Scottish Grocer's Top Alcohol Brands 2021 by Peebles Media Group

SCOTTISH GROCER

December 2021

DECEMBER 2021

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*Source: Kantar World Panel, Value Sales, Take Home Non-Alcohol Brands, MAT to 05.09.21, Total Scotland

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Scottish brands 2021

Off sales are still performing well Pandemic effect can still be felt in the off trade, although some are heading back to hospitality Lesley Ann’s overview LESLEY Ann Gray, strategic lead for Scotland at market research company Kantar – which provides the listing of the top 50 Scottish non-alcohol brands in Scotland and the top 10 Scottish alcohol brands in Scotland – analyses the year for the leading Scottish brands in Scottish food and drink retailing.

WHILST food and drink has now slowed to 3% year on year we are still seeing the offtrade alcohol category performing well, albeit slower and it currently sits at +8% year on year for Scotland. Almost all alcohol sub-categories now see fewer off trade shoppers compared to this time last year as restrictions have eased and the on-trade has re-opened. Beer, cider and wine has seen the most significant offtrade shopper losses versus 2020. In terms of the on trade, the last three months have seen stout, ready to drink (RTDs) and cocktails over-indexing versus the same period in 2019, perhaps in part reflecting consumer enthusiasm to consume drinks which are more difficult to replicate in home.

In the off trade, RTDs and sparkling wine are the fastest growing categories with only sparkling wine seeing shopper growth against last year. This uplift in sparkling wine correlates with people being able to socialise in the off trade again and reporting more uptempo alcohol occasions such as big nights in, special celebrations and outdoor events. The growth of RTDs is also reflective in part of the continued momentum of the sweeter drink trend, which we have now also seen extending into dark spirit categories where there has been lots of NPD for instance in flavoured spiced rum and whiskey. No and low alcohol is still performing very strongly with spend on this category having increased by +51% in the last year. Despite alcohol moderation

Shutterstock/ Matthew Troke

Pandemic restrictions hit the hospitality sector hard in 2021, but off sales continued to perform well as Scottish consumers socialised at home.

taking a back seat in the tightest lockdown periods, more consumers are now considering non-alcoholic options in the off trade compared to 2019 as the trend of moderation continues. As we continue to moderate, we also continue to see a movement towards consum-

only beer being an exception. The fastest growing subsegments over the last five years have typically been at the premium end, commanding a high price index vs. their parent category, as consumers are increasingly agreeing that it’s worth paying extra for quality.

It remains to be seen how premiumisation will interact with any financial pressures created by the pandemic. ing ‘less but better’ alcoholic drinks. A consistent driver of alcohol growth over the longer term has been increasing average prices across sectors, with

It remains to be seen how this premiumisation in the category will interact with any financial pressures that have been created for many by the pandemic.

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Cross category appeal: Beer, whisky, vodka and gin are all represented in the top 10 take-home alcohol brands list for Scotland in what was a strong year for off sales.

Top 10 Scottish take-home alcohol drink brands in Scotland Rank 2021

Rank 2020

Tennent’s

The Famous Grouse

Whyte & Mackay

Glen’s Vodka

Bells

Innis + Gunn

Brewdog

Grant’s

McEwan’s

Brand

Edinburgh Gin

Moving Up

Source: Kantar take-home sales in Scotland for the 52 weeks to the w/e 21 September 2021. NE = New entry. December 2021 · Scottish Grocer · 111

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Scottish brands 2021

1. Tennent’s THE undisputed king of the Scottish off trade, Tennent’s is number one yet again, proving that the brand continues to enjoy enormous popularity with shoppers in Scotland. Iain Telford, customer marketing lead for the off trade at Tennent’s, said that it was an honour to continue to be recognised as the country’s top off sales brand. “Our relationship with Scotland and with our consumers is incredibly important and we will never take that for granted. “There’s a big responsibility that comes with the position but it’s one that we relish and we’ll continue to deliver on,” he said. There are many things that go into making a brand successful in Scottish stores, from clever marketing to competitive pricing, but Telford said its his view that quality is key to the brand’s enduring success. “First and foremost its about the quality of the product, which speaks for itself. “We have long been Scotland’s favourite beer, with generation after generation enjoying Tennent’s Lager with their friends and family.

