Research aims to unclutter retailer aisles

First Drinks is investing in “major” off-trade research for the liqueurs and specialities sector of the market.

The supplier will conduct research in order to identify key purchase drinkers within the category, providing an insight into how consumers group products and thereby enabling retailers to implement more efficient listing and merchandising of products.

First Drinks, supplier of the Rémy Cointreau portfolio, William Grant & Sons as well as Russian Standard and Disaronno, said there was a “real opportunity” for the UK off-trade to encourage consumers to explore with liqueurs and specialities.

Marketing controller for premium white spirits at First Drinks, Nick Williamson said: “We want to develop a contemporary vision for the future to help grow the liqueurs and specialities category.  

“The sector encompasses a vast range of products. Retailer aisles can look very cluttered and uninspiring which makes shopping the category incredibly difficult and time consuming.

“By investing in this research, we aim to gain a much better understanding of how consumers shop. Ultimately, we will be looking to work with retailers to re-merchandise the category and ease navigation in a way that makes sense to shoppers.  

"The long-term benefit will encourage more frequent purchase with both existing and new drinkers and ensure sustained growth and profit for the off-trade,” added Williamson.

First Drinks started the first phase of its study last week and aims to bring changes to the fixture in-stores by early 2011.

Jane Parkinson, 22.11.2010