First Drinks offers new category strategy

First Drinks has unveiled sprits category strategy created exclusively for the convenience and wholesale channel. How Convenient will provide five clear strategies, making life easier for retailers, providing impetus to maximise sales opportunities and give consumers more reasons to buy.

John Moore, Business Unit Director for the convenience channel at First Drinks, said: “By implementing the new How Convenient insight driven strategy, First Drinks can help retailers make the most of the anticipated £10bn total convenience channel growth over the next five years. We have amplified our support for the channel with new head count, convenience shopper targeted product development, increased marketing support and dedicated channel category management. In addition we have significantly invested in bespoke convenience spirit research, exclusive to First Drinks.”

The average convenience basket spend triples from £5 to £15 with a spirit purchase showing just how valuable the category is to retailers. It is therefore imperative to stay ahead of the curve and develop the category further, building a platform for long term success.”

How Convenient highlights the five key channel drivers; fractionals, versatility, seasonal events, gifting solutions and premium growth, while providing clear solutions to activate them effectively.

Moore added: “The drivers are important for the future development and growth of spirits in the convenience channel.  Take spirit versatility for example; cocktails are in 10% growth year on year in the on-trade and we are seeing that demand move into the convenience channel.  Non-cream liqueurs are now worth over £14m and should be a focus area with increased space and visibility.  First Drinks has three of the UK’s top four non-cream liqueurs and is the number one supplier with a 38% market share so is perfectly positioned to support its customers to capitalise on this opportunity.”

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