OVERVIEW
Gold Standards are created as a best fit for overall Florida • Not meant to be a “one size fits all” • Use as guideline for facing relationships/ adjacencies/shelf-position • Regional, Channel, Account differences should be taken into account Category Sizes should be based off of a Space to Sales Ratio Exact # of facings should be determined through account level data combined with days of supply
Where possible, assortment decisions should be based off of account level data compared to market level data • Non Category Leaders 1L sizes should be eliminated first as space becomes tight (Use IRI/Nielsen data to validate) Gold Standards are based on 5 shelf gondolas • Adjust accordingly for different sizes
CATEGORY SHARE OF TOTAL SPIRITS
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS VODKA CATEGORY 30 FOOT, 5 SHELF WALL
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS VODKA CATEGORY 30 FOOT, 5 SHELF WALL
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
VODKA • Overall Set Strategy (30ft X 5 Shelves) - Price Flow with top sellers at eye level and Base over Flavors (except for Top Shelf brands) - 29.7% of Total Spirits $ Sales - CWS-6 of Top 30 SKU’s
• SMIRNOFF - #1 Brand in Category - 17% of Category $ Sales - Eye Level Position as Category Identifier - Base over two shelves of flavors - More Facings/Space than any other Vodka Brand - Smirnoff Red 1.75L –More facings than any other item in set - 90/100 Proof-Top Shelf above Red - Smirnoff Red Sizes in Distribution on shelf750ml/Traveler 750ml/1.75L/1L - Smirnoff Flavors Map of Flavor Groups-750ml focused - Smirnoff New Items (Currently Sourced) on eye level adjacent to Red - Primary Competitor-Pinnacle
RECOMMENDED SMIRNOFF LARGE FORMAT SET SOURCED: Cramberry Apple Pineapple Ruby Red Gratefruit
PRIMARY CONFECTIONS: Vanilla Whipped Cream Kissed Caramel
SOURS: Green Apple Watermelon Fruit Punch
SECONDARY SORBET: Mango Passionfruit Lemon
PRIMARY SORBET: Raspberry Pomegranate Pineapple Coconut Summer Strawberry White Peach CITRUS: Citrus Grapefruit SWEET FRUIT: Watermelon Peach Cherry BERRY: Strawberry Raspberry
SECONDARY FRUITS: All Other Fruit Flavors – Green Apple, Orange, Blueberry, Cranberry, Pomegranate, Pineapple, Mango, Lime, Grape, Passionfruit, Coconut SECONDARY CONFECTIONS: Cinna-Sugar Fluffed Wild Honey Root Beer Amaretto Iced Cake
BASE
CITRUS
SORBET
SOURCED
BERRY
PRIMARY SWEET FRUIT
SECONDARY FRUITS
CONFECTIONS
SOURS
VODKA
• KETEL ONE - Eye level, adjacent to Absolut - Top 10 Vodka Brand with 4% share of category - Citroen/Orange adjacent to Ketel One Base - In Distribution on shelf: Base-1.75L/1L/750ml, Flavors-750ml/1.75L - 1.75L is the #13 SKU for Total Spirits in Florida - Primary Competitor-Absolut
• CIROC - Top Shelf, adjacent to Grey Goose - Top 20 Brand in Total Spirits in FL (#17) with 4.2% share of category - Only brand with a flavor in the Top 30 Vodka skus - Equal to or greater than Grey Goose in facings - In Distribution-Base: 750ml/1L/1.75L • Flavors(Apple/Pineapple/Peach/Red Berry/ Coconut/Amaretto): 750ml/1.75L • New Flavor: Apple-adjacent to Grey Goose: 750ml/1.75L - Primary Competitor - Grey Goose
VODKA • BELVEDERE - Top Shelf, adjacent to Grey Goose - In Distribution on Shelf:Base-750ml/1.75L/ Flavors-750ml - Primary Competitor-Grey Goose - Flavors in Distribution • Peach Nectar/Wild Berry/Mango/ Pink Grapefruit/Citrus
