NOffLA news

Magnificent in Munster

Carry Out The Reeks in Killarney was named Munster OffLicence of the Year 2021. Here, retailer John Fleming explains what makes the store stand out from the competition

Hennessy (Edward Dillon) sponsored the NOffLA Munster Off-Licence of the Year Award

FACT CT FILE

Carry Carry Out,Out, TheThe Reeks,Reeks, KillarneyKillarney

StoreStore size:size:

Approx.Approx. 1600sq 1600sq ft ft

Number Number of of staff:staff:

20 20 acrossacross threethree storesstores

Carry Out The Reeks in Killarney, the deserving winner of this year’s Munster Off-Licence of the Year Award, first moved into its current 1,600sq ft location three years ago, after spending 15 years in its former 900sq ft unit.

The team were justifiably delighted with their win at the latest NOffLA Off-Licence of the Year Awards. “Our first time entering the NOffLA Awards we managed to pick up Best New Store,” says retailer John Fleming, “but to go and top that the following year with the Munster Store of the Year is amazing!”

Between the group’s three stores, there is currently a mix of 20 full-time and part-time staff. John Fleming is fulsome in his praise for the team; “a lot of whom have been with us for years. The stores are nothing without the crew behind the counters.”

We caught up with him to learn more about how the business has fared during the pandemic and the group’s plans for the future.

Retailer John Fleming with staff members Mikey Cronin and Siobhan Talbot, proudly displaying their award

Q: How has Covid-19 affected your business and how have you navigated the challenges involved?

A: We have found Covid to be challenging, we have been one of the lucky few industries to remain open throughout this terrible pandemic and have adapted our business according to the rules and recommendations. We grew our workforce in the off-licence by four.

Q: What are the factors that led to you winning a NOffLA Award and how do you stand out from competitors?

A: We carry a large range of products in all our departments of wine, beers and spirits. We try and support local as much as we can, and this has set us apart from some of our rivals. The local Killarney Brewing and Distilling Company has offered great support in our craft beer range and we feel this has benefited our stores.

Q: What are your current bestselling brands/ranges in-store and why do you believe these products are proving popular?

A: Since our move three years ago, we have increased our wine range and offerings but it’s the Irish whiskey category we have really got behind. We feel we are on the right road in supporting all the new distilleries that are starting to pop up in this growing sector. We have just released our secondever single cask in partnership with the guys at Echlinville Distillery, a 14-year-old Dunville’s single malt PX sherry cask finish. Our first release was also this year which was with our neighbours in the Dingle Distillery; it was a founding father cask in a full-term port cask.

Q: What are the advantages of belonging to the National Off-

Licence Association? >>

The 1,600sq ft Carry Out store can offer a choice to suit all budgets The local Killarney Brewing and Distilling Company has offered great support in the store’s craft beer range Carry Out The Reeks offers a large range of products in all departments of wine, beers and spirits

Carry Out The Reeks has a smart and inviting exterior

>> A: Since joining the National Off-Licence Association, we feel we have managed to excel our business and use the tools they provide, from online training videos and seminars to new and upcoming brands, plus the added competition of going up against some of the best stores in the country to see where we sit. The competition among the crew here has been great with everyone looking to dig in and try new ideas to help develop the business and look after our much-valued customers.

As always, I would like to thank the crew we have here in the shops for their dedication; from going on the training courses that NOffLA provides, to going the extra mile to assist our customers. All their hard work is very much appreciated by myself and my wife Mary.

Q: How useful do you find social media in marketing your business?

A: Social media has been a real driver of our business and I feel without it we wouldn’t be where we are today. It’s as important as ensuring the store is fully ‘faced off’ and clean. We have really focused on social media in the last year and hope to push on to the next level over the coming years.

With a broad choice available, trained staff are happy to give expert advice and recommendations

Judging begins for National Off-Licence the Year Awards 2022

Could you be the next winner?

• National Off-Licence of the Year 2022 • Regional Off-Licence of the Year 2022 • Best First Time Entrant 2022 • Food Retailer Off-Licence of the Year 2022 • Customer Service Award of the Year 2022 • Spirit Specialist of the Year 2022 • Beer Specialist of the Year 2022 • Wine Specialist of the Year 2022 • RTC Online Trainee of the Year 2022 • Responsible Retailer of the Year 2022

Exclusive to NOffLA members, the Off-Licence of the Year Awards competition has been designed to enable you to demonstrate your strengths and allow you to compete in your area of expertise. All entrants will be invited to the prestigious awards ceremony in January 2022.

