ShelfLife Magazine November 2021 by Mediateam

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

November 2021

Yule got this!

All the festive must-haves for the most important sales season of the year

Chain reaction How will the pressures impacting the global supply chain affect retailers this Christmas?

Derek Mooney A special tribute to mark the retirement of the popular JTI Ireland sales director following his 42-year career

CONVENIENCE RETAILING • OFF-TRADE • SUPERMARKETS • NEWSAGENCY • FORECOURT

Holiday Magic with your customers

Stock up on our festive packs For more information please contact: (ROI) Coca-Cola HBC Ireland, Tel: 1890 262226 or your local Coca-Cola Area Developer. © 2021 The Coca-Cola Company. All rights reserved. COCA-COLA and COCA-COLA ZERO are registered trademarks of The Coca-Cola Company.

OPINION 3

ShelfLife November 2021 Vol. 28 No.11

Is Cop26 a cop out?

Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie

Sustainability is now a huge focus for our industry, with eco-conscious shoppers quite prepared to vote with their feet; refusing to spend their hard-earned cash on brands not making enough effort to ‘green up’ their operations.

Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie

As such, many in our industry will no doubt be keeping a keen eye on what emerges from the Cop26 summit in Glasgow. As ShelfLife headed to print, the final negotiations on the global response to climate change were ongoing. However, as a good indicator of what your shoppers who are Gen Z eco-conscious consumers are likely to believe, Swedish activist Greta Thunberg has already decried the climate summit as a “failure”.

Contributors CAROLINE REIDY FIONNUALA CAROLAN BARRY WHELAN COLIN GORDON Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie Circulation subs@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie

“It should be obvious that we cannot solve a crisis with the same methods that got us into it in the first place,” she said. “We need immediate drastic annual emission cuts unlike anything the world has ever seen.” Thunberg’s views are no surprise given her previous exhortations on the need for urgent change. It’s interesting to reﬂect on her choice of words though. Thunberg described the UN climate change summit as a “two-week long celebration of business as usual and blah, blah, blah” to “maintain business as usual” and “create loopholes to benefit themselves”. Of course, “business as usual” in our industry is perceived as a positive, rather than the grisly affair Thunberg depicts. What this sentiment does indicate, however, is that businesses who make only surface-levels changes instead of carrying out meaningful reform are increasingly likely to invoke this type of ire in the coming years. The time for change is well and truly upon us. Gillian Hamill, editor, ShelfLife magazine

Printing W & G Baird Ltd ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control. For those outside these terms, annual subscription is €98.00 including postage & packing.

Contents November 22

COVER STORY 32

Deck the halls A comprehensive guide to all the best-selling brands and new innovations to stock up on this Christmas

NEWS&ANALYSIS Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18. A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753

Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

4 6 10 55 64

News grid Seen and heard CSNA news Appointments NOffLA news

FEATURES&REPORTS 14 Dan White looks at the fact

that despite household savings being at an all-time high, retailers without a strong online presence have not benefitted from the excess disposable income available

18 Reﬂecting on the past four decades: A special tribute to

mark the retirement of JTI Ireland sales director Derek Mooney following 42 years working in our industry

22 Chain reaction: The global supply chain is under severe pressure. Fionnuala Carolan looks at how prepared Irish retailers are for the festive period ahead

24 Centra store proﬁle: Gillian Hamill speaks to Galway retailer Declan Mahon about his store’s extensive renovations

28 Nearby store proﬁle: Retailer Mark Malone incorporates his vast Superquinn experience into his store in South Dublin for maximum effects

ADVISOR 12 Recruitment 30 Marketing 66 HR

MARKETING& CATEGORY FOCUS 32 44 56 60 62 70

Christmas essentials Christmas drinks Soft drinks Home baking Soups Market movers

NEWS

NEWSGRID The top news stories in FMCG ShelfLife editor Gillian Hamill, Supreme Champion Karl Fitzgerald, Bank of Ireland’s Owen Clifford and ShelfLife publisher John McDonald

Karl Fitzgerald of Applegreen Rathcoole named GMAs Supreme Champion Karl Fitzgerald of Applegreen Rathcoole, Co. Dublin was named National Grocery Retail Manager of the Year at the 2021 ShelfLife Grocery Management Awards (GMAs). According to the judges, Fitzgerald stood out for the way he supported his colleagues and local community throughout challenging times. Full details of all the GMAs 2021 winners will be published in our upcoming December edition.

Aldi awarded for excellence in reducing waste Aldi Ireland has been awarded the title of Plastic Pledge Gold Winner at the 2021 Pakman Awards, in recognition of its work in reducing plastic and packaging waste in its products and stores. Hosted at the Shelbourne Hotel on 29 October, the judges at Repak’s 2021 Pakman Awards praised Aldi for its efforts in recycling and supporting the circular economy by reducing and limiting plastic in product packaging. Two other companies won the Gold Winner award during the event - Coca-Cola and Lidl Ireland.

M&S Ireland launches digital rewards programme, Sparks Marks & Spencer Ireland has launched Sparks, its first customer loyalty scheme in the Republic of Ireland. In line with the retailer’s UK approach, the digital first rewards programme will offer a more personalised experience with instant rewards, tailored personal offers and a selection of charities to support. The new programme will see Marks & Spencer Ireland introduce instant rewards including a guarantee that every week one customer in every store in Ireland will be rewarded with their shopping for free.

and retail from across Ireland

RGDATA calls for national guidance on traffic management Retail group RGDATA has called for national guidance on traffic management and Covid mobility schemes due to impact on town centre vitality. The association asked that the government address the concerns of town centre retailers about temporary Covid mobility and traffic management/ pedestrianisation schemes that are driving people away from town centres.

Lucy Bennett, marketing manager, Too Good To Go with Colin Donnelly, Spar sales director

Spar partners with Too Good To Go to minimise food waste Spar has launched a new partnership with pioneering food waste app Too Good To Go. The new partnership will mean that participating Spar stores will have the ability to select a range of short shelf-life products that remain in perfect condition but are unlikely to be sold on the day, package them into ‘Surprise Bags’, place the bags for reservation via the Too Good To Go app, and ultimately sell the bags in-store for a third of the original value. Customers can log onto the app and browse stores that have ‘Surprise Bags’ available, before picking them up in-store.