• POPOV - Bottom Shelf in price flow - Equal to or greater in facings than any other Economy Vodka • GORDONS - Bottom Shelf or better in price flow
VODKA DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS RUM CATEGORY 20 FOOT, 5 SHELF WALL
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS RUM CATEGORY 20 FOOT, 5 SHELF WALL
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
RUM • OVERALL SET STRATEGY (20FT X 5 SHELVES) - Price Flow with best sellers at eye level and Base over Flavors - 12.8% of Total Spirits $ Sales - CWS- 7 of Top 30 SKU’s
• CAPTAIN MORGAN - #2 brand in category - CM OSR 1.75L-#1 sku in category/ CM White 1.75L-Top 16 Sku - 28% of Category $ Sales - Eye Level position as Category Identifier - Adjacent to Bacardi - Eye Level Shelving order: White/Cannonball/Original/PB Coc & 90 - 3rd Shelf-CM White Flavors (Pineapple/Coconut/Citrus) Lime Bite/Silver/PB Flavors - Top Shelf-CM 100 (adjacent to SJ)/Private Stock/Black - OSR facings should be greater than Bacardi Light - In Distribution on Shelf: CM OSR-750ml/ Trav/1L/1.75L,Silver-750ml/1.75L, CM 100 Proof750ml/Trav/1.75L, Lime Bite-750ml/1.75L CM White & Flavors-750ml/1.75L , Cannonball 750ml - Primary Competitor-Bacardi
RUM
• PARROT BAY - Parrot Bay Coconut adjacent to Malibu on eye level - Parrot Bay Flavors adjacent to Malibu flavors on 3rd shelf - In Distribution on shelf: Base, 90PF, Flavors-750ml - Primary Competitor-Malibu • ZACAPA - Top Shelf in price flow - Top 15 Rum Item in Florida
• NAKED TURTLE - Third Shelf below Bacardi Light - In Distribution on shelf: 750ml/1.75L • MYERS - Shelved in sales zone of Bacardi - In Distribution on Shelf: Dark/Platinum750ml/1.75L
RUM DATA
CANADIAN & BLENDED CATEGORY 8 FOOT, 5 SHELF WALL
CROWN ROYAL NOBLE 750.00 ML
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS CANADIAN & BLENDED CATEGORIES FLORIDA 5 SHELF8 GOLD FOOT, 5STANDARD SHELF WALL SCHEMATICS
BEHIND THE COUNTER SELECTIONS
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
NORTH AMERICAN WHISKEYCANADIAN/AMERICAN BLENDED • Overall Set Strategy (8ft X 5 Shelves) - Price Flow with best sellers at eye level - NAW-23.3% of Total Spirits $ Sales - CWS-14 of Top 30 SKU’s • CROWN ROYAL - #1 Brand in Canadian Whiskey and NAW Categories - 21% of NAW Category $ Sales (Almost 50% of Canadian $ Sales) - Eye Level Position as Category Identifier - Facings greater than any other NAW brand - CR Apple-Adjacent to Base on eye level (2 facings/size when possible) - CR Maple-Adjacent to Apple on eye level - CR Black/CR Special Reserve-Top Shelf above Base - CR Base: In Distribution on shelf-750ml/ Traveler/1L/1.75L - Primary Competitor-Jack Daniels
NORTH AMERICAN WHISKEYCANADIAN/AMERICAN BLENDED • SEAGRAMS 7 - #1 American Blend Brand with 62% share of category $ sales - Reach Shelf below Crown or Eye Level - More Facings than any other American Blend - In Distribution on shelf-750ml/Traveler/1L/1.75L - 7 Crown Spice/Apple/Honey adjacent to base brand • SEAGRAMS VO - Top Shelf above Crown Royal - 1.75L-Top 10 Canadian Item - VO Gold-Top Shelf adjacent to Base - In Distribution on shelf-750ml/Traveler/1.75L - Primary Competitor-Canadian Club
CANADIAN & AMERICAN BLENDS-DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS BOURBON CATEGORY FLORIDA 5 SHELF GOLD STANDARD 16 FOOT, 5 SHELF WALL SCHEMATICS
BOURBON CATEGORY 11 FOOT, 5 SHELF WALL
