind the Lindor

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Blissful Christmas

Customers can buy and post in your store.

Gift Box & Bag

Stamp Booklets available • International Stamps x5 • National Stamps x5 • National Stamps x20*

Gift Boxes & Bags • Gift Box E9 • Gift Bag E6

* (one FREE stamp included)

www.shelﬂife.ie | ShelfLife November 2020

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44 CATEGORY FOCUS Christmas Essentials

Maria McKenna, marketing manager, Confectionery, Nestlé Ireland said: “Irish chocolate fans are always keen to try out different variations of their favourite break, so we hope that this brand new addition will be an exciting treat in the lead up to Christmas this year.” “We are delighted to introduce another gluten free addition to the KitKat collection - the whole KitKat Santa range is totally suitable for a gluten free and coeliac diet, so we are excited for all KitKat fans to get a chance to try this fun new addition to our growing Christmas product selection.” The range includes the KitKat Santa bar, KitKat Santa 6x Mini Santa sharing bag and a KitKat Santa x5 multipack. KitKat is one of Nestlé’s leading confectionery brands and has a unique mix of heritage and innovation. It was invented in York back in 1935 when the ﬁrst four-ﬁnger bar was introduced as the ‘Rowntree’s Chocolate Crisp’. The name ‘KitKat’ was adopted a couple of years later and the brand has gone on to become a worldwide phenomenon, with 17 billion KitKats eaten across the globe every single year.

Vegan Christmas dining Irish meatless meat brand Thanks Plants has launched a Festive Roast for veggie Christmas dining. Made from wholesome ingredients, the Festive Roast is a tasty alternative to a traditional stuffed turkey crown over the Christmas season. Dublin vegan Aisling Cullen founded Thanks Plants in response to the lack of meat substitute products in Irish

The Thanks Plants Festive Roast retails at €19.95 and serves four to ﬁve people

supermarkets. Her aim was to create a range of products that were meaty in texture but made from wholefood ingredients. The Thanks Plants range currently features three types of sausages which are on sale in 30 stores in the Dublin area and the new Festive Roast is now available at selected retailers and online from www.thanksplants.co. Thanks Plants Festive Roast features a tasty gourmet stuffing made with mushrooms, chestnuts and cranberries. The meatless meat part is a mix of seitan flour, pearl barley, cannellini beans, vegetables, herbs and spices. The Festive Roast retails at €19.95 and at 1kg will serve four to five people. “This is a tasty alternative to turkey this Christmas,” said Aisling Cullen, founder of Thanks Plants. “I baste mine with a glaze that is one part maple syrup, one part olive oil and one part soya sauce and suggest serving it with all the traditional trimmings – delicious. Many families have

a vegetarian or vegan guest at Christmas so the Festive Roast can serve as a second turkey on the table.” Thanks Plants is also launching Festive Roast boxes for €39 plus P&P which includes a Thanks Plants Festive Roast, Slow Roasted Garlic & Thyme Gravy from Irish company Porter & Nash and three packs of Thanks Plants sausages - Apple & Sage, Sundried Tomato & Herb and The Frankfurter. The Thanks Plants Festive Boxes are now available to preorder at www.thanksplants.co and can be delivered nationwide. Thanks Plants products are made by Aisling Cullen in a professional kitchen at the Spade Enterprise Centre in Smithﬁeld. Cullen completed the SuperValu Food Academy in May 2020 and her products are now available in 30 stores in the Dublin area including 14 SuperValu stores. In 2021 Thanks Plants plans to introduce a range of plantbased burgers and deli meats. For further details log onto www.thanksplants.co.

Rewarding staff Companies in Ireland have seen so much resilience from their staff this year. Most have had to adapt their working situation and companies are looking for ways to say thanks, to reward their employees for their work during

The gourmet stufﬁng of the Thanks Plants Festive Roast is made with mushrooms, chestnuts and cranberries

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The Gamers Favourites One4All Gift Card can be swapped online for the recipient’s favourite platform

challenging circumstances. As the pandemic continues, employers can take advantage of the tax benefits of One4all Gift Cards – available in denominations from €15 to €500 – to express thanks to their own frontline workers who are essentially the cogs and bolts of their business, and Christmas is an ideal opportunity to reward. Showing appreciation to staff has never been more important with the ever-changing landscape continuing to present uncertainty and challenges to employees. Rewarding employees can help promote feelings of gratitude and acknowledges their hard work carried out over the year. The One4all Gift Card is accepted in over 11,000 retail outlets nationwide and online with participating retail partners, and can only be spent within Ireland, giving Irish retail a muchneeded boost. With An Post’s corporate ordering service, you can place your order at your local post office for delivery to your business, making it simple and easy. Order your One4all Gift Cards at your local post office today.

An Post’s corporate ordering service makes it easy to place an order at your local post ofﬁce for delivery to your business

Christmas Essentials

Christmas Drinks

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46 CATEGORY FOCUS Christmas Essentials

Finest finds! Tesco is offering shoppers a panoply of fine treats this festive season. The Tesco Finest Chocolate Orange & Maple Bauble Cake (€14) is a hand-finished cake topped with a white chocolate bauble decoration and maple flavour buttercream. Inside, two layers of Valencian orange sponge cake and a layer of chocolate and orange brownie are sandwiched together with orange, Belgian chocolate and maple-flavoured buttercreams. When sliced open, a hidden centre filled with chocolate cereal malt balls is revealed. Another fun festive favourite is the Tesco Smash Nose Reindeer Cheesecake (€8), a baked chocolate cheesecake on a digestive biscuit crumb, topped with chocolate frosting and chocolate decorations.

Promoting Irish businesses SuperValu has announced a new €500,000 campaign to encourage shoppers to buy Irish and support local business this Christmas. SuperValu has always believed in the importance of buying local and Irish and in light of the last eight months, this has become even more important. The campaign, running across TV, radio, print and social media, will be urging consumers to buy Irish, supporting their local businesses, the economy and helping to create and keep jobs in communities in Ireland. The campaign has been developed to give those businesses who may have been impacted by the pandemic a national platform to help them drive sales at what is their most crucial trading period of the year. Alongside highlighting small Irish food producers who are part of the SuperValu Food Academy programme, SuperValu is also working with Guaranteed Irish, driving consumers to www.GuaranteedIrishGifts.ie, a new initiative showcasing the best of locally based Irish businesses in communities around the country. Together with an extensive advertising campaign running in the lead-up to Christmas, SuperValu is also dedicating support to the initiative on its social media channels which have over 480,000 followers across Instagram, Facebook and Twitter. Each week SuperValu will call on small Irish businesses to get involved with

The Tesco Finest Chocolate Orange & Maple Bauble Cake (€14) features a hidden centre ﬁlled with chocolate cereal malt balls

its Monday Market Instagram takeover which will highlight a selection of businesses from those that entered. The Monday Market, which acts as a virtual Christmas market for all shopping needs this festive season, kicked off earlier this month with over 450 businesses already applying to be involved. In light of SuperValu continuing to trade as an essential business during the national lockdown, the company is now playing its part to encourage shoppers to buy from other Irish retailers in the run-up to Christmas and help them get on the road to recovery. “Small businesses form the backbone of the Irish economy, so it is vital that we support them during these turbulent times,” said Tara Clifford,

The Tesco Smash Nose Reindeer Cheesecake (€8) gives a cheerful festive twist to a baked chocolate cheesecake

strategy marketing manager, SuperValu. “SuperValu has always believed in the importance of buying local and it has been in the DNA of our business since we ﬁrst opened,” she added. “We understand that Christmas is the biggest sales opportunity of the year for many companies and there is a risk that people will simply buy online from international sites, especially now, with many Irish businesses having to physically shut their doors during lockdown. With this campaign we are calling on the Irish public to please shop local wherever possible and go to www.GuaranteedIrishGifts.ie for your Christmas shopping this year.” Brid O’Connell, CEO of Guaranteed Irish, said the organisation was delighted to be included in SuperValu’s

Christmas campaign. “Their help and support will benefit so many businesses right across the country that are struggling during these difficult times,” O’Connell said. “It may be a surprise to people, but for every €100 spent in the community, this is worth €500 to the economy because of the local multiplier effect, so making the conscious decision to shop local has huge benefits.” For more information on how you can support your local community this Christmas go to www.supervalu.ie or find SuperValu on Facebook, Instagram and Twitter. Go to www.GuaranteedIrishGifts.ie to see the best of locally based businesses throughout the country for all shopping needs this Christmas. ■

SuperValu is encouraging shoppers to support local Irish businesses by shopping at www.GuaranteedIrishGifts.ie

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PEPSICO, YOUR SNACKS GROWTH PARTNER UP 21%

OUTPERFORMING In 2020 PepsiCo is up 21% RSV OUTPERFORMING Crisps & Snacks category growth (12.5%)*.

WINNING NPD Launch of Doritos Flaming Hot, Wotsits Giants and Max Double Crunch, driving INCREMENTAL €1.3m* RSV to the category.

DOUBLE DIGIT GROWTH In Family Snacks (Walkers), Tortilla (Doritos) and Ridge (Max) Brands and still “No.1 in Better For You”*.

THANK YOU to all our customers for your support this year. Please contact us (01) 293 2270 to learn more about how we can help grow your business in 2021.

