SCOTTISH GROCER DECEMBER 2020
TURN UP THE PROFITS
December 2020
Boost sales for the Smirnoff Ice Range with NEW Tropical Smirnoff Ice
STOCK UP NOW Flavoured Alcoholic Beverages are up
92% (12-week growth)* Impulse buying is up *
113%
THE NO.1 SCOTTISH GROCERY BRAND
BACK ON TV FROM 1ST DECEMBER P L E A S E D R I N K R E S P O N S I B LY Source: *Nielsen Scantrack 12 wk 08 .08 . 20
Copyright © Snowman Enterprises Limited 2020 THE SNOWMAN (TM) Snowman Enterprises Limited
SG_CoversDec_Assembled.indd 1
*Source: Kantar World Panel, Value Sales, Take Home Non-Alcohol Brands, MAT to 06.09.20, Total Scotland
20/11/2020 11:21
Scottish brands 2020
A bumper year for Scottish off sales
Covid-19 restrictions on hospitality venues have led to huge off sales growth in convenience stores WITH the possible exception of toilet rolls it is the alcohol category that has received the most attention during lockdown. The suppressed hospitality sector has given a boost to take-home sales but it doesn’t make up for the losses many brands are seeing at total brand level. Although there is no movement in this year’s top 10 brands, or the top four positions, making it onto this list will have only been one half of the story behind these brands and how they have adjusted to the ongoing challenges of this year. As we have moved from national to regional lockdowns and vice versa, we have seen the direct impact of govern-
ment policy on sales. In addition, we saw Wales follow Scotland and introduce minimum unit pricing in March this year. Overall, take home alcohol in Scotland has been in doubledigit growth for most of the year and the latest data shows that it has grown at a similar rate as in Britain as a whole. And this is to be expected; there isn’t massive variance by region as we have all had to adapt to a different world and a new way of life, bound by similar restrictions. At Kantar we are currently forecasting a sales growth of around 22% compared with last year, twice the rate expected for FMCG sales overall. One of the reasons for this
Lesley Ann’s overview
LESLEY Ann Gray, strategic lead for Scotland at market research company Kantar – which provides the listing of the top 50 Scottish non-alcohol brands in Scotland and the top 25 Scottish alcohol brands in Scotland – analyses the year for the leading Scottish brands in Scottish food and drink retailing.
is that many of us are missing socialising with friends and family, and as a result we are embracing the regular/everyday drink and spending more time outside. Whilst we have done as much as possible to replicate nights out in the pub through virtual meet ups, we are also
nations, with all shoppers buying more alcohol, more frequently. Scotland has the heaviest shoppers overall in terms of frequency and annual spend. As a nation we shop an extra five times per year and spend an extra £85 annually. Like total FMCG, online
Online shopping has also played its part in driving sales, and is the fastest growing channel for alcohol, growing at 82%, followed by convenience retailers.
Shutterstock/ Attila Vanyo Coronavirus restrictions have hit Scotland’s hospitality sector hard, however the measures have led to a marked increase in alcohol sales in Scottish c-stores.