AM Alpha snaps up Nutgrove Retail Park Munich-based investor AM Alpha has acquired Dublin’s Nutgrove Retail Park, featuring Aldi, Harvey Norman and Homebase outlets. Although the sale terms were not disclosed, it’s understood that AM Alpha paid upwards of €65 million for the retail park. The move represents the investor’s second major deal in Dublin this year. In March, it paid more than €95 million for a new prime office building in Dublin’s south docklands.

Spend Local card scheme extended in NI Northern Irish shoppers have now been given until 14 December to use their free £100 Spend Local cards. The pre-paid Spend Local card scheme, which entitles everyone aged 18 and above in Northern Ireland to receive £100 to spend in shops in the north, is aimed at encouraging people back to high streets and supporting local businesses following the Covid-19 pandemic.

New survey shows insurance premiums continue to spiral The Alliance for Insurance Reform (AIR) has published the results of an ongoing survey that shows insurance premiums continue to rise despite trends in claims costs and recent reforms. The alliance has been running the survey since the implementation of new Judicial Guidelines for personal injury awards on 24 April 2021. Since then, over 450 businesses, voluntary and community groups have responded. According to respondents, their premiums have increased by 15% on average on renewal.

Lidl Ireland cements plans for €11 million investment in Clonshaugh A decision from An Bord Pleanála to grant permission for a brandnew state-ofthe-art sustainable store in Clonshaugh, Dublin 17, has been welcomed by Lidl Ireland. Lidl is set to invest €11 million in the locality as part of this project, which the retailer says will create 35 new permanent jobs as well as 80 more local construction jobs through the development phase. Construction is scheduled to begin on site early next year with a mid-summer opening. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelﬂife.ie. ShelfLife November 2021 | www.shelflife.ie

Source: Nielsen, Total Scantrack (excl Dunnes and Discounters), Chocolate, Value, 17 w.e 27th December 2020

SEEN AND HEARD

Blas na hÉireann Supreme Champion announced Blas na hÉireann, the Irish food awards, has announced this year’s winners of the 2021 awards, with Wild About crowned Supreme Champion for their So Sloe Jelly, and Temptation Pâtisserie awarded Best Artisan Product for their Sea Salt Caramel Bar. The Falconer family created Wild About products through a huge lifestyle change — they swapped living in London for the good life in the Wexford countryside. Their Blas na hÉireann 2021 Supreme Champion win is for their So Sloe Jelly, where wild sloe berries from the native Blackthorn are made into seasonal fruit jelly conserve with a hint of star anise, perfect with duck, game and venison and delicious with soft cheese or even just on hot buttered toast. The Blas na hÉireann Best Artisan Product 2021 award goes to the young Durrow, Co. Laois sisters behind Temptation Pâtisserie, Kate and Ruth O’Hara for their Sea Salt Caramel Bar. Chairperson of Blas na hÉireann Artie Clifford feels that now, more than ever, it is essential to shine a light and give that all important boost to the talented producers dotted around the island. The Supreme Champion and Best Artisan Product awards are proudly sponsored by Bord Bia.

Malcolm and Fiona Falconer of Co. Wexford’s Wild About

Centra raises large sum for Irish Cancer Society Centra has raised €150,000 in support of the Irish Cancer Society’s Breast Cancer Awareness programme. Centra has proudly supported the Irish Cancer Society for 12 years and the funds raised this year are an accumulation of donations in aid of the ‘Care For Your Pair’ movement. This year fundraising initiatives from Centra stores included a tap at till mechanic in-store which raised €114,000, as well as the sale of merchandise and a Just Giving page which raised €38,000 collectively. These much-needed funds will go directly to supporting breast cancer patients by providing crucial services such as the Irish Cancer Society free phone support line, the volunteer driver service, the night nursing service, and the free counselling service. Last year, donations to the Irish Cancer Society from Centra contributed towards the funding of more than 2,400 trips to chemotherapy for breast cancer patients, more than 2,700 counselling sessions for breast cancer patients, almost 700 nights of end-of-life care for breast cancer patients and supported more than 3,400 people affected by breast cancer through the Support Line and Daffodil Centres.

ShelfLife November 2021 | www.shelflife.ie

Kellogg Ireland wants to break the silence on issues often not discussed in the workplace

Kellogg Ireland introduces new staff supports Kellogg Ireland is to give more workplace assistance to those experiencing the menopause and will train managers on how to talk to staff about the subject. There will also be extra paid time off and support for fertility treatment and pregnancy loss, including for partners and those using a surrogate mother. In a raft of new measures, the cereal giant, which employs 300 people in its European head office in Dublin, wants to break the silence on issues often not discussed in the workplace. Kellogg has committed to training its people managers on the menopause, to deepen understanding on the subject and to support team members impacted with workplace adjustments, such as increased ﬂexible working and occupational health support. The company will give paid leave, without the need for a doctor’s note, to employees impacted by pregnancy loss including partners and those using a surrogate mother. The policy package will also include support for staff going through fertility treatment, whether that is for themselves or a partner, and it will be regardless of length of service. To support treatment Kellogg will give employees three periods of leave each year. They will be given access to a private space to administer treatment if necessary. Flexible working and a free counselling helpline are available to all Kellogg’s staff and will be encouraged to people experiencing these issues.

Pringles and Movember ask people to support men’s mental health Pringles has announced it is supporting leading men’s health charity Movember for the first time in Ireland. The brand is encouraging shoppers to start a conversation over a can of Pringles by offering a voucher for a free small can (40g) with every standard can (180g or 200g) bought from 1 – 30 November in Tesco stores across Ireland. Pringles fans will be encouraged to send the voucher directly to a friend, along with some useful advice from Movember on how to approach difficult conversations. The exclusive Tesco offer will be supported by impactful POS displays in key locations in stores across Ireland. To claim the 40g can, consumers simply visit www.pringlesgiveacan.ie and upload their receipt from Tesco along with the recipient’s details. Together, Pringles, Tesco and Movember are aiming to drive more open conversations around mental health and encourage people to ‘Pop, Share, Chat’. Pringles has also announced that it will be donating a minimum of €45,000 to the charity to support its important initiatives which help change the face of men’s health and fight for men to live happier, healthier and longer lives.

