Beverage Brands helps ARTD category reap benefit of Blueprint

Beverage Brands, which manufactures the No 1 ARTD* brand in the impulse sector, is delighted to be involved in the continued development of the FWD educational Blueprint for alcoholic RTD brands. The company believes the Blueprint has put the category on a firm footing for future sales growth, and that independent retailers and wholesalers are reaping the benefits.

Debs Carter, WKD Brand Controller comments: “We have been involved in developing the Blueprint from an early stage because we recognise the positives it offers retailers, wholesalers and suppliers.

“The FWD Blueprints for other categories are educating independents and are well respected by everybody in the industry because they are proven to work. They give adequate space for the retailer to choose local favourites and own brands.

“They have helped independent retailers follow best practices in merchandising disciplines which in turn has direct rewards for wholesalers in terms of the pull-through it generates.

“Beverage Brands has been working closely with wholesalers to highlight the key role of the Blueprint in terms of business building.

“Wholesalers who implement the FWD Blueprint will see that having a well laid out fixture makes the purchasing decision easier for their shoppers and will encourage them to return.”

Following the launch of the Blueprint for the ARTD category, Beverage Brands worked with leading wholesaler, Parfetts, to help it rationalise the brands it stocks at its Stockport depot.
“We produced a planogram for 16 bays of ARTDs following FWD guidelines and using sales data from the depot and the region. This reorganisation led to many lines being discontinued because of poor sales.”

Peter Mullan, General Manager at Parfetts in Stockport, says: “Sales of our top ten most profitable ARTD lines have increased by 11% on the same five month period last year. I believe this increase has been predominantly driven by the FWD Blueprint and the advice that Beverage Brands has given the company.”
Carter concludes “It is important that retailers and wholesalers both follow the suggested ranging and merchandising guidelines because they are proven to drive sales.

Merchandising is vital in the development of the category as our research shows that consumers believe ARTDs need to be better signposted in-store. That is why block merchandising by brand is so important as it will maximise impact, improve clarity of choice and increase rate-of-sale. Reflecting this practice in-depot will lead to similarly good results and category growth.”

Source: AC Nielsen/Oct-Nov 04 l For further information contact the Blueprint team on 0161-440-2770 fax: 0161-440 2771 or visit the web site

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