Scottish Grocer in association with Nielsen - Scotland's off trade top 50

Page 1

Scotland’s off trade top 50

In with the new

Ahead of what could be massive upheaval in the Scottish drinks trade, Scottish Grocer examines which brands are doing best in stores. Using exclusive data provided by market research firm Nielsen, our guide to the most valuable Scottish off-trade brands aims to provide retailers with hard numbers to help them make the decision of what to put on shelves. WE’RE just months away from the biggest shake-up of Scotland’s off-trade sector in living memory. With Minimum Unit Pricing set to be introduced on May 1, the industry is heading towards a significant turning point – and no-one’s quite sure what the outcome will be. With a number of valued brands set to increase dramatically in price, retailers across the country will be overhauling their ranges to suit the new landscape. To help inform those decisions, Scottish Grocer presents exclusive figures from Nielsen Scantrack that show which beer, wine and spirit brands sold best in Scotland in the past year. We’ll then dig a little deeper to find the key stories in a host of drinks categories – with expert commentary provided, where possible, by members of the analytical team at Nielsen. The figures cover all of Scotland’s offtrade, so some brands’ placing and performance might reflect strong listings in supermarkets or a position of strength in convenience outlets.

If a Scottish convenience retailer has a licence, it’s likely they’ll already be selling most of the top sellers in our top 50. But with Minimum Unit Pricing due to be introduced soon, a big shake-up could be on the cards.

At the top of the table, Smirnoff Red Label continues to sit comfortably with only a 0.4% drop in sales. Tennent’s ought to be happy with a performance that saw it retain sales while moving up to the number two position – though this has more to do with Glen’s losing 12.5% of sales and sliding down to third place (likely due to a

price rise well above the market). Buckfast Tonic Wine, which last year broke into the top 10, moves up a spot with value sales growth of 9.9% suggesting its popularity continues to grow. Meanwhile, Gordon’s jumps two places, boosted by the public’s continuing fascination with gin.

Drams, ales and liqueurs among the rising stars DELVING into the figures provided exclusively to Scottish Grocer by leading market research company Nielsen, it’s easy to locate some obvious rising stars – brands that have dramatically improved their sales to earn themselves a place on most shrewd retailers’ radar. Of those brands that have boosted their distribution by more than +10% – excluding NPD – one of the most impressive is Tamnavulin single malt from Whyte & Mackay, which launched in 2016 with an RRP of £32. Sales increased by +371.3% in 2017 to reach £1.7m, with the price per litre relatively unchanged.

Hop House 13 Lager managed a similarly impressive feat, increasing sales by +326.2% to take £1.7m, with the price per litre down -8% on the previous year. Also doing well was Edinburgh Gin’s Rhubarb & Ginger Liqueur, which started from a base of £711,000 to reach almost £3m by the end of 2017 – an increase of +316.1% – while its price per litre actually increased +2%. Other growing brands worth a mention include Brewdog Elvis Juice (+303.6% to £1m), Smirnoff Raspberry and Pomegranate Cider (+291.5% to £1m) and Carling Apple Cider (up +233.3% to £759,000).

38 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 1

23/02/2018 14:36


in association with

Scotland’s top 50 off-brands by sales value Rank

The figures in Scottish Grocer’s exclusive Scottish off-trade’s most valuable brands guide are provided by leading market research company Nielsen. Figures are Nielsen ScanTrack for total Scottish off-trade and are moving annual totals (MATs) for the year to 30 December 2017 and are compared to the MATs for the previous year – to 31 December 2016. Beyond the top 10, Russian Standard has had a good year, recording a 10.9% sales boost, as has Bombay Sapphire, rising 22 places in the list with 18.3% growth. Additionally, after a tough few years for cider, there are signs the category is turning around with overall sales up 2.7% and brands such as Strongbow Dark Fruit and Magners Original seeing considerable growth. What’s truly striking about this year’s top 50 is how many new entries there are. While last year saw only two new entries, this year there are 16, most taking between £3m and £5m in sales, perhaps illustrating the volatility at this end of the market as consumers continue to seek more variety. The highest new entry on the list is San Miguel, breaking into the top 30 at 29, with a 25.6% increase in sales. Another new entry is Scotland’s top-selling RTD WKD, coming in at 34 with sales growth of 0.3%, in a year which has generally been very positive for the category. Rounding out the list is a variety of beers, gins, vodkas, cider, whisky and brandy – all categories that can be explored in further detail in the following pages.