“Tennent’s is at the heart of Scotland’s social occasions – whether that’s friends getting together for a few drinks at home, or the entire country coming together to celebrate a major event like this summer’s Euros,” he said. The Euros certainly presented beer brands with the opportunity to capture consumers’ imaginations, but Telford suggested Tennent’s was particularly well placed to hit the back of the net. “For Tennent’s, having been the original supporter of Scottish football and a partner of the national team dating back to the 70s, the men’s side qualifying for Euro 2020 – the first major finals in 23 years – was a huge moment. “We knew the tournament would be a momentous occasion for Scottish football fans and we activated our ‘Made For This’ campaign like only Tennent’s could. “Because of our longstanding relationship with our national game, and the connection we have with consumers we share a voice with the fans. “From our TV advertising and content with Martin Compston; to our reactive outdoor billboards and huge

Still number one: Tennent’s has retained its spot as Scotland’s top off sales brand.

Sustainability drive: Minister for Environment Mairi McAllan visited Tennent’s.

on-pack promotion we set out to own the summer of football. “The on-pack was our biggest ever, with 4,500 footballthemed prizes up for grabs across our 10, 12 and 15-pack SKUs; complemented by a suite of in-store campaign POS,” he said. When most consumers think of Tennent’s, it’s likely they’ll think of the brand’s category leading lager. However, there’s more firepower available to the Wellpark Brewery based brand than its 4% ABV lager – as Telford explained. “As the category leader we have a strong core range with flexible formats for every occasion. “Through 2021 our lines have expanded with the launch of Tennent’s Zero and the growing strength of Tennent’s Light, which is proving to be a huge success in the off-trade as consumers look to moderate and premiumise. “Indeed that key trend on premiumisation is continuing, leading to a decline in the mainstream where there is also consolidation to the category leader, Tennent’s Lager, which is bucking the trend. “Overall our volume share has grown in the last 12

months as shoppers looked to us during this time of uncertainty,” he said. Looking to the future, Telford reckons sporting occasions will again provide the brand with some great opportunities. “Going into 2022 there’s the prospect of another major men’s football tournament with the World Cup taking place in Qatar in the winter and before that we also have the return of the 6Nations in February – both of which present huge opportunities for the brand and another chance to engage with our consumers who will be watching in their millions. “The women’s national team will also continue their qualification campaign for the 2023 World Cup,” he said. Tennent’s doesn’t just want to engage with customers during major sporting events either. Telford said the brand will continue to talk about its ongoing sustainability focused efforts, while also teasing potentially exciting developments for Scottish retailers. “We’ll be revealing some NPD, and exciting off-trade specific innovations throughout the course of the year,” he said.

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@TennentsLager

*KANTAR DATA 2021

TENNENTS.CO.UK

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Scottish brands 2021

2. The Famous Grouse TOP of the Scottish spirits yet again, The Famous Grouse continues to fly off the shelves. To be the number one whisky in Scotland is no mean feat, and it’s a title that many other brands will doubtless have their eye on, but when you’ve been around for as long as The Famous Grouse, you learn a thing or two about fending off poachers. The Famous Grouse has been pleasing whisky fans for over 100 years – having been first founded by Matthew Gloag at the turn of the 19th century. The range has expanded and evolved over the years, and the wide selection of expressions now available means there should be a dram for just about any whisky fan. The Famous Grouse range includes the original expression, as well as The Famous Grouse Smoky Black and The Famous Grouse Winter Reserve. For those looking for something more premium, The Famous Grouse cask series includes: The Famous Grouse Ruby Cask, The Famous Grouse Bourbon Cask, and The Famous Grouse Wine Cask. The distillery also offers packaging with a personal touch, through The Famous Grouse Personalised – a gift pack of the brand’s core expression.

While the brand’s avian mascot may do the heavy lifting in terms of consumer outreach, this year The Famous Grouse also recruited some household names from the world of rugby as part of its ongoing The Spirit of Rugby campaign. Earlier this year, The Famous Grouse unveiled Gavin Hastings, Matt Dawson, Shane Williams and Jamie Heaslip as brand ambassadors during The British & Irish Lions tour of South Africa. The Famous Grouse was the Official Whisky of The British & Irish Lions and SA Rugby. As part of the campaign, the brand set up The Famous Grouse Clubhouse to create what it described as “the ultimate viewing experience for fans” during the tournament. Chris Anderson, head of brands at Edrington-Beam Suntory UK – the firm behind The Famous Grouse – commented on the sponsorship agreement. “As the Official Whisky of The British & Irish Lions and SA Rugby, we are delighted to be working with these iconic former British & Irish Lions who perfectly embody the values of sportsmanship and camaraderie that The Spirit of Rugby represents,” he said.

