Top Tip

15 June, 2007

My top tip is keep in touch with your customers. Jump up and down, let them know you're there. Send newsletters, e-mail them and find ways to let them know what you're doing. We produce a newsletter once a month and it's wonderful because the week after it's sent out our sales dramatically increase. It lists our recent promotions and special offers, the times and dates of our tastings, and what's going on in the shop. It's a great way to make sure your customers stay loyal.

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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