TRENDING BEHAVIOURS

ST PATRICK’S Day 2023 falls on Friday 17 March and provides a golden opportunity for retailers to provide options for at-home celebrations, on the day itself and the England-versus-Ireland rugby international the following day, bringing the Six Nations Championships to a close.

“In key calendar moments like this, people continue to look for high-quality drinks despite the rising cost of living,” says Lauren Priestley, head of category development off-trade at Diageo.

“Beer is particularly important during St Patrick’s Day, but last year’s Nielsen Scantrack data shows beer category value sales tend to increase the month before.

“While people most associate St Patrick’s Day with Guinness, it’s also important to cater to those who don’t drink stout or spirits.

“Mixed drinks are simple to make at home and lend themselves to celebratory moments, making them worth stocking this St Patrick’s Day.

“Flavoured spirits are great options for consumers wanting high-quality serves to enjoy at home during social occasions. And don’t forget low- and noalcohol alternatives, so everyone can join in.”

How Retailers Prepare

MIKE Nijjer, of Costcutter Bull Street in Birmingham, experiences increased beer sales in the lead up to, and during, St Patrick’s Day.

He says: “We usually sell £10,000 on the day, but this year it could be less. The cost-of-living crisis had a big impact. We’ve had a 15% reduction in sales generally, and as over 80% of our business is passing trade, it’s also been affected by the train strikes.”

Despite the disruptions, Nijjer says St Patrick’s Day celebrations will continue.

“We’re in the centre of Birmingham, which has a big

Irish community, and there’s lots going on,” he says.

“There’s a St Patrick’s Day parade, and the pubs and clubs all have events. Our core products are Guinness Draught and Original, in four-packs and 12-packs, and Jameson’s. We also sell Guinness 0.0%.”

Supplier View

Lauren Priestley, head of category development off-trade, Diageo

“STOCKING a range of Guinness products in different formats is key to encouraging spend in the run up to, and during, this calendar moment.

“Guinness Draught is available in cans in four-pack, 10-pack and 15-pack formats, and is also available in 538ml pint cans so people can relive the on-trade experience. Guinness 0.0 offers Guinness with everything except the alcohol.

“With the Six Nations rugby and St Patrick’s Day coinciding this year, retailers benefit from merchandising Guinness with new, exciting and clear PoS, which puts the brand front and centre of customers’ minds.

“For those who can, cross-merchandising the products with popular crisps and high-quality snacks can also encourage increased basket spend.

“Where space allows, including a few options in a chiller maximises impulse purchases by providing products ready for immediate consumption.”