Benefits of entering

Many different types of off-licence enter the awards for a variety of reasons. Whether you sell a range of fine wines, a variety of beers or are involved in mixed trading, entering this competition can only serve to better your business.

The competition allows you to look at the key performance indicators in your business and compare them year-on-year. The initiative also gives you a mechanism to gauge how good a shop you run in comparison to your peers and allows your staff to work towards improving standards. What’s more, it builds consumer and trade awareness through an established PR campaign working with the media. All entrants will receive an invitation to attend a gala evening with all your friends in the offtrade.

Judging

There will only be one round of judging for 2022 due to Covid-19 restrictions.

Judging criteria

Judging will be conducted in accordance with the pre-set judging criteria by an independent judge appointed by NOffLA.

The judging process and the criteria are reviewed and developed each year to provide you with helpful guidelines to be used as a valuable management tool for your outlet on an ongoing basis.

The criteria cover a broad spectrum of activity within an off-licence. For the overall award process, it is expected that the award winner meets all customer expectations and also what is considered to be best practice or excellence in this area.

The criteria are weighted to take into consideration the relative importance of activities.

Marks

Overall appearance 200 marks Hygiene 100 marks Wines 300 marks Beers 300 marks Spirits/liqueurs 300 marks Customer service 300 marks Market & promotional 250 marks Facility atmosphere 200 marks General 50 marks TOTAL 2,000 marks

Each entrant judged will be awarded a Certificate of either Excellence, Merit or Standard which will enable you to benchmark your performance each year.

Blind tasting

An informal blind tasting will take place on the day of the awards ceremony. This will depend on Covid-19 restrictions.

The winners

All winners will receive a specially designed framed certificate and a banner which specifies the category win. ■

VM Digital makes two significant hires

Enet appoints Lisa Gillivan as marketing manage

Ventura Marketing has rebranded and will now go by the name VM Digital. The brand refresh is part of the company’s effort to better reflect its enhanced service offering as a video-focused, marketing agency.

“Over the last year, we have spent some time reflecting, looking inwards and uncovering what we love to do and where our combined team strengths lie,” the company said in a press statement. “After many chats with clients, mentors, think tanks and hours of Zooms we have taken a little leap and refreshed our brand from Ventura Marketing to VM Digital to better reflect our enhanced service offering as a video-focused, marketing agency that generates leads and gets results.”

As part of the refresh, VM Digital recently made two significant hires. Eleanor McGleenan joins the company as its new pay per click and social media campaign strategist. McGleenan will help generate leads and get results for clients. Meanwhile, Artur Burkalo, who is heading up the web design and development team, has extensive experience across all aspects of web, SEO and e-commerce and is always focused on conversions.

“We’re so excited to see what the future holds for VM Digital and we hope that

Enet, Ireland’s largest open access network provider, has appointed Lisa Gillivan as its new marketing manager.

With nearly a decade of experience in the marketing and advertising industry, Gillivan joins Enet from Panda Power where she held the role of head of marketing. Prior to this she spent a number of years in Australia in a variety of marketing and advertising roles.

Gillivan will now have responsibility for driving awareness of Enet’s ongoing projects, including the delivery of broadband services over the state’s fibre optic network, as well as being a key supplier to the rollout of the National Broadband Plan. With a proven track record in marketing across multiple industries, Gillivan also brings significant skills in digital marketing, campaign management, SEO, and web development to the role.

Qualified with a Bachelor of Commerce featuring a Marketing specialisation from the National University of Ireland, Gillivan also has a Professional Diploma in Digital Marketing from the Digital Marketing Institute and a Professional Diploma in UX Design at the UX Design Institute.

Commenting on the appointment, Peter McCarthy, CEO at Enet said: “We’re delighted to be able to make an appointment of such high calibre to head up our marketing team. Lisa has already made a significant contribution to the business since joining us, and I am looking forward to working with Lisa in her new role as we continue to drive the growth of Enet.” Aramark has appointed Terry Woods as commercial director for its food business in Ireland.

In a statement, Aramark said the appointment strengthens its growth and remobilisation plans and will see Woods responsible for growing its food business and client portfolio across the island.

The role is a newly created position within the organisation, combining both new business development as well as building on existing client needs.

Terry Woods has a strong record with over 25 years’ experience in the food industry in Ireland. He has had an impressive career, having previously occupied senior roles at companies including Compass Group, Baxter Storey, and Mount Charles.

Shane Flynn, managing director for Aramark Ireland said he was delighted to welcome “someone of Terry’s calibre and experience” to the group.

Eleanor McGleenan Artur Burkalo

you will be a part of it,” the statement continued.