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
NORTH AMERICAN WHISKEY-BOURBON • OVERALL SET STRATEGY(11FT X 5 SHELVES) - Price Flow with best sellers at eye level - Single Barrel/Small Batch-Top Shelf - NAW-23.3% of Total Spirits $ Sales • BULLEIT - Top Shelf adjacent to Knob Creek - 750ml-Top 20 Bourbon item - In Distribution on Shelf-750ml/1.75L - Bulleit 10Year/Rye-Top shelf adjacent Bulleit Bourbon
• GEORGE DICKEL - Reach shelf or better in the Jack Daniels sales zone - In Distribution on Shelf: #8/#12-750ml/1.75L - Shelf Order #8/White/#12/Rye - Barrel Select-Adjacent to Base • STUDEBAKER - Manhattan/Old Fashioned 750ml - Adjacent to Dickel in Jack Daniels sales zone
BOURBON DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS SCOTCH SCOTCH 13 FOOT, 5 SHELF WALL 13 FOOT, 5 SHELF WALL
JOHNNIE WALKER SCOTCH DOUBLE BLACK 1.75 LT
OBAN SCOTCH SINGLE MALT LITTLE BAY 750.00 ML
BEHIND THE COUNTER SELECTIONS
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
SCOTCH • Overall Set Strategy (13ft X 5 Shelves) - Price Flow with best sellers at eye level - Single Malts-Top Shelf - Adjust as necessary for SFL based on Market Data - 10.2% of Total Spirits $ Sales - CWS-13 of Top 30 Blended Scotch SKU’s - CWS-9 of Top 30 SM Scotch SKU’s • JOHNNIE WALKER - #1 Brand in Category with 30% of category dollar share - Eye Level position for JW Black (Category Identifier) - JW Black-adjacent to Chivas with greater facings than Chivas - JW Red-adjacent to Dewars and equal in facings - JW Marques(Double Black/Rye/Green/Gold/ Platinum/Swing)on eye adjacent to JW Black - In Distribution on Shelf: Black/Red750ml/1L/1.75L, Marques-750ml - JW Double Black-Adjacent to JW Black (750/1.75L) - Primary Competitors: JW Black-Chivas/JW RedDewars
• J&B
- Primary Competitors: JW Black-Chivas/ JW Red-Dewars
- Reach Shelf adjacent to JW Red - Top 20 Scotch item • BUCHANANS - Eye Level adjacent to JW Marques - Masters - Top 11 Scotch Item • PINCH - Eye level adjacent to Chivas - Top 25 Scotch item • OLD PARR - Top Shelf - Top 25 Scotch item • SCORESBY - Bottom Shelf or better - Top 15 Scotch item • HAIG CLUB - Top Shelf
SCOTCH-DATA
SINGLE MALT SCOTCH • GLENMORANGIE - Top Shelf with Single Malts and adjacent to Macallan - One of the fastest Growing Single Malt in US/#1 Single Malt in Scotland • ARDBEG - Top Shelf between Lagavulin and Laphroig - Smoky/Peaty flavor from Islay • DIAGEO SINGLE MALTS - Top Shelf together-Caol Isla/ Cardhu/Clynelish/Cragganmore/Dalwhinnie/ Glenkinchie/Oban/Oban Little Bay/Talisker/Talisker Storm/Lagavulin - 4 in the Top 20 Single Malts
SINGLE MALT SCOTCH-DATA
IRISH WHISKY FLORIDA 5 SHELF GOLD
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS STANDARD SCHEMATICS IRISH MODULE IRISH MODULE FEET, 54SHELF WALL 3 3FOOT, SHELF WALL
• Overall Set Strategy (3ft X 4 Shelves) - Price Flow with best sellers at eye level - 1.3% of Total Spirits $ Sales - Adjacent to Scotch or Bourbon
IRISH WHISKEY-DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS
FLORIDA 5 SHELF GOLD CATEGORY STANDARD SCHEMATICS CORDIAL 16 FOOT, 5 SHELF WALL CORDIAL CATEGORY 16 FOOT, 5 SHELF WALL
PIEHOLE PEACH WHISKEY 750.00 ML
BEHIND THE COUNTER SELECTIONS
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