SEEN AND HEARD

NDC launches new dairy training programme for SuperValu and Centra The National Dairy Council has announced a new specialist online training programme focusing on nutrition and cheese production for the staff of SuperValu and Centra stores nationwide. The training programme is funded by an EU programme designed to support the foodservice industries impacted by Covid in Ireland, France, Denmark, Belgium and Northern Ireland. Bord Bia estimated that the food industry in Ireland contracted by half during the pandemic crisis where restaurants, pubs, hotels, coffee shops, workplace, hospitals and educational canteens all closed. Musgrave is Ireland’s leading food retail, wholesale and foodservice company employing over 30,000 people across its SuperValu and Centra stores. NDC worked closely with the Musgrave learning & development team to create bespoke tailored training modules that will train and upskill retail staff in the benefits of dairy nutrition and the cheese production process. The Nutrition module was produced with Dr Marianne Walsh, senior nutritionist at NDC and covers all the essential information around the importance and value of dairy in the diet. The module on Cheese Production focuses on Irish grass-fed dairy, the development of small

SuperValu’s vegetables reach new heights SuperValu has announced the launch of two new hydroponically grown products grown right here in Ireland. SuperValu is the first retailer to bring vertically farmed hydroponic micro greens to market and the new products, available now on shelves around Ireland, are Signature Tastes Italian Style Microgreen Mix and Signature Tastes Microgreen Super Mix. Hydroponic vertical farming is an innovative farming method that allows greens to be grown in Ireland all year round whatever the weather, significantly reducing food miles and time between farm to shelves. Hydroponics is the process of growing plants without using soil. In traditional growing, soil is a major source of nutrients for plants but with hydroponics, alternatives to those nutrients are directly fed to plants instead and so the use of soil can be removed completely and growing moved indoors. In addition to the Microgreens, the Signature Tastes Growing Pea Shoots are also launching in SuperValu stores; these are also grown using innovative soil-free methods but are grown on a bed of compostable paper. The zero waste Growing Pea Shoots are a living product so customers can cut as much as they want and the plant keeps growing. SuperValu’s Signature Tastes Microgreens and Growing Pea Shoots are sustainably grown and herbicide and pesticide free. As they have been grown in a soil-free environment which reduces strain on land-based resources, customers get great-tasting, nutrient rich greens with fewer negative impacts on the environment. The new products are already award-winning with the Signature Tastes Pea Shoots taking home the Chef’s Larder Award and the Signature Tastes Italian Style Microgreen Mix winning a PLMA Salute to Excellence Award.

Stephen McCormack, McCormack Family Farms with the hydroponically grown SuperValu Signature Tastes Microgreen Mixes

ShelfLife November 2021 | www.shelflife.ie

Jean Baptise, cheesemaker, Hegarty’s Farm, Whitechurch, Co. Cork, Cathy Curran, NDC and Laura Murphy, Musgrave

artisan farmhouse cheeses and large-scale cheddar cheese production in Ireland. Recent research undertaken by NDC showed a 48% increase in dairy consumption during the pandemic. Nearly one third of young adults without children indicated that their consumption of dairy products has increased since the beginning of the Covid-19 lockdown.

Special Olympics Ireland and Gala Retail want people to get freezin’ for a reason! Long-term sponsor of Special Olympics Ireland, Gala Retail, has announced its support of this year’s Polar Plunge, assisting in the promotion of the event and funding branded merchandise for registered participants to help make this year’s event bigger and better than In attendance during the Special Olympics Polar ever. The event will Plunge at Sandycove Pier in Dublin were international help to raise much striker and Peamont United footballer Stephanie needed funds for Roche, second from left, alongside ‘Bear Chillis’ Special Olympics and CEO of Gala Retail, Gary Desmond and Special athletes to help them Olympics athletes, from left, Lorcan Tully, Eoin Tully get back to the clubs and Edel Armstrong and sport they love. Gala Retail joined international soccer player and Special Olympics ambassador, Stephanie Roche, to help launch the Polar Plunge supported by Gala Retail which will take place at Sandycove Pier on 4 December at 11am, as well as taking place virtually from 10 – 12 December, allowing participants to take on the challenge at their own local pool, beach or lake. Speaking at the launch event, CEO of Gala Retail, Gary Desmond said: “As a platinum sponsor of Special Olympics Ireland, Gala Retail is thrilled to extend our partnership to support the Polar Plunge this year. Having focused so much on isolating over the past 18 months, we hope to see a community of plungers taking part in the event at Sandycove or taking part virtually at their own local beach, pier, pool or lake; nominating others on social media, raising funds for Special Olympics Ireland and making this the biggest Polar Plunge ever!” Those who think they are brave enough to take the Polar Plunge can register at www.specialolympics.ie/polarplunge. A donation of €25 will gain you access to the ‘coolest’ event of the year, as well as an exclusive Polar Plunge t-shirt. People can also take part virtually in the Polar Plunge, by signing up online, sharing their plunges and nominating friends to take part on social media. All proceeds will go towards helping Special Olympics athletes get back on the pitch, pool or court as they strive to get back to training and their friends in their clubs. ■

A little help is... supporting

community causes like the

Muslim Sisters of Eire.

Since 2014, we’ve donated 14 million meals to local community causes through our partnership with FoodCloud. Causes like the Muslim Sisters of Eire who feed people in need in Dublin.

CSNA NEWS

CSNA NEWS pre-legislative scrutiny to start on tobacco licensing and Vaping Controls Bill

JOHN PAUL LONERGAN, national president, CSNA

The CSNA notes the intention of the Minister for Health Stephen Donnelly to commence the prelegislative scrutiny of the long-delayed bill on tobacco licensing and vaping controls. In response to a parliamentary question (PQ) on lung screening, the Minister told Deputy Cathal Crowe that the bill will provide for the licencing of retailers, outlaw self-service vending machines and set age controls for those selling tobacco products in addition to putting a series of control measures in place for e-cigarettes and vaping products. The association expects to be invited to provide oral testimony to our lengthy written submission in which we advocate a number of amendments to the bill, particularly in the area of annual fees, the role of the Department of Health and penalties.

