Maxxium pushing fractionals as Christmas approaches

25 November, 2014

Maxxium is launching a new rage of fractionals on brands including Courvoisier, Jim Beam and Macallan to drive convenience sales over Christmas.

Courvoisier VS and VSOP, The Macallan Gold, Highland Park and Jim Beam are all now available in 35cl bottles, while Courvoisier VS is also available in 20cl bottles.

Maxxium said nearly half of spirits sold in convenience are in sizes below 37.5cl (Nielsen, year to October 11) and that it wanted “to meet the demands of the convenience shopper”.

Sales controller Andrew Morrison says: “We understand that driving trial is important in building brand loyalty and shelf space remains a challenge. By offering leading brands such as Courvoisier and The Macallan as fractionals and in smaller cases, we are enabling retailers to present premium spirits to their customers in accessible formats.

“We anticipate the convenience channel to continue to grow and we are committed to supporting the independent retailer to ensure that they meet their shoppers’ needs.”




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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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