Diageo highlights small wins to boost spirit sales

Claire Dodd

Claire Dodd

11 April 2017

Diageo has issued new ranging advice to licensees following research that highlighted what it said were simple but often missed methods for boosting sales.

The independent survey of 500 licensees found that over half of outlets (56%) don’t display the spirits they serve from a speed rail on their back bar, instead of using the space as a ‘shop window’.

Diageo says licensees should use the back bar to inspire customers and showcase their of range, especially as a third of consumers don’t know what category of drink they want to order when they walk into a bar.

The research also found that 35% of outlets fail to promote or highlight their premium spirits, such as putting the most expensive brands on the top shelf of a back bar, or training staff to properly explain them to customers.

Over a third of outlets (36%) don’t double-bank their bestselling spirits, which costs time and therefore sales to replace during busy periods.

Clare Moscrop, senior on-trade category strategy manager, said: 'Licensees’ understanding of the how they can maximise sales is generally high. Almost all of those we spoke to recognise the importance of blocking their spirits by category (87%) and removing clutter from their workstations (83%) but our research has also shown that there are a few knowledge gaps that licensees can work on.

'To help bridge this gap, they can speak to our sales force, visit the Spirits Revolution website and consider training with one of our Bar Academy experts to be fully aware of the small improvements they can make to deliver increased profits.'

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