Record year for the FWD Take Home Blueprint

The FWD’s Take Home Blueprint had a record year, according to Graham Shelley of IMA, which runs the programme. He told this year’s FWD Drinksummit conference: “One way or another we have merchandised over 1,600 stores.”

He said the Blueprint had been particularly successful with wine sales, helping retailers to encourage their customers to trade up and to take advantage of the ‘Big night in’ trend.

The Blueprint team had also helped retailers organise 240 wine tastings which on average sold 16 cases of wine.

He also highlighted the work the Blueprint has done in encouraging retailers to install chillers. He said: “Fifty retailers installed chilling spending up to pound;40,000.”

Installations of the PLOD security cap system, which enables retailers to bring spirits from behind the counter for self service, have gone well with more than 620, after trials with Diageo averaged sales uplifts of more than 30%.

He said the team were also developing activities in depots, with a presence in 45, which was the most cost-effective way to meet the retailer and recruit them to the programme.

l See pages 25-28 for more on Drinksummit

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