First drinks’ plan to drive whisky

First Drinks has come up with a whisky strategy for wholesalers and convenience stores following a three-year research programme.

The company said it had found a real opportunity to encourage consumers to trade up providing they are given the right information, particularly during the economic downturn as people increasingly drink at home.

As part of its plan, First Drinks is encouraging retailers to use reassuring methods such as displaying ‘awards won’ and ‘as recommended by’ shelf barkers.

In addition, stores are being urged to stock smaller size variants such as 35cl bottles to encourage trial.

John Hyman, sales director for First Drinks, said both Glenfiddich and Grant’s offered retailers 35cl bottles which had provided “exceptional” off-trade sales.

He added: “Our studies have shown the importance of shopper interaction via correct positioning and signposting.”

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