*Source: AC Nielsen Total Scantrack Retail Sales Value, Nov 2020

Christmas Essentials

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48 CATEGORY FOCUS Christmas Drinks

Drink in the festivities

After a year of restrictions, Christmas will feel extra special this year as families reunite and celebrate being together no matter how small the gathering. Spending a little extra on that special bottle of spirits or wine to gift or simply enjoy will be a way of treating oneself after a tough year. Fionnuala Carolan looks at what delights are on offer

020 has been an endurance test for many so this Christmas season is a time for meeting with our nearest and dearest and sharing a tipple. Taking the time to sit and chat and enjoy good food and drinks will be seen as ever more important after nearly a year of being apart. Gift sets and boxes are going to be a popular choice this season and many companies have created sets containing bottles of spirits with the perfect glass in which to enjoy it or a two or three set of wines in order to drive sales over this precious Christmas period. There is plenty of innovation in the wine market, some of it arising from collaborations with celebrities such as Kylie

Minogue, Graham Norton and Sarah Jessica Parker. These celebrity endorsements are driving sales in these categories among new wine drinkers in particular who are looking for guidance in what kind of wine they might like. Associating a wine with a celebrity they admire, gives the wine a mark of approval. Other innovation is coming from the lower alcohol and nonalcoholic drinks sector, seen clearly with the emergence of hard seltzers. In the US offlicence sector, White Claw Hard Seltzer is now bigger than both Budweiser and Corona in dollar sales and has a higher household penetration than most of the biggest beer brands in US. This is an incredible achievement and

Irish and proud A double distilled blended whiskey, Kilbeggan manages to be both complex and approachable at the same time, making it the ideal introduction for those exploring the world

Connemara is the only Irish peated single malt whiskey widely available today

Kilbeggan Whiskey’s double distillation gives it a robust proﬁle with more character than blends that are triple distilled

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of Irish whiskey. Its double distillation gives it a robust proﬁle with more character than blends that are triple distilled. Warm and accessible, Kilbeggan is the perfect complement to just about any mixer and can be enjoyed with ginger ale, neat, over ice or simply with a drop of water.

shows that people are looking for drinks that suit their lifestyles as consumers’ tastes gradually move away from high alcohol content to lower calorie drinks. Green credentials are also an important consideration for the younger audience and companies such as BrewDog are leading in this space with a green agenda appealing to consumers’ conscience as well as their taste buds. In terms of spirits, premium

whiskey is very much holding its own and is tipped to sell well this Christmas as people are in the mood to treat themselves and the ever popular gin sector continues to swell. According to Nielsen MAT August 2020 ﬁgures, the gin category grew by 19% in volume and 26% in value. The past year has been tough for many industries but the alcohol sector has seen strong sales which we predict will continue into the Christmas season.

The Kilbeggan Distilling Company has two distilleries – the Kilbeggan Distillery in Co. Westmeath (Ireland’s oldest licensed distillery dating back to 1757) and the Cooley Distillery in Co. Louth which also produces brands such as Connemara peated single malt Irish whiskey. Truly a unique Irish whiskey and a real connoisseurs’ choice, Connemara is the only Irish peated single malt whiskey widely available today. Inspired by the 18th century art of drying malting barley over peat ﬁres, Connemara possesses a distinct peaty ﬂavour and aroma, instilling a delicate smokiness and smooth, sweet taste. Connemara is a highly decorated Irish whiskey receiving over 20 medals in major spirits competitions since 2012. Since it was released in the late 1990s, Connemara has won over many fans of peated Scotch

whiskies such as Laphroaig. Connemara still has a deﬁnite Irish character and makes the perfect gift for the whiskey explorer in your life, particularly if they are looking for a different perspective on Irish whiskey. Both Kilbeggan and Connemara picked up a silver award at this year’s International Spirits Competition which is testament to the great award-winning liquid the teams at Cooley and Kilbeggan are producing everyday. Both Kilbeggan and Connemara are available across all grocery stores and off-licenses nationwide, RRP €28.00 and €41.00. Both Kilbeggan and Connemara picked up a silver award at this year’s International Spirits Competition

An aroma of sweet barley with wafts of peaty smoke, kippers and well baked apple crumble. Tastes of lightly honey sweet, subdued clean rather than sooty smoke with peaty vegetal notes, sweet barley water, light spice and vanilla oak. A different perspective on Irish whiskey.

Christmas Essentials

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50 CATEGORY FOCUS Christmas Drinks

Blood Monkey has been designed as a sipping gin, one of only a few gins that can be drunk neat as well as in a gin and tonic

Against the grain Recently launched Blood Monkey Irish Craft Gin is expanding distribution across the independent sector and groups sectors bringing a new taste profile to Irish spirit drinkers. A versatile new-to-market liquid that drinks like a white whiskey, Blood Monkey has been designed as a sipping gin, one of only a few gins that can be drunk neat as well as in a changed-up gin and tonic or blood orange easy-toreplicate-at-home cocktail. Blood Monkey, the inaugural product from Irish owned Outcast Brands, is distilled by West Cork Distillers, Skibereen. Master distiller, Deirdre Bohane notes, “Blood Monkey is a sophisticated spirit with a complex character that reveals various details as it evolves on the palate. It hits you with a smooth, warm citrus spice followed with a slight hint of floral entwined with smoky, caramel flavours of whiskey.” Available nationally via Celtic Whiskey Wholesale at https://www.celticwhiskeyshop. com/wholesale

Homegrown brew Since launching the Brewmaster Beer brand in early 2018, the team at Dundalk Bay Brewery and Distillery in Co. Louth have worked hard at creating

the highest quality beer using traditional ingredients and methods. Brewmaster Beer uses local, natural ingredients and is crafted in a state-of-theart, independently owned, Irish brewery which is one of the largest craft facilities in Ireland. The Brewhouse is fully automated and 100% Irish made by sister company Spectac International and is so advanced that it can be controlled from an iPhone. The Brewmaster Beer core range includes gluten free and vegan options - award-winning Irish Lager (gluten free), Irish Red Ale, Irish IPA and Isotonic NonAlcoholic Lager, which are all available to purchase in bottles and cans. For fans of darker beers, the Irish Imperial Stout is full of chocolate and coffee ﬂavours and packs a punch with a higher ABV of 8% and other stout ranges such as its Brewmaster Black Dry Stout and its newly launched special, Barrel Aged Stout that has been sitting in Bourbon barrels for just over two years. Brewmaster also has some exceptional non-alcoholic ranges which include a 0.5% lager and IPA. It has also developed a method to make these nonalcoholic ranges isotonic which replenishes the body and is a great recovery drink. Brewmaster Beer is available

Brewmaster Beer uses local, natural ingredients and is crafted in its state-of-the-art, independently owned, Irish brewery

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to buy direct from the brewery through its social media accounts and is also available at selected supermarkets, off licences and restaurants in Dublin, Wicklow, Louth, Meath, Kildare and Northern Ireland. The range is planned to be available nationwide as soon as possible. In the meantime nationwide delivery is available through www.thebeerclub.ie. For a memorable, premium Irish beer to enjoy, choose Brewmaster Beer. Find out more at www.brewmaster-beer.com.

Reinvigorate your soul Dundalk Bay Brewery and Distillery has launched Ravenrock Gin, a new premium distilled small batch Irish gin that is ﬁltered through Silurian aged sandstone from the Irish Sea and distilled with a local blend of rowan berries, wild organic Irish heather and infused with a secret blend of premium selected botanicals from all over the world. Distilled in Dundalk, Co. Louth, it is a refreshing and exciting gin that is now available to the Irish market. Ravenrock Gin is available to buy directly from the distillery in Dundalk Co. Louth, and from selected supermarkets and off-

Ravenrock Gin is distilled in the state-of-the-art Dundalk Bay Brewery and Distillery in Co. Louth

licences in Dublin, Wicklow, Louth, Meath, Kildare and Northern Ireland. It retails for €49.99. Like Brewmaster Beer, Ravenrock Gin is distilled in the Dundalk Bay Brewery and Distillery in Co. Louth. It is best mixed with a premium Indian tonic to really taste the botanicals in the gin. Serve with a wedge of orange and ice in a ﬁshbowl glass for G&T perfection. Discover more at www.ravenrockgin.com.

Christmas Drinks CATEGORY FOCUS

Ampersand will have a full point of sale package available to assist sell-out this Christmas

All ready for Christmas Ampersand Wines is all set for the Christmas sell-in with a range of award-winning wines on special offer for the period. Rioja Vega’s award-winning Crianza has been adorned with a beautiful holly wreath on its label for the Christmas dinner table and festivities this Christmas season. Rioja Vega Crianza is an elegant wine, bursting with dark berry fruits, hints of liquorice and spice. It is luscious, rich and smooth and is the perfect wine for Christmas enjoyment. Rioja Vega Crianza won the title of Best Old-World Red Wine under €15 at the Irish Wine Show Awards two years ago and continues to be a ﬁrm favourite with Irish wine lovers. Retailing at €14.95 it is expected to be a popular choice again this Christmas with its stunning festive packaging and award-winning wine offering superb quality and value for money. More recently, Rioja Vega SemiCrianza was awarded the Gold Star and title of Best Old-World Red under €10 at the 2020 2021 Irish Wine Show awards making it a perfect wine to offer this Christmas. Rioja Vega SemiCrianza is great value for money under €10 and winning the award for the second time is testament to the quality-driven winemaking from Rioja Vega which has been perfecting its winemaking craft since 1882. Ampersand will also promote all 15 award winners from its haul at the recent 2020- 2021 Irish Wine Show Awards. Ampersand Wines was awarded three gold stars, six silver and six bronze stars at the awards ceremony. With very attractive price-points Ampersand expects the award winners to be popular with both consumers and retailers in the current competitive market. Ampersand will also have a full point of sale package available with posters, shelf talkers and neck collars to highlight the awards in-store and to assist sell-out.

Bacardi, the worlds most awarded rum has recently unveiled a new coconut flavoured rum. Bacardi Coconut, a white rum infused with coconut flavours has an intense yet clean flavour of fresh coconut, with a rich tropical aroma crafted with care and passion. This is the latest addition to the Bacardí flavoured range. Bacardí Spiced, Bacardí Ginger, Bacardí Raspberry and Bacardí Coconut have been crafted by the Maestros de Ron, who shape and craft all the products in the Bacardí portfolio using their sense of sight, taste, and smell, to ensure the quality of the spirit meets Bacardí standards. See more at www.bacardi.com or @Bacardiireland on Facebook, Instagram or Twitter.