The CSNA will advocate for a number of changes to be made to the Tobacco Licensing and Vaping Controls Bill

lottery agrees to pay “next tier” seller’s bonus for capped period Following discussions between Premier Lotteries Ireland (PLI) and the CSNA regarding the provision of a seller’s prize to agents, we are delighted to inform members that it was been agreed that any agent that sells the winning ticket for the second-tier prize will receive a seller’s prize if the €19m capped jackpot has not been won. The Lottery company has agreed to make a payment of €5,000 to those agents and has also agreed to reward retrospectively the sellers of the winning draw on Saturday, 23

Any agent that sells the winning ticket for the second-tier prize will receive a seller’s prize if the €19m capped jackpot has not been won

October, both of whom are Dublin-based. There are a further two agent beneficiaries following the draw on Wednesday, 27 October. As members will be aware, the CSNA negotiated the seller’s prize concept at the commencement of the Lotto, ensured it was extended to apply to Euromillions and were also the primary negotiators on the retention of the 6% Agent’s Commission with the Department of Public Expenditure at the time of the sale of the 20-year licence.

Csna expresses concern about tobacco pricing and Budgets

The CSNA believes that retailers should be the only grouping that determines the retail price of cigarettes in their stores

This year, each of the four companies that place cigarettes onto the Irish marketplace, chose to avail of the, in our view, bizarre opportunity offered to them by the Irish government to ignore the underlying principles contained within the announcement of a €0.50c (including VAT) increase in the retail pack of 20 cigarettes and inserted pricing that best suited their strategic needs. CSNA members now can now avail of the updated cigarette and tobacco pricelist on the CSNA website. This is not the first time that this has happened; in fact, it has happened, and will continue to happen, on each occasion that tobacco companies are granted the sole right to determine the retail price of tobacco products. The CSNA believes that retailers, not tobacco

companies, should be the only grouping that determines the retail price of cigarettes in their stores. This is the case for each and every other FMCG in our shops. We are prevented by law from selling at a price higher than the one chosen by a tobacco company, regardless of whether we purchase from them, from a vendor, a cash-and-carry or a specialist wholesaler. Tobacco companies use all manners and means to minimize the effect of Budget increases. They reduce quantities, limit the pro-rata increase on ‘big boxes’ which makes them more attractive economically to a consumer and generally apply disruptive tactics. We believe it is truly extraordinary that these known advantages are permitted to continue.

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie ShelfLife November 2021 | www.shelflife.ie

Changes to employment contracts: What you need to know Members should be aware that a number of statutory changes affecting the terms and conditions of employment will be taking effect over the next few months. Statutory sick pay will need to be referenced, as will upcoming legislation providing for a maximum six-month probation period. Neither of these changes have been passed into law so there are no templates to provide to you. However, with regard to probation, there are a number of considerations that you should inform yourself upon.

What should be in a probationary period clause? Probationary period clauses should at a minimum include the following: • Stipulate the length of the probationary period – as referred to, three to six months is common. • Allow the employer to extend at its discretion – if you are in the three to sixmonth space initially, you can consider a three-month extension. • Allow for a shorter notice period – it’s fairly common to provide for a one-week notice

period during probation (and you should ensure that you can terminate on this notice during the initial period and any extension). • Stipulate that the employee can be terminated for any reason or for no reason during probation. • Stipulate that the disciplinary procedure will not apply to a dismissal during probation. The last two points are particularly important – and an employer should ensure that the clause deals with them.

Checklist for employers • Are the probationary period clauses in my standard employment contract fit for purpose? • Do they allow for extensions? • Do they exclude application of our disciplinary procedure? • Do they deal with the other important points at (a) to (e) above? • Am I monitoring where employees are in their probation periods – ensuring that I can still dismiss safely if I need to? • Is there a ‘payment in lieu of notice’ (PILON) clause in the contract – meaning I can remove the employee from the workplace quickly if I need to?

CSNA CONTACT DETAILS

• Have I allowed for a shorter notice period during probation? • When dismissing, am I clear in my own mind that I am doing so for performance reasons (i.e., the employee’s performance is not up to scratch)? • When dismissing for misconduct, as opposed to performance, have I observed a process to ensure fair procedures have been followed? ■

If you have any queries regarding CSNA services or membership please contact the office in Naas, Co. Kildare on 045-535050 or by email to info@csna.ie/www.csna.ie

Congratulations to our Award Winning Managers

CUSTOMER SERVICE MANAGER OF THE YEAR Emer Rave, SuperValu Sutton, Dublin

LARGE C-STORE OF THE YEAR James Brennan, SuperValu Kilmainham, Dublin

DELICATESSEN/FOOD TO GO MANAGER OF THE YEAR Ger Keenan, Masterson’s Centra, Carrick on Shannon, Co. Leitrim

SMALL SUPERMARKET MANAGER OF THE YEAR Marcin Rokosz, Brosnan’s Centra, Schull, Co. Cork

OFF-LICENCE MANAGER OF THE YEAR Michael Molloy, SuperValu Ranelagh, Dublin

RETAIL TEAM OF THE YEAR Hanley’s SuperValu Rowlagh, Clondalkin, Dublin

ADVISOR: Recruitment

Three strategies for building a hybrid workplace BARRY WHELAN managing director of Excel Recruitment

www.excelrecruitment.com

For successful hybrid working, “physical space and technology should be integrated with three key concepts in mind: equity, engagement and ease,” writes Barry Whelan

While hybrid working is creating new opportunities for increased ﬂexibility and productivity across the globe, a poorly designed scheme will result in isolated, disengaged employees. Here, Excel Recruitment’s Barry Whelan outlines how to get the model right

he global Covid-19 pandemic means that many aspects of our lives have been altered forever. The nature of how we physically work, our office space, where and who we work with, are no exception. Work is no longer defined by a physical space and more and more, we are hearing about organisations adapting and adopting a hybrid model of working. New challenges and opportunities have been created in almost every industry. Those who understand customer needs, collaborate to recognise various solutions and bring new ideas to market, will most certainly succeed. As an increasing number of employees have shown that they can work efficiently while working remotely, those in charge of large international organisations are reconsidering how much work needs to be carried out physically, in designated office spaces and how much can be done remotely. Whilst hybrid work opens up new possibilities for a competitive advantage and increased productivity, it can also have shortcomings depending on an organisation’s objectives. More than 50% of large companies plan to trial new workspaces as their

