top brands 1-5
The biggest names in Scotland’s pubs Tennent’s Lager, Smirnoff and Guinness are still the trade’s top trio
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T’S another year at the top of the Scottish on-trade for the ‘big three’ of Tennent’s Lager, Smirnoff vodka and Guinness, according to figures from research firm CGA Strategy. All three brands have enjoyed considerable support from their brand owners in the last year – C&C Group and Diageo respectively – and they remain the biggest three brands in the Scottish on-trade by value. In the following pages you will find details of the top 75 brands in the Scottish on-trade as identified by CGA. There is commentary on the top 15 of those brands, as well as information on some of the top performing drinks categories in Scotland’s pubs and bars. The High Flyers list, on page 26, details some of the brands deemed by CGA to have performed particularly well in Scotland’s on-trade over the past year. The Top Brands feature is based on data compiled by CGA Strategy for the year
1. Tennent’s Lager
2. Smirnoff
C&C Group
Diageo
TENNENT’S may be facing more competition than ever before – from craft as well as international brewers – but the Glasgow-brewed lager is still the king of the hill. In the past year Tennent’s has expanded its portfolio even further with the addition of reduced alcohol lager T2 and alcohol-free brand Hee-Haw, but flagship Tennent’s Lager is still by far the Wellpark Brewery’s biggest export. It’s not all about beer though. An online series of comedy sketches launched this year showed that Tennent’s has lost none of its trademark sense of humour.
3. Guinness Diageo
PREMIERSHIP Rugby, the Six Nations and – it almost goes without saying – St Patrick’s Day. Guinness has its stamp on them all. Add to that a heritage that goes back to the 18th century and a brand name that’s recognised the world over and it’s no surprise that Guinness continues to be Scotland’s favourite stout. This year Diageo introduced new 30-litre kegs for Guinness to help ensure a perfect serve even in smaller-volume outlets.
to the end of May 2015 versus the 12 months to the end of May 2014. The data is analysed by CGA from more than 5000 sources, including EPOS data from all outlet types and major wholesalers and distributors. In the vast majority of cases the ‘total brand family’ is utilised to represent each brand in the ranked list. However, where a single major brand product accounts for a significant element of total sales within the top 75 then it will be included separately, as applicable. Where category figures show a significant variation on last year, this will reflect a strengthening of CGA’s statistical base, in addition to changing sales trends. CGA receives more data in the course of the year, which results in improved factual information available to the model. The model is then re-run and it can produce some slightly different results. For this reason a direct comparison with last year’s feature is not possible.
SMIRNOFF has been Scotland’s most popular vodka for some time, but brand owner Diageo isn’t prepared to rest on its laurels. Last year the firm launched a loyalty programme for its on-trade customers, which included promotional support as well as prizes such as TVs, stock and Sky/ BT Sports subscriptions. Consumers haven’t been neglected either. Between May 2014 and May 2015 Diageo spent millions promoting the brand through huge poster and TV advertising campaigns.
4. Carling Molson Coors
CARLING’S success in Scotland shows lager isn’t required to have a Glasgow postcode to prove popular with punters. This year parent company Molson Coors distributed around £1.25 million worth of holiday vouchers to Scottish pubs as part of its ‘Brighton or Barbados’ promotion, which offered consumers the chance to spend their May bank holiday in one of the aforementioned locations. Initiatives like that, along with partnerships with Sky and Matthew Clark, have helped Carling become the second biggest lager in the Scottish on-trade in value terms.
5. Captain Morgan Original Spiced
Diageo
DIAGEO claimed this year that Captain Morgan is stocked in 75% of Scottish outlets, with Scotland accounting for almost half of the brand’s UK on-trade sales. Suffice to say, the brand is a popular choice in bars and pubs north of the border. With Morgan Original Spiced Gold such an established presence in the trade, Diageo extended the Morgan brand this year with the launch of Captain Morgan White Rum. No doubt the firm hopes the new addition will be able to follow in the footsteps of its hugely popular older brother in the Scottish on-trade.
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