Licensed & Tobacco Category Guide 2024

41 Spirits Category Insights Level 0 10 20 30 40 50 60 Bottles below 70cl make up 37% of value sales & show momentum as shoppers are looking for affordable ways to enjoy themselves. However, larger bottles are more important during December. Stocking at the right time of year is key to driving sales. (1) Spirit Occasions are a Key Opportunity Key occasions for spirit shoppers include ‘Entertaining’ and ‘Nights in’. You can boost spending through targeted messaging and offering bundle deals with items such as cola drinks, pizzas, and snacks. (2) 1 in 5 spirit purchases includes cola drinks, often used as mixers. Placing cola drinks next to spirits can increase sales by encouraging additional purchases. (2) Win Back Younger Shoppers Young shoppers aged 18 to 24 are cutting back on buying spirits to save money. It’s crucial to win them back since spirits are their preferred choice. Stocking PMPs, running promotions, and ensuring clear pricing can help achieve this. (2) What bottle size sells the most? +4% +6% -6% -3% -1% -6% -5% -10% -11%-18% -10% 35cl 20cl Other 70cl 1ltr 5cl Value Sales Volume Sales Change £ £ £ £ £ Sales Share % of Pack Sizes