Simple Advice To Grow Your Alcohol Sales

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INSPIRE: Range & Layout

Grow your sales +24%1 by stocking the best selling brands and making them easy to shop

RANGE

The average store stocks over 50 lines but will only sell 19/week, the top 20 spirits brands account for 69% of total spirits sales in impulse 6.

PREMIUMISATION

FRACTIONALS

Remember to consider your customers and the area your store is located in. A store that attracts younger (18-25 year old) shoppers could benefit from increasing their space of Vodka, Gin and Imported Whisky.

Vodka and imported whiskeyChoose your planogram

Product & Space Recommendations

  • Smirnoff Vodka

    Vodka

    26% of fixture
    1. Smirnoff Red Label
    2. Glen's
    3. Absolut
    4. Cîroc
  • Blended Whisky

    Blended Whisky

    16% of fixture
    1. Bell's Original
    2. Famous Grouse
    3. High Commissioner
    4. Johnie Walker Black Label
  • Malt Whisky

    Malt Whisky

    6% of fixture
    1. Glenfiddich 12 YO
    2. Glenmorangie Original
  • Brandy & Cognac

    Brandy & Cognac

    3% of fixture
    1. Courvoisier VS
    2. Three Barrels
  • Gin

    Gin

    10% of fixture
    1. Gordon's
    2. Gordon's Pink
    3. Tanqueray
  • Imported Whisky

    Imported Whisky

    9% of fixture
    1. Jack Daniels
    2. Jameson's Irish Whisky
    3. Jim Beam
    4. Bulleit Bourbon
  • Rum & Rum Based Spirits

    Rum & Rum Based Spirits

    16% of fixture
    1. Bacardi Carta Blanca
    2. Captain Morgan's Spiced
    3. Captain Morgan
    4. Captain Morgan White
  • Speciality Drinks

    Speciality Drinks

    6% of fixture
    1. Southern Comfort
    2. Malibu
    3. V-Kat Schnapps
    4. Pimms No. 1
  • Non Cream Liqueurs

    Non Cream Liqueurs

    6% of fixture
    1. Jack Daniel's Tennessee Honey
    2. Jagermeister
    3. Disaronno
    4. Sourz Apple
  • Cream Liqueurs

    Cream Liqueurs

    3% of fixture
    1. Baileys Original

Top selling brands based on Nielsen Scantrack Convenience Value Sales MAT 02.12.17.
New Different Products

Layout

Ensure your fixture is easy to shop by following these principles:

  • Blocking
  • Brand Signposts
  • Clear Pricing

Blocking

Blocking

Sub-categories should be blocked together (such as vodka, gin and rum) as it helps shoppers see what a store has to offer more easily. Consider vertical blocking for larger fixtures to make them easier to navigate.

Brand Signposts

Brand

Brand leaders such as Smirnoff and Gordon's are recognisable - place them in the centre of the sub-category to make them stand out.

Clear Pricing

Clear Pricing

Shoppers are less likely to make a purchase if they are unsure of the price. Ensure the price of each product is clearly communicated.

Choose your planogram

Sources: 1Diageo Store Trial Jan 17 2IGD GB Convenience Retailing May 2011. 3Nielsen STON 2017, Nielsen Total Till 2016. 4HIM! CTP 2016 5Nielsen Scantrack to 04.11.17 . 6Nielsen Scantrack to 02.12.17. 7HIM CTP 2017

Sub-categories should be blocked together (such as vodka, gin and rum) as it helps shoppers see what a store has to offer more easily.