To find out more about VM Digital and the services offered, visit: vmdigital.ie.

and Anthropology from Maynooth University. He previously worked as a sales and marketing intern at a Dublin-based technology start-up, MentorPitch. ■

Lisa Gillivan

Terry Woods joins Aramark as commercial director, food business in Ireland

Terry Woods

Two new promotions at Heneghan

Heneghan, one of Ireland’s leading strategic communications consultancies, has announced two internal promotions. Fiona Peppard has been appointed to the role of senior account manager and Colm Kearns has been appointed account manager.

Peppard joined Heneghan in March 2018 and takes a leading strategic and tactical role across a range of corporate, healthcare and technology clients including the Retirement Planning Council of Ireland, the Irish SME Association (ISME), the Rotunda Hospital, MediaCom and Sims IVF. Peppard is also the agency’s social media specialist where she provides clients with strategic and activation advice.

Peppard is a graduate of DCU with a BA in Communications Studies and holds the Diploma in Public Relations from the Public Relations Institute of Ireland.

Kearns joined the agency in November 2017 and works on several different accounts across a diverse array of sectors including ABP Food Group, National Broadband Ireland, Wisetek, Rentokil Initial, MediaCom and the Veterinary Council of Ireland.

Kearns holds a master’s degree in Public Relations from Dublin Institute of Technology. He also holds a BA in English

Fiona Peppard Colm Kearns

Nivea

Complete cleansing care with Nivea – no compromise

Created to offer effortless skin cleansing and care, and easy make-up removal, the Nivea cleansing range delivers the most complete cleansing experience. The innovative collection of products from Nivea, Ireland’s number one face brand, helps to thoroughly cleanse the skin while gently protecting its delicate moisture balance. The Nivea cleansing line comprises various formats to suit all cleansing preferences with dermatologically and ophthalmologically approved products. • Daily Essentials Sensitive 3 in 1 Micellar Cleansing Water

This award-winning product has an innovative formula which cleanses and removes make-up while moisturising the skin in one simple step.

Free of perfumes, colourants and parabens, it’s ideal for sensitive skin. • Biodegradable Cleansing Wipes

These thorough yet soft and gentle wipes are made with 100% renewable plant fibres, are biodegradable, and are enriched with specially selected Organic Argan Oil and Organic Aloe Vera, ensuring they are suitable for even sensitive skin. • Daily Essentials Double Effect Eye Make-Up Remover

This wonder product benefits from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes. • Refreshing Facial Wash Gel

This formula successfully combines effective cleansing with the mild and moisturising benefits of Vitamin E for skin.

Monster Energy

Bring the noise: Unleash the Nitro beast with Monster Energy

Better, faster, stronger: Three words that define Monster Energy Nitro Super Dry. The new product from Monster Energy is currently hitting shelves across the country. Infused with a proprietary nitrous oxide and carbon dioxide gas mix; Nitro is unlike anything your customers will have tried before.

Working around the clock, Monster Energy engineers have been creating a supercharged energy drink with a unique glucose and sucrose mix, which blends citrus flavour, and a light and dry texture, similar to fine champagne.

Better still, Nitro provides an instant lift with 10.69g of sugar per 100ml and a punchy 32mg of caffeine per 100ml.

One of the best kept secrets in the energy drink game; Nitro is finally ready to be unleashed. The timing couldn’t be better either. While the energy drink category continues to grab ever more market share and outgrow traditional non-alcoholic-ready-to-drink products, Monster Energy is leading the way.

Not only is Monster Energy the fastest growing energy brand - with a +44% value growth vs 2020 - but it also boasts an impressive portfolio of over 30 core flavours, now headlined by Nitro Super Dry.

Pipin Pear

Pipin Pear launches tasty new fruit and veggie snacks, Freggie-Bites

Finding a nutritious snack that children might actually enjoy can be tricky. Thankfully, the food loving team at Pipin Pear has created a tasty and healthy snack combination of fruit and vegetables that has no added salt, sugar, additives, or guilt.

Freggie-Bites are naturally sweet treats which will appeal to kids of all ages from 12 months, making them a perfect snack to have on-the-go, in the car or in lunchboxes.

Freggie-Bites come in multi-packs of five and in three flavours: Apple & Spinach, Carrot & Peach and Apple, Blackcurrant & Pumpkin. Dairy and gluten free, they contain absolutely no artificial colours, flavours or preservatives.

The treat’s innovative tongue shape makes it easier for toddlers to handle and develop their fine motor skills. The best part is that these snacks contain one of your five-a-day.

