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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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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