ShelfLife November 2021 | www.shelflife.ie

companies shift to a hybrid model. The authors, architects and officefurniture designers serving the world’s largest organisations, recommend leaders think through the following three design approaches as they consider their hybrid strategy. Firstly, intertwine the physical and digital practices to guarantee equity, engagement, and ease. Secondly, repurpose open and enclosed spaces. Meetings will be increasingly more likely to happen in open spaces with moveable boundaries, while individual work will be carried out in enclosed pods or enclaves. Thirdly, shift from a more permanent to ﬂuid workspace. For example, a café can double as a hybrid meeting space. Leaders need to think through design approaches as they consider hybrid strategy.

intertwine the digital and physical practices Remote workers can feel frustrated, isolated and unable to participate equally. This can lead to them feeling less engaged. The solution to this is to integrate physical space and technology with three key concepts in mind: equity, engagement and ease. An example of this, is to revaluate the current conference room set up. Rather than having in-person attendees sit around a long table with a monitor at one end whilst remote participants are featured in a grid of tiny boxes on the same screen as any shared content, organisations can give participants their own screen, placing monitors on rolling carts. Software systems now allow people to split people and systems onto separate displays. Designing for employee engagement in digital to physical space means developing the mindset of a director - lights, camera, audio, content. Some solutions include angled mobile tables, additional lighting, microphones, ample power

supplies and a variety of software solutions that contribute to a more seamless hybrid working experience for people.

Repurposing enclosed and open spaces This is relatively self-explanatory. Meetings will happen in open spaces with boundaries that can be moved and individual working spaces will focus on pod-like structures or small enclaves. Individual spaces will need more enclosure and video calls will happen everywhere. Screens, pods and panels will give people places to focus and lessen disruptions.

shift from fixed to fluid Physical buildings are permanent, but we see the trend of new business styles gathering momentum. The rise of pop-ups and co-working spaces with a demand for shorter lease terms seems to be fast emerging. The hybrid model future caters for a more ﬂuid workplace that can adapt as demands change. This ensures that property is always optimised. For example, opening an open area that supports hybrid meetings in the morning, becoming a café at lunch and being rented out for an event in the evening. Time will tell whether working remotely is more productive or not. However, employees report higher levels of productivity when allowed to work from home without interruption. Employees must be offered the right mix of spaces for the right mix or type of work that must be done. Organisations that adapt a more laidback approach, may find that they frustrate their employees. Organisations that move forward and create workplaces able to adapt and thrive, will attract the best talent that allows for an environment that fosters competitive innovations and growth. ■

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ANALYSIS

Dan’s Digest

With Dan White VieWs on the latest eConomiC & politiCal neWs

Savings not translating into sales Despite the gross savings of Irish households increasing by €31.8bn last year, many retailers have not benefitted from this windfall since Covid restrictions eased. Incorporating online trading into everyday core activities has subsequently become vital, writes Dan White

he Covid-19 lockdowns have pushed the savings of Irish households to record levels. How these savings are spent will have major implications for the survival of many retailers. With most of us under effective house arrest for most of 2020 and the first half of 2021 while supports such as the Pandemic Unemployment Payment (PUP) and the Employment Wage Subsidy Scheme (EWWS) put a ﬂoor under incomes, household savings soared last year. What this meant is that most of us, deprived of the opportunity to go to the pub, restaurant or foreign holiday, were forced to save more

instead. Just how much more is revealed by the CSO’s recently published Institutional Sector Accounts.

huge household savings According to the CSO, household bank deposits increased by a further €16.1bn last year. But that literally was barely the half of it. When other items such as the increase in the value of their homes (€5.5bn), net repayments on existing loans (€3.1bn), the increase in the value of their shareholdings, pensions and other investments (€4.3bn) are taken into account, the gross savings of Irish households increased by €31.8bn last year and by more

Central Bank figures show the net savings of Irish households increased by a further €15bn in the first nine months of 2021

ShelfLife November 2021 | www.shelflife.ie

Amazon’s market value has almost doubled to $1.8 trillion since the start of the pandemic

than €120bn over the past decade. This increase in the savings of Irish households has continued into 2021. The latest Central Bank figures show that the net savings (deposits less loans) of Irish households increased by a further €15bn in the first nine months of 2021. This means that the Irish banking system now owes Irish households a massive €53bn. With the CSO estimating that the average Irish house price rose by a further 8.6% in the first eight months of 2021 (compared to a 2.2% increase in 2020), the 2021 increase in the gross savings of Irish households is set to at least match last year’s figure. Soaring savings and lower borrowings – Irish households repaid a further €5bn of loans in the first nine months of 2021 – means that Irish households’ borrowings as a share of income are now back to pre-Celtic Tiger levels. According to the CSO, Irish household debt peaked at a scarcely credible 208% of income in 2009 – up from just 97% on 2001. It has since fallen steadily, dropping to 107% last year. Based on what we already know about this year, it will almost certainly fall even further in 2021, probably to well under 100%.

ANALYSIS

most retailers not benefitting So why, with incomes now rising sharply once again – average weekly earnings were up by 3.9% in the 12 months to the end of June – are many retailers finding the going so tough? Why aren’t higher earnings and savings generating a greater impact at the cash registers? While food and grocery retailers have generally had a good lockdown with the value of food, beverage and tobacco sales being 11% higher in September 2021 than for the same month in 2019, it has been a different story for most other retailers as repeated lockdowns and the rise and rise of online cut a swathe through traditional bricks-and-mortar retailers. Debenhams, Topshop, Carphone Warehouse, Gap and, most recently Dublin bookshop Chapters, have all bitten the dust since Covid-19 first made an appearance in this country 20 months ago. Many other retailers are just about hanging on by their fingertips.

online on the up The main culprit is the rise of the online retailers, particularly Amazon. With the shopping malls and main streets shut, those of us who were desperate for stuff during lockdown had no choice but to go online. While online’s share of total spending has fallen back from the artificial highs recorded during the first lockdown in April and May 2020, it is clear from the latest Central Bank numbers that it is still well up on prepandemic levels with €2.9bn (46%) of the €6.3bn spent using credit and debit cards in September being spent online. This was up from about 39% of total card spending for the same month in 2019. So now that most of the pandemic