utilising alcohol to ‘wind down’ on more regular/everyday occasions and are sadly less likely to be drinking as part of occasions that involve socialising and ‘having a laugh’. Despite regional variations in Covid-19 restrictions over the last few months, Scots’ behaviours have been very similar to those in the other home
shopping has also played its part in driving sales, and is the fastest growing channel for alcohol, growing at 82%, followed by convenience retailers. When we look at who is buying alcohol, we see that shoppers in all life stages have increased their alcohol spend compared with last year, but
72 · Scottish Grocer · December 2020
p72,74 Alcohol brands intro .indd 1
19/11/2020 18:33
TENNENT’S LAGER IS THE NO.1 OFF-TRADE ALCOHOL BRAND FOR SCOTLAND*
*KANTAR DATA 2020
TENNENT’S AND THE RED T ARE REGISTERED TRADEMARKS OF THE C&C GROUP
Tennents - SG - linda.indd 1
@TennentsLager
18/11/2020 16:59
Scottish brands 2020 Connecting with consumers will be more important than ever in 2021. Brand owners and retailers will need to be increasingly shopper and consumer centric. across the whole of Britain, it’s the share of spend from empty nesters that has dwindled. Retired shoppers have also lost share in Scotland, while the younger, pre-family drinkers are spending more. Whilst there has been some minor shifts in category shares, we also still have our regional biases; for us Scots we still spend more on spirits, the Welsh on cider and the English still love their wine. In terms of fastest growing sectors for Scotland, the ready to drink sector - driven by hard seltzers - has seen the fast growth, perhaps reflecting the impact of restrictions on in home socialising and the
move to outdoors followed by sparkling wine, spirits, beer and lager. As we look toward Christmas and Hogmanay, which make up a more significant proportion of spend than for the typical FMCG category, what can we expect? Over half of shoppers expect this Christmas to be different to previous ones, and a quarter are concerned about their financial security. These concerns, coupled with whatever lifestyle changes and sacrifices we need to make, will undoubtedly see further changes in behaviour, offering both opportunity and threat as we say goodbye to a
Shutterstock/ simona pilolla 2 Shoppers in all life stages have increased their alcohol spend compared to last year, with younger adults in particular spending more on take-home alcohol.
year like no other. Connecting with consumers will be more important than ever in 2021. Brand owners and retailers will need to be increasingly shopper and con-
sumer centric, keeping shopper needs and consumption moments front of mind. Wishing all the brands that feature in this list congratulations, and a Happy New Year.
Top 10 Scottish take-home alcoholic drink brands in Scotland Brand
Rank 2020
Rank 2019
Moving Up
Tennent’s
1
1
The Famous Grouse
2
2
Whyte & Mackay
3
3
Glen’s Vodka
4
4
Grant’s
5
6
s
Innis + Gunn
6
8
s
Brewdog
7
5
Bells
8
7
Edinburgh Gin
9
9
10
10
McEwan’s
Source: Kantar take-home sales in Scotland for the 52 weeks to the w/e 6 September 2020. NE = New entry. 74 · Scottish Grocer · December 2020
p72,74 Alcohol brands intro .indd 2
19/11/2020 18:33
The UK’s No.1 Whisky
For further information contact Edrington-Beam Suntory UK Distribution Limited. Tel: +44 (0) 333 016 1910 Web: Edrington-BeamSuntoryUK.com
EdringtonBeam - SG - linda.indd 1
18/11/2020 17:00
Scottish brands 2020
1. Tennent’s
SCOTLAND’s biggest beer brand tops the off sales list yet again, in what has been a very unusual year. Despite brewing for more than 450 years, Tennent’s still has some tricks up its sleeve and this year saw the brand enter the alcohol-free category for the first time. Launched in October, Tennent’s Zero is a 0.0% lager
brewed to offer the same flavour of Tennent’s Lager, without the alcohol content. Speaking at the launch, Tennent’s senior marketing manager Iain Telford said: “Creating Tennent’s Zero has been like the search for the holy grail. “Our master brewers have spent months getting this right and, we are truly de-
Retailers can win free stock and other prizes through Tennent’s rewards scheme.