Bacardi Coconut is a white rum which has an intense coconut ﬂavour

Bombay is booming! With strong ongoing consumer interest in gin, 2019 represented an excellent year for Bombay from a sales perspective. In fact, the brand achieved an overall double digit volume increase versus 2018. Volume and value sales increased across all channels, demonstrating the impressive consumer demand and desirability for the brand. Throughout the Covid-19 crisis, Bombay Sapphire has shown tremendous resilience in these uncertain times with strong growth in independent and grocery channels. Gin continues to be a good news story in Ireland and according to Nielsen MAT August 2020 ﬁgures, the gin category grew by 19% in volume

Bombay Sapphire Gin & Tonic RTD is expertly mixed and ready to pour

and 26% in value. Honing in further on these figures, Bombay enjoyed a 34% volume uplift for the period June to August this year versus the same period last year. As we head into 2021, the newly launched Bombay Bramble will be a key priority for the brand. Bombay Bramble was created as a direct response to a new consumer demand. The premium flavoured and coloured gin was created using real ingredients and by marrying the brand’s vapour distilled gin with a real berry infusion, resulting in a distinctive crimson colour. The resulting gin is 100% naturally flavoured, using freshly harvested blackberries and raspberries and is the result of a highly crafted, intensive process that the brand says challenges the common practice of other flavoured gins on the market which often use concentrates, additional sugars and additives to flavour the liquid. Earlier this year Bombay launched the Bombay Sapphire Gin & Tonic RTD. This product presents an opportunity to tap into a more sophisticated drink for on-the-go moments and

Bombay Bramble gin provides the perfect canvas for cocktails

Soft Drinks Christmas Drinks Christmas Essentials

Pursuit of perfection

occasions. Essentially this is the perfect gin and tonic you would expect from a bartender, expertly mixed and ready to pour. According to Richard Brickley, market development manager for Bombay in Ireland, “Overall, Bombay’s success can be attributed to not only great taste, but the brand’s continued close attention to global and local trends, such as consumer willingness to pay more for premium products, the importance of discovery and innovation, and of course convenience – drinks on demand without compromising quality or taste.” For more cocktail creation ideas visit www.bombaysapphire.com. Bombay Sapphire, RRP €31.30 is available from retailers and off-licenses nationwide. Bombay Bramble, RRP €32.50 is also available nationwide.

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If you would like to stock these wines or would like more information, contact your Ampersand representative or call the Ampersand sales line on 01 413 0150.

Jack Daniel’s whiskey has been expertly distilled for 150 years in Lynchburg, Tennessee

In good spirit Jack Daniel’s whiskey has been expertly distilled for 150 years in Lynchburg, Tennessee. The team lives by the moto ‘Everyday we make it, we’ll make it the best we can’, ensuring that every drop lives up to the quality crafted by Jasper Newton Daniel himself. Mellowed drop by drop, they let the whiskey slowly drip through 10-feet of sugar maple charcoal, so it comes out with its distinctive smoothness. It’s then matured in handcrafted barrels of the team’s own making. And their Tennessee Whiskey doesn’t follow a calendar. It’s only ready when the team’s tasters say it is, judging it by the way it looks, by its aroma and of course, by the way it tastes. It’s how Jack Daniel himself did it over a century ago and how they still do it today.

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CATEGORY FOCUS Christmas Drinks

Jack Daniel’s family of brands offers a range of flavour profiles to experiment with this Christmas. If you prefer your whiskey neat or on the rocks, why not try the award-winning Jack Daniel’s Single Barrel? Or if you’re looking for a festive cocktail, Gentleman Jack is perfect in a Whiskey Sour. If flavoured spirits appeal to you, try Jack Daniel’s Honey with lemonade, or try the new Jack Daniel’s Tennessee Apple. Mix it with tonic water for a refreshing and tasty Christmas drink. Or you could simply enjoy a classic - Jack & Cola. For more information on the Jack Daniel’s range in Ireland visit jackdaniels.ie. Jack Daniel’s Single Barrel, Gentleman Jack, Jack Daniel's Old No.7, Jack Daniel’s Tennessee Honey and Jack Daniel’s Tennessee Apple, are distributed exclusively by Edward Dillon & Co Ltd.

is the group’s commitment to combine brave thinking and bold action to help ensure we have a planet to make beer on for future generations.

Villa Maria will be launching a new varietal to the Irish market – Sauvignon Blush

New Zealand’s leading wine Villa Maria has been New Zealand's leading wine award winner, both nationally and internationally since the early 1980's. Villa Maria is now the number one New Zealand wine brand in the Irish market. Sir George Fistonich has spent six decades helping to nurture and expand New Zealand’s wine industry. At Villa Maria, the brand is known for making bold, industry-changing moves. Back in 2001 Villa Maria became a cork-free zone – switching to 100% screwcaps. In 2020 Vintage was launched - a feature-length

BrewDog is now unveiling a new visual identity and a renewed purpose for the next chapter in the company’s story

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into super ﬁne layers for efﬁcient vaporisation, alcohol may be removed at lower temperatures than ever before, thus resulting in a truly beautiful tasting product. This Christmas McGuigan is offering a two bottle gift pack including the McGuigan Black Label Sauvignon Blanc and the McGuigan Black Label Shiraz.

Australian trailblazers

Beer for the future BrewDog has shaken up the beer business and has crafted a community-owned business that is 100% powered by the people. The company is now unveiling a new visual identity and a renewed purpose. As well as new packaging and a new visual identity it is also launching new beers and introducing more individuality across its breweries, bars and beer ranges. With BrewDog Tomorrow, the team are building on a strong sense of purpose and building on some fantastic initiatives they already have in place; from The Unicorn Fund to the BrewDog Foundation, and from being a living wage employer to their community ownership model and their B-corp journey. BrewDog Tomorrow outlines a commitment to do far more from a sustainability perspective. BrewDog Tomorrow

documentary following the allconsuming harvest period of 2019. Villa Maria offers a range of skus from private bin, cellar select and reserve. Villa Maria will soon be launching a new varietal to the Irish market – Sauvignon Blush. For Christmas, Villa Maria is offering a two bottle gift pack with the Villa Maria Reserve Sauvignon Blanc, Marlborough and the Cellar Select Pinot Noir, Hawkes Bay.

McGuigan is now the number one Australian wine brand in the off-trade. Neil McGuigan, chief winemaker has won the International Wine & Spirits Competition (IWSC) award as “the Best Winemaker in the world” four times. McGuigan Wines is the only winery in the competition’s history to win the title four times. The Black Label range comprises a cabernet, shiraz, merlot, chardonnay, sauvignon blanc, pinot grigio, rose and malbec. McGuigan has shown innovation by introducing McGuigan Frizzante to the market. The latest addition to the McGuigan portfolio is McGuigan Zero. Unrivalled taste and zero alcohol, this wine is for everyone, everywhere. McGuigan Zero is a trailblazer in its category. The range offers an unparalleled alcohol-free experience both on the nose and palate. Launching with shiraz, chardonnay, rosé, sauvignon blanc and sparkling, McGuigan Zero is created using state-of-the-art spinning cone technology. By drawing the wine

The Black Label McGuigan range comprises of a cabernet, shiraz, merlot, chardonnay, sauvignon blanc, pinot grigio, rose and malbec

Graham Norton controls every aspect of the blending process of his wines

Juicy gossip The award-winning Graham Norton Wines and Spirits are widely available in Ireland, distributed by Barry & Fitzwilliam. Norton controls every aspect of the blending process of his wines, combining Southern Hemisphere grapes with ‘Norton Hemisphere’ brilliance creating a range of superb wines. The number one selling product from the Graham Norton portfolio is the New Zealand Sauvignon Blanc from the Marlborough region. The Rosé is also a great success. Rosé is growing in popularity in Ireland over the past number of years. This wine is also from New Zealand. The Graham Norton Shiraz is from Australia, a blend of different regions offering a complex, concentrated wine with a deep ruby colour. It’s a bold, juicy wine full of character, just like the man himself! The Frizzante Prosecco from Italy is light and refreshing offering aromas and ﬂavours of citrus notes, lemon and lime. The latest additions to the Graham Norton range has been Norton’s own Irish gins including a clear gin and a pink gin - both award winning! These gins are made in the West Cork Distillery close to Norton’s home town. This Christmas Graham Norton Wines has put a two bottle gift pack together – including the Graham Norton Sauvignon Blanc, Marlborough New Zealand and the Graham Norton Shiraz, Australia.

Christmas Drinks CATEGORY FOCUS

White Claw Hard Seltzer has just launched in a four pack format and is available in three flavours – Black Cherry, Natural Lime and Raspberry. The four packs are now available in all major retailers. White Claw Hard Seltzer has pioneered the hard seltzer category in the US and is the number one brand in a category worth over $3.4 billion YTD, with White Claw commanding over 50% market share. Putting it in perspective, in the US off-licence sector, White Claw Hard Seltzer is now bigger than both Budweiser and Corona in the sales. It also has a higher household penetration than most of the biggest beer brands in the US. The success of the brand has been led by a clear understanding that consumers are demanding products that complement their active and more balanced lifestyles. White Claw Hard Seltzer is made from the finest natural ingredients; a blend of sparkling water, gluten-free triple distilled spirit, and a hint of natural fruit flavour. Each 330ml can contains 95 calories, 4.5% ABV and 2g carbs. For more information, visit www.whiteclaw.com. White Claw Hard Seltzer is distributed by Barry & Fitzwilliam.

Wine in the city The unique partnership between New Zealand wine company Invivo and Sarah Jessica Parker is proving to be a huge hit around the world. Sarah Jessica has been involved in each step of building the brand, from the label design to the ﬁnal blending session, signing off the wines with the Invivo team, and even taking a seat on the board of the company. Invivo X, SJP’s award winning Sauvignon Blanc from Marlborough, New Zealand, has received six gold medals in international wine competitions and three 90+ point ratings.

Sarah Jessica Parker has partnered with New Zealand company Invivo to launch a range of wines

The new 2020 release is a blend of five estates in Marlborough, spanning both the Wairau and Awatere Valleys. An intensely aromatic nose – this is a confluence of ripe citrus, tropical fruit and a hint of something savoury. Plus, it’s vegan friendly and sustainably made. “I couldn’t be more pleased with where we arrived with this year’s grapes,” says Parker. “I was so worried as competing with our first Sauvignon Blanc felt slightly daunting given its success and our love for it. But I am supremely excited about this.” Invivo X, SJP Rosé from the South of France is the second release in the Invivo X, Sarah Jessica Parker Wine Collaboration and has been crafted in partnership with a family estate from Provence, Sarah Jessica Parker (SJP) and Invivo. This Christmas – there is a two bottle gift pack available with Invivo X, SJP’s award winning Sauvignon Blanc from Marlborough, New Zealand and the Invivo X, SJP Rosé from the South of France. The brand is proudly distributed by Barry & Ftizwilliam in Ireland.

