Boost Your Christmas Spirits Sales

Boost Your Christmas Spirits Sales

16 December 2010

Diageo has produced a Christmas On-Trade strategy to boost your spirits sales.

Maximising Christmas sales throughout this key trading period requires more than seasonal goodwill. November and December account for almost 20% of annual retail sales in the on-trade. Spirits, which total 35% of the on-trade alcohol market, has been squeezed by an 8% decline year-on-year and is under-performing the total on-trade sector. The challenge for publicans is to reverse this decline in profitability by up-selling the spirits category; to achieve this, Diageo is partnering with On-Trade customers, providing compelling data on margins, consumer preferences and revenue opportunities. Members can access this information by clicking here or visiting Industry Support > Business Support > General > Boost Your Christmas Spirits Sales.