Famous Grouse downsizes for c-stores

25 June, 2015

Maxxium UK has released The Famous Grouse in four-pack cases of 35cl and 20cl bottles to help convenience stores who are increasingly selling spirits in smaller bottles.

Maxxium had already launched Highland Park 12 Year Old and The Macallan Gold in the same formats.

The company wants to see c-stores stocking a broader range of spirits and believes smaller bottles will help them to do so.

Nielsen figures show 54% of spirits bottles sold in convenience stores are smaller than 70cl.

Maxxium’s sales controller for cash and carry and impulse Andrew Morrison said: “We spoke to wholesalers and retailers to establish how best Maxxium UK could support the impulse channel. The result is the introduction of our new, smaller cases to help with stock management and cash flow, which allow retailers to stock leading premium brands to meet the needs of shoppers and maximise sales.”

Retailer Bay Bashir, of Lifestyle Express in Middlesborough, said: “The smaller case sizes for these big brands are a great idea from Maxxium. It’s great to see that they have listened and followed up on the size of packs that independent retailers have requested for this channel.”




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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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