Maxxium UK is increasing the availability of its premium spirits in smaller case formats.
The Famous Grouse is now available in 35cl and 20cl four-pack cases, adding to the existing range of other spirits in the portfolio. This includes Courvoisier in 35cl and 20cl, and Highland Park 12 Year Old and The Macallan Gold in 35cl. These brands were launched in smaller four-pack case sizes last year.
This move responds to challenges retailers face meeting the demands of the convenience shopper and allows them to capitalise on current trends and shopper behaviour in this channel.
54% of spirits bottles sold in convenience are smaller than 70cl and by providing smaller, four-pack cases of fractional bottles, Maxxium is attempting to help its customers stock a broader range of leading brands in key categories.
Price marked packs for The Famous Grouse 35cl and Highland Park 35cl are also available.
Lifestyle Express retailer Bay Bashir 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.”
Maxxium UK’s Sales Controller for Cash & Carry and Impulse, Andrew Morrison added: “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.”