Waitrose revamps spirits range

UK supermarket Waitrose has overhauled its spirits range in a bid to boost its falling market share of the category, strip out duplication and stand out from the competition.

A Waitrose spokesman told db the recent range review would ensure the line-up was “absolutely right” for its customers as well as being differentiated from its competitors.

She confirmed it had removed 54 lines in order to remove duplication while adding 37 new products, focusing primarily on more premium lines, with 15 lines extended so they are available in more shops.

The move, which was first reported by trade publication The Grocer, is also expected to boost the upmarket retailers’ market share of the spirits category, which dipped 0.2% last year, according to data from IRI. It currently stands at 4.2% in spirits, Waitrose confirmed to db, down by -0.2% compared to a year ago, in the 52 weeks to 26th January 2019.

“We’ve continued focus on providing more premium lines across all spirits, and increasing space in both the gin and rum categories, areas that have continued to see strong growth over the last year in Waitrose,” a spokesman told db.

“We expect this 0.2% to return very soon with the changes we’ve made,” she added.

The supermarket has also altered the way it ranges drinks to make it easier for consumers to navigate, grouping areas together such as flavoured gins, which it said had become “a destination sector within spirits over the last year”.

Earlier this month it revealed it had added Fairtrade spirits into the range for the first time, with the launch of two drinks from Fairtrade producer Fair – a Vodka, and Café Liqueur, from UK supplier Mangrove UK, and last year added a Mezcal for the first time, tipping the ‘hip’ Mexican spirit as a major trend set to hit the UK in the coming year.

The revamped range is available in store now.

 

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Supply Chain Assistant

Speciality Drinks
London NW10 7SF, UK

Supply Chain Co-ordinator

Speciality Drinks
London NW10 7SF, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands & Northants

Logistics Team Leader

Speciality Drinks
London, UK

Assistant Operations Manager

Speciality Drinks
London, UK

Technical Manager

North South Wines
West Drayton, UK

Key Account Manager

MMI Maldives
Maldives

Business Manager - Impulse

Australian Vintage
Croydon, UK

Decanter Awards Marketing Manager

Decanter
London, UK

Customer Development Manager - South London

Love Drinks Ltd
London, UK

Exclusive Masterclass: Chablis on Tour

London,United Kingdom
29th Apr 2019

Vinexpo Bordeaux

Bordeaux,France
13th May 2019

London Wine Fair 2019

London,United Kingdom
20th May 2019
Click to view more

The Global Grenache Masters 2019

Deadline : 26th April 2019

The Tuscan Masters 2019

Deadline : 26th April 2019

Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more