Filling gaps in drinks brands on the shelf

Wendy Lanigan, of Lanigan’s at Aintree in Liverpool, explained how a full implementation of the FWD Blueprint and its PLOD initiative helped to boost her off licence sales by 33%, and she said sales were still rising.

Part of the service was highlighting all the top selling lines she did not stock and even whole categories. She said: “To give you an idea of how much I needed the advice – 24 additional brands were added to my off licence offering, brands I had initially overlooked as I thought they would not sell in my store. Oyster Bay, Montana, Martell and Courvoisier were among them and I introduced new categories such as Champagne and tequila.”

She added: “Spirits have been shooting up in sales, ever since I had PLOD caps fitted. The increases speak for themselves. Smirnoff and Bacardi sales have each jumped from one bottle to one case a week.”

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