Last year

MAT £m to w/e 31.12.16

MAT £m to /we 30.12.17

% Change

1

1

Smirnoff Red Label

71.9

71.6

2

3

Tennent’s

55.0

55.0

0.0

3

2

Glen’s

60.3

52.8

-12.5

4

4

Budweiser

45.6

45.1

-1.1

5

5

Stella Artois

34.9

35.6

2.0

6

6

The Famous Grouse

30.0

31.0

3.3

7

8

Buckfast Tonic Wine

24.3

26.7

9.9

8

10

Gordon’s

22.4

23.7

5.8

-0.4

-10.7

9

9

Strongbow Original

23.1

20.6

10

11

Whyte & Mackay

19.2

17.5

-8.8

11

13

Russian Standard

15.1

16.8

10.9

12

14

Captain Morgan Spiced

15.1

15.0

-0.1

13

18

Corona

12.2

13.7

12.4

14

12

Bells Original

15.8

13.6

-13.9

15

15

Bacardi

14.5

13.4

-7.6

16

16

Foster’s

14.9

13.1

-12.1 10.9

17

25

Peroni Nastro Azzurro

10.1

11.2

18

24

Carling

10.6

11.1

5.1

19

27

Strongbow Dark Fruit

9.7

11.1

14.6

20

23

Jack Daniel’s

10.6

10.7

0.7

21

29

Coors Light

8.3

8.8

5.2

22

35

Magners Original

7.0

8.4

21.2

23

38

Echo Falls Fruit Fusion

6.7

7.8

16.2

24

34

Kopparberg Mixed Fruit Cider

7.4

7.3

-2.4

25

36

Baileys Original

6.9

7.2

5.5

26

48

Bombay Sapphire

5.6

6.6

18.3

27

42

Guiness Draught

6.2

6.3

2.5

28

41

Kopparberg Strawberry & Lime

6.5

6.2

-5.1

29

NE

San Miguel

4.9

6.2

25.6

30

37

McEwans Export Ale

6.7

6.1

-9.6

31

30

MGD

8.1

6.0

-25.9

32

44

Kronenbourg 1664

6.1

5.7

-6.9

33

50

Grant’s Family Reserve

5.5

5.6

2.2

34

NE

WKD

5.5

5.5

0.3

35

49

Three Barrels Grape Brandy

5.5

5.1

-7.3

36

NE

Tyskie

4.3

4.9

13.7

37

46

Carlsberg

5.8

4.8

-17.9

38

NE

Tanqueray London Dry Gin

3.4

4.8

38.3

39

NE

Dragon Soop

3.3

4.6

41.7

40

NE

Heineken (5%)

4.7

4.4

-4.9

41

NE

Frosty Jack’s

4.0

4.4

9.8

42

NE

Becks Bier

4.0

4.3

5.9

43

NE

Brewdog Punk IPA

2.6

4.2

61.4

44

NE

Absolut Vodka Original

3.8

4.0

6.4 -7.9

45

NE

John Smith’s Extra Smooth

4.2

3.8

46

NE

Courvoisier VS

3.3

3.4

2.8

47

NE

Greenall’s Original

3.0

3.4

14.1

48

NE

Bud Light

0.0

3.3

NEW

49

NE

Southern Comfort Original

3.0

3.2

6.1

50

NE

Glenfiddich 12 Yr Old

2.9

3.2

9.7

NE = new entry

(NEW) make up fD p38 - 60 Off-trade top 50.indd 2

Brand

March 2018 · Scottish Grocer · 39

23/02/2018 14:37


Scotland’s off trade top 50

in association with

Scotland’s top 50 off-trade spirits by sales value Rank

For another year, Smirnoff Red Label was top performing spirit in Scotland.

Growth at a premium TAKE a look at Scotland’s top 50 off-trade spirits and you’ll find figures confirming a lot of trends we’ve been hearing about over the last couple of years. The order of the top five remains unchanged from last year, though Russian Standard and Captain Morgan Spiced have both improved their positions – partly as a result of Bells taking a -13.9% hit in sales. Of all spirits categories, gin appears to be attracting the most interest (premium lines in particular) with double-digit sales increases for Bombay Sapphire, Tanqueray, Greenall’s, Hendricks and Caorunn, plus remarkable triple-digit growth for two of Edinburgh Gin’s liqueurs.

