THE CHALLENGES RETAILERS ARE FACING

THE wines and spirits category is no stranger to product launches, but Jesani says it’s a challenge for her and other retailers to stay informed and they sometimes miss the initial hype.

“It’s frustrating when you see wines and spirits in multiples, but they aren’t available to us,” she says.

“We get a lot of support from other reps, but we need more reps for alcohol, as this would work in everyone’s favour if we were more educated.”

Jesani also struggles to compete with multiples on price.

“Our overheads are completely different,” she says. “We haven’t competed with them for a long time. We stand out for the service we provide.”

Independent retailers not only thrive on service, but offering the convenience that not all multiples can compete on. Similarly, if customers are buying for a night in or a lastminute gathering, an independent convenience store will likely be the first stop.

Retailers can also boost spend through linked purchases, especially if the mission is for a night in. Retailers often say they merchandise crisps, snacks and confectionery near their alcohol categories to improve ease of shopping and boost impulse buys.

Similarly, review your layout and ask yourself: How easy is it for my customers to buy a mixer or ice for their spirits?

Use your sales data to determine the success of any changes you make to see if it’s had a positive impact on your sales.

Diageo’s Lauren Priestley says consumers tend to gravitate towards brands they know and trust. “They rely on known brands for taste assurance,”

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she says. “We can continue to expect this trend of customers purchasing popular, wellknown brands.”

Similarly, Jesani says the key is knowing your customers and being confident when recommending products.

“A good retailer knows what their regular customers like to drink and can easily suggest a new or similar product they might like,” she says.

“This is a level of communication with customers that supermarkets can’t have. It’s these little things that people notice.”

Top products

Smirnoff Cherry Drop

The latest flavour from Diageo contains 37.5% ABV and is available to retailers now, following an exclusive launch in Asda last year. Mark Jarman, head of Smirnoff GB at Diageo, says of the launch: “We know that cherry is a trending flavour and the popularity of vodka is increasing, so this launch further establishes Smirnoff’s position as a leader in the category and taps into key trends.”

Absolut Vodka’s limited-edition bottle

Pernod Ricard UK has launched its latest limitededition bottle of Absolut Vodka. The bottle is made from 50% recycled glass and features a woven fabric design that serves as a visual representation of the brand’s attributes of creativity, culture and community. It is available in a 60cl bottle at an RRP of £12.

Dutch Barn Orchard Vodka

The premium vodka is tasted every 20 minutes, according to owner Ellers Farm Distillery. It is balanced with a touch of potato spirit until it develops into a clear vodka at 40% ABV.

Vino Societa

Accolade Wine’s latest innovation, Vino Societa, is available in three varieties: Sauvignon Blanc and Rosato, and will be followed by a Malbec. “We expect to see growth in wine on tap (bag in box) options in 2023, driven by the combination of increased at-home demand,” says Accolade Wines’ Tom Smith.

Andy Braithwaite, managing director, Ellers Farm Distillery

“FAR greater scrutiny is being placed on purchasing decisions, which has forced shoppers to think more about which brands allow them to connect with their own values, through the goods on offer. The most important learning that retailers can take forward is ensuring their customers believe they are getting value for money. Considerations such as locality, ingredients, the distilling process and sustainability now carry increasing weight and heavily influence purchasing decisions. As such, we strongly suggest that retailers stock brands that capitalise on these trends to maximise their sales potential.”