Cross-merchandising is way forward for spirits

30 November, 2007

Diageo has teamed up with Musgrave to create cross-merchandising display units that bring spirits out from behind the counter.

The three-tiered Grab & Go stands will be rolled out to Budgens and Londis stores in a bid to encourage shoppers to buy more spirits by allowing them to browse them in the same way they do wines and beers.

Henry Moran, spirits buyer at Musgrave, said: "Data from HIM tells us that 64 per cent of consumers can't accurately name the price of a single spirits item, while 11 per cent believe that the price will be higher than it actually is. So the Grab & Go unit drives visibility of both the product and the price."

Retailers who

trailed the units

saw spirits sales grow

61 per cent, according to Moran.

Mixers, adult bagged snacks and bottle bags will also be ­displayed alongside the spirits in a move to "push gifting opportunities", Moran added.

"Retailers can really benefit from cross categorising drinks and snacks and it makes shopping much more convenient for customers," he said.

Musgrave is also working with Diageo to create cocktail recipe cards to help retailers sell more spirits over Christmas.




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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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