3. Whyte & Mackay ship in 1882. It was fitting then that when the world visited Glasgow for COP26, Whyte & Mackay was on hand to help young professionals create solutions for the industry’s net zero commitments. Specifically, Whyte & Mackay spent its time at the COP26 Climate Ambition Zone inviting young professionals to look at how whisky makers could creatively reuse energy produced by the distillation process. The COP26 activity formed part of Whyte & Mackays larger ongoing sustainability strategy as published in the spirits maker’s Green Print report. The report lays out Whyte & Mackay’s approach towards carbon neutrality by 2030. Kieran Healey-Rider (left) of Whyte & Mackay with young professionals at COP26.

MAINTAINING its podium position on the top brands list, as well as retaining its spot as the second biggest selling Scottish spirit in the off trade, things are going well for Whyte & Mackay. It all started for the brand on The River Clyde, where James Whyte and Charles

Mackay saw an opportunity to provide the hard working residents of Glasgow with an alternative to Cognac – well blended whisky. Headquartered on St Vincent Street in Glasgow, the brand hasn’t strayed from its roots since James and Charles formed their partner-

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W R E A T R MER N I W A U K ’ S NO. 1 W H I SK Y

Nielsen, Off Trade Data to 09.10.21, On Trade Data to 11.09.21 For further information contact Edrington UK Distribution Ltd. 191 West George Street, Glasgow, Scotland G2 2LD Tel: (0)333 016 1910 Web: uk.edrington.com

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Scottish brands 2021

4. Glen’s THE third highest placed spirit on this list and the nation’s top vodka brand, Glen’s continues to be a hit with its loyal customer base. Produced by Loch Lomond Distillers, Glen’s is available in its core original variant as well as the premium positioned Glen’s Platinum Vodka. For fans of a spirit drink with some fruity flavour, the Glen’s brand also offers two 20% ABV SKUs. Glen’s Strawberry & Apple and Glen’s Passionfruit and Peach both bring some colour to Scotland’s most popular clear spirit.

5. Bells

BELL’S whisky was invented by a Scottish grocer when Queen Victoria was still on the throne, making it all the more impressive that consumers continue to buy into the brand to this day. The whisky brand was founded by Perth retailer Arthur Bell in the 1850s. Bell may have turned heads by mixing together several fine whiskies to create his brand, but almost 200 years later it’s clear that he knew what he was doing.

6. Innis & Gunn THERE was once a time when Scottish Grocer reported on craft beer as a niche category that some observers doubted would ever take off. The doubters were wrong and Innis & Gunn retains its sixth position from last year, clear evidence that demand for craft isn’t going anywhere. Crawford Sinclair, commercial director at Innis & Gunn, said that since its launch, growth for the brand has been driven by support from Scottish consumers. “It’s undoubtedly our most important market and we continue to invest here,” he said. “Our Lager Beer is Scotland’s number one craft lager and we’re thrilled to have retained our position in the chart this year, holding strong as the country’s second biggest beer brand.” Innis & Gunn has managed to rise to the top in what is a competitive craft beer category, with no shortage of emerging brands and innovative NPD threatening to take market share from established breweries. According to Sinclair, origi-

Innis & Gunn continues to invest in marketing and its Perth brewery.

Innis & Gunn is now available in a 15x440ml format, as well as 4x440ml and 10x440ml packs. Bottles are available in both 300ml and 660ml.

nality and authenticity are at the heart of Innis & Gunn’s success, as he explained: “We believe Innis & Gunn offers drinkers quality, premium beers with an engaging brand personality – we do things in an original and authentic way and our consumers respond very well to this. “The Innis & Gunn portfolio of beers is multi-award winning across both taste and design further cementing our premium and quality credentials. “Our branding is standout – our lager glasses have become iconic and recently refreshed packaging across the ranges is bold and confident. “We ensure our beers are in the right pack formats and in the right place, to suit all drinking occasions and we have a beer to suit varied tastes, from lager to cask matured and now alcohol free,” he said. It’s not just about quality liquid, Innis & Gunn has also ensured it makes the right pack formats available to retailers, to ensure they’re able to cater to a variety of shopper missions. Innis & Gunn Lager Beer is now available in 4x400ml, 10x440ml packs and the new

