Now blame it on the Weatherman

11 July, 2008

Danone Waters is launching an email service for independent retailers to tell them the week's weather forecast and the corresponding bottled water sales predictions.

The weekly Weatherman email has been designed to help retailers "make the most of the profit opportunity when it comes to the bottled water category during hot weather spells ", according to Danone.

"Savvy retailers will already know the impact that weather has on their bottled water sales. Taking 14°C as a base, when the sun is shining and temperatures reach 20°C, sales will typically rise by 36% and when it reaches 25 °C sales will increase by 78%. If the temperature tops 30 °C bottled water sales will typically increase by a whopping 125%, making it imperative for retailers to keep an eye on the weather forecast," a spokesman said.

Trade communications manager Liz Forte added: "We always strongly recommend that retailers stock up when it becomes hot and sunny, but the Weatherman email service details exactly when that happens - and how much more water retailers can expect to sell as a result."

To receive the service, email danonewaters@publicasity.co.uk.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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