Stocking spirits – how to maximise sales with a few simple tips

I wax lyrical about what to stock on your booze shelf, at various times throughout the year. But as well as the range you offer, there’s a skill in making it sellable.

Before we get into the detail, it’s important to understand what’s happening in the world of spirits. Consumer behaviour is changing; lower alcohol products are gaining popularity; people are drinking less but buying better (more expensive) booze. It’s competitive, and from the producers’ perspectives they’re willing to spend on innovation and marketing to stand out on your shelf.

At various times of the year, you’ll find different spirits offering free promotional support to help you sell. Make the most of this, don’t be afraid to trial something new on a seasonal basis, and educate yourself on the product so you can impart some added value to your customer, whether that’s by word of mouth or through a handy recipe card.

Nick Gillett

Recent research by NielsenIQ shows that a great opportunity for retailers is the "dinner for tonight" buyer, who will impulse-buy alcohol to pair with dinner. Similarly, shoppers are willing to spend more money on alcohol when there’s a mainstream televised event – so keep abreast of what’s on and consider what you have to offer that customer.

Finally, consider your overall shopping experience. Consumer expectations are heightened, and they will reward repeat business to those who offer a quality service and range. The better you can understand your customers, know what they like, and cater to that need – the more satisfied they’ll be. And the more you’ll sell!