Last year

Brand

£000s to w/e 31.12.16

£000s to /we 30.12.17

% Change

1

1

Smirnoff Red Label

71,905

71,609

-0.4

2

2

Glen’s

60,341

52,808

-12.5

3

3

The Famous Grouse

29,977

30,955

3.3

4

4

Gordon’s

22,396

23,694

5.8

5

5

Whyte & Mackay

19,159

17,477

-8.8

6

7

Russian Standard

15,143

16,798

10.9

7

8

Captain Morgan Spiced

15,055

15,041

-0.1

8

6

Bells Original

15,756

13,572

-13.9

9

9

Bacardi

14,527

13,419

-7.6

10

10

Jack Daniel’s

10,640

10,717

0.7

11

11

Baileys Original

6,860

7,239

5.5

12

12

Bombay Sapphire

5,595

6,617

18.3

13

14

Grant’s Family Reserve

5,476

5,599

2.2

14

13

Three Barrels Grape Brandy

5,545

5,138

-7.3

15

16

Tanqueray London Dry Gin

3,437

4,753

38.3

16

15

Absolut Vodka Original

3,778

4,021

6.4

17

17

Courvoisier VS

3,347

3,439

2.8

18

20

Greenall’s Original

2,999

3,422

14.1

19

19

Southern Comfort

3,039

3,224

6.1

20

21

Glenfiddich 12 Yr Old

2,886

3,165

9.7

21

25

Glenmorangie Original

2,566

3,010

17.3

22

NE

Edinburgh Gin Rhubarb

711

2,960

316.1

23

26

Highland Park 12 Yr Old

2,481

2,901

16.9

24

23

OVD

2,776

2,786

0.4

25

18

High Commissioner

3,110

2,745

-11.7

26

22

Glenlivet Founder’s Reserve

2,793

2,689

-3.7

27

34

Jim Beam

1,932

2,514

30.1

28

29

Drambuie

2,306

2,137

-7.3

29

31

Grey Goose

2,261

2,126

-6.0

30

34

Jura 10 Yr Old

2,438

2,073

-15.0

31

28

Martell VS

2,437

2,028

-16.8

32

35

Disaronno

1,928

1,941

0.7

33

32

Jagermeister

2,075

1,864

-10.2

34

38

Hendrick’s

1,658

1,829

10.4

35

33

Vladivar Classic

2,007

1,790

-10.8

36

46

New Amsterdam Vodka

1,313

1,766

34.5

37

NE

Gordon’s Premium Pink

0

1,738

NA

38

37

Jack Daniel’s Honey

1,694

1,686

-0.5

39

NE

Tamnavulin

337

1,658

392.7

40

30

Bombay Dry Gin

2,270

1,654

-27.1

41

24

Aberlour 10 Yr Old

2,638

1,615

-38.8

42

NE

Edinburgh Gin Raspberry

758

1,601

111.2

43

40

Glen Moray Classic

1,574

1,590

1.0

44

36

Malibu Coconut

1,699

1,538

-9.5

45

48

Caorunn

1,236

1,529

23.7

46

NE

Cardhu Gold Reserve

852

1,524

78.9

47

39

Tia Maria

1,605

1,524

-5.1

48

41

Green Mark Russian Vodka

1,435

1,511

5.3

49

NE

Kraken Black Spiced Rum

1,155

1,461

26.5

50

45

Jameson

1,345

1,445

7.4

40 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 3

23/02/2018 14:37


LochLomond - SG - linda.indd 1

23/02/2018 11:41


Scotland’s off trade top 50

in association with

Spirit of Scotland The resurgance of gin in recent years continues across the UK, driven by interest in craft gin, which has established its home in Scotland, and is attracting young adult consumers.

Scotland’s top off-trade gins by sales value Rank

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Gin

54,008

66,179

6.3

1

Gordon’s

22,396

23,694

2.8

2

Bombay Sapphire

5,595

6,617

-0.4

3

Tanquery London Dry Gin

3,437

4,753

0.6

4

Greenall’s Original

2,999

3,422

1.3

5

Hendrick’s

1,658

1,829

3.0

6

Gordon’s Premium Pink

NA

1,738

NEW

7

Bombay Dry Gin

2,270

1,654

2.9

8

Caorunn

1,236

1,529

1.6

9

Ophir London Dry Gin

559

1,067

-1.3

10

Whitley Neill

301

806

-3.8

11

Edinburgh Gin

414

682

3.9

12

Tanquery No Ten

409

583

-3.0

13

Bloom

274

544

-0.8

14

Blackwoods Vintage Dry Gin

371

501

-0.8

15

Martin Miller’s Gin

237

392

-20.2

Expert Commentary: Gin Gordon’s Premium Pink, launched midway through 2017, added the most value of any individual brand.

GIN continues to fare well, as Jenny Dickson, senior client analyst for Nielsen reports: The rise in popularity of gin is phenomenal, with value sales up +22.5%, adding £12.2m to value sales in the latest year in Scotland. Shopper numbers are increasing, with younger shoppers coming into the category too, which is a great position to be in, in terms of recruitment. Gains are across all price brackets, with standard, premium and super premium all

Jenny Dickson Senior Client Analyst growing, alongside private label. Category leader Gordon’s has been performing well (+5.8%), and continues to dominate sales, but share has eroded from 37% a year ago to 31.2% this year. Overall, gin’s average price is up 6.3%, and none of the top 15 brands are increasing their price more than the category, suggesting that the long tail of new launches that are hitting the shelves are mainly coming from the premium end. Retailers are backing the gin trend

and are giving the category more space and visibility instore, further encouraging the move towards gin becoming a repertoire category. Gordon’s Premium Pink was launched midway through 2017 and has added the most value of any individual brand. Alongside the success of Edinburgh Gin’s flavoured liqueurs, the indication is that flavoured new product development will likely accelerate over the next year, further justifying the demand for increased space in-store.

42 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 4

23/02/2018 14:37


WHITLEY NEILL GIN & TONIC RECIPE • 50ML WHITLEY NEILL GIN • LAMB & WATT ORIGINAL TONIC WATER • ORANGE WHEEL GARNISH

ADD 50ML OF WHITLEY NEILL GIN TO A LARGE BALLOON GLASS FILLED WITH ICE. TOP WITH LAMB & WATT ORIGINAL TONIC WATER AND GARNISH WITH AN ORANGE WHEEL.

Made with organic blue agave and spring water

lambandwatt.com whitleyneill.com

from the Lake District.

HalwoodWhitleyNeil - SG - linda.indd 1

22/02/2018 12:14


Scotland’s off trade top 50

in association with

An unclear future Demand for vodka remains high in Scotland, and overall the category delivered a strong performance in 2017. But while a number of premium brands saw encouraging growth, with Minimum Unit Pricing on the horizon, the category could be in for a bit of a shake-up.

Expert Commentary: Vodka Jenny Dickson Senior Client Analyst VODKA has long been big business in Scotland and is only seeing slight decline, but with Minimum Unit Pricing on the horizon, a lot could be about to change, as Jenny Dickson, senior client analyst for Nielsen reports: Vodka is the single biggest spirits category in Scotland, twice the size of blends and more than four times the size of malts. Overall, vodka is in slight value decline across Scotland at -1.5% year on year, despite a rise in average price per litre of 3.2%. This could be due to the increased popularity of gin, with shoppers exchanging one light spirit for the other. Smirnoff has retained its top spot and stayed relatively steady with a value decline of just -0.4% despite a price hike of +3.4%. Glen’s, however, despite remaining second, has seen a value sales fall of -12.5% possibly due to a price rise well above the market at 4.0%. Promotional mechanics have increased in this category, with standard litre deals moving away from £15 up to £16 in 2017. This category will be affected by the minimum unit pricing legislation which will

come into effect in May, and which is likely to have a heavy impact on the more cheaply priced brands. Given an average ABV of 40%, litre bottles will be forced to a minimum price of £20, eradicating the price appeal of cheaper brands. As such, we may well see consumers moving away from these and towards more premium offerings as the price differential will be substantially reduced.

While the category has seen slight decline, brands such as Russian Standard, New Amsterdam and Zubrowka significantly grew their sales in 2017.

