Beverage Dynamics

Beverage Dynamics July-August 2015

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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High Volume Merchandise www.beveragedynamics.com July/August 2015 • Beverage Dynamics 41 to do in the store, which is hitting the customer with the right message and a solution quickly. What does the cus- tomer want when they walk in the store and what is the solution you're giving them? A lot of promotions might be clever but they need to resonate with a customer going into a store who has 20 minutes to shop." Specifi c marketing periods are great times to take on innovative merchandis- ing. Says Mike Maihen, director of retail fi eld sales for Jack Daniel's, "Retailers are continuously pushed to carrying too much inventory, but also tasked to grow dollar share in their category. We have taken a portfolio approach to try and help drive higher basket ring - one example of this was with our Spirit of the Cup program last year that was well-merchandised with a variety of brands in our portfolio that tied to the World Cup." He says higher volume item displays also should offer the "wow factor" that will drive shopper basket ring (for example, their "Grill Out" program with offers on meats, sauces, and more). OCCASION-BASED SHOPPING Especially in spirits and higher-end products, the year-end hol- idays offer great opportunities, but shorter periods throughout the year are likewise important. A comprehensive approach works best, say most suppliers. "Occasions offer an opportunity to provide gifting solution, with things like gift tins, engraved bottles and other special merchandising tools that can specialize a brand and draw gift buyers, Wallett says. For holidays like Memorial Day or Thanksgiving that call for more entertaining, providing shop- ping solutions - recipes, meal suggestions, product usage for group service - is extremely helpful. Encouraging and reassuring customers to take a chance is the goal of many holiday displays. "Getting something that puts people in a buying mood and not thinking about what they're spending, but instead gets them wrapped up in the ex- citement of the holiday, frees them up to spend a little more," Cristol says. "Shoppers are looking for impactful, inspiring displays that catch their attention and get them excited to celebrate the holiday," Gossett says. He suggests creating stories about how consumers can interact with a product, like creating an at- JACK ROBERTIELLO is the former editor of Cheers magazine and writes about beer, wine, spirits and all things liquid for numerous publications. More of his work can be found at www.jackrobertiello.com. tractive cook-out theme. "Planning deliberate and thoughtful cross-promotional efforts throughout the store can heighten shoppers' interactions with other categories, which means higher basket rings," he adds. BD LEADING BRANDS OF BEER (Thousands 9-Liter Cases) 12/13 Brand Category Supplier 2013 2014p %Chg %Cat* 1 Bud Light Domestic AB InBev 520,510 511,661 -1.7% 21.1% 2 Coors Light Domestic MillerCoors 253,800 244,917 -3.5% 10.1% 3 Budweiser Domestic AB InBev 215,520 205,606 -4.6% 8.5% 4 Miller Lite Domestic MillerCoors 189,940 186,901 -1.6% 7.7% 5 Corona Extra Imported Crown Imports 102,370 107,693 5.2% 26.7% 6 Natural Light Domestic AB InBev 102,020 95,083 -6.8% 3.9% 7 Busch Light Domestic AB InBev 89,400 89,350 -0.1% 3.7% 8 Busch Domestic AB InBev 72,440 73,889 2.0% 3.0% 9 Modelo Especial Imported Crown Imports 49,080 58,945 20.1% 14.6% 10 Michelob Ultra Domestic AB InBev 55,700 56,981 2.3% 2.3% 11 Heineken Imported Heineken USA 53,240 52,548 -1.3% 13.0% 12 Keystone Light Domestic MillerCoors 52,720 48,502 -8.0% 2.0% 13 Miller High Life Domestic MillerCoors 49,950 46,953 -6.0% 1.9% 14 Yuengling Domestic Yuengling Brewery 37,170 39,549 6.4% 1.6% 15 Natural Ice Domestic AB InBev 40,420 38,750 -4.1% 1.6% (*) Percentage of Domestic and Imported. (p) Preliminary. Source: Beverage Information Group, Handbook Advance 2015. "Shoppers are looking for impactful, inspiring displays." — Tim Gossett, VP of category leadership, national retail sales, Anheuser-Busch

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