William Grant launches off-trade campaign for the festive season

William Grant & Sons will be encouraging convenience retailers to maximise sales in the run up to Christmas with its latest ‘Get your sales on the move’ campaign.

The campaign, which offers outlets ways to increase impulse sales as well as the chance to win free stock for a year, also includes a wholesaler initiative for those stocking leading brands from the distiller’s premium portfolio. These brands include Glenfiddich, Grant’s, Russian Standard, Sailor Jerry and Three Barrels. The main prize will see one retailer wine William Grand & Sons UK stock for a year (up to 70 cases), and is supported by several instant win and prize draw competition pools.

The company will also have a team of merchandisers who will roadshow the campaign in these depots to merchandise and sell in the campaign. In addition, to drive rate of sale at convenience store level, every promotional bottle includes an on-pack consumer competition, ‘For Whatever the Night Brings’, offering shoppers the chance to win one of 10 ultimate party experiences with a group of friends, plus thousands of other prizes.

Martin Silver, customer marketing manager, William Grant & Sons UK, said: “This campaign allows us to build on our existing relationships with our convenience partners, and increase the distribution of our portfolio in the run up to Christmas, a major period for both brands and retailers. The activity also aligns to a trend identified in the 2017 William grant & Sons UK Market Report, which shows that consumers are increasingly looking to host at home and are searching for premium ‘home-tertainment’ experiences.

“We want to encourage convenience outlets to use these brands from our portfolio and the ‘For Whatever the Night Brings’ campaign to achieve excellent sales in their store. The brands involved in the campaign are some of the strongest within the convenience spirits sector. According to the 2017 William Grant & Sons UK Market Report, blended whisky and vodka are the largest categories, accounting for almost half of value sales in the market; with flavoured/ spiced rum being one of the fastest growing categories within spirits; up 12.7% since 2016.”

To take part in the campaign retailers need to buy any promotional 70cl case of the key brands and then display the POS kit provided. Retailers can the claim their prizes by entering the unique code printed on each case.

For shoppers, the campaign will be communicated in store via posters and free POS provided in each case. Promotional stock will feature a neck collar with a unique code that shoppers can enter on the micro-site for their chance to win. Ten winners will be assigned a party planned, who will help tailor their luxury weekend party experience for eight people. Thousands of other prizes can be won. 

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