Scotland’s top off-trade vodkas by sales value Rank

Brand

Total Vodka Inc Flavoured

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

187,604

184,872

% Change

-1.5

1

Smirnoff Red Label

71,905

71,609

-0.4

2

Glen’s

60,341

52,808

-12.5

3

Russian Standard

15,143

16,798

10.9

4

Absolut Vodka Original

3,778

4,021

6.4

5

Grey Goose

2,261

2,126

-6.0

6

Vladivar Classic

2,007

1,790

-10.8

7

New Amsterdam Vodka

1,313

1,766

34.5

8

Green Mark Russian Vodka

1,435

1,511

5.3

9

Absolut Raspberri

1,044

1,063

1.9

10

Nikita Imperial Vodka

896

1,043

16.4 -18.5

11

Kirov

887

723

12

Zubrowka Bison Vodka

608

673

10.7

13

Ciroc

476

578

21.3

14

Stolichnaya

457

577

26.3

15

Red Square

147

416

184.2

44 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 5

23/02/2018 14:38


Untitled-19 1

22/02/2018 16:13


Scotland’s off trade top 50

in association with

Scotland’s top off-trade blended Scotch by sales value Rank

Expert Commentary: Blends Jenny Dickson Senior Client Analyst

Far from a perfect blend BLENDS is the second biggest spirit category in Scotland, after vodka. However, the category is in long term decline due in part to an ageing shopper profile and low recruitment of younger drinkers. Value sales are down -5.6% this year for a total loss of £5.4m. Within the category, the number one brand, The Famous Grouse, continues to be Scotland’s favourite whisky, enjoying good growth of +3.3% and growing its value sales by £1m. Its average price rises at a slower rate (+1.4%) than the total category (+1.8%). However, gains aren’t enough to compensate for losses on other key players. The number two brand, Whyte & Mackay, has declined at -8.8% while at number three, Bells has declined at -13.9%, although the average price per litre has increased for both of these two at a faster rate, +3.4% and +2.5%. Promotional mechanics changed for the category in 2017, with standard litre

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Blended Scotch

96,023

90,657

-5.6

1

The Famous Grouse

29,977

30,955

3.3

2

Whyte and Mackay

19,159

17,477

-8.8

3

Bells Original

15,756

13,572

-13.9

4

Grant’s Family Reserve

5,476

5,599

2.2

5

High Commissioner

3,110

2,745

-11.7

6

Chivas Regal 12 Year Old

1,124

1,018

-9.4

7

Black Bottle

851

860

1.1

8

Johnnie Walker Red Label

919

847

-7.8

9

4.6

Johnnie Walker Black Label

598

626

10

Scots Club

532

529

-0.5

11

The Famous Grouse Smoky

525

452

-13.8

12

Teachers Highland Cream

1,377

452

-67.2

13

Ballantine’s Finest

375

391

4.3

14

Claymore Scotch Whisky

252

179

-29.0

15

Isle of Skye

208

175

-15.5

Scotland’s top off-trade imported whisky by sales value Rank

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Imported Whisky

17,459

18,837

7.9

1

Jack Daniel’s

10,640

10,717

0.7

2

Jim Beam

1,932

2,514

30.1

3

Jameson

1,345

1,445

7.4

4

Jim Beam Red Stag

380

443

16.6

5

Jack Daniel’s Gentleman Jack

403

350

-13.1

6

Bulleit Bourbon

268

270

0.8

7

Bushmills Original

219

256

16.9

8

Wild Turkey

198

244

22.9

9

Jack Daniel’s Master Distiller 3

8947

2

212

10

Tullamore Dew

170

175

2.8

11

Woodford Reserve Bourbon

172

171

-0.2

12

Jack Daniel’s Single Barrel

83

158

89.1

13

Maker’s Mark Bourbon

118

151

27.8

14

Old Samuel Bourbon

207

148

-28.6

15

Buffalo Trace

156

140

-10.4

deals widely moving from £15 to £16, helping to drive overall average price up. This category will be affected by minimum unit pricing in May with 70cls selling at the minimum price of £14 and litres at the minimum price of £20. With several other spirit categories enjoying strong growth, it is likely that blends will become squeezed for space and visibility in store, and we may see range consolidation taking place over 2018.

Of the top five blended scotch brands, only two – The Famous Grouse and Grant’s Family Reserve – enjoyed growth. The overall category remains in decline.

46 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 6

23/02/2018 14:39


THE UK’S NUMBER 1 BRITISH WINE BRAND

*

A WINNING SALES AND PROFIT DRIVER FOR YOUR BUSINESS!

Good looks, great taste & exceptional value for money... *NIELSEN SCANTRACK DATA 52 WE 15.07.17 CWF - SG - linda.indd 1

29/01/2018 11:49


Scotland’s off trade top 50

in association with

Scotland’s top off-trade malt Scotch by sales value Rank

Brand

MAT £000s to w/e 31.12.16

Total Malt Scotch

MAT £000s to /we 30.12.17

% Change

40,692

43,574

7.1

3,165

9.7

1

Glenfiddich 12 Year Old

2,886

2

Glenmorangie Original

2,566

3,010

17.3

3

Highland Park 12 Year Old

2,481

2,901

16.9

4

The Glenlivet Founders’ Reserve

2,793

2,689

-3.7

5

Jura 10 Year Old

2,438

2,073

-15

6

Tamnavulin

337

1,658

392.7

7

Aberlour 10 Year Old

2,638

1,615

-38.8

8

Glen Moray Classic

1,574

1,590

1.0

9

Cardhu Gold Reserve

852

1,524

78.9

10

Talisker Skye

11

Auchentoshan American Oak

12

Dalwinnie Winter’s Gold

1,102

1,176

6.7

13

Old Pulteney 12 Year Old

1,257

1,155

-8.1

14

The Ardmore LegacyOld

868

1,130

30.2

15

Jura Superstition

1,126

981

-12.9

MALT has a huge over-trade in Scotland, with over 1/5th of all GB sales being sold here (vs 12% of spirits sales). Many Scottish malt whisky shoppers have good knowledge of the category and hence have the confidence to explore different flavour profiles within the category. We’ve seen excellent growth across the category at +7.1% in 2017, adding £2.9m to its value. Average price, however, is down by -0.6%, bucking the wider spirits trend where prices are growing. Non-aged

