Gin, rum and vodka flavored premium surprise in sales

The annual sales volume of gin 20% advanced in the last four years in any market. From January to June this year, the flavored rum 60% by volume grew only in food retail. The retraction exists, but Alexander Martinez, National Sales Director of Diageo, remember she has focused on bars and restaurants. After all, people have been more at home.
For Diageo, which has 30 labels of distillates, 80% of them produced in the country, it is possible to raise the sales of category if the supermarket bet noble versions and innovations. According to the company, its super premium vodka Cîroc grew 100 percent in value between July and December 2015/2016. And the cachaça Ypióca group of honey and lemon, launched six months ago, already accounts for 40 percent of the market by volume. With lower alcohol, the drink is being shown to be consumed chilled at barbecues or rounds of beer.
"It is essential to invest in better execution at the point of sale, since today the supermarket usually leave the category in little lit, at the end of the store," says Miranda. Diageo''s recent study shows that only one in six shoppers pass by gondola of distillates. Also points out that the exhibition is confused, without rule, which complicates the choice of products and conversion to sales.
The Executive reminds us that we are living in a period of demographic bonus (when larger numbers of young people enter the labour market and of consumption) and the bars are the gateway to experimentation. "Then, they turn to buying in supermarkets and need to find the product easily," he adds.
The Gin, Gin and tonic, has been excelling in all of Europe and in Brazil, thanks to the preparation and consumption in bars. But, according to Miranda, even the stores to public A/B have not yet captured the opportunity of this sub-category.
Diageo wants to double the size of the Gin market. For this, improved the distribution of its brands Gordon''s and, especially, Tanqueray, which is a premium version. Comes the glass suitable for consumption, similar to Bourdeaux, and conducting contests between bartenders so invent new drinks with drink. "We want this professional have a role equivalent to that of a chef and to influence consumer choices," says the company''s Sales Director.
With regard to whiskey, drink little consumed by young people, Diageo invests in shares in bars and bartenders training, in addition to encouraging the consumption of Johnnie Walker Red Label with Schweppes Citrus, served in a tall glass. "The glass creates Mystique, as happens with the wines", explains the Executive. For him, all the company''s shares involving distillates, as well as the retailer to a good implementation, will encourage consumption and sales in the short term.