Amazon’s headquarters in Seattle. According to numbers from USA Today, founder Jeff Bezos’ net worth in March 2020 was US$113 billion. By November 2020, the 56-year-old CEO was valued at over US$203 billion

restrictions have been lifted, how do ofﬂine retailers claw back market share from the online giants? Easier said than done. The good news is that consumers have record levels of savings and other liquid assets and that at least some of this money will be spent on goods and services. The bad news is that consumers, having got used to doing their shopping online during lockdown and with many of them still wary of the risk of infection, will be difficult to tempt back into what were previously crowded stores.

ironic advantage from Brexit Ironically, Brexit may provide Irish retailers with some short-term relief. With the UK

All the Irish multiples now offer either online and/or click-and-collect, despite the logistical challenges involved

looking increasingly likely to tear up the withdrawal agreement with the EU and trigger a full-blown trade war with Brussels, the barriers to trade between Ireland and the UK, where many of the online retailers are based, will rise even further. Traditional Irish retailers would be welladvised to make the best possible use of this unexpected breathing space. With Amazon’s market value having almost doubled to $1.8 trillion since the start of the pandemic – it is now the fifth most valuable company in the world after Microsoft, Apple, Saudi Aramco and Alphabet (Google) – online is not going away any time soon.

incorporating online Indeed, traditional retailers need to stop thinking in terms of online versus ofﬂine. It is not either/or. Instead, they need to devise strategies that incorporate online into their everyday core activities. The retailer of the future will be the one who can deliver the products and services the customer desires either online, in a traditional shop setting or via a hybrid form such as click-and-collect. All the major Irish grocery retailers now offer either online and/or click-and-collect. This is despite the logistical challenges presented by delivering perishable goods to customers’ homes. Incredible though it may seem, many nongrocery retailers have yet to get their online act together. Most of those retailers who fell by the wayside during the pandemic seem to have made very little, if any, preparation for online. The survivors need to learn the lesson from this and fast. They must use the Brexit hiatus and the post-pandemic spending spree to get ready for the new online-dominated future. Their survival depends on getting it right. ■ www.shelflife.ie | ShelfLife November 2021

TRIBUTE

Industry marks the retirement of JTI sales director Derek Mooney JTI sales director Derek Mooney has literally grown up working in and for Ireland’s tobacco industry. At the tender age of 17, he joined Gallaher, but not before the fresh-faced Mooney was asked to produce his passport to prove he was old enough to start work. Always a shrewd negotiator, he was also a friend of the trade and gave unstintingly of his time, vast experience and resources. Derek Mooney

Now, on the cusp of his retirement, ShelfLife asked some of the country’s leading retailers and wholesalers to pay tribute to Derek Mooney’s massive contribution to the trade

Looking back over four decades…

Derek Mooney reflects on a career spanning 42 years and all the fantastic people he has met along the way My career began back in June 1979 when I joined Gallaher as a customer services agent, before moving onto roles including key account manager, trading director and finally sales director in the years that followed. Over the years, I’ve been fortunate to meet so many great colleagues, customers and friends, working for a great company with excellent people and learning a huge amount from others. The JTI acquisition of Gallaher in 2007 was a major milestone in my career, helping me progress to sales director level and giving me the opportunity to develop young talent, many of whom subsequently moved to other JTI markets to broaden their knowledge and experience. I have enjoyed every minute of the journey. What has driven me through my career? A passion for success, leading the way forward through our people and brands, developing

ShelfLife November 2021 | www.shelflife.ie

strong trade relationships, and ensuring JTI has a strong reputation for fairness and honesty among our business partners. We live up to our values in JTI and I’m proud to say that we refuse to compromise on trust, integrity or reputation. I have negotiated with our key trading partners for over 25 years and although we may have had differences of opinion at times during negotiations, you have always shown me the utmost respect. Looking back over four decades within Gallaher/JTI, I can truly say JTI is a ‘Great Place to Work’. Training and development of employees is second to none, and this investment in people has been fundamental to the success I’ve experienced in my own career. I have also had exceptional general manager mentors over the years, each with their own style of leadership. I learnt a huge amount

working with them and I’ve tried in turn to lead by example and impart these skills to colleagues in the earlier stages of their careers to help them reach their full potential. To my colleagues and friends in JTI, thank you so much for all your help and support over the years. I leave behind a great management team that has made my life so much easier. My sales management team, business advisers and telesales team are the best in the business and I wish you well in your future careers within JTI. Thank you for always delivering on our goals and objectives. To my colleagues and friends within the trade, thank you for all the support you have given to me and JTI. You have played a major role in making JTI the number one tobacco company in Ireland. I will truly miss the banter with you all and the social occasions when we shared a beer or two. I wish you the very best in driving your businesses to the next level. If you are ever in The Algarve, give me a shout! Go raibh maith agat, go dti go mbuailfimid le cheile aris.

TRIBUTE

“Genuine warmth and friendliness goes beyond the business relationship” Andrew Shannon, JTI Ireland general manager, discusses the legacy Derek leaves behind as he embarks on a very well-deserved retirement