CORDIALS • Overall Set Strategy (16ft X 5 Shelves) - Set by Cordial Type with best sellers at eye level - Segment Blocked (Coffee, Cream, High Energy, Ingredient) - 7.7% of Total Spirits $ Sales - CWS- 4 of Top 30 SKU’s • BAILEYS - # 2 Brand in Cordial Category sales (#1 at certain times) - 11% of Category dollar share - Eye Level position adjacent to Kahlua - Facings equal to or greater than Kahlua - Flavors to right of base - In Distribution on shelf: Base- 750ml/1L/1.75L - 4 Flavors: Salted Caramel/Vanilla Cinnamon/ Chocolate Cherry/Espresso - Primary Competitor-Kahlua
• GOLDSCHLAGER - Eye Level Shelf - Adjacent to Jagermeister • PIE HOLE/JEREMIAH WEED - Below Fireball
CORDIALS
• GRAND MARNIER - #1 Super Premium Cordial/#1 Orange Liqueur/#3 Cordial Brand - 7% of Category dollar share - 750ml-#3 sku in dollar sales in Cordials - Eye level Shelf - Facings equal to or greater than any other SP Cordial brand - In Distribution on shelf-750ml/1.75 - Raspberry Peach-750ml • ROMANA SAMBUCA - Top Shelf above Jagermeister - Top 25 Cordial Item • GODIVA - Top Shelf above Baileys - Chocolate/White Chocolate/Dark Chocolate • BLACK HAUS/RUMPLE MINZE - Eye Level, adjacent to Goldschlager or Top Shelf
CORDIALS-DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS TEQUILA TEQUILACATEGORY CATEGORY 11 11 FOOT, WALL FOOT,55SHELF SHELF WALL
DELEON TEQUILA ANEJO 750.00 ML
BEHIND THE COUNTER SELECTIONS
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
TEQUILA • Overall Set Strategy (11ft X 5 shelves) - Set by price flow - 5.1% of Total Spirits $ Sales - CWS-3 of Top 30 SKU’s • DON JULIO - Eye Level adjacent to Patron - In Distribution-Silver/Anejo/Reposado/70- 750ml - 1.75L in Distribution on shelf/Behind the Counter - Primary Competitor-Patron • PELIGROSO - Top Shelf - Cinnamon/Silver/Reposado/Anejo • DELEON (ULTRA PREMIUM) - Platinum/Reposado/Añejo 750mls-Top Shelf in Price Flow • DELEON (LUXURY) - Diamante/Extra Anejo/Leona - Behind the Counter
TEQUILA-DATA
FLORIDA 5 SHELF GOLD GOLD STANDARD SCHEMATICS FLORIDA 5 SHELF STANDARD SCHEMATICS BRANDY AND COGNAC BRANDY AND COGNAC 6 FOOT, 5 SHELF WALL 6 FOOT, 5 SHELF WALL
BEHIND THE COUNTER SELECTIONS
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
BRANDY-COGNAC • Overall Set Strategy (6ft X 5 shelves) - Price Flow with best sellers at eye level - High Priced Luxury Items behind the counter - 5.1% of Total Spirits $ Sales - CWS- 8 of Top 30 Cognac SKU’s (All Hennessy)
• HENNESSY - #1 Cognac with 46% share of category sales (64% of Cognac alone) - Outsells next largest brand more than 4 to 1 - #10 Brand in Total Spirits in FL /#3 Brand in the World! - Eye Level Shelf (Category Identifier)/ Minimum-50% of Shelf - More facings than any other brand in category - Brand Flow-VS/Black/Privilege(VSOP) - Primary Competitors-Patron/Grey Goose
COGNAC-DATA
BRANDY-DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS GIN CATEGORY GIN CATEGORY 6 FOOT, WALL 6 FOOT,55SHELF SHELF WALL
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
GIN • Overall Set Strategy(6 ft X 5 shelves) - Price Flow with best sellers at eye level - 3.7% of Total Spirits $ Sales - CWS- 6 of Top 30 SKU’s • TANQUERAY - #1 Brand in Category - Tanqueray 1.75- #1 Sku in Category - 20% of Category $ Sales - Eye Level position (Category Identifier) - Facings equal to or greater than any other premium Gin brand - Rangpur on eye level adjacent to Base(750ml/1.75L) - Ten on Top Shelf above Base (750ml/1.75L) - In Distribution on shelf: Base-750ml/1L/1.75L - Primary Competitors-Beefeater/Bombay • GORDONS - Knee Shelf or better - #4 Brand in Category/1.75L is #4 sku - Facings equal to or greater than any other Econ/Mid priced Gin(except Seagrams)
