Maxxium UK creates smaller outers for wholesale channel

The UK’s best-selling blended Scotch whisky, The Famous Grouse [Nielsen off-trade data to 23.05.15], is now available in 35cl and 20cl 4-pack cases, adding to the existing range of other leading spirits in the portfolio. This includes Courvoisier, the UK’s top-selling cognac in the on and off trades, in 35cl and 20cl; and Highland Park 12 Year Old and The Macallan Gold in 35cl. These brands were launched in smaller 4-pack case sizes last year.

This move, says Maxxium, “responds to challenges retailers face meeting the demands of the convenience shopper and allows them to capitalise on current trends and shopper behaviour in this channel”.

54 per cent of spirits bottles sold in convenience [Nielsen 23.06.14] are smaller than 70cl and by providing smaller, 4-pack cases of fractional bottles, Maxxium is hoping the wholesale/independent channel will stock a broader range of leading brands in key categories.

To further support customers, Maxxium UK also produces price marked packs for The Famous Grouse 35cl and Highland Park 35cl.

Retailer Bay Bashir of Lifestyle Express in Middlesborough said: “The smaller case sizes for these big brands are a great idea from Maxxium. It’s great to see that they have listened and followed up on the size of packs that independent retailers have requested for this channel.”

Maxxium UK’s sales controller for cash and carry and impulse, Andrew Morrison says: “We spoke to wholesalers and retailers to establish how best Maxxium UK could support the impulse channel. The result is the introduction of our new, smaller cases to help with stock management and cash flow, which allow retailers to stock leading premium brands to meet the needs of shoppers and maximise sales.”

Maxxium UK has also produced a Know Your Store guide for retailers, which was launched last month. To receive a copy, retailers can e-mail knowyourstore@maxxium.com or call 01786 430 500.

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