Licensed & Tobacco Category Guide 2024

4 Alcohol in Convenience The Independents channel ranks alcohol as its second largest and most profitable category, accounting for 13% of all sales. Here are four key insights you need to be aware of to help you grow and protect this important category. (1) DEALS £ (1) TWC SmartView Convenience 52 week 24/03/2024, (2) Lumina Intelligence Convenience Tracking Panel, data collected 52WE 03/03/2024 77% of alcohol consumption happens at home (2) It’s important to make alcohol relevant for at-home occasions, like with an evening meal and social gatherings. Supporting occasion-based messages in store and displaying complementary items like food and snacks with alcohol can help increase sales. 40% of purchases are made on promotion (2) Having strong promotional strategies in place and offering great value on well-known brands is key. Focus on pack formats that offer affordable price points for your customers. Growth in Premiumisation Continues Despite the cost-of-living crisis, shoppers still want to treat themselves and try new drinks. So, it’s important to offer a higher quality selection across beer, cider, wines, and spirits to give them a reason to pay more for better. In-Store Events are a Key Opportunity Utilising secondary space is crucial for promoting alcohol that aligns with key events throughout the year. Here are the main sporting events in 2025 you need to be aware of: Tennis: Australian Open (Jan 12-26, 2025) Rugby: Six Nations (Jan 31 - Mar 15, 2025) Football: Premier League (Aug 24 - May 25) Additionally, align alcohol promotion with local music events, which are gaining popularity. It provides a great opportunity to connect with the local community.