Popping the cork Kylie Minogue Wines is an exquisite, elegant portfolio of bespoke wines, crafted with

Kylie Minogue Wines are available in a three bottle gift pack this Christmas

Christmas treasures from the pirate queen Grace O’Malley Spirits has launched two special gift box editions of its award-winning Blended Irish Whiskey and

Soft Drinks Christmas Drinks Christmas Essentials

Pioneering the hard seltzer market

Irish Whiskey is perfectly balanced between fruitiness, age character, complexity and smoothness. The Grace O’Malley Blended Irish Whiskey Gift Set includes a bottle of whiskey along with two branded whiskey tumblers in a beautifully presented gift box. The Grace O’Malley Heather Infused Irish Gin Gift Set includes a bottle of awardwinning gin and a balloon glass, ideal for the perfect serve to enjoy over the festivities, a gin and tonic with a West of Ireland twist. Grace O’Malley Heather Infused Irish Gin features a total of 14 botanicals. Grace O’Malley Blended Irish Whiskey Gift Set and Grace O’Malley Heather Infused Irish Gin Gift Set retail at €34.43 RRP and are available exclusively at SuperValu stores nationwide. Discover more at www.graceomalleywhiskey.com.

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In the US off-licence sector, White Claw Hard Seltzer is now bigger than both Budweiser and Corona in dollar sales

passion and integrity. Launched this year in Ireland on Kylie’s birthday on 28 May, the Rosé quickly became one of the most successful launches in its category ever. This Signature range comprises of three wines from France. A delicate and pale dry Rosé made from Cabernet and Carignan grapes, a light and zesty Sauvignon Blanc from Gascony and a smooth and juicy Merlot from the Pays d’Oc. Available in a three bottle gift pack this Christmas, Kylie Minogue Wines are also proudly distributed by Barry & Fitzwilliam.

Grace O’Malley Spirits has released special gift box editions for the festive season

Heather Infused Irish Gin for Christmas. What better way to encapsulate the taste of Christmas than with a gift of liquid gold - a delicious, premium whiskey. Grace O’Malley Blended Irish Whiskey is a special blend of triple and double distilled malt and grain whiskeys, combining multiple batches of whiskey of varying age statements from three to ten years old. Each batch of whiskey is aged perfectly in different barrel types including French Oak, American Oak, Bourbon and Rum Casks. Unique in Ireland due to its exceptionally high malt content, tasting notes for this whiskey reveal a rich mix of seasonal ﬂavours. This is a whiskey that’s smooth and well-balanced with fruit overtones on the palate. The ﬁnish delivers toasted notes with oriental pastry and sweet spice. Grace O’Malley Blended

Grace O’Malley Blended Irish Whiskey is perfectly balanced between fruitiness, age character, complexity and smoothness

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Christmas Essentials

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54 CATEGORY FOCUS Christmas Drinks

Environmentally friendly cider Award winning cider producer Mac Ivors in Co. Armagh has launched the first cider in a can. The company, based near Portadown in Co Armagh, has developed a highly innovative Juicy Session Cider (ABV4.2%) in 330ml cans, a first for a Northern Irish cider maker. The cider has been developed specifically for cans and has already won business with Tesco Ireland, O’Brien’s Wines and Spar as well as many independent off-licenses in the Republic of Ireland. Greg MacNeice, a director of Mac Ivors, a family-owned business that’s been at the heart of apple growing and cider processing in Armagh for generations, explains: “We have created this cider to deliver real apple refreshment in an environmentally friendly can. Early feedback has been excellent and cider fans are dying to get their hands on this one!” The new cider, he continues, is a response to consumer tastes “gradually moving away from potent brews with high alcohol content to lower calorie drinks”. “We believe this new cider ticks all the right boxes and is a true taste of Irish cider,” he adds. The new cider is also available in a convenient pack of four environmentally friendly cans, another first for craft cider. Yet another first for Irish cider is its clear display ingredients and nutritional information. Each can has just 129 calories. The MacNeice family has been

growing apples in Armagh for 160 years and has vast knowledge of and experience in apple processing. The company has collected a host of national and international awards for its range of ciders. These include three gold medals in the prestigious International Brewing Awards 2017 as well as UK Great Taste and Blas na hEireann Irish Food Awards. MacNeice, an experienced cider maker, launched the ﬁrst beverage in 2012 on the back of extensive market research in the UK, Ireland, France and the US. For trade enquiries for ROI, contact Noreast, Dundalk, 042 93 398 58 or go to www.macivors.com.

A drink for all Silk Tree is an alcohol free spirit which sits alongside its alcohol counterparts in the spirits sector. With the rise in popularity of alcohol free options Silk Tree is the ideal add on purchase with the Christmas drinks shop. Every occasion calls for an alcohol free option. Silk Tree is a premium product and ideal for wowing the non-drinkers at your dinner party. Silk Tree isn't just for teetotallers, it is a premium, delicious adult drink for everyone who isn't drinking alcohol for whatever reason. Silk Tree can be served in beautiful glassware, enhanced with an array of mixers and garnishes to ensure your guests feel just as special as your other guests who are drinking alcohol. So for the retailer it is a fantastic opportunity for increased income as it will be

With the rise in popularity of alcohol free options Silk Tree is the ideal add on purchase with the Christmas drinks shop

ShelfLife November 2020 | www.shelﬂife.ie

The Irishman Founder’s Reserve is a rare blend of single malt and single pot still premium whiskey

brought alongside the spirit purchase and has a much higher value than just regular soft drinks. It is also the ultimate gift for the right person. Silk Tree is an artisan craft product founded and produced in Ireland with the Guaranteed Irish label.

Have a sherry Christmas As noses begin to tingle with the smell of dried fruit, cinnamon and spices in markets and kitchens, Walsh Whiskey announces the timely release of an exclusive, limited-edition release of The Irishman Founder’s Reserve – Oloroso Sherry Cask Finish to ease you through the festive season. It is the first time The Irishman Founder’s Reserve, a rare blend of single malt and single pot still premium whiskey, has been finished in Oloroso sherry casks. Previous limitededition finishes have seen Florio Marsala and Chairman’s Reserve Rum cask finishes. The Irishman Founder’s Reserve – Oloroso Sherry Cask Finish is triple-distilled entirely in copper pots and aged in American Oak Bourbon Barrels before being finished in Oloroso casks for an additional 12 months and bottled at 46% ABV. The release is limited to just nine sherry butts, which will yield just over 8,000 bottles. The casks are being distributed to a limited number of markets including the USA, Canada, Russia, Ireland, and a select number of other key regions. The recommended retail price is $99.99 / €75. Announcing the limited-edition release, Bernard Walsh, creator of The Irishman range of whiskeys and managing director of Walsh Whiskey, said: “This decadent Oloroso sherry finish to Founder’s

Reserve, which is our original whiskey, combines to deliver Christmas in a bottle. It is meant to be a treat to accompany the rich baking and cooking of the festive season, and of course to either reﬂect on the day or to share with your nearest and dearest. I hope you will join me in savouring a tasocan (‘tash-cawn’/ dram) of this limited edition over the Winter months.”

A drop of whiskey Writers’ Tears, one of the Irish whiskeys that has symbolised the category’s global renaissance in the last two decades, has revealed a suite of exciting enhancements to its iconic bottle, label and packaging. Most of all, Writers’ Tears afﬁcionados in over 50 countries can now look forward to the comforting feeling and sound of a cork slowly easing from the bottle every time they go to pour a dram, or taoscán (tash-cawn), to use the Irish term for a serving of whiskey. The elegant bottle also comes in for special treatment, most notably with a large glass tear drop embossed onto the bottleshoulder, above and to the front of the main label. Launching in Ireland as the home market, the newly minted Writers’ Tears will be available in Tesco, Dunnes, Supervalu, O’Brien’s and all independent retailers/off-licences. Revealing the exciting new design features, Bernard Walsh, co-founder of Walsh Whiskey and creator of Writers’ Tears said: “We created Writers’ Tears in 2009 and this is the ﬁrst time we have redesigned and enhanced the Writers’ Tears bottle and packaging for its loyal followers the world over. By introducing a cork, while embellishing and

Christmas Drinks CATEGORY FOCUS

Seasonal spirits With Christmas fast approaching, Irish Distillers, makers of some of the world’s most enjoyed whiskeys, has created the ultimate whiskey gift guide featuring top tipples to truly turn heads this festive season. Whether your customers are searching for a gift for the whiskey aﬁcionado in their life, seeking a new ﬂavour for a spirits lover or simply need a fail-safe crowd pleaser to add to their home bar, the bottles highlighted here will make the festive period that bit merrier. ‘Tis the season with Jameson

Black Barrel, an enticing spirit that takes things up a notch. Matured in a combination of American Oak, sherry casks and double charred bourbon barrels, this whiskey is the ultimate gift for Jameson fans looking for something more special this year. The charring method lends this whiskey intensiﬁed notes of vanilla sweetness and caramel, alongside toasted wood, fruit and spice – the perfect winter tipple best enjoyed in front of a roaring ﬁre. Available for RRP: €50. For those shoppers looking to impress the whiskey fan whose bar cart has it all this Christmas? Opt for a quintessential Single Pot Still Irish whiskey with Redbreast 12 Year Old. A harmonious balance of spicy, fruity and toasted notes, this wellloved liquid is widely regarded as the Christmas cake of Irish whiskey. Dressed to impress in an extra special gift box, this is an ultimate crowd pleaser that will take pride of place on loved ones’ Christmas tables this year. Available for RRP: €60. Let the festivities begin this