Founded by Irene Queally, Irish company Pipin Pear launched in 2015 and already has a range of chilled organic children’s meals in supermarkets nationwide. Although the company is barely six years old, it has built a stellar reputation for producing real food that children and parents love.

Freggie-Bites are priced at €3.49 RRP and currently stocked in 110 Tesco Ireland stores nationwide within the baby aisle.

Purina

Purina’s Go-Cat 5 Promises is committed to caring for cats

Go-Cat 5 Promises helps cat owners fulfil the commitment made to their cherished pet on the day they first brought them home; a promise to care for them and feed them right. It is the same promise made by the team at Go-Cat, who have been nourishing happy, healthy cats for generations with tasty and quality food for every day.

With that honour comes great responsibility, which is why the team have pledged to do their utmost for cats and their owners with five promises: • Nutrition: 100% complete and balanced nutrition and delicious goodness, with a blend of animal and plant-based protein. • Quality: Go-Cat carries out hundreds of daily checks throughout the production process. • Expertise: Developed by Purina nutritionists. • Traceability: Made with high quality ingredients, carefully selected from known and trusted suppliers. • 2025 commitment: Go-Cat has committed to 100% recyclable or reusable packaging by 2025. All Go-Cat recipes have no artificial colours, flavours or preservatives. ■

Charleville

Charleville Cheese re-imagines packaging with brand new design

Charleville, Ireland’s number one cheese brand, has announced its next innovative initiative which sees the nationally acclaimed brand unveil fresh new packaging that will be sure to grab the attention of Irish consumers in stores nationwide.

Scheduled to appear on shelves from 17 September, the new design will feature a bold new Charleville logo that incorporates a Charleville town illustration and the timeless “Est. 1912” seal, which has become a stamp of quality for the brand. The logo also pays homage to Charleville’s rich dairy heritage - a brand built by generations of knowhow, skill and care for over 100 years and counting.

When it comes to design, the new packaging boasts a distinctive grey slate background overlayed with images of Charleville cheese which will be sure to drive taste appeal amongst Irish cheese consumers. A boldly coloured descriptor box is also featured which aids navigation and ensures consumers can easily find their preferred variant at their local store.

A pre-campaign launch teasing the new look and feel of the packs has been live in-market in the lead up to the redesign. The new-look packs will also be supported by a through-the-line campaign including digital and social media, influencer partnerships, out of home and in-store activity.

Marketing manager Michelle Daly Lennon said the brand is delighted to be launching the new look packs. “Charleville has a rich heritage dating back to 1912 – a brand that has been built by generations of knowhow, skill and care from master craftspeople and we wanted our new packaging to celebrate our Irish heritage and communicate our quality ingredients and premium product offering to consumers,” she said.

This latest move follows a phenomenal year for the Charleville brand which saw the launch of Charleville Lighter range and a value market share growth of +8%.

The fresh, new design will begin to appear on-shelf nationwide from September and will be rolled out across multiples and independents.

Charleville is the number one brand in natural cheese and the number one brand across everyday block, slices and grated segments. Charleville caters for multiple cheese consumers’ needs with a diverse range of cheese products for all cheese moments. Created by master craftspeople, for 100 years and counting, Charleville uses the highest quality ingredients available, hand-selected by skilled craftspeople to create cheese with real depth of flavour.

The Happy Pear

The Happy Pear makes dinnertime something to celebrate

Dinnertime inspiration is always appreciated by time-pressured shoppers, who now need look no further. The Happy Pear is making dinnertime the easiest and tastiest meal of the day with its brand-new sauce range, available exclusively in SuperValu and Centra stores nationwide.

The recently launched range boasts six new sauces, three inspired by the flavours of Italy; Lovely Lentil Bolognese Sauce, Ragu sauce and Spicy Cherry Tomato, and three more influenced by lands further afield; That’s Korma Sauce, Tasty Tikka Sauce and Thai Tastic Sauce.

The sauces couldn’t be easier to incorporate into mealtimes, simply add to pasta, pair with rice or add vegetables to make a tasty plant-based meal in no time at all. The vegan sauces are perfect plant-based diets and those looking to incorporate more vegetables into their daily lifestyle.

The whole range is vegan, free from artificial ingredients, has no added sugar and offers up to three portions of veg in every jar.

Exclusively available in SuperValu and Centra stores nationwide, The Happy Pear Italian sauce range retails at €2.49 each, while the ethnic sauces retail at €2.59 each. To learn more and join the conversation, check out #TheHappyPear #eatmoreveg. Instagram: @supervalu_irl @centra_irl @thehappypear.

