First Drinks to boost spirits in convenience sector

By Lucy Britner

Published: 02 May, 2013

First Drinks has launched a programme to boost spirits sales in the convenience and wholesale channels.

How Convenient is made up of five strategies to "make life easier for retailers". The strategies focus on fractionals, versatility, seasonal events, gift ideas and premiumisation.

John Moore, business unit director for the convenience channel at First Drinks, said: "By implementing the new How Convenient insight driven strategy, First Drinks can help retailers make the most of the anticipated £10 billion total convenience channel growth over the next five years.

"We have amplified our support for the channel with new head count, convenience shopper-targeted product development, increased marketing support and dedicated channel category management. In addition we have significantly invested in bespoke convenience spirit research, exclusive to First Drinks."

According to the company, the average convenience basket spend triples from £5 to £15 with a spirit purchase.

The company has provided information on how to boost sales in each of the five areas and Moore added: "The drivers are important for the future development and growth of spirits in the convenience channel. Take spirit versatility for example - cocktails are in 10% growth year on year in the on-trade and we are seeing that demand move into the convenience channel.

"Non-cream liqueurs are now worth over £14 million and should be a focus area with increased space and visibility. First Drinks has three of the UK's top four non-cream liqueurs and is the number-one supplier with a 38% market share so is perfectly positioned to support its customers to capitalise on this opportunity."

The company said that the highest-grossing impulse spirit sales in a single week is around New Year, adding there was "scope for development over the festive period".

Moore said: "There are also birthdays to consider, which provide a year-round opportunity and are the number-one gift-buying occasion. By understanding that gifting solutions for impulse shoppers will boost sales and footfall, First Drinks is offering a range of gifting solutions accessible across price points and categories throughout the rest of the year."

Recently, the company launched Grant's whisky and Three Barrels brandy with on-pack glasses, along with in-store POS, posters and microsites, The brands rrps remaining as standard to create a Father's Day gift "with added value for retailers".

First Drinks has also increased its range of fractionals - which are becoming more popular in the convenience channel as shoppers look to keep costs down, according to the company.

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