Redbreast 12 Year Old perfectly balances spicy, fruity and toasted notes

Soft Drinks Christmas Drinks Christmas Essentials

enhancing the bottle and label, Writers’ Tears is making a bolder statement to consumers - be that on premise, in store or at home - that better reflects the super-premium positioning of the range.” Walsh added: “In particular, I have been planning to introduce a cork to the bottle for some time. To me it’s the sound of well-earned relaxation, to be either shared or contemplated alone with one’s thoughts.” The cork is wrapped in foil imprinted with the Writers’ Tears logo and the gift box has been redesigned to feature many of Ireland’s greatest writers, such as Oscar Wilde and James Joyce, rendered in a funky, graffiti style. Walsh Whiskey has taken the opportunity of the Writers’ Tears brand refresh to invest in a new website (www.walshwhiskey. com) designed and built by Dublin brand consultancy Slater. The new website has a worldwide stockist locator that enables consumers to easily identify where they can source bottles of Writers’ Tears and The Irishman and an interactive flavour-wheel that helps consumers find the perfect expression of whiskey to suit their palate.

the Mitchell family of Dublin whiskey bonders in 1805 and has spread across the world to huge acclaim. Expect a hint of cloves along with the fruity sweetness of green apples, rounded off with toasted oak and lingering ﬂavours of spices and barley, a festive favourite to cosy up with. Available for RRP: €60. Shoppers can gift something that is truly memorable this year with Midleton Very Rare 2020, the pinnacle of Irish whiskey. Chosen from the most exceptional quality single pot still and single grain Irish whiskeys laid down over the past four decades, Midleton Very Rare 2020 showcases an expression of whiskeys aged from 13 to 35 years in lightly charred ex-bourbon American oak barrels. This expression, the last from Irish Distillers’ former master distiller Brian Nation, offers an initial burst of tangy fruity sweetness on the palate, with pot still spices building over time to add a mild prickle of chili oil. Available for RRP: €180. The classic combination of Irish whiskey and coffee is enjoying an ice cool revival in the form of Jameson Cold Brew. Produced in Ireland, Jameson Cold Brew marries triple distilled Jameson Irish Whiskey with natural cold brew coffee derived from 100% Arabica beans from Brazil and Colombia. The result is a smooth and distinctive beverage with intense coffee aromatics, complemented by the vanilla nuttiness of Jameson, with notes of toasted oak and dark chocolate. Available for RRP: €30.50. ■

Home Baking

The Writers’ Tears gift box has been redesigned to feature many of Ireland’s greatest writers, such as Oscar Wilde and James Joyce

Christmas with Method and Madness Irish Micro Distilled Gin. Inspired by historic gin recipes dating back to 1798, this awardwinning gin is packed with an eclectic fusion of 16 botanicals led by black lemon and Irish gorse ﬂower. Expect notes of citrus and spice with earthy undertones, it really doesn’t get more seasonal than this. Garnish this tipple with a ribbon of lemon peel, and you’re all set. Available for RRP: €50. Top any traditional whiskeylovers wish list with Powers John’s Lane. An all-time favourite amongst Irish whiskey collectors around the world – this Single Pot Still classic is matured for a minimum of 12 years. The result? A lingering spice with dried apricot, honey and vanilla – the perfect tribute to the spiritual home of one of Ireland’s most loved whiskeys. Available for RRP: €66. Spread the festive cheer with Green Spot Irish Whiskey, a historic single pot still whiskey which was originally produced for

Do Irish shoppers buy Spirits differently during X-mas season? = Spirits bought as part of Christmas/Seasonal shopping

’I knew exactly what I wanted/needed’

’I wanted to spend time browsing the category’ 100% 80% 60% 40% 20% 0%

26%

23%

= Spirits bought as part of a normal shopping

100% 80% 60% 40% 20% 0%

39%

48%

Browse more

Less determined

Shoppers are more likely to browse Spirits when shopping for Christmas.

Spirits shoppers are less certain what they want to buy during seasonal shopping, compared to normal periods.

Action: More shoppers like to browse the category at Christmas so delivering an enjoyable and easy shopping experience is key.

Action: In-store engagement becomes more important, as shoppers are more open.

Data from survey of 16,492 Irish shoppers, carried out Nov 2019-March 2020 Reports available for 91 FMCG categories in 2020

‘Occasion bought for’ 100% 80% 60% 40% 20% 0%

Entertainment 41%

33%

For a gift 25%

20%

Entertainment and gift occasions are key Both the gift and the entertainment occasions are increased during Seasonal shopping.

Action: Focus on both occasions with communication and displays.

Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com www.shopperintelligence.com

www.shelﬂife.ie | ShelfLife November 2020

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

56 CATEGORY FOCUS Soft Drinks

Soft skills

‘Tis the season to be jolly, and fun, flavoursome and refreshing soft drinks will play a key role in any get-together or ‘big night in’ with the family this Christmas. Make sure you’re well stocked with options bursting with on-shelf appeal, writes Gillian Hamill

ixers, cordials, sparkling offerings and more, the Christmas cabinet certainly isn’t just about the alcoholic beverages. While alcoholic beverages may take centre stage during the festive season, Irish consumers certainly wouldn’t be without their soft drinks at this time of year. Soft drinks brands have come a long way in recent years, bringing a renewed focus on natural ﬂavours and value for money as well as the all-important taste. According to a Euromonitor report from December 2019, titled ‘Soft Drinks in Ireland’, the category has managed to stay strong in the face of new consumer demands. In the wake of the sugar tax, manufacturers maintained growth through product reformulation and highly focused marketing strategies. Juice and carbonates, traditionally associated with high sugar content, managed to offset the sugar tax with new product launches, expanding no and low sugar ranges. Richard Caines, senior food and drink analyst at Mintel, has also highlighted the importance of lower sugar formulations. “The major focus of the soft drinks market in recent years has been on sugar reduction,” Caines said, “in response to consumer concerns about sugar and more recently in preparation for the introduction of the soft drinks industry levy. Sugar is not the only health factor inﬂuencing the market though, with a decline in alcohol consumption boosting the relevance of soft drinks as an alternative to alcohol.” A recent presentation by Alex Beckett, associate director, Mintel food and drink, entitled ‘What soft drinks consumers want in the next normal’ examined the trends

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and consumer needs that will drive growth in the coming years. “Consumers want drinks that are good value for money,” he said. “This is not just about price. Brands can offer value for money with drinks that support health and wellbeing, provide pleasure, and can be trusted. “People are looking for convenient ways to reinforce their health,” Beckett added. “Before 2020, 33% of US adults were taking vitamin/minerals/ supplements (V/M/S) regularly. In July 2020, 57% were taking V/M/S regularly.” He also pointed out that 79% of US adults agree food is the best source of vitamins and minerals and 49% are willing to pay more for vitamins and minerals with whole food ingredients. “Drinks can play in this area,” Beckett said. “Added functional boosts are in demand and inspiring soft

The redesign of the iconic Ribena bottle has a smaller sleeve and is optimised for bottle to bottle recycling

drink innovation,” he continued, “despite consumers’ trust issues. 43% of US adults are sceptical of food/drinks that claim to offer functional beneﬁts. Drinks must clearly describe what’s inside and offer the means for consumers to learn how the function works.” Beckett likewise examined how low sugar remains in demand. “This is something soft drinks are getting a handle on,” he said. “For example, in the year to Sept 2020, 17% of carbonated soft drink (CSD) launches in the US and Europe were sugar-free, up from 14% two years before. So where can the low sugar trend go? To quell consumer suspicion, more transparency is needed when talking about sweeteners assure nothing is hidden.” Beckett also noted how an international shift towards working at home could affect the category, given that a total

of 86% of US parents now want to work ﬂexibly, compared to 46% pre-coronavirus, which also reﬂects Irish trends. “Home entertaining and evenings in are expected to continue to see a bigger focus in the second half of 2020 and into 2021,” Beckett said, “the recession triggered by Covid-19 seeing consumers focus on saving money, while 57% of UK adults feel uncomfortable going to a restaurant/bar indoors. Drinks can bridge the gap to what we (temporarily) lost. Premium drinks can recreate the special occasion feel, at home, especially if supported by online guides and tasting notes.” This will certainly be true over the all-important Christmas period, with the leading brands that can be counted on to satisfy all tastes within the family circle, highlighted below.

Recycling breakthrough

are made from 100% recycled plastic and 100% bottle to bottle recyclable. From January 2021, all 500ml bottles rolled out in Ireland will feature the new design. Ribena’s brand owner, Suntory Beverage and Food Ireland (SBFI), has invested €1.7m in the bottle redesign, which took two years to complete, as part of its ambition to make plastic packaging completely sustainable by 2030. The company also sees this development as a key step in its ambition to reach net zero emissions by 2050, as recycled plastic has a lower carbon footprint than other packaging options such as virgin plastic. “This announcement marks the next stage in the evolution of our business in Ireland and for the soft drinks sector globally,” said

Ribena, one of Ireland’s most recognisable juice brands, has unveiled a major packaging update to continue its sustainability journey. The redesign, which has been welcomed by Repak, features a radically reduced sleeve which will enable a greater chance of Ribena bottles being turned back into bottles within the current Irish recycling infrastructure. The new design also reduces the amount of plastic used to make each bottle, saving 202 tonnes of plastic annually in Great Britain and Ireland. The move means Ribena becomes the Ireland’s largest juice brand to use bottles which

Irelandâ&#x20AC;&#x2122;s #1 RTD Impulse Juice Drink Brand

with bottles made from 100% recycled plastic*

STOCK UP NOW *Cap and label not made from recycled content yet, but are recyclable.

Source: IRI, Marketplace NI, Drink Now Juice Drink, Value by Superbrand, 52wks to 27/09/20. Source: Nielsen,Total Scantrack ROI, Fruit Juice Single,Value Sales by Brand, MAT data to 04/10/20. RIBENA is a registered trade mark of Lucozade Ribena Suntory Ltd.

