The UK distributor is responding to the needs of the independent trade by increasing the availability of its premium spirits in smaller case formats.
The blended Scotch whisky, The Famous Grouse, is now available in 35cl and 20cl 4-pack cases, adding to the existing range of other leading spirits in the portfolio. This includes Courvoisier cognac, in 35cl and 20cl and Highland Park 12 Year Old and The Macallan Gold in 35cl. These brands were launched in smaller 4-pack case sizes last year.
This move responds to challenges retailers face meeting the demands of the convenience shopper and allows them to capitalise on current trends and shopper behaviour in this channel.
According to Nielsen research, 54% of spirits bottles sold in convenience are smaller than 70cl and by providing smaller, 4-pack cases of fractional bottles, Maxxium is helping its customers to stock a broader range of leading brands in key categories.
To further support customers, Maxxium UK also produces price marked packs for The Famous Grouse 35cl and Highland Park 35cl.
Bay Bashir of Lifestyle Express in Middlesborough says: “The smaller case sizes for these big brands are a great idea from Maxxium. It’s great to see that they have listened and followed up on the size of packs that independent retailers have requested for this channel.”
Maxxium UK’s sales controller for cash & carry and impulse, Andrew Morrison says: “We spoke to wholesalers and retailers to establish how best we could support the impulse channel. The result is the introduction of our new, smaller cases to help with stock management and cash flow, which allow retailers to stock leading premium brands to meet the needs of shoppers and maximise sales.”
29 June 2015 - Felicity Murray The Drinks Report, editor