spirits category manager, Tesco: We have blocked brands in the fixture more clearly by stripping out peripheral whisky lines, and giving more space to the main brands. We are ensuring any NPD has real heritage. If you remove products which no one has heard of, you allow space for exciting brands such as the broader Johnnie Walker range, J&B Rare or Monkey Shoulder. Taking out four or five tertiary blends at £9 or £10 allows us the space to bring in better-quality lines.
Vanessa Pearson, spirits buyer, Sainsbury’s: Scotch is an established category so maintenance of a compelling promotional plan has been important to give ongoing relevance to customers. Innovation through mid-tier ranges and within malts is important to ensure the category does not become dependent only on promotional activity.
VP: We worked with Maxxium and Diageo this year to deliver a bespoke Father’s Day solution with exclusive gift packaging – The Famous Dad Gift Carton and Number One Dad neck tag respectively, which saw good results.
VP: There are different levels of customer understanding of the product and category. Our challenge as retailers is to make the category relevant to customers all year round and to create a dialogue with them.
VP: We have good level of sales from all the main brands such as The Famous Grouse, Bell’s, Grant’s and Teacher’s as well as a strong own-label range.