58 CATEGORY FOCUS Soft Drinks

Home Baking

Strengthen your immune system!*

Christmas Essentials

Christmas Drinks

Soft Drinks

Made from only plants, vitamins and water (and that’s it!), Mude is a range of truly healthy for you beverages that provide proactive energy, health and wellness, so consumers can take control of their day, with no guilt of being harmful to the planet. Consumers can feel the physical and mental effects within ﬁve to 20 minutes of consumption. The range includes the following options:

Ribena’s new bottle makes it the number one juice brand in Ireland to achieve fully recyclable bottles made from 100% recycled plastic

Mark Aherne, general manager of SBFI. “Last year we set out our plan to move to 100% sustainable plastic bottles within a decade, just over a year later here we are announcing a major packaging update for one of our most iconic brands, Ribena,” he continued. “The work we are doing as a company across our entire portfolio is aimed at us reaching our 100% sustainable plastic packaging target by 2030 and we’re delighted to be able to bring the new Ribena bottle to Irish shelves in 2021.” Séamus Clancy, chief executive ofﬁcer of Repak Ltd, described the changes to the Ribena bottle as “great news for plastic bottle recycling in Ireland and demonstrate design for a circular economy in action. By making the bottle easier to sort for recycling, Repak member Suntory Beverage & Food Ireland will bring Ireland another step closer to reaching our EU Circular Economy Package and Single Use Plastic Directive targets for plastic packaging recycling.” The new design solves a problem the bottles were facing in Ireland’s waste stream. Although Ribena’s bottles have always been 100% recyclable, the sleeve’s dark colour and length could stop sensors at some recycling plants from identifying the clear, recyclable bottle underneath. This could prevent the bottles from being sorted into the waste stream of plastic that can be turned back into bottles. Switching the design of the label involved extensive product testing and investment to ensure that the drink would not be affected by the extra exposure to

ShelfLife November 2020 | www.shelﬂife.ie

light while on a shelf. Thanks to the new design, consumers can leave the label and cap on the bottle to recycle it, knowing it can have another life as a bottle. The work that has been done to roll up Ribena’s sleeves will also be applied across Lucozade Sport and Lucozade Energy, two other major drinks made by SBFI, in the next 18 months, ultimately saving 1,100 tonnes of plastic each year. The bottle redesign for Ribena caps off a big year in which SBFI has invested in a paper straw trial for Ribena cartons, harvested the ﬁrst crop of climate-change resistant blackcurrants following a £10m research project with the James Hutton Institute, and through its parent company Suntory Beverage & Food Europe, announced a major breakthrough in enzymatic plastic recycling.

• Mude ImmunoBoost With 69% of people putting a ﬁrmer focus on health and wellbeing in response to Covid-19, there’s never been a better time to discover Mude ImmunoBoost. Turbocharged with Beta Glucan and complex B Vitamins, it’s clinically proven to boost immune health. • Mude Play Lacking energy? 40% of people report feeling the same during these uncertain times. Mude Play harnesses the power of organic green tea to revitalise body and

mind, giving consumers a natural energy kick. • Mude Work Along with a dip in energy, 42% of us have experienced decreased motivation over recent months. Mude Work is the ideal antidote: active ingredient, yeast protein, helps individuals ﬁnd focus when they need it most. • Mude Chill It’s no surprise that 40% of people have reported increased anxiety due to the pandemic. Thanks to the soothing powers of the ashwagandha plant, Mude Chill is the stress-busting solution we all need. • Mude Sleep 34% of us are struggling with sleepless nights post-Covid. Consumers can take control of their dreams and get a head start on tomorrow with Mude Sleep, combining chamomile and valerian root for a truly restful slumber. Mude is now available nationwide. *Proven in more than 50 scientiﬁc studies, based on regular consumption of Mude’s unique blend of ingredients (Sources: PWC Global Insights Survey 2020; Glassdoor)

The Mude range delivers positive physical and mental effects within ﬁve to 20 minutes of consumption

Bottled Water: Different shopper mindsets for Sparkling vs Still Ranks: out of 91 FMCG categories ’I’m often persuaded to buy extra product e.g., by special offerš’ 100% 80% 60% 40% 20% 0%

Rank: #27

’I don't want to run out of it’

Rank: #78

46%

23%

Rank: #41 100% 80% 60% 40% 20% 0%

39%

Rank: #21

57%

‘I’m usually willing to consider private product Label products’ Rank: #13 ’ Rank: #42

100% 80% 60% 40% 20% 0%

74%

55%

Sparkling BW Still BW

Sparkling for promo

Still is more a staple

Shoppers are more likely to buy extra on in-store promotions from Sparkling BW (#27 of 91 FMCG categories).

Shoppers don’t want to run out of Bottled Water, but especially not of Still BW. (#21 of 91)

Sparkling more open to Private Label

Sparkling BW Still BW

Action: To delight shoppers with great in-store offers, focus on Sparkling rather than Still water.

Action: Focus on shelf availability to minimise OOS anxiety. Get your brand on the shopping list.

Data from survey of 16,492 Irish shoppers, carried out Nov 2019-March 2020 Reports available for 91 FMCG categories in 2020

Shoppers are highly willing to consider private label products in BW, and extremely so in Sparkling BW (#13 vs #42 for Still BW).

Action: Invest in Value range more for Sparkling. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com www.shopperintelligence.com

STRENGTHENS YOUR * IMMUNE SYSTEM

*Proven in more than 50 scientific studies, based on regular consumption of our unique blend of ingredients Clean Simple Ingredients because when did your mammy ever tell you to get more citric acid in your diet

60 CATEGORY FOCUS Soft Drinks

Home Baking

A real tonic!

Christmas Essentials

Christmas Drinks

Soft Drinks

Schweppes continues to bring bubbles into consumers’ lives through its unique effervescence, so striking you can’t help but smile! Schweppes was Ireland’s number one mixer in 2019 and continues to grow in this position in 2020. As people seek to recreate special drinks at home more often, the brand has gone from strength to strength; with growth driven by the new 1l Slimline Elderﬂower variant and Schweppes 150ml mini can range across its Signature and Classic ranges. To ensure Schweppes is topof-mind with consumers this Christmas, a fully integrated marketing campaign will be launched. Watch out for the uplifting Christmas message, ‘Schweppes, We’ve got the Tonic, You’ve got the Spirit’ as Schweppes will be back with a new TV ad, plus much more, to surprise and delight consumers over the festive period. This will

The Schweppes 150ml mini can range has driven growth across the brand’s Signature and Classic ranges

The Naturally Cordial range taste great on their own as well as making magniﬁcent mocktails

Mixer of choice this Christmas Christmas 2020 is going to look a bit different this year however it is still an occasion that must be celebrated and at Naturally Cordial, the brand has everything your customers need to create Instagram-worthy drinks this festive season. Produced in Wexford, the award-winning cordials are made from organic citrus and local Irish soft fruits and use just four natural ingredients; water, fruit, sugar and a small quantity of citric acid. The brand’s cordials love company and come in two sizes so consumers can easily mix and match this season and try out the wide range of flavours available. Naturally Cordial’s signature 500ml bottle is available in festive favourites Aromatic Lemon, Lemon & Passionfruit and Orange & Cranberry while the smaller 330ml bottle is available in Lemon & Raspberry, Blackcurrant, Fragrant Orange, Lemon & Lime Leaf, Strawberry, Cucumber & Lime flavours. The cordials make the most magnificent mocktails – perfect for those who are looking for a non-alcoholic alternative. Naturally Cordial has created an extensive list of mocktails to cater for the growing appetite for

ShelfLife November 2020 | www.shelﬂife.ie

alcohol-free drinks. The cordials can also be enjoyed on their own diluted with still or sparkling water and when heated with spices they make a delicious alternative to mulled wine. Naturally Cordial has also worked with a range of premium Irish gin producers to expertly match its cordial to their gins; the result? Standout drinks that appeal to everyone. Check out the website to discover the world of Naturally Cordial and easy recipes to create delicious drinks: www.naturallycordial.ie.

all be supported with excellent in-store execution and off-shelf POS and displays. Contact your local Coca-Cola HBC representative to discuss activation plans. Alternatively you can contact the Customer Service Centre on 028 9262 0520. ■

Schweppes is introducing a new uplifting Christmas campaign; ‘Schweppes, We’ve got the Tonic, You’ve got the Spirit’

THE IRISH Carbonated Soft Drink SHOPPER 3 insights in a nutshell

’Planned to buy a specific brand (amongst those planning the category)’

100% 80% 60% 40% 20% 0%

Rank: #11

40%

CSD

25%

Total Store

’I don't mind paying a bit more for better quality’

’ I sometimes buy it just because I feel like it at the time’ 100% 80% 60% 40% 20% 0%

Rank: #19

61%

35%

CSD

Total Store

100% 80% 60% 40% 20% 0%

Rank: #81

28%

CSD

45%

Total Store

Brand planned

Impulsive

Less trading up

CSD shoppers tend to have a particular brand in mind before purchase (ranked #11 of 91 categories).

The CSD category is one of the most impulsive to shop in-store (ranked #19).

Shoppers are less likely to trade up on CSD (ranked #81 of 91 categories), but rather stick with their preferred brands.

Action: Make sure the popular brands are available

Action: Apply also in-store promotions, use secondary displays to tempt shoppers.

Data from survey of 16,492 Irish shoppers, carried out Nov 2019-March 2020 Reports available for 91 FMCG categories in 2020

Action: Rather than tempting with premium, focus on mainstream and popular Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com www.shopperintelligence.com

Baking up a treat!

Christmas Essentials

Christmas Drinks

Soft Drinks Home Baking

62 CATEGORY FOCUS Home Baking

ome baking underwent something of a renaissance during lockdown, as demonstrated by the scarcity of flour supplies on retailers’ shelves. Home baking has a special place in Irish tradition, especially when Christmas comes calling. In 2016, Bord Bia’s research revealed that Ireland’s home baking market was valued at €120 million. It’s vital that retailers have the right materials in stock for all the bakers out there, whatever their skill-level. According to Nielsen figures released earlier this year for the four weeks ending 17 May 2020, Irish consumers are also opting for local when choosing their baking ingredients, with sales of Irish produced flour brands up +217% (+€786k) during this four-week period, and Irish produced sugar increasing by +65% (+€250k), both significantly outperforming non local alternatives.

traditional methods with modern thinking has led signiﬁcant growth in the Irish market over the last few years. Their range can also be found in the UK market where it continues to be well received and performing better than forecast. The range includes Fresh bagged Bagels and Bagel Slims, Wraps, Bake at Home French and Italian Breads, Pittas, Naan Breads, and Skinny Italian Pizza Bases and Fitzgeralds are market leaders in these categories. The team at Fitzgeralds continue to innovate and introduce new products to the range and have shown a passion for understanding the consumer and offering quality. Excitingly, there are a number of new products planned for launch early next year. In July, the company introduced a range of pre-packed ﬂours, including Plain, Self-Raising and Strong Baker’s, to attract new customers into the category. The natural extension for the brand will encourage the next generation of home bakers that

During the first lockdown, Kantar reported 50% of Irish households bought baking supplies, with flour up 52% and sugar up 43%. In the run-up to Christmas, home baking is the perfect activity for quality family time and making fun festive memories together, and as such, the category is sure to be in high demand, writes Gillian Hamill already available to Londis, Mace, Eurospar and Costcutter stores nationwide and will be available to SuperValu and Centra stores in the coming weeks.