addition, 15x440ml format. It is also available in 330ml and 660ml bottles. The brand has come a long way since it was founded by Dougal Gunn Sharp in 2003, but Sinclair said Innis & Gunn has not been resting on its laurels, opting to instead invest in improvements. “Over the last year, investment has continued right across the business. “We have invested in our Perth brewery to meet demand for increased volume in our Mangoes on the Run and Session IPA beers, now in 440ml format. “We have invested in trade and in engaging marketing activity right across the UK. “After considerable development, we have recently launched Innis & Gunn 0.0% Lager Beer to offer consumers a premium and truly 0.0% Lager, available in 4x440ml can format,” he said.

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A SURPRISINGLY SMOOTH CASH PRIZE TO ENTER SIMPLY PURCHASE A CASE OF W&M 70CL AND ANSWER THE QUESTION BELOW:

WHEN WAS WHYTE & MACKAY FOUNDED? A. 1520 B. 1844 C. 2004 TEXT CASH PLUS A, B OR C TO 81400 TO WIN

THE FASTEST GROWING BLENDED WHISKY BRAND LISTED ACROSS GB IMPULSE. SUPPORTED BY A NATIONAL MEDIA CAMPAIGN REACHING 29.5M ADULTS ACROSS THE UK. Source: MAT Volume: WE 17.07.2021

Summary Ts&Cs: Promotion runs 01/10/2021 – 31/01/2022. All entrants must be GB 18+. Excludes NI. Conditions apply. Purchase necessary. To enter: (i) purchase a case of Whyte and Mackay 70cl or Whyte and Mackay 70cl Non Price Marked Pack and retain proof of purchase; and (ii) text “CASH” plus A, B or C to 81400 correct answers will be entered into a Prize Draw. One entry per person. There are 5 prizes in total available to be won consisting of: A pre-paid cash card with a balance of £1844. There shall be one prize draw and 5 winners. Winners will be selected at random by 07/02/2022 and notified via phone number attributable to entry. Full terms and conditions at www.whyteandmackay.com/cashprize Promoter: Whyte and Mackay Limited, 4th Floor, St Vincent Plaza, 319 St Vincent Street, Glasgow, G2 5RG. Please drink responsibly.

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Scottish brands 2021

7. Brewdog ANOTHER successful year in the off trade for Aberdeenshire-based Brewdog, the third biggest Scottish beer brand in the off trade. BrewDog has grown enormously since it was established in 2007 and it’s unclear if founders James Watt and Martin Dickie could have imagined this level of success 14 years on. Alex Dullard, head of customer marketing at BrewDog, said that it was “really great” to be recognised as one of the top performing Scottish brands. “There is a wealth of brilliant brands in this country, nestled in big cities and far-flung countryside, so we’re proud to

be considered amongst these, which mix heritage and innovation,” he said. According to Dullard, Scotland has “a lot to be proud of” when it comes to producing hand-crafted drinks and the nation also seems to be more appreciative of them than others – which is good news for BrewDog. “Craft beer continues to grow in popularity all over the UK, and particularly over-indexes on percentage value share of beer in Scotland. “Therefore, as the signpost for the category, it is no surprise that BrewDog performs well with Scottish consumers,” he said. Part of BrewDog’s popularity

James Watt (left) and Martin Dickie founded BrewDog in Fraserburgh in 2007.

BrewDog’s core range has enjoyed great success in the off trade this year.

must surely come down to the variety of flavours to be found within its range. The brand’s core range includes Punk IPA, Lost Lager, Hazy Jane, Elvis Juice and Planet Pale BrewDog has also been known to get experimental with its offer, rolling out limited edition brews as well as collaboration beers with other breweries and brands. It’s not all about beer at BrewDog though. This year the brewer markedly increased the prominence of sustainability in its marketing activity, with adverts highlighting the business’ status as the first carbon negative brewery. Environmentally focused investment isn’t just good for the planet, it appeals to con-

sumers too as Dullard explained. “As with everything we do, our NPD and marketing agenda in 2021 has been focused on our sustainability initiatives and highlighting our position as the first carbon negative brewery. “Sustainability is a priority trend for all categories, with 67% of UK consumers saying sustainability is important to them when choosing food and drink, and 70% would be more likely to purchase a beer made in a sustainable way. “Specifically in Scotland, there is a growing proportion of the population showing both concern and willingness to act, with 20% classed as ‘Eco-Actives’ and 39% ‘Eco Considerers’,” he said.

