Pimm's summer slump

07 September, 2007

This eclectic category has done well to keep sales nearly static at £340 million over the last year, as two leading players - Diageo's Baileys and Pimm's No 1 - started freefalling.

Baileys had a tough year in 2005-6 with sales dropping 6 per cent - but that's nothing like the 25.4 per cent slide it saw this year. Diageo blames a Christmas two-for-£25 offer, which "locked out lighter buyers, where a sizeable amount of Baileys' volume comes from", according to a spokeswoman. But although the brand lost 25 per cent of volumes and 22 per cent of sales, according to Diageo's annual results for 2006-7, it rallied in the second half, gaining 12 per cent sales on the back of ramped-up promotions.

By contrast, new variant Baileys Mint Chocolate had a superb first year, storming into the top 50 brands with 647.6 per cent sales growth.

Pimm's No 1, alongside lager and cider, was the victim of a summer in which it was almost never Pimm's o'clock.

In the year to July 14, sales dropped just 3.2 per cent - but with the whole rainy month taken into account the figures are dramatically different. A 16.5 per cent sales drop was enough to let Bacardi-Martini's Southern Comfort overtake it into second place (and 16th in the overall league), with modest 4.9 per cent growth.

A concerted advertising, marketing and promotions campaign saw Pernod Ricard's Tia Maria sprint ahead 32.4 per cent, after losing 7 per cent of sales in 2005-6.

And InterContinental Brands' lower-alcohol vodka liqueur Vodkat grew sales by 236 per cent to £10.7 million.

Off-trade liqueurs

& specialities value

Year to

11/8/07: £340 million

Year to

15/7/06: £341 million

Change from Aug 2006: -1%

Top five liqueur & speciality brands

1 Baileys -25%

2 Southern Comfort +5%

3 Pimm's No 1 -20%

4 Malibu +8%

5 Tia Maria +32%




Bookmark this


Site Search

COMMENT

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter