Parfetts and Beverage Brands prove less is more

Suppliers who are supporting the Blueprint for Alcoholic Ready To Drinks (ARTDs) are increasingly receiving recognition from leading wholesalers.

One example is the trial undertaken by Beverage Brands at the Stockport depot of Parfetts Cash Carry. As a result of removing brands which were not in consumer demand, the trial resulted in an increase of sales of 11%.

Ross Shelley, Blueprint scheme director, said: “When suppliers are helpful and demonstrate their vision and impartiality for the good of the industry, wholesalers in turn will co-operate with in-depot trials.

“Beverage Brands and Parfetts highlighted the need for stocking brands in demand. Retailers will benefit from this trial as, we hope, will the total sector,” added Ross.

About 80 SKUs will illustrate how the wholesale sector, stocking supported brands, can profitably stabilise the category.

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