1,219

1,411

15.7

905

1,228

35.6

Expert Commentary: Malts Jenny Dickson Senior Client Analyst statement malts has been an emerging segment over the last few years, with sales growing year on year from existing non-aged brands and new product development

focussed in this area. Despite this, in Scotland 2017’s top three malts are all aged statement malts; Glenfiddich 12 Year Old, Glenmorangie Original and Highland Park 12

Year Old. Each enjoys doubledigit growth with average price down across all three. Promotional intensity is strong at the £25 price point plus more ‘affordable’ malts are being widely promoted around the £20-£23 price point. It will be interesting to see what happens to the category’s pricing architecture when minimum unit pricing is implemented, as blended whisky will increase in price, narrowing the gap with current malt prices.

Scotland’s top off-trade brandy and cognac by sales value Rank

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Brandy/Cognac

7,978

7,711

1

Courvoisier VS

3,347

3,439

-3.4 2.8

2

Martell VS

2,437

2,028

-16.8

3

Remy Matin VSOP Cognac

734

727

-1.0

4

Courvoisier VSOP

497

552

11.1

5

Hennessy Fine De Cognac

128

151

18.1

6

Hennessy VS

77

132

71.1

7

Remy Martin 1738

50

51

1.5

8

Martell VSOP

37

29

-21.6

9

Hine Rare VSOP Cognac

6

7

15.9

10

Martell XO

4

4

-12.1 -23.6

11

Remy Martin XO

5

3

12

Delamain

3

3

0.4

13

Hine VSOP Cognac

4

3

-4.2

14

Hennessy XO

5

3

-31.6

15

Martell Discovery Pack

17

2

-90.0

48 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 7

23/02/2018 14:39


WilliamGrant - SG - Emma.indd 1

19/02/2018 09:53


Scotland’s off trade top 50

Expert Commentary: Rum Samantha Hall Senior Analyst

in association with

RUM is an important category in Scotland, with consumers spending more money on the category than on malts. Despite maintaining this level of popularity, rum has stayed almost completely flat in 2017 compared to 2016 in Scotland. Although it has seen a price increase of +3.6%, total value sales have remained almost the same, meaning volume has continued to decline. Captain Morgan’s retains its position as the number one

brand, with minimal decline in value. Bacardi Carta Blanca however, despite a price increase lower than the category average, saw a drop in sales of -7.6% but retains second position. Within the category, it is the flavoured/spiced and golden rums that are driving the growth, with dark rum relatively flat, and white rum in decline. Flavoured/spiced rum is doing the most as it has been able to grow value despite a

slight drop in volume by premiumising and raising its prices. Looking at brand level, the growing popularity of spiced rum is very apparent, as two of the fastest-growing brands are Black Kraken Spiced Rum (up 26.5% vs YA) and Redleg Spiced Rum (up 66.0% vs YA). These brands have both raised their price per litre as well, demonstrating the premiumisation within the category.

Scotland’s top off-trade rum by sales value Rank

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Rum

45,335

45,314

-0.0

1

Captain Morgan Spiced

15,055

15,041

-0.1

2

Bacardi Carta Blanca

14,527

13,419

-7.6

3

OVD

2,776

2,786

0.4

4

Kraken Black Spiced Rum

1,155

1,461

26.5

5

Sailor Jerry

921

918

-0.3

6

Lambs Navy

960

904

-5.8

7

Bacardi Oakheart

937

890

-5.0

8

Captain Morgan

747

774

3.6

9

58.7

Mount Gay

391

620

10

Captain Morgan White Rum

493

525

6.4

11

Havana Club Especial

398

516

29.6

12

Havana Club 7 Year Old

362

415

14.7

13

Appleton Estate Signature

229

263

14.9

14

Redleg Spiced Rum

157

261

66.0

15

Wood’s 100 Old Navy Rum

159

178

12.1

Captain Morgan Spiced sales dipped by 0.1% in value but it still rules the rum roost in Scotland.

Scotland’s top off-trade tequila by sales value Rank

Brand

Total Tequila

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

1,288

1,438

1

Sierra Silver Tequila

408

438

11.6 7.2

2

Jose Cuervo Reposado

402

373

-7.1

3

Sierra Gold Tequila

165

179

8.8

4

El Jimador Reposado

25

61

143.1

5

Olmeca Altos Plata

12

51

337.3

6

El Jimador Silver

22

51

130.2

7

Patron Silver

41

47

13.7

8

Olmeca Altos Reposado

8

43

425.4

9

Tejas Gold

50

36

-29.1

10

Jose Cuervo Rolling Stones

10

24

138.4

11

Jose Cuervo Silver

60

22

-63.2

12

Patron

0

22

NEW

13

Cazcabel Tequila Blanco

9

13

44.4

14

Jose Cuervo Tradicional

25

12

-53.1

15

Tejas Silver

22

10

-56.4

The Kraken is rising to the surface with value sales up 26.5%.

