Focus On - Christmas Essentials

Brought to you by: Plan for Profit 17 Cross-merchandise wine with snacks and other sharing products to drive impulse purchases. WINE 1. Nielsen 52w to 09/08/25 2. Lumina Convenience Tracking Program, 52w to 30/03/25 3. Kantar, Worldpanel Division, Alcovision, 52w to 31/Mar/25 Strong promotions drive success Wine sales are down 4.5% in Symbols & Independents vs the Grocery Multiples, as they’re locking shoppers in with sharp prices and loyalty schemes. 1 58% of alcohol is sold on promotion 2 Maximise Christmas gatherings Everyday occasions are no longer enough to drive category volume, the focus must now shift to social gatherings. At-Home alcohol serves: 3 -4.5% 21% of purchases are from multibuy offers 2 23% of purchases are from %-off deals. 2 Symbols and Independents should maximise the Christmas lead-up, when ‘getting together’ is top of mind for shoppers and trade-up opportunities arise. Planned Sociable Occasion: 12% (+3%) Regular/ Everyday Drink: 11% (-6%) Friends/Family Unplanned: 6% (+2%) Special Celebration: 6% (+1%) Create in-store displays and messaging focused on ‘Christmas Sharing Occasions’ to encourage purchases. 1 2 Offer deeper price promotions, mirroring the strategy of Convenience Multiples, to protect festive season share. 3 Strong Christmas promotions are therefore essential. MULTIBUY OFFERS