Category Guidance - Spirits

Category Guidance:

Spirits

Headlines

• T he Convenience market for Spirits is currently showing a small decline but having grown rapidly
through the pandemic it is still 12% bigger than 2019. Booker Retail though continues to out-
perform having grown at +6.6% in the last 12 weeks in a market at -4%.

• Alcohol is the second most popular basket item in Convenience and alcohol shoppers buy more
and spend more than Tobacco shoppers. Typically, alcohol shoppers spend an average of £23.34
on 4 items vs. a Tobaccos shopper spending £16.05 on 2.4 items.

• Consumer behaviour will continue to change to favour more in-home moments. Research by
Barclaycard has shown a fall in Restaurant spend in recent months with 51% of Brits indicating that
they intend to have more evenings at home over the coming months

What’s growing in this market

1. Fractionals are the key growth category up 16.5% this year. As
the cost of living increases, shoppers are looking to manage
their weekly spend and Fractionals offer a lower weight of
purchase. Fractionals are now 1/3rd of our total Spirits sales
and we have a broad range available.

2. E ntering the market with bright colours and bold flavours,
Smirnoff and JJ Whitley flavoured vodkas are cheaper to
buy and easier to mix than flavoured gins and are winning
over younger consumers. Flavoured Vodka is rapidly
catching up with Flavoured Gin so make sure you’re stocking
a few examples.

What’s declining in this market

1. Gin has been in decline but is still our 3rd biggest spirits
category after Fractionals and Vodka and accounts for 13%
of Spirits sales. The decline is starting to ease and to be
successful, a good balance of both Flavoured and London Dry
styles across the big brands will serve you well.

Top NPD WSP Pack RSP POR Reason to Stock
Size
Mcode Description

M281878 Smirnoff Berry Burst 70cl £74.29 6x70cl £17.29 14.1% Smirnoff Flavoured Vodka’s are proving
£17.29 PMP a huge hit and the new Cherry variant is
expected to add incremental sales.

M281722 Gordon’s Morello Cherry Gin £85.69 6x70cl £21.49 Gordon’s represents a 3rd of the Gin
70cl 20.3% category and this new flavour is on

trend and proving to be a success.

Bestsellers Download the latest
planograms at booker.co.uk CLICK

HERE

Convenience Top 10

Mcode Description WSP Pack Size RSP POR % of sales

M281429 Smirnoff Red PMP £69.59 70cl £16.29 14.6% 7.7%
M258368 Jameson Irish Whiskey £106.99 70cl £26.79 20.1% 4.0%
M281813 Gordon’s Gin PMP £69.59 70cl £16.29 14.6% 3.6%
M279495 Chekov Vodka PMP £29.95 35cl £7.99 25.0% 3.5%
M173815 Glen’s Vodka PMP £59.09 70cl £14.65 19.2% 3.5%
M281354 Smirnoff Red PMP £40.39 35cl £9.99 19.1% 3.3%
M278113 Glen’s Vodka PMP £33.29 35cl £8.29 19.7% 3.3%
M275357 Smirnoff PMP £94.99 1ltr £20.99 9.5% 3.2%
M282263 Captain Morgan Spiced PMP £69.59 70cl £16.29 14.6% 3.0%
M066532 Chekov Imperial Vodka £59.29 70cl £13.49 12.1% 2.7%

Forecourt Top 10

Mcode Description WSP Pack Size RSP POR % of sales

M466615 Smirnoff Red £79.69 70cl £19.95 20.1% 16.2%
M190770 Smirnoff Red £42.89 35cl £10.75 20.2% 11.3%
M173815 Glen’s Vodka PMP £57.95 70cl £14.49 20.0% 7.7%
M069257 Jack Daniels £110.09 70cl £27.99 21.3% 5.7%
M975821 Captain Morgan Spiced Rum £79.69 70cl £19.95 20.1% 5.3%
M278113 Glens Vodka PMP £33.29 35cl £8.29 19.7% 4.4%
M095683 Jack Daniel’s £64.25 35cl £15.99 19.6% 3.8%
M066532 Chekov Imperial Vodka £59.29 70cl £13.49 12.1% 3.8%
M231143 Gordon’s Pink Gin £85.69 70cl £21.49 20.0% 3.0%
M503500 Absolut Vodka Blue £87.49 70cl £22.79 23.2% 2.6%

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