50 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 8

23/02/2018 14:40


CYT - SG - linda.indd 1

23/02/2018 12:01


Scotland’s off trade top 50

in association with

Scotland’s top off-trade lagers by sales value Rank

Brand

MAT £000s to w/e 31.12.16

Total Lager

Expert Commentary: Lager Magdalena Wronska Senior Client Analyst THE Scottish market grew +3.4% in 2017 compared to a rather flat 2016 where growth was just +0.6%. Volume sales dropped by -2.1%, meaning that consumption of lager in Scotland declined for another year in a row. Price increase was a key contributor to the overall lager growth, with an average price per litre up +5.6% vs last year. The price hike was driven by two factors: a rise in an average price per litre, which has been seen across all top 15 brands including the biggest players in the Scottish market such as Tennent’s, Budweiser, Stella Artois and Fosters, and by an on-going premiumisation trend. Premium lager brands, such as Corona, Peroni Nastro Azzurro, San Miguel and Tyskie, dominate in the ranking of the fastest growing brands in Scotland in 2017. Corona enjoyed a double-digit value growth for the second consecutive year (+22.5% in 2016 vs 2015 and +13.5% in 2017 vs 2016) and overtook Foster’s to become the fourth biggest brand in lager in 2017. San Miguel was another brand to see a movement in the ranking: sales grew +25.5% and the brand moved from 12th to 9th place. Over the next one or two years consumers will probably have to pay even more for lager products as the minimum unit pricing regulation takes effect causing an upward pressure on prices.

MAT £000s to /we 30.12.17

% Change

281,649

291,307

1

Tennent’s

54,958

54,962

3.4 0.0

2

Budweiser

45,606

45,121

-1.1

3

Stella Artois

34,913

35,621

2.0

4

Corona

12,203

13,847

13.5

5

Foster’s

14,911

13,102

-12.1

6

Carling

10,592

11,129

5.1

7

Peroni Nastro Azzurro

10,082

10,992

9.0

8

Coors Light

8,327

8,762

5.2

9

San Miguel

4,926

6,183

25.5

10

MGD

8,101

6,000

-25.9

11

Kronenbourg 1664

6,123

5,698

-6.9

12

Tyskie

4,327

4,920

13.7

13

Carlsberg

5,800

4,764

-17.9

14

Heineken (5%)

4,675

4,444

-4.9

15

Becks Bier

4,049

4,289

5.9

While Tennent’s is once again secure at the top of the lager pile this year and managing to retain sales, it’s brands like Corona, San Miguel and Tyskie that showed growth in 2017.

Scotland’s top off-trade cider by sales value Rank

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Cider

96,363

98,978

2.7

1

Strongbow Original

23,081

20,610

-10.7

2

Stronbow Dark Fruit

9,661

11,076

14.6

3

Magners Original

6,964

8,438

21.2

4

Kopparberg Mixed Fruit

7,448

7,272

-2.4

5

Kopparberg Strawberrry Lime

6,530

6,195

-5.1

6

Frosty Jack’s

4,007

4,400

9.8

7

Henry Westons Vintage

2,182

2,345

7.5

8

K

2,270

2,135

-6.0

9

Rekorderlig Strawberry Lime

1,505

1,850

22.9

10

Scrumpy Jack

1,538

1,803

17.2

11

Crofters Apple Cider

1,203

1,227

2.0

12

Stella Artois Cidre

2,058

1,174

-43.0

13

Kopparberg Pear Cider

1,410

1,103

-21.8

14

Smirnoff Raspberry

240

1,004

317.6

15

White Ace

148

970

554.5

52 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 9

23/02/2018 14:40


WE ARE PROUD to HONOUR THE LEGENDARY INNOVATOR JOHN CRABBIE WITH OUR ADVENTUROUS RANGE OF UNCONVENTIONAL HANDCRAFTED ALCOHOLIC GINGER BEER BLENDS.

HalewoodCrabbies - SG - linda.indd 1

22/02/2018 12:16


Scotland’s off trade top 50

in association with

McEwan’s Export remains Scotland’s top ale by some margin, though Brewdog Punk IPA is closing in fast. Guinness is still Scotland’s favourite stout.

