Diageo launches spirits sales programme

Published: 27 April, 2011

Diageo Great Britain (GB) is to help retailers capitalise on spirit sale opportunities with the launch of FAST (Focusing on Alcohol Sales Together).

The programme aims to show that spirits offer a lucrative opportunity for convenience retailers who merchandise them correctly.

The programme offers bespoke solutions which give convenience retailers a point of difference from the major supermarkets to help them to increase sales through four category growth solutions.

The first concentrates on the Premix category which is the fastest growing beers, wines and spirits BWS, segment at 50%.

Another category growth solution is 'Free Your Spirits'(FYS) that aims to encourage retailers to bring a range of spirits out from behind the counter onto 'open sale' on the shop floor.

Diageo claims the programme could help retailers to grow spirits sales by up to 18%.

Guy Dodwell, channel director for RTM and convenience, said: "The opportunity that spirits sales present for convenience stores is clear.

"By their nature such stores are regularly used by consumers for certain occasions, including 'something for tonight', top-up purchases and last-minute gifts.

"By identifying the opportunities present, and understanding the way consumers shop in the convenience channel, we have developed a programme that will help retailers to make the most of spirits sales by giving their consumers what they want in this retail environment."

Printer friendly version