8. Grant’s WITH six generations of the Grant family making whisky since 1887, it’s not surprising they know a thing or two about producing a popular dram. Despite being a blended whisky, Grant’s still boasts its own Stillman, Cooper and Master Blender, working together to create a liquid that fans clearly love. Grant’s range includes core variants Grant’s Triple Wood and Triple Wood Smoky – both of

which are matured in three different types of wood. The brand also offers cask editions, with expressions including Ale cask finished, Rum cask finished, and 8-Year-Old Sherry cask finished. Premium expressions, including Grant’s 12, 18 and 25 year old ensure this brand covers all the bases.

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THE PLANET’S FAVOURITE BEER BREWDOG IS THE WORLD’S FIRST CARBON NEGATIVE BREWERY

70% OF SHOPPERS WOULD BE MORE LIKELY TO PURCHASE A BEER MADE IN A SUSTAINABLE WAY*

* YouGov BrewDog Commissioned Survey – Beer Drinkers – Sept 2020. Unweighted base: All UK adults who drink beer every month (1735)

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Scottish brands 2021

9. McEwan’s RAISING a glass since 1856, McEwan’s isn’t showing any signs of slowing down soon, having leapt up one place to take the number nine spot on this year’s list. Since the brand was acquired by Marston’s in 2017, it has had a new lease of life. McEwan’s was given a makeover under Marstons and the modern look it has brought to both can and bottle formats

are clearly landing with consumers. The brand’s bottled range includes McEwan’s Export, McEwan’s Champion and McEwan’s Headspace, offering plenty of choice for beer fans. Other variants in the McEwan’s range include McEwan’s Headspace Scotch Whisky Beer, a 5.8% ABV bottled beer blended with the national drink.

10. Edinburgh Gin

AS the only brand from its category in the top ten, Edinburgh Gin can boast of being the nation’s favourite Scottish gin – a big boast in a busy marketplace. Neil Mowat, brand director at Ian Macleod – the firm behind Edinburgh Gin – said he was delighted to again make the top ten list. “We are so proud to be named in the top ten Scottish brands, and to continue to represent not only Edinburgh, but Scotland on a global scale. “Edinburgh Gin’s placement on the list, for the second year running, is testament to our top-class team creating incredible gin and helping the nation enjoy wonder-filled cocktails and gin & tonics,” he said.

Since launching in 2010, Edinburgh Gin has exploded in size and now boasts a broad range of SKUs under the brand umbrella. Today’s Edinburgh Gin range includes variants such as Edinburgh Gin Classic, its original London Dry style gin; a variety of liqueurs in flavours such as Clementine & Ginger – launched in time for the festive season – as well as its popular Rhubarb & Ginger and Raspberry variants. The brand has also been making headway in the rapidly expanding RTD category, with Mowat reporting positive results for Edinburgh Gin. “The ready to drink category has seen huge growth in recent times, growing at 12% in each of the last two years, driven mainly by gin-based of-

ferings. “During that time, Edinburgh Gin has brought three of its iconic gins and signature serves to market, which has led to the brand becoming number one premium gin within the RTD category. “Shortly after launching in 2018, Edinburgh Gin & Tonic RTD won Gold at the International Spirits Challenge 2018, while Edinburgh Gin Rhubarb & Ginger with Ginger Ale RTD picked up Gold in The Grocer Drink Awards 2018, the same year it launched. “In May 2021, we introduced a third RTD to the range, Raspberry Gin Fizz, which is based on the ever-popular Raspberry Liqueur Gin Fizz cocktail,” he said.

For 2021, the biggest development for the brand was a partnership with actor and writer Phoebe Waller-Bridge in a collaboration with The Fringe Society. The collaboration saw Edinburgh Gin lend a hand to support artists recovering from the pandemic. Mowat said: “We worked with Phoebe to create a bottle inspired by her one-womanshow Fleabag which first hit the Fringe circuit in 2013 before becoming an international TV hit. “Sales of the bottle went towards the Fringe artists attending the festival, and we are so proud to have produced work that supports our city, the arts industry and its people.”

Edinburgh Gin has won awards and enjoyed commercial success with its RTDs.

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