Category: Liquor

What type of bottleshop are you?

Topics: Liquor

And why is it important? Norrelle Goldring from ShopAbility discusses different bottleshop types and how shopping behaviour differs in them, for National Liquor News Magazine.

In a blurring offpremise channel environment, does channel segmentation still apply?  Channel segmentation is important only when the shopper behaviour differs meaningfully across channels, impacting how you should execute.

There are some meaningful differences in behaviour and expectations across offpremise channel segments, so here’s an overview.

Read More >

Where to RTD?

Topics: FMCG, Liquor

Is RTD still relevant, and to whom? Norrelle Goldring from ShopAbility explores the state of the RTD nation, and category growth opportunities. For Drinks Trade Magazine.

A couple of years on from the RTD excise, the bottom hasn’t fallen out of the category but there have been some shifts.

First up, let’s be clear that the category isn’t going away. It has shown consistent long term growth. It’s been around since inception in the mid 1960s with UDL.  Constant innovation from the mid 1980s saw volume rise tenfold over a 15 year period, from 1 million 9L cases in 1985 to 10m 9L cases in 1999. The GST, together with a shift into convenient multipack formats, saw a fourfold volume increase from 11m 9L cases in 2000 to nearly 45m 9L cases in 2007, before the tax excise.

Read More >

Does the (imported) beer by any other name smell as sweet?

Topics: Liquor, Point of Purchase, Shopper

Norrelle Goldring from ShopAbility looks at the issue of locally made imported beers through the shopper’s eyes. For Drinks Trade Magazine.

Rather than my usual ‘how to’ focussed pieces, your friendly Drinks Trade editors have asked me for an opinion piece on the impact of increasing the amount of imported beers made locally. I welcome your comments and points of debate, as what follows is simply ‘sample of one’ – albeit through the shopper’s eyes rather than mine.

Opinions are widely divided on the ‘locally made imports’ topic, ranging from the usual bland and commercial corporate standpoints of the big brewers, to highly emotional rants from some of the smaller suppliers looking for an opportunity to stick one up the ‘big boys’.

Read More >

Whisk(e)y – what’s in a name?

Topics: Liquor

Norrelle Goldring from ShopAbility looks at differences and similarities between American, Scotch and Irish whisk(e)y drinkers, and opportunities this presents onpremise and offpremise. For Drinks Magazine.

The word Whisky, with or without the e, confuses people. So at risk of being technically incorrect I’m going to refer to American whiskeys such as Jim Beam and Jack Daniels as ‘Bourbon’ and Scotch whiskies as Scotch.

Read More >

Where does Low go?

Topics: Channel / Retail, FMCG, Liquor, Point of Purchase

Norrelle Goldring from ShopAbility examines the role of offpremise fridge layouts in gaining impulse and tradeup sales of Low Carb and other beers. For Drinks Magazine.

Ian Kingham’s mini-tasting of low carb beers got me thinking about how to drive shopper exploration of low carb beers, where they should go in the fridge and thus about beer fridge layouts more broadly.

Sure the beer fridge layouts should be laid out in a way that makes sense for shoppers, but can you use the layout to get active uptrade or even impulse?

Read More >

When is a beer not a beer? When it’s a cider

Topics: Liquor, Point of Purchase

If it looks and quacks like a duck, is it a duck?
Norrelle Goldring from ShopAbility examines the shopper impact of current offpremise executions of cider. For Drinks Magazine

Having trawled a number of chain, banner group and independent bottleshops recently looking at Cider, it seems to me that Cider is currently a bit of a confused teenager. That is, in a growth spurt but a bit all over the place … in its targeting, positioning and instore execution.

Here’s my two cents’ worth on how instore execution could improve to assist the cider category to ‘grow up’ and thus increase sales.

Read More >

Cherry picking your wine list

Topics: Liquor

By Norrelle Goldring of ShopAbility for Drinks Magazinedarenberg label

Lately I’ve been seeing a lot of commercial, substandard, wishy-washy wines on lists in pubs and restaurants, where it’s obvious the range is based on whichever supplier threw the most money to provide and produce the list.

Read More >