Nordic Spirit

Embrace Nordic minimalism with Nordic Spirit

Nordic minimalism is all about simplicity, and a less-ismore approach to life. Nicotine pouch brand, Nordic Spirit*, says that it fully embraces that spirit.

Nordic Spirit offers high quality nicotine pouches, without tobacco, smoke, smell or vapour, allowing adult consumers to make the most of every moment, anytime, anywhere.

In keeping with this ethos, the brand’s advice is suitably straightforward: “Stock up on Nordic Spirit today, and make every day a little more minimalist.” ■

*(18+. This product contains nicotine. Nicotine is an addictive substance).

Rye River

Rye River Brewing Company introduces a brewery-led brand for on and off-trade

Rye River Brewing Company, the Celbridge-based, multi award-winning brewery is introducing a brewery-led brand as part of a strategy to streamline its brand and channel strategy. The introduction of the new brand will support the next stage of the brewery’s development, following a year of significant growth in off-licence and retail sales, despite the challenges the global pandemic presented.

“We have developed a successful story in craft brewing without having any of our brands carry the Rye River name, so we decided to bring a brand to life that recognises who we are,” said Tom Cronin, founder and managing director of Rye River Brewing Company. “Apart from the Rye River Seasonal range, which is small batch, this will be the first of our everyday beers to carry the Rye River name.”

The Rye River Brewing Company brand will replace McGargles on draught in pubs and will be available in a four x 330ml pack format in retail. A range of McGargles favourites will remain available in retail in a 500ml format.

The on-trade brand transition took place in June and has been hugely successful. The next phase of the brand rollout has seen off-licences and retailers introduce the brewery-led brand during the month of August. The launch campaign will see substantial investment in above and below-the-line activation including an out-of-home campaign and in-store digital activation across multiple retail partners.

Vuse

Vype is now Vuse

Vaping products brand Vype is now Vuse*. “As Vype, we had one purpose – inspire consumers with high quality vaping products,” the brand states.

“As Vuse, we’ve raised the bar – becoming one global brand that is connected and aligned with the ever-evolving needs of those consumers.”

Through a revamped brand look and feel, and more flavours for your customers, Vuse states that it now perfectly demonstrates what the power of creativity and innovation can bring to your store and customers alike.

Find out more at b2b.pjcarroll.ie.

*(For adult smokers and vapers only. Vype\Vuse e-cigarettes contain nicotine which is addictive. 18+ Only. Read leaflet in pack.)

Ben’s Original

Ben’s Original brand goes live in Ireland

Mars Ireland has announced that Ben’s Original products are now available in new packaging at retailers throughout Ireland. The new packaging is the brand’s next step in its ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice.

The development follows the announcement in September 2020 of Mars’ intent to rename the Uncle Ben’s brand in favour of a more inclusive and equitable name that aligned with a new brand purpose, to “create opportunities that offer everyone a seat at the table”.

As part of Mars’ commitment to the brand’s new purpose, in Ireland Mars Food is committing to: • Delivering 100,000 meals to communities in need by the end of 2021. To date, over 92,000 meals have been donated to FoodCloud’s network of over 600 charities across the country. • 400 volunteering hours by Mars associates to support food distribution efforts to communities in need.

This is in addition to Ben’s Original global community outreach programmes such as the Seat at the Table Fund.

For more information about Ben’s Original, visit www.bensoriginal.ie.

Lyons Tea

Lyons Tea takes another big step towards sustainabili-tea

Earlier this year, Lyons Tea announced that its full product range will be plant-based and biodegradable by the end of this summer. Not only was Ireland’s favourite tea brand*, the first in Ireland to introduce plantbased and biodegradable teabags to its retail range last year, Lyons Tea is now the first major black tea brand in Ireland to roll out plant-based teabags in all its foodservice boxes. As part of its commitment to sustainabili-tea, Lyons Tea is switching its tea bags to plant-based and biodegradable to help foodservice operators, suppliers and consumers make better choices for a greener planet.

Lyons Tea distributes approximately 150 million teabags annually in its foodservice range in Ireland. By making the switch to plant-based and biodegradable teabags for its foodservice range, Lyons Tea will be saving six tonnes of non-biodegradable plastic every year**. That is the equivalent of the weight of an elephant.

For more information, visit www.lyonstea.ie, Lyons Tea on Facebook or @lyons_tea on Twitter and @lyons.tea on Instagram. ■

*(Source: Kantar Penetration Total Ireland Inc. Discounter 52 weeks to 17 May 2020) **(Unilever based on 2019 sales)