Expert Commentary: Ale

Scotland’s top off-trade ales by sales value Rank

Brand

Total Ale

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

44,478

49,553

11.4

1

McEwan’s Export Ale

6,694

6,051

-9.6

2

Brewdog Punk IPA

2,583

4,169

61.4

3

John Smith’s Extra Smooth

4,157

3,827

-7.9

4

Belhaven Best Draught

1,924

1,824

-5.2

5

Tennent’s Special

1,925

1,650

-14.3

6

Old Speckled Hen

1,279

1,314

2.8

7

Joker IPA

1,101

1,251

13.6

8

McEwan’s Champion

1,128

1,098

-2.7

9

Hobgoblin

987

1,062

7.6

10

Innis & Gunn Original

993

1,036

4.4

11

Brewdog Dead Pony Club

758

994

31.2

12

Brewdog Elvis Juice

230

985

328.6

13

Newcastle Brown

986

935

-5.2

14

Caeser Augustus

747

811

8.5

15

Arran Blonde

620

624

0.6

Scotland’s top off-trade stout by sales value Rank

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

Total Stout

8,625

8,827

1

Guinness Draught

6,180

6,333

2.5

2

Guinness Original

861

860

-0.2

3

Tennent’s Sweetheart

591

496

-16.0

4

Murphy’s Draught

226

238

5.4

5

Belhaven Black

180

184

2.3

6

Brewdog Jet Black Heart

89

130

45.7

7

Guinness Foreign Extra

104

104

-0.3

8

Cairngorm Black Gold

101

95

-5.7

9

Guinness Mid Strength

11

65

500.5

10

Mackeson

52

63

20.0

38

NEW

36

36

-0.8

19

NEW

18

-33.9

18

NEW

11

Guinness Milk Stout

12

Black Wych Stout

13

Guinness Antwerpen

14

March of the Penguins

15

Studio Brew Orinoco

28

2..3

Frazer Macdonnell Client Analytics Executive SCOTTISH buyers are partial to the craft and premium brands which drove the growth (+11.6%) in the ale category over 2017. Thanks to this shift towards premiumisation, the average price of ale increased by 7.6%. Although McEwans Export continues to be the number one brand, it declined by -10% in value versus 2016. John Smiths Extra Smooth fell to the number three position in 2017 which represents an 8% decline in value sales, overtaken by Brewdog Punk IPA as craft continues to grow for another year in a row. Brewdog is leading the charge for craft beer with Punk IPA seeing over 60% value growth for 2017. Brewdog brands make up three of the top 15 brands, with Dead Pony club (11th) and Elvis Juice (12th) making their way up the rankings. More traditional brands such and Old Speckled Hen and Hobgoblin continue to remain relatively flat despite pressure from so many emerging brands in this innovationled category. All in all, ale had a good year in Scotland led by premiumisation through craft. As minimum unit prices are implemented, we expect these trends will continue to amplify with consumers willing to pay more for premium products.

54 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 10

23/02/2018 14:40


Arran - SG - Emma.indd 1

19/02/2018 09:51


Scotland’s off trade top 50

Expert Commentary: Non-cream liqeurs Samantha Hall Senior Analyst

in association with

OVERALL Non-Cream Liqueurs saw a good year of growth with value sales up 8.3% over last year. 2017 saw Edinburgh Gin’s Rhubarb and Ginger Liqueur catapult itself to the top of the non-cream liqueurs market, benefitting hugely from the continuing gin trend. Despite a price point per litre sitting over 50% above the category average at £35.61, it has grown sales

by 316.1% versus last year. Also piggy-backing on the popularity of gin is Edinburgh Gin’s Raspberry Liqueur, which sits in 6th place with value sales growth of 111.1% over last year and an equally high price of £35.83 per litre. The overall category has seen a price increase of 8.0% in comparison to last year and these high-end gin based liqueurs are heavily driving this premiumisation.

Scotland’s top off-trade liqueurs by sales value Topping the list for the first time is Edinburgh Gin Rhubarb & Ginger Liqueur, worth £2.9m

Rank

Total Non-Cream Liqueurs

MAT £000s to /we 30.12.17

% Change

22,640

24,529

8.3

711

2,960

316.1 -7.3

Edinburgh Gin Rhubarb

2

Drambuie

2,306

2,137

3

Disaronno

1,928

1,941

0.7

4 6

Jagermeister Jack Daniel’s Honey Edinburgh Gin Raspberry

2,075 1,694 758

1,864 1,686 1,601

-10.2 -0.5 111.2

7

Tia Maria

1,605

1,524

-5.1

8

Glavya Liqueur

1,431

1,441

0.7 -9.3

9

Chambord

1,367

1,240

10

Cointreau

1,189

1,178

-0.9

11

Sourz Apple

995

863

-13.3

12

Sourz Raspberry

508

429

-15.6

13

Kahlua

406

402

-1.1

14

Jack Daniel’s Fire

303

360

18.8

15

Sourz Cherry

303

299

-1.5

Scotland’s top off-trade cream liqueurs by sales value Rank

Brand

Total Cream Liqueurs

A head and shoulders above the rest, Baileys continues to perform.

MAT £000s to w/e 31.12.16

1

5

Edinburgh Gin Raspberry Liqueur boosted sales by a very respectable 111.6%.

Brand

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

10,078

10,231

1.5

6,860

7,239

5.5

451

393

-12.8

O'Connors Irish Cream

311

282

-9.6

Baileys Chocolat Luxe

301

211

-29.8

5

Causeway Country Cream

183

205

12.1

6

Amarula

136

167

23.2

7

Baileys Orange Truffle

173

145

-15.7

8

Baileys Coffee

132

142

7.6

9

Rum Chata

85

117

38.4

102

101

-1.8

1

Baileys Original

2

Irish Meadow

3 4

10

Baileys Pumpkin Spice

11

Sheridans

99

65

-34.4

12

Causeway Coast Superior

68

56

-17.6

13

Arran Gold

42

47

10.5

14

Magnum Highland Cream

5

37

706.8

15

Carthy’s Country Cream

30

33

11.0

56 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 11

23/02/2018 14:40


S M A L L BATC H D I S T I L L E D IN THE HEART of

E D I N BURGH� SCOTLAN D w ww.edinburg hg in.com

EdinburghGin - SG - Emma.indd1 1 EG_210x297mm_08DEC.indd

23/02/2018 09:39 11:05 08/12/2017


Scotland’s off trade top 50

in association with

The speciality category is mainly formed of spirit drinks and aperatifs that don’t fit comfortably in other categories. As such it is especially unpredictable and can vary greatly year on year, depending on which cocktails happen to be in fashion and which company has delivered a big marketing push. In 2017, Southern Comfort Original, Malibu Coconut and Pimms No 1 top the list, though Aperol, Campari and passion fruit liqueur Passoa saw the best sales growth.

