Diageo has prolonged a campaign to help retailers boost their alcohol sales by up to 27% during summer.
The British alcoholic beverages company has issued a recommended range and planogram to demonstrate how retailers can perfect their chilled range.
Diageo claims that 50% of beer and cider and 90% of pre-mix shoppers in convenience stores will consume their beverage within two hours of purchase. However, the company has identified that convenience retailers are not making the most of this opportunity by offering chilled, ready-to-drink options.
An independent survey of 300 UK retailers revealed that 15% of stores stock no chilled beer, wines or spirits.
Diageo’s advice includes must stock lines to boost sales, as well as ensuring high growth categories such as craft beer, fruit cider and pre-mix cans are given sufficient space to enable retailers to tap into the opportunity they represent.
Senior customer category manager at Diageo, Claire Kendall, said: “When we launched the Inspire, Display, Sell advice last October, it was more focused on the spirits category, but we are keen to provide retailers with total alcohol category advice.
“The recent research that we have undertaken into the chilled opportunity offers a natural next step for the My Store Matters initiative, providing a great opportunity for convenience retailers to compete with the grocery channel, where there is often little or no chilled space for beer, wines and spirits.”
To tap into the impulse opportunity, Diageo also recommends using point of sale for new products in chillers to increase visibility and posters to drive shoppers into stores.
In April, Diageo relaunched its pre-mix portfolio with price-marked cans. The range includes Gordon’s gin and tonic, Smirnoff and cola, Smirnoff and cranberry, Captain Morgan and cola, and Pimm’s No.1 with lemonade.
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