lighted with the liquid that we have created. Tennent’s Zero meets the growing trends in local, authentic and moderation and has the Tennent’s launched a new 0.0% ABV variant of same great flavour Scotland’s number one off sales brand this year. of Tennent’s Lager. “We’re confident Tennent’s Rewards, John that consumers will be keen to Steele, head of off trade at try Tennent’s Zero as it hits the Tennent’s, said: “We want to shelves of retailers from the use our experience as Scotfirst week in October.” land’s leading drinks brand to This year has also seen Tenfurther support the Scottish nent’s launch a new rewards convenience sector, helping scheme for Scotland’s retailthem drive the right range that ers. can deliver incremental sales. The new initiative is target“Scotland has unique pured at Scottish independent chasing preferences, so havc-stores and wholesalers and ing the right range is crucial to offers merchandising support delight shoppers and encourand ranging information taiage footfall through the door. lored specifically to the Scot“Our new ‘Tennent’s Retish market. wards’ programme will incenThrough the rewards tivise retailers with information scheme, Tennent’s is offerand insight to support making tiered incentives including ing the best decisions for their cash vouchers and free stock. customers.” Speaking at the launch of
2. Famous Grouse SCOTLAND is world famous for its spirits, and with good reason, so it should come as no surprise that a whisky brand finds itself in the number two spot on this list. Famous Grouse has been pleasing whisky fans for over 200 years – having been first founded by Matthew Gloag at the turn of the 19th century. The range has expanded over the years, with The Famous Grouse core blended whisky joined by a variety of expressions for whisky lovers to choose from. The Famous Grouse range includes The Famous Grouse Smoky Black, The Famous Grouse Winter Reserve, The Famous Grouse Ruby Cask, The Famous Grouse Bourbon Cask, and The Famous Grouse Wine Cask. The brand hasn’t lost relevance over the last two centuries, with its ‘Famous for a Reason’ tagline ringing true, as demonstrated by continued engagement with consumers. Famous Grouse has been confirmed as the Official
Whisky of Premiership rugby, in a three-year deal that sees the brand maintain its presence within the sport – an association that goes back more than 30 years. The brand has launched its latest partnership with a new ‘Spirit of Rugby’ campaign and the agreement sees the whisky take ownership of ‘The Famous Grouse Try of the Week’ as well as the right to host brand events across the rugby season, culminating with the Premiership Rugby Final at Twickenham, Mark Riley, managing director at brand owner Edrington-Beam Suntory UK, said: “As the UK’s number one whisky, we recognise the value of team spirit and the level of determination required to be the best. This is synonymous with the desire, pride and camaraderie that we see every matchday out on the rugby field. This partnership with Premiership Rugby is yet another significant milestone in The Famous Grouse’s journey to deliver fruitful collaborations which benefit all stakeholders, and particularly supporters of rugby.”
76 · Scottish Grocer · December 2020
p76-80 alcohol brands.indd 1
19/11/2020 12:44
SCOTLAND’S No.1 BLEND IN IMPULSE NOW ON TV *
SPONSORS CHARACTERS ON DAVE *Nielsen 12 w/e 03.10.20 (value & volume)
Whyte&Mackay - SG - linda.indd 1
18/11/2020 17:00
Scottish brands 2020
3. Whyte & Mackay WHAT a year it has been for Whyte & Mackay – with the whisky’s third place spot one of many successes for the brand in 2020. UK sales figures provided by Whyte & Mackay reveal growth of 31% on the previous year, with 275,000 new shoppers purchasing the Whyte & Mackay. The growth is outpacing blended whisky as a whole,
which has returned to growth this year after a spell in decline. Whyte & Mackay also scooped an ICS Gold award at this year’s International Spirits Challenge. The brand best known for its core Triple Matured Blended Scotch Whisky variant also now offers a Light Spirit Drink option at just 21.5% ABV. And while this year has been
tough for many, the brand has been helping to put smiles on faces through its sponsorship of comedy programming on freeview channel Dave. Whyte & Mackay’s sponsorship of “Characters on Dave” is scheduled to run until 31 December and is expected to reach tens of millions of consumers over the course of the campaign. Television advertising isn’t the only arena in which Whyte & Mackay has been helping to generate some laughs. Since 2018 the brand has been sponsoring the Glasgow International Comedy Festival. While this year’s festival events where postponed due to the Covid-19 pandemic, whisky and comedy lovers can expect to have their funny bones tickled at rescheduled events in 2021.