Expert Commentary: Speciality Phil Law Consultant SPECIALITY drinks declined -8.0% in 2017 and saw price increases of +6.4% as well as distribution losses and reductions on gondola ends and out-of-aisle secondary placements in grocery. There has been no change in the order among the top three, but worthy of a special mention is category leader Southern Comfort, which managed to buck the category trend of decline by posting strong growth of +6.1% as it gained distribution and sold more on promotion thanks to average price cuts of -4.1% on promotion. Third placed Pimms was a notable brand to decline -13.1% driven by the same factor affecting the overall category – distribution decline. Pimms will surely be investing in additional promotional

Special mention Scotland’s top off-trade specialities by sales value Rank

Brand

Speciality Drinks

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

11,151

10,263

% Change

-8.0

1

Southern Comfort Original

3,039

3,224

6.1

2

Malibu Coconut

1,699

1,538

-9.5

3

Pimms No 1

669

581

-13.1

4

V-Kat Schnapps

511

545

6.6

5

Archers Peach

594

504

-15.2

6

Pernod

469

461

-1.6

7

Aperol

222

343

54.4

8

Campari

239

277

15.9

9

Cactus Jacks Apple Sour

255

259

1.5

10

Passoa

160

201

25.5

11

Midori

234

200

-14.4

12

Cactus Jacks Raspberry

128

141

10.4

13

Brandx

193

140

-27.4

14

Spirit of Louisiana

147

117

-20.4

15

Malibu Pineapple

106

95

-10.8

support during the next year in order to try and reverse the decline. Given the strong decline of the category we ex-

pect promotional reliance to increase next year as manufacturers try to promote their way out of trouble to avoid be-

coming targets for distribution decrease and try to keep their rate of sale as high as possible.

58 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 12

23/02/2018 14:41


DO YOU KNOW HOW MINIMUM UNIT PRICING WILL AFFECT YOUR SHOPPERS? MUP TAKES EFFECT IN MAY AND WILL IMPACT THE WAY YOUR SHOPPERS SPEND. We can help you: • Understand your shoppers’ behaviours now and how that will change post MUP • Identify the right range and space in-store to optimise your sales and profitability • Implement the right price and promo strategy to attract new shoppers and deliver category value

CONTACT US AT MUP.INFO@NIELSEN.COM Neilsen -SG - linda.indd 1

23/02/2018 15:04


Scotland’s off trade top 50

in association with

Bottle sales still top the RTD category thanks in part to brands like WKD and Smirnoff Ice, but pre-mix cans were the big winners of 2017, particularly Dragon Soop and Diageo’s range of RTD cocktails, including the brands Captain Morgan, Smirnoff and Gordon’s, taking six of 15 places on our list.

Can-do attitude aids RTDs

2017 was a positive year for Scotland’s ready-to-drink market, driven mainly by sales of cans. Sales figures for the total RTD category increased a welcome 11.8% in 2017, bringing the category back up over £30m in worth. In a year which saw a major push from Diageo to get their canned cocktails into chillers across the country, it’s little surpise to see brands such as Gordon’s, Smirnoff and Captain Morgan doing so well, with most of their premix variants recording double-digit growth. However, they weren’t the only canned drinks to do well. Taking the number two spot, popular young adult brand Dragon Soop, which increased sales 15.8% in 2016, boosted them by a further 41.7% in 2017. And Hooch climbed up a place to the number nine spot with a sales increase of 18.2% in a year of irreverent marketing and music festival support. Outside of cans, WKD retains it’s place at the top of the list, while rival bottled RTD VK boosted sales by an impressive 55.6%.

Scotland’s top off-trade RTDs by sales value Rank

Brand

Total RTD

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

27,549

30,789

11.8

1

WKD

5,518

5,532

0.3

2

Dragon Soop

3,279

4,647

41.7

3

Smirnoff Ice

2,372

2,658

12.0

4

Jack Daniel’s & Cola

1,487

1,665

12.0

5

Gordon’s G&T

1,007

1,372

36.2

6

Gordon’s Diet G&T

33.8

7

Crabbies Ginger Beer

8 9

984

1,316

1,296

1,227

-5.3

Captain Morgan & Cola

620

746

20.4

Hooch

550

650

18.2

10

Caribbean Twist

848

648

-23.7

11

VK

279

433

55.6

12

Smirnoff & Cola

364

404

11.0

13

Smirnoff & Diet Cola

220

312

41.5

14

Authentic Cocktail

242

265

9.5

15

Smirnoff & Cranberry

260

261

0.2

Scotland’s top off-trade wines by sales value Rank

Brand

Light Wines (excluding British)

MAT £000s to w/e 31.12.16

MAT £000s to /we 30.12.17

% Change

464,303

476,128

2.5 -9.5

1

Hardy’s

27,316

24,724

2

McGuigan

12,127

13,640

12.5

3

Barefoot

11,173

13,445

20.3

4

Casillero Del Diablo

11,077

12,393

11.9

5

Blossom Hill

13,259

11,833

-10.8

6

Isla Negra

9,932

9,485

-4.5

7

Echo Falls

11,134

9,303

-16.5

8

Gallo Family Vineyards

9,132

9,240

1.2

9

Wolf Blass

7,915

8,843

11.7 9.2

10

Campo Viejo

7,874

8,599

11

Jacobs Creek

7,977

8,354

4.7

12

Yellow Tail

6,532

7,767

18.9

13

Villa Maria

6,165

7,096

15.1

14

Lindemans

5,630

5,977

6.2

60 · Scottish Grocer · March 2018

(NEW) make up fD p38 - 60 Off-trade top 50.indd 13

23/02/2018 14:41


CAN’T DECIDE HOW BEST TO FILL YOUR CHILLER?

Jack can.

JACK DANIEL’S & COLA IS THE BEST-SELLING PREMIX RTD IN THE UK * SCOTLAND’S MUST STOCK RTD JACK DANIEL’S & COLA IS IN 12% GROWTH

PREMIXED AND THE ANSWER TO BIGGER PROFITS. YOUR FRIENDS AT JACK DA NIEL’S R E M I N D YOU T O DR I N K R E S PON S I BLY. JACK DANIEL’S OLD NO.7 IS A REGISTERED TRADEMARK OF JACK DANIEL’S ©2018. * Source: Nielsen Scantrack, data to WE 12.08.17

Bacardi - SG - Emma.indd 1

23/02/2018 10:51


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.