Andrew Shannon, JTI Ireland general manager

Since taking over as JTI Ireland general manager at the beginning of 2021, I have worked with Derek on a daily basis. During this time, I have seen the huge respect he has built up over his 42 years with Gallaher/JTI, both among colleagues and customers. This respect goes both ways – he has established incredibly strong, long-standing relationships with our customers based on mutual respect and an understanding of the importance in business of getting to a win-win solution. As I’ve visited stores with Derek and met with customers throughout the country, I’ve seen a genuine warmth and friendliness that goes beyond the business relationship. Over the course of my 20-year career with JTI, I’ve had the privilege to work alongside some incredible professionals. True leaders who have worked tirelessly to build the business, develop their teams and support their customers. Derek is without doubt up there with the very best. We have worked closely together over the last year within the Irish management team, and in various capacities since JTI’s acquisition of Gallaher in 2007. Right from the outset it was obvious that his knowledge of the tobacco business in Ireland was unparalleled, as was his understanding of the FMCG category and the challenges facing both manufacturers and retailers. He has successfully navigated JTI through significant changes to the category: the retail display ban, standardised packaging, EU TPD2 and track and trace to name just a few. As someone who takes his leadership responsibilities extremely

seriously, he always went the extra mile in supporting and guiding customers during periods of change such as these, keenly aware of potential disruption in stores. As he embarks on his retirement, Derek leaves a phenomenal legacy: clear market leadership across cigarettes and roll-your-own tobacco, spearheaded by iconic brands Benson & Hedges, Silk Cut, Mayfair and Amber Leaf; Logic Compact leads the e-vapour pods segment; and our Nordic Spirit nicotine pouches continue to grow. Beyond the strictly commercial success, however, he has also built an exceptional team of people across JTI’s sales organisation – ranging from our telesales operators, to key accounts, business advisors and Logic specialists – and has been a mentor and friend to countless others throughout his career. He has been a strong leader in coaching, mentoring and developing his people to prepare them for bigger roles in Ireland as well as across our international business in our Swiss headquarters and markets. So, on behalf of everyone in JTI Ireland and across the company globally, I’d like to express my sincere thanks to Derek for his incredible dedication, commitment and total professionalism over the years, as well as his friendship, team spirit, camaraderie and sense of humour, and wish him only the best on a very well-deserved retirement. After over four decades of service, JTI will be a different place without him, but he can be extremely proud of the legacy he leaves.

“Derek’s support for our industry has remained constant” By Gary Desmond, CEO of Gala Retail

Gary Desmond, CEO of Gala Retail

Derek has played such a central role in the FMCG sector for many, many years and is one of the most highly regarded sales professionals in the business. I’ve had the pleasure of working with Derek for over 20 years, and one thing that has always remained constant is Derek’s support for our industry. As Derek progressed through the ranks, he’s always been available for open and frank discussions. His reputation as a shrewd negotiator precedes him, and I can verify that it’s well warranted, but Derek has always remained fair. Gala Retail has enjoyed a close working relationship with JTI and Derek since the group was founded. Indeed, many of our wholesalers and retailers know Derek well, and he’s been a familiar face at our annual Gala conference over the years. This positive working relationship has been productive in working together to overcome the many changes and major challenges of the past couple of decades including the smoking ban, tobacco packaging and advertising in-store etc. The JTI team, under Derek’s leadership, have supported both the team at Gala Retail and our

retailers with advice on the swift implementation of the many changes. We’re also grateful to Derek and JTI for their support of the wider Gala Group, especially when Gala marked the group’s 10th and 20th anniversaries, with JTI named as a key supporter of both events. The support and partnership approach of Derek and his team has led to JTI being awarded Gala Supplier of the Year at our annual conference. And all of my dealings with Derek haven’t just been in the boardroom. We’ve had the pleasure of enjoying many rounds in some fine golf courses. Another remarkable characteristic of Derek’s is how his handicap increases every single year, yet his game of golf seems only to get better! Derek and his wife Barbara are popular people in the industry, and I wish them many years of happiness. Derek will be hard to replace but JTI has a solid management and team structure in place, so we look forward to building relationships with Derek’s successor. We wish Derek a happy and healthy retirement.

www.shelflife.ie | ShelfLife November 2021

20 TRIBUTE

Derek Mooney: The King of Rock & Roll Your Own (Amber Leaf) By Jim Walsh, Tobaccoland director

Jim Walsh, Tobaccoland director

Derek always shared Tobaccoland’s vision for the business. We wanted to be the biggest and Derek wanted Gallaher/JTI to be by our side, supporting us in every way possible to achieve this. Derek always had a way of negotiating a deal that benefited both parties involved while having JTI’s best interests at the forefront. We never heard the word no from Derek. Everything was possible and could be achieved by working together as partners. Very few people have this skill and it shone like the sun with Derek. Derek was never unavailable to take our call. No matter what part of the world he was in, once the conversation benefited the business, Derek was always keen to listen. I personally never took part in Derek’s famous trips, but it was Leslie and Declan who loved the time spent with Derek and Babs and the JTI team. I especially remember one trip when a few days away turned into weeks thanks to the volcano ash cloud. Derek’s presentations were always full of useful information for your business. Such was his commitment to his job after falling backwards into the pool on one of the famous trips. All Derek wanted was to save his laptop and phone for the presentation the next day. Derek was the perfect host, professional in every way. As well as feeling you were best friends after these trips, there was nothing Derek could not ask for and the answer would always be yes. Not because he wined and dined you for a few days but because Derek had given your business the

opportunity to meet others and to discuss changing trends in the tobacco business. If you were lucky like us, you always came away with a whole new set of friends, from all areas of the business. Such are his strengths, there was nothing that could not be discussed, and we never left a meeting with Derek without feeling and knowing we had benefited in some way. It was always constructive. It is seldom that you meet someone in business that when they decide to retire, you would like to retire too. We know that with the team Derek has built within JTI, we can look forward to our continued partnership with JTI. Derek embraced every change in the tobacco industry and saw it as a challenge, rather than a problem. No bad habits have set in with Derek. He is always looking at JTI’s best interests, whether it was day one of the job or his last day at work. 100% is and has always been given to us at Tobaccoland. Tobaccoland would not be the business we are today had we not met Derek Mooney. So, as chapter one in your life comes to an end, we hope that chapter two will be full of great things for both you and Babs. Long warm sunny days playing golf and relaxing by the pool with your one-of-a-kind wife and best friend Babs. We hope we can keep in touch. Our door will always be open for you here at Tobaccoland if you find yourself in Limerick sometime in the future. Enjoy and thank you for everything. Jim and everyone at Tobaccoland

“Derek’s support for Stonehouse was exemplary” By Tom Shipsey, CEO, Stonehouse

Tom Shipsey, CEO, Stonehouse

It is hard to believe Derek is retiring, he has been around forever. I have traded blows, glasses of wine and hours of negotiation and fun with Derek over the last 30 years or so. In all that time there was one common theme; his respect, calm manner, professionalism, and the word no! In the words of Billy Joel, Derek “never gives out but he never gives in”. Although he rarely gave you what you wanted, you could never fault him for that as he had such a nice way of saying no. Derek was the ultimate “Company Man”. Without any disrespect to his many bosses that he introduced me to over the years, Derek was always, in the eyes of Stonehouse, the main man and his regard for and support of me and Stonehouse was exemplary. As he progressed within Gallaher and JTI, he never lost his connection with Stonehouse and went out of his way to personally attend and support all our events and occasions.

