Despite traditional notions of festive party-goers knocking back alcoholic shorts of brandy or glasses of wine and egg-nog, the reality is that most consumers of alcohol around the Christmas period tend to buy in longer drinks (like ale, beer and cider) that are less alcoholic in content and offer refreshment to the inevitable central-heating induced thirst.
It is due to this that so much in-store display space will be afforded to Long Alcoholic Drinks (LADs) over the coming weeks in supermarkets and convenience stores up and down the country. Retailers recognise the value in the product placement of branded alcoholic drinks on display as they are aware that it is these products that will drive festive business.
This consumer behaviour is echoed year after year due to the loyal following alcoholic brands have who want to stock up in time for Christmas, and enhanced by occasional beer consumers and impulse shoppers who automatically look for the brands they already know and trust.
The in-store displays of branded LADs discounted for bulk sale promote further purchases in store from customers, a “loss leader” that makes up for an initial shortfall in income by encouraging customer loyalty. In addition to the financial rewards reaped for giving prominence to big named brands, clever positioning of LADs on display speeds up the purchase decision making process for time-pressured shoppers within the retail environment.
Retailers saw an 81% increase in bottled cider sales during the two weeks prior to Christmas last year, while the usually unpopular ales provide a blip in demand and will account for 8% of LAD sales this year.
Interestingly, with Guinness celebrating its 250th anniversary this year retailers will participate in a £5m Christmas campaign that features newly redesigned packaging for Guinness Draught in a Can, and new Point Of Sale (POS) and consumer advertising in the run up to Christmas.