GIN-DATA
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS PREPARED CATEGORY READYCOCKTAILS TO DRINK CATEGORY 9 FOOT, WALL 9 FOOT,55SHELF SHELF WALL
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
PREPARED COCKTAILS • Overall Set Strategy (9ft X 5 shelves) - Type/Price Flow with best sellers at eye level - Creation of Pouch Section (Parrot Bay/Club/Malibu) - 1.2% of Total Spirits $ Sales - CWS-1 of Top 30 SKU’s • CAPTAIN MORGAN LONG ISLAND ICED TEA - Eye Level - #6 item in category • PARROT BAY COCKTAILS - Pouches (3) on top shelf above Malibu - Bottles(1.75) on top shelf • CLUB COCKTAILS - Pouches (3) on bottom shelf - Bottles (4) on 4th shelf • COCKTAIL TIME - Key Lime/Strawberry Margaritas 1.75L - Eye Level Shelf
PREPARED COCKTAILS-DATA
FLORIDA 5 SHELF GOLD SCHEMATICS FLORIDA 5 SHELF GOLD STANDARD STANDARD SCHEMATICS SPARKLING CATEGORY SPARKLING CATEGORY 6 FOOT, 5 SHELF GONDOLA/WALL 6 FOOT, 5 SHELF GONDOLA/WALL
BEHIND THE COUNTER SELECTIONS
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Prepared By: Category Development Division Southern Wine & Spirits, Florida
CHAMPAGNE/SPARKLING WINE • Overall Set Strategy (6ft X 5 shelves) - Type/Price Flow - CWS-6 of Top 30 SKU’s • VEUVE CLICQUOT - #2 brand in Category - Shelf Position-Top Shelf - In Distribution-Brut Yellow Label/ Rose/Vintage/Demi Sec • MOET CHANDON - #3 brand in Category - Shelf Position-Top Shelf - In Dist-Brut Imp/Rose/Ice/Nectar Imp/Rose/ Brut Vintage • CHANDON - Top 10 brand in Category - Shelf Position-Eye Level - In Distribution-Brut Classic/Rose/Blanc D’ Noir/Riche/Etoile • RUINART/KRUG/DOM PERIGNON - DP-Top 15 Brand in Florida - Behind the Counter
CHAMPAGNE/SPARKLING WINE-DATA
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ZING ZANG BLOODY MARY MIX 64.00 OZ
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS MIXER MIXER 4 FOOT, 5 SHELL 6 FOOT, 5 SHELF WALL WALL
NON-ALCOHOLIC MIXERS • Overall Set Strategy(6ft X 5 shelves) - Type/Price Flow with best sellers at eye level • SMIRNOFF BLOODY MARY MIXERS - 3rd Shelf or better with other Bloody Mary Mixers • STIRRINGS - Eye Level/Top Shelf - Rimmers/Ingredients over Mixers
Prepared By: Category Development Division Southern Wine & Spirits, Florida
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS SUGGESTED COLD BOX ITEMS 6 SHELF DOOR
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COLD BOX
• Overall Set Strategy - Type/Price Flow - Bottom 2 Shelves RTD Top Selling Items - 3-4 Shelves of Assorted Spirits that sell cold - For any Cold Box Space under 5 shelves-First Priority is RTD’s
Prepared By: Category Development Division Southern Wine & Spirits, Florida
FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS BEHIND THE COUNTER, HIGHT THEFT, LUXURY ITEMS FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS 12 FOOT SECTION BEHIND THEBEHIND COUNTERTHE HIGHCOUNTER THEFT & LUXURY ITEMS 12 FOOT BEHIND THE COUNTER SECTION
BEHIND THE COUNTER SET • Overall Set Strategy - Top Shelf Luxury items not on shelves in category - Gold Standard is for distribution purposes only • Shelf position is not relevant
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Prepared By: Category Development Division Southern Wine & Spirits, Florida