Maxxium pushing fractionals as Christmas approaches

25 November, 2014

Maxxium is launching a new rage of fractionals on brands including Courvoisier, Jim Beam and Macallan to drive convenience sales over Christmas.

Courvoisier VS and VSOP, The Macallan Gold, Highland Park and Jim Beam are all now available in 35cl bottles, while Courvoisier VS is also available in 20cl bottles.

Maxxium said nearly half of spirits sold in convenience are in sizes below 37.5cl (Nielsen, year to October 11) and that it wanted “to meet the demands of the convenience shopper”.

Sales controller Andrew Morrison says: “We understand that driving trial is important in building brand loyalty and shelf space remains a challenge. By offering leading brands such as Courvoisier and The Macallan as fractionals and in smaller cases, we are enabling retailers to present premium spirits to their customers in accessible formats.

“We anticipate the convenience channel to continue to grow and we are committed to supporting the independent retailer to ensure that they meet their shoppers’ needs.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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