4. Glen’s THE number one vodka in Scotland, Glen’s finds itself in the top five yet again with Scottish consumers continuing to buy into the Loch Lomond Group brand. Glen’s was a huge hit before it branched out into the flavours subcategory, but maintaining its position following a major NPD launch speaks to the brand’s relevance with consumers. The launch of a new Glen’s flavoured vodka range last year saw the brand diversify by introducing lower ABV options for consumers seeking fruity flavours from their spirit purchase. Glen’s Strawberry & Apple and Glen’s Passionfruit are both crafted using Glen’s core
vodka as a base, but are bottled at 20% ABV. Loch Lomond Group also offers a premium vodka option, Glen’s Platinum. A new partnership with Motherwell FC also sees the brand appearing on the back of player shirts on matchday and offers Loch Lomond Group new avenues to engage with Scottish consumers. Top vodka brand Glen’s also offers two fruit flavoured SKUs as well as a premium variant. Speaking at the “This is an exciting year as and we’re delighted to be launch of the Motherwell FC the team embark upon their sponsoring Motherwell Footsponsorship deal, Loch Lojourney into Europe and we ball Club who have long been mond Group CMO John are delighted to be their partestablished in the top tier of Grieveson said: “Glen’s vodner along the way. Scottish football. ka is an iconic Scottish brand
78 · Scottish Grocer · December 2020
p76-80 alcohol brands.indd 2
19/11/2020 12:43
DiageoBells - SG - linda.indd 1
18/11/2020 17:00
Scottish brands 2020
5. Grant’s
6. Innis & Gunn
THE Grant’s relaunch in 2018 appears to have been a smart move for the brand, which has climbed into the top five from sixth position last year. Renaming its signature blend “Grant’s Triple Wood’ was a clear attempt to signal the brand’s quality to consumers and the message seems to be coming through loud and clear as this result shows.
THE sixth biggest Scottish brand in the off trade also happens to be the second biggest beer brand – not bad going for a firm that was only founded in 2003. Innis & Gunn’s rapid growth coincided with increasing consumer interest in ‘craft’ beer and as that subcategory has matured, so too has the brand, which now offers a broad range of permanent and seasonal SKUs and operates its own on-trade premises as well.
7. Brewdog
NEVER far from the headlines, Aberdeenshire-based Brewdog is now well-established as a top Scottish brand – and has recently set its sights on becoming one of the world’s greenest as well. The brewer behind Punk IPA and other crafty cans has committed to operating as a ‘carbon negative’ business, by
generating more energy than it uses. Earlier this year, Brewdog launched its £30m ‘climate action’ investment programme across its business and purchased 2,050 acres of land north of Loch Lomond which will be used for tree planting. It’s the kind of investment you can only make when busi-
ness is going well and should tick the boxes for consumers concerned with their impact on the environment. And while Covid-19 may have impacted on the brand’s on-trade business, Brewdog has still been keen to reward loyal customers with the launch of a golden can competition – offering consumers the chance to walk away with £25,000 worth of prizes. The brand’s cheeky approach to marketing seems to have inspired its latest limited-edition release – Brewdog Cummings & Goings – created in honour of the Prime Minister’s departing special advisor. Not the brewery’s first foray into politics, it previously attempted to ‘bribe’ FIFA officials in a bid to see Scotland host the World Cup.
8.Bells
BELL’S whisky was invented by a Scottish Grocer when Queen Victoria was still on the throne, making it all the more impressive that consumers continue to buy into the brand to this day. The whisky brand was founded by Perth retailer Arthur Bell in the 1850s. Bell may have turned heads by mixing together several fine whiskies to create his brand, but almost 200 years later it’s clear that he knew what he was doing.
9. Edinburgh Gin 10. McEwan’s CELEBRATING the brand’s tenth birthday in 2020, the team behind Edinburgh Gin can be proud of its achievements. As the top Scottish gin brand, in a competitive category, Edinburgh Gin has a lot to offer consumers. The range has grown far beyond its core Classic variant and now includes Rhubarb & Ginger Gin, Raspberry Gin, Gooseberry & Elderflower Gin, Bramle & Honey Gin, Lemon & Jasmine Gin, Seaside Gin and a host of others.
MARSTONS has done well to maintain McEwan’s position in the Scottish off sales list since acquiring the beer brand in 2017. Founded in 1856, McEwan’s has been given a makeover under Marstons and the modern look it has brought to both can and bottle formats are clearly landing with consumers. McEwan’s bottled range includes McEwan’s Export, McEwan’s Champion and McEwan’s Headspace, offering plenty of choice for beer fans.
80 · Scottish Grocer · December 2020
p76-80 alcohol brands.indd 3
19/11/2020 12:44