Baking made easy!

Fitzgeralds Family Bakery Wraps are ideal for family meals and snacks

emerged from the lockdown to keep up the good work. The brand’s Strong Baker’s Flour is the same ﬂour the team use in the bakery every day and is perfect for baking Sourdough Breads, Yeast Breads, Pizza Bases, Bagels and Brioche at home. The quality of the ﬂours have been benchmarked against what’s currently available in the market and the Fitzgerald family believe that they are best in class, and hope that consumers will agree. The Plain and Self-Raising Flours have an RRP of €1.99 for 1.5kg and the Strong Baker’s has an RRP of €2.25. They are

Fouth-generation family bakery Fitzgeralds Family Bakery is Ireland’s fastest growing bakery and has been passed down through four generations of passionate bakers. It is now run by Simon, Suzanne and Garry Fitzgerald with a whole new generation of little tasters by their feet. The combination of

ShelfLife November 2020 | www.shelﬂife.ie

The team at Fitzgeralds continue to innovate and introduce new products to the brand’s range, which includes a selection of tasty Bagels and Bagel Slims

Christmas is the season that inspires everyone to bake. Last year the category experienced a 66% increase in sales over the festive season when compared to non-seasonal times of the year. Key to making festive bakes a hit is decorating; the decorations segment experienced a +103% uplift over Christmas in 2019 (vs non-seasonal times of the year)*. Dr. Oetker, Ireland’s leading home baking brand**, has launched products to help bakers achieve their best ever Christmas bakes in 2020. Dr. Oetker has introduced a range of three Cake Mixes to cater for the newer bakers in the category, this range includes Red Velvet, Chocolate and Vanilla ﬂavours (RSP 2.99). To bake with the new mixes just add eggs, oil and icing for a delicious cake. The new range of Cake Mixes compliments the existing Vanilla and Chocolate Buttercream products perfectly and will help make baking easier this Christmas. The new Ultimate Christmas Sprinkle Mix is a must-have for any festive bake, the product contains a mix of Christmas trees, snowﬂakes, red pearls and red/ white sugar strands to make any bake extra special (RSP €3.99), available in Tesco, Dunnes and SuperValu. Dr. Oetker has been inspiring bakers throughout 2020 with brand ambassador Louise Lennox

Christmas Essentials

Christmas Drinks

Soft Drinks Home Baking

64 CATEGORY FOCUS Home Baking

and an ongoing partnership with Virgin’s ‘Six O’clock Show’. The brand has developed unique Christmas recipes that Louise will be sharing her tips and tricks on throughout the Christmas period. For ongoing baking inspiration, visit https://www.facebook.com/ Dr.OetkerBakingIreland. *(Source: Nielsen Total Scan Track 2019) **(Source: Total Nielsen ScanTrack 52 weeks to 01.11.2020. Homebaking deﬁned as Baking Products, Decorations, and Baking Mixes)

Making memories It is now more prevalent than ever to embrace Christmas traditions and meaningful rituals such as baking. This Christmas, Siúcra wants to help everyone show their loved ones and friends just how much they mean to them and the brand has your customers covered for all their sentimental

Siúcra Royal Icing Sugar, 350g is ideal for piping, frosting and decorating sweet treats with Christmas ornaments

Siúcra Roll Out Icing Sugar, 454g, ensures home bakers achieve a satin smooth and elegant ﬁnish to a show-stopping Christmas cake

baking needs this festive season. Siúcra’s range is perfect for gifting family, friends, grandparents or teachers a sweet edible goodie. There is no better time to wow family and friends with a homemade festive creation using an iconic Irish household brand, like Siúcra. This season, Siúcra is delighted to collaborate with Ireland’s leading inﬂuential foodies such as Lili Forberg and Russell James Alford and Patrick Hanlon of Gastro Gays. They’ve created a suite of festive recipes that are not only delicious but are guaranteed to help consumers make memorable sweet treats and traditions at home, using some of Siúcra’s key seasonal products. Siúcra Roll Out Icing Sugar, 454g, is a time-saving baking essential that will ensure home bakers achieve a satin smooth

and elegant finish to a showstopping Christmas cake. Any baking cupboard is not complete without a packet of Siúcra Icing Sugar, 500g. Perfect for adding a final loving frost-like touch to Christmas desserts, as it will look like bakers are sprinkling a dash of snow! This product is brilliant for hiding any cake cracks or mishaps that have happened along the way. Siúcra Royal Icing Sugar, 350g is ideal for piping, frosting and decorating sweet treats with Christmas ornaments. Quick and easy to prepare, simply add water to create a white icing that dries smooth, with a hard, matte finish. Other key festive kitchen

The distinct colour and ﬂavours of Siúcra’s range of brown sugars is great for inclusion in Christmas cakes and cocktails as well as savoury items

is h t ic g a m e m o s e l 'Sprink ' a r c iu S h it w s a m t is r h C

www.nordzuckerireland.ie

ShelfLife November 2020 | www.shelﬂife.ie

SiucraIreland

siucraireland

cupboard essentials include; Siúcra Rich Dark Brown Sugar, Light Golden-Brown Sugar and Demerara Brown Sugar. The distinct colour and ﬂavours of brown sugar is great for inclusion in Christmas cakes and cocktails as well as savoury items such as the Christmas main feast, sticky marinades and rich gravies, to name a few. Nordzucker (Ireland) Ltd is one of the leading sugar distributors in Ireland providing retailers and consumers across the country with an extensive range of sugar products under the Siúcra brand. For more information on Siúcra products and recipe inspirations, visit www.nordzuckerireland.ie. ■

NOFFLA NEWS 65

www.nofﬂa.ie

NOffLA

OFF-LICENCE OF THE YEAR

202 1

Finalists announced for National Off-Licence Association Awards 2021 The National Off-Licence Association Awards 2021 will be broadcast virtually on Monday, 25 January, 2021

Congratulations to all the off-licence retailers who have reached the final stage in the adjudication process to be shortlisted for the National OffLicence Association Awards. The awards ceremony will take place on Monday, 25 January 2021 via a virtual platform, where the shortlisted outlets will be eligible to win one of the following awards: • National Off-Licence of the Year 2021 • Regional Off-Licence of the Year 2021 • Spirit Specialist of the Year 2021 • Wine Specialist of the Year 2021 • Beer Specialist of the Year 2021 • Food Retailer Off-Licence of the Year 2021 • Best First-Time Entrant 2021 • Customer Service Award 2021 • RTC Online Trainee of the Year 2021 • Responsible Retailer of the Year 2021 • Certificate of Standard, Merit or Excellence Unfortunately, due to Covid19 restrictions, it will not be possible to hold a blind tasting on the day of the ceremony this year. Nevertheless, there will be plenty of cause for celebration, as teams who have gone the extra mile this year to maintain excellent customer service standards despite the challenges posed by Covid-19, are recognised for their hard work and dedication. A link to the event will be sent to all attendees nearer the time. The finalists are displayed here. Once again, congratulations to all finalists on your success to date.

Continues on page 68 >>

OUTLET Carry Out Mulhuddart Carry Out Nenagh Carry Out Off-Licence Carry Carry Carry Carry

Out Out Out Out

Roscrea The Reeks Tramore Tyrrelstown

Dalys Drinks Ltd. Dicey's Off-Licence Galvins Carry Out Off-Licence James Redmond & Sons Ltd. Jus De Vine Londis Mary B'S McHugh’s Off-Licence, Kilbarrack Road McHugh's Off-Licence, Malahide Road Mitchell & Son CHQ Mitchells Wine & Spirit Shop, Glasthule Village Molloy’s Liquor Store Finglas Molloys Liquor Store Molloys Liquor Store O’Donovans Off-Licence , Carrigaline O’Donovans Off-Licence, Bandon O’Donovans Off-Licence, Blackpool O’Donovans Off-Licence, Oliver Plunkett Street O’Donovans Off-Licence, Passage West O’Donovans Off-Licence, Riversdale Shopping Centre, Midleton O’Donovans Off-Licence, Summerhill North O'Donovans Off-Licence, Mayﬁeld Sweeney's D3 The Coach House Off-Licence The Corkscrew The Vintry Thomas Woodberrys Thompson's Carry Out

ADDRESS 23 Rock Hill Unit 4, The Crescent Shopping Centre Brooklands The Square Harrold's Court Rosemary Square Tralee Road Main Street Unit 7, The Plaza Bridge Street Market Street Unit 4, Owenabue Mall

Blackrock Church Road Nenagh Newcastle West Roscrea Killarney Tramore Tyrrelstown Town Centre Boyle Ballyshannon Main Street Carrigaline

Mulhuddart

Co. Tipperary Co. Limerick

Tyrrelstown

Co. Tipperary Co. Kerry Co. Wexford Dublin 15

Carrigaline

Co. Roscommon Co. Donegal Co. Cork P43 FX25

Killarney

25 Ranelagh Unit 10 Yellow Walls Road 81-82 Lower Main Street 57 Kilbarrack Road

COUNTY Dublin Dublin 15

Dublin 6 Portmarnock Town Centre Malahide Arklow

Portmarnock

Co. Dublin D13 FP28 Co. Dublin Co. Wicklow Dublin 5

25E Malahide Road

Artane

The CHQ Building 54 Glasthule Road

I.F.S.C. Sandycove

Docklands

D01 FC89 Dublin Co. Dublin

Seamus Ennis Road

Ballygall

Finglas

Dublin 11

Block 2, Village Green 125 Francis Street Cork Road

Tallaght (Liberties) Carrigaline

Dublin 24 Dublin 8 Cork

6 Pearce Street

Bandon

Co. Cork

36 Thomas Davis Street 89 Oliver Plunkett Street The Quays

Blackpool

Cork

Riversdale Shopping Centre

Dublin 5

Cork Passage West

Co. Cork

Midleton

Co. Cork

Summerhill North Unit 3-4, Mayﬁeld Shopping Centre 117 Philipsburgh Avenue Ballinteer Avenue 4 Chatham Street 102 Rathgar Road Unit 3 Middle Street Mews Cellar Court

Cork Mayﬁeld

Co. Cork

Fairview

Dublin 3 Ballinteer

Middle Street Ferrybank

Galway, H91 C2V4

Dublin 16 Dublin 2 Dublin 6 Galway, H91 C2V4 Waterford

www.shelﬂife.ie | ShelfLife November 2020

IT’S TIME TO ESCAPE.

