There’s an art to stocking spirits in a convenience store. It’s not just about what you put on the shelf – it’s about making it sell.
First, range. Space is tight, so stock smart. You don’t need every brand, but you do need a good mix across categories – whisky, gin, vodka, rum, plus a few standouts like tequila or liqueurs. RTDs are booming too, offering a grab-and-go solution for customers who want something easy and fuss-free. Premium choices matter – people are drinking less but better, so trade-up options are key. And don’t forget lower-alcohol or trending products that reflect changing tastes.
If space is limited, prioritise what sells – big names, key crowd-pleasers, and anything with supplier support (promotions, POS materials, seasonal pushes). Be flexible – swap in new lines when the opportunity arises.
Want to upsell spirits in a small shop? Make it easy for customers. The “dinner for tonight” buyer is an opportunity – suggest pairings, highlight cocktail ideas, and keep an eye on what’s popular (big TV events are a prime time for alcohol sales). RTDs also fit into this, offering quick, no-mix options that work for impulse buyers.
Nick Gillett
The challenge? Licensing laws often separate spirits from mixers, so cross-merchandising isn’t always an option. A workaround? Use signage – Perfect with …” shelf-talkers near mixers, QR codes linking to simple serves, or stickers on spirit bottles suggesting a great pairing elsewhere in the store. If allowed, small cocktail kits with a mini spirit and a matching mixer can be a great grab-and-go option.
It’s not just about what’s on the shelf – it’s about how you sell it. Get that right, and your spirits range will work much harder for you.