Go to a place where the crisp air bites your skin, where the smell of pine and wild berries ﬁlls the world around you. Where beautiful mountains beg to be explored and colossal glaciers impose themselves on the landscape…and, where unwinding is just a way of life.

IT’S TIME TO GO THERE WITH NORDIC SPIRIT

IT’S TIME TO FINALLY BE PRESENT.

Take it all in and give each moment your all. Watch sunsets explode, hear snow crunch underfoot, smell coffee in the morning and do it all without distraction. Indulge yourself in the moment, because you’ll never get the same one twice.

IT’S TIME TO GET READY FOR ACTION.

Attack the day. Dive into a freezing lake, scale the tallest mountain and feel the buzz. Live like the Nordics – with a thirst for exploration and a hunger for life…and an appreciation of those moments of calm when the adventure is paused. This product contains nicotine. Nicotine is an addictive substance.

BECAUSE NOT EVERYTHING NEEDS TO BE SEEN TO BE ENJOYED

REGULAR

STRONG

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REGULAR

STRONG

HOW N O R D I C S P I R IT CAN BE ENJOYED Pop a pouch under the lip and keep it securely against gum. The gum-based pouch ďŹ ts snugly and discreetly.

Feel the sensation with a slight tingling that lasts up to 15 minutes, as one begins to absorb the nicotine.

Enjoy for up to 60 minutes for a full strength nicotine experience, or for a shorter time, as is enjoyable.

Dispose the pouches responsibly in a general waste bin. The pouches can be stored in the handy compartment on top of the pack until a bin is available. Once the pack itself is empty, it should be recycled. For more information go to:

WWW.NORDICSPIRIT.IE *Recommended Retail Price

68 NOFFLA NEWS

www.nofﬂa.ie

Congratulations to Star Award 2020-2021 winners

The Irish Wine Shows Star Awards 2020-2021 were held virtually on 5 October. Although we weren’t able to celebrate in person this year, the Star Award winners are testament to the resilience Ireland’s drinks industry has shown in one of its most challenging years to date, and proof of what an inspiring and exciting industry it is to work in.

Hearty congratulations to all the winners shown below. Wine of the Year 2020-2021 Joe Coyle of Liberty Wines with De Loach Heritage Collection Chardonnay 2018, which was named ‘Wine of the Year 20202021’ and also came out on top in the ‘New World White Under €20’ category

Red Wine of the Year 2020-2021 Richard Moriarty of Findlater & Co. with Lopez de Haro Rioja Crianza 2017, which was named ‘Red Wine of the Year 20202021’ and also came out on top in the ‘Old World Red Under €15’ category

Old World White Under €10 Sean Nangle of Niche Vines by Counterpoint representing Labouré-Roi Sauvignon Blanc 2018, which won in the ‘Old World White Under €10’ category

Old World Red Under €10 Willie Dardis of Ampersand Wines with Rioja Vega Semi Crianza 2019, which won in the ‘Old World Red Under €10’ category

Old World Red Under €15 Richard Moriarty of Findlater & Co. with Lopez de Haro Rioja Crianza 2017, which won in the ‘Old World Red Under €15’ category

Old World Red Under €20 Liz Coogan of Febvre & Co. with Conde Valdemar Reserva 2012, which won in the ‘Old World Red Under €20’ category

New World Red Under €10 Willie Dardis of Ampersand Wines with The Landings Shiraz/Cabernet Sauvignon 2019, which won in the ‘New World Red Under €10’ category

Old World White Under €15

New World Red Under €15

Bren Smith of Mackenway Distributors Limited with Aveleda Alvarinho 2019, which won in the ‘Old World White Under €15’ category

Robert Smith of Mackenway Distributors Limited with Callia M Malbec 2019, which won in the ‘New World Red Under €15’ category

Old World White Under €20 Christine Smith of Mackenway Distributors Limited with El Coto ‘Finca Carbonera’ 875m Chardonnay 2019, which won in the ‘Old World White Under €20’ category

New World Red Under €20 Joe Coyle of Liberty Wines with Willunga 100 McLaren Vale Shiraz/Viognier 2018, which won in the ‘New World Red Under €20’ category

New World White Under €10

Rosé Under €15

Willie Dardis of Ampersand Wines with Meerestein Chenin/Pinot Grigio 2019, which won in the ‘New World White Under €10’ category

Eoin McConville of Febvre Wines with Care Solidarity Rosé 2019, which won in the ‘Rosé Under €15’ category

New World White Under €15

Sparkling Wine Under €25

Robert Smith of Mackenway Distributors Limited with Secret de Viu Manent Sauvignon Blanc 2019, which won in the ‘New World White Under €15’ category

Bren Smith of Mackenway Distributors with Capçanes Cava Brut Reserva NV, which won in the ‘Sparkling Wine Under €25’ category

New World White Under €20 Joe Coyle of Liberty Wines with De Loach Heritage Collection Chardonnay 2018, which won in the ‘New World White Under €20’ category

ShelfLife November 2020 | www.shelﬂife.ie

Champagne Under €60 Joe Coyle of Liberty Wines with PiperHeidsieck, Cuvée Brut NV, which won in the ‘Champagne Under €60’ category

The Power of People At SPAR we pride ourselves on servicing local communities across Ireland through over 400 conveniently located stores run by independent retailers. We would like to thank our retailers and their staff for pulling together to help feed Ireland and for the many acts of kindness they have shown during these unprecedented times. Stronger, together.

70 MARKET MOVERS

Cully & Sully

Cushelle

Cushelle launches environmentally responsible Cushelle Double Roll Cushelle has launched Cushelle Double Roll, which has 85% recycled and renewable packaging. With twice as many sheets as its standard roll, an irresistibly cushiony soft Cushelle Double Roll lasts even longer meaning the roll doesn’t need to be changed as often. A six roll double pack is the equivalent of a 12 roll standard pack, making it a more environmentally responsible product. By introducing Cushelle Double Rolls, the move has reduced Cushelle’s carbon footprint by 2.2% as it has 61 less lorries on the road. Cushelle is also using 4.5m less cores and is saving 3.1 tonnes of plastic.

Cully & Sully launches rocking risotto range Ireland’s number one soup maker has just launched a new range of risottos perfect for the work from home lunches or as a yummy starter for two. Cully & Sully Risottos come in three ﬂavours; Charming Chicken Risotto which is gluten free with less than 1% saturated fat and two vegan recipes, Tempting Tomato & Roast Red Pepper Risotto and Moorish Mushroom Risotto, both also gluten free with less than 1% saturated fat. Just like the Cully & Sully soup range, the new risottos are made in Ireland with carefully selected ingredients and of course are free from any preservatives, ﬂavourings or additives. The range will be available from 23 November onwards.

Fyffes

Milton

Fyffes announces its human rights mitigation action plan

New Milton Antibacterial Hand Sanitiser launches in Ireland

Fyffes completed its first ever corporate-wide human rights impact assessment in January 2020, aligning with the UN Guiding Principles on Business and Human Rights. As a result of the assessment, Fyffes Global Sustainability Steering Committee recently endorsed the company’s Human Rights Mitigation and Management Plan which provides a framework to manage, mitigate and help resolve identified human rights risks. Fyffes chose five countries to do an in-depth analysis – Belize, Colombia, Costa Rica, the Dominican Republic, and Honduras. The assessment highlights the 13 most relevant human rights risks for Fyffes, such as gender discrimination and gender-based violence; freedom of association and the right to collective bargaining; health and safety; working hours, wages and benefits and food safety and consumer health. Fyffes is strengthening its existing processes to address discriminatory practices and increase visibility and oversight of the working conditions of contracted and temporary workers.

ShelfLife September 2020 | www.shelﬂife.ie

New Milton Antibacterial Hand Sanitiser has launched in Ireland and is the ﬁrst of its kind as it is suitable for children from three months old. With a 100% plant based active ingredient, lactic acid, derived from beetroot and corn, the sanitiser is suitable for sensitive skin. The green credentials of its biodegradable formula are enhanced by recyclable packaging, no parabens, no alcohol and no colourants. This alcohol-free product kills 99.9% of germs including bacteria and enveloped viruses. It combats the possible risks associated with alcohol-based hand gels. In addition to this, the new Milton Antibacterial Hand Sanitiser is ideal for people who are struggling with the continuous use of alcohol based formulas during the Covid-19 pandemic and are suffering from very dry and irritated skin as a result.

GRAB YOUR FESTIVE PACKS For more information please contact:

(NI) Coca-Cola Hellenic Northern Ireland Limited, Knockmore hill, 12 Lissue Road, Lisburn, County Antrim, Northern Ireland, BT28 2SZ. Tel: 028 9262 0520 or (ROI) Coca-Cola HBC Ireland, Huntstown Business Park, Cappagh Roaad, Ballycoolin, Dublin 11. Tel: 1890 262 226 or your local Coca-Cola Area Developer. Â©2020 The Coca-Cola Company. All rights reserved. COCA-COLA is a registered trademark of The Coca-Cola Company.