ShelfLife November 2021 | www.shelflife.ie

Outside of the negotiating room, I have had some of my most memorable experiences in this trade, in the company of Derek. It didn’t matter whether he or I was the host of such occasions, it was always fun to be in his company and we stayed up far too late. The only time I managed to get the better of Derek was on the golf course. Stonehouse runs a bi-annual Ryder Cup type competition against our suppliers. I think my record against Derek is two wins, one draw and no losses. I am sure as he moves to Portugal his golf game can only improve. I feel sad to say goodbye to him, and feel even more sorry for his wife Babs, who will have to put up with seeing him more often! On behalf of everyone in Stonehouse may I say thank you Derek for your friendship and wish you and Babs many happy years of retirement ahead. Muitas felicidades, minha amiga.

TRIBUTE

“Geniality, professionalism and empathy”

By Vincent Jennings, CEO, Convenience Stores & Newsagents Association (CSNA)

Vincent Jennings, CEO, CSNA

The departure of Derek Mooney from JTI marks the end of a very long relationship between him and the retail sector. For many years our association relied upon the geniality, professionalism and empathy that Derek possessed to ensure that retailers’ needs and concerns were listened to by those slightly further up the chain of command.

There is little doubt that many of the changes and improvements that were made by Gallaher and JTI in terms of positive outcomes are as a result of the recommendations from Derek, having taken heed of CSNA-suggested ideas. The president and National Executive, as well as our members wish Derek a long and enjoyable retirement.

“One of the most popular individuals in the grocery trade” By Leo Crawford, group chief executive, BWG Group

Leo Crawford, group chief executive, BWG Group

I have had the pleasure of interacting with Derek for over 25 years and I can safely say he is one of the most popular individuals in the grocery trade. We have enjoyed many jousts in the board room and on the golf course where Derek has always

displayed his admirable qualities of passion and conviction in both locations! I wish Derek and Barbara every happiness in the future.

“Innate skill at bringing people together” By Joe Barrett, chief operating officer, Applegreen

Joe Barrett, chief operating officer, Applegreen

Derek, a really big thank you for all the support you have given Applegreen, through our almost 30 years in business. We have greatly appreciated your admirable work ethic, deep industry knowledge, and your innate skills at bringing people together. The success of JTI in Ireland, has no doubt been thanks to your strong connections in the industry

and we know you will be greatly missed across the board! We at Applegreen wish both Derek and Barbara every health and happiness in this next chapter of their lives. Thanks again and wishing you all the best, Joe Barrett

“One of the trade’s greatest leaders over the years” By Jim Barry, managing director, Barry Group

Jim Barry, managing director, Barry Group

It has been my pleasure to have developed a strong relationship with Derek Mooney. We go back quite a few years and I can safely say during our business relationship, Derek has never acted any other way than totally professional at all times. If ever we were faced with a challenge, we always found a solution for it together. I would rate Derek as one of the trade’s greatest leaders over the years which is clear to anybody who talks to one of his colleagues at JTI or

members of the trade who have experience of working with him. JTI’s success in the Great Place to Work Awards is a testament to Derek’s leadership skills. On a personal level, Derek is one of the most genuine people I know, and I can safely say that you always feel better after speaking or engaging with Derek. I want to wish both Derek and Babs every success in the future and I do look forward to a catch up with them both in the near future. ■

www.shelflife.ie | ShelfLife November 2021

FEATURE

Will the global supply chain chaos ruin Christmas? The Irish retail supply chain is under signiﬁcant pressure due to Covid, issues connected to Brexit, and container and haulier driver shortages. Fionnuala Carolan asks how prepared Irish retailers are for the festive period ahead and what the solution is to this supply crisis in the longer term?

t’s been a bizarre few years for business by any standards and the ramifications of Covid are being keenly felt across the globe. A mixture of factors including worker shortages and port closures, pent-up demand for certain goods and a shortage of containers due to delays at ports, have all put the squeeze on supply chains. The supply chain has never had the opportunity to get back to normal since Covid restrictions have lifted and as a result, the price of shipping goods across the globe has risen substantially. One of the most tangible clues that things were not ‘business as usual’ was when M&S announced last month that it won’t be taking orders from ROI customers for Christmas dinner this year; a clear sign that there is little trust in the supply chain as the retailer would not risk disappointing their valued customers. There is widespread talk of shortages of other Christmas essentials including food, wines and toys as well. The question is how will the bigger shops overcome these shortages in order to make the most of the all-important Christmas season? According to an industry source, wholesale suppliers are predicting that they will be 30% short on what they’ve ordered this Christmas. For smaller retailers, it shouldn’t affect them too much but the bigger retailers, that sell a wider selection of Christmas products like decorations and gifts, will feel the pressure. The majority of electronics, toys, and many other popular Christmas presents are rarely produced in Ireland which is why there is so

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much focus on the international supply chain when it comes to Christmas stock.

Reason for supply chain delays Major port closures across Asia, including the closure of one of the world’s largest container ports in Shenzhen, China in early June for a few weeks due to Covid outbreaks, the massive delays that manifested because of the Ever Given shipping vessel being stuck in the Suez Canal in March for a week and a reduction in container capacity in shipping, have exacerbated these issues. Ikea has become the latest retailer to warn on supply chain problems, saying in late October that stock shortages were likely to last another year. An Ikea spokesperson said: “Keeping Ikea stores and warehouses stocked

has been a challenge. Supply chain disruptions led to a substantial drop in the availability of products that we have yet to recover from.” Clothing brand Nike cited closures of factories in Vietnam for low stock and H&M is dealing with delays to deliveries across Europe. Clothing and furniture retailer Next said stock availability had improved since September but remained challenging, with delays in its international supply chain being compounded by labour shortages in the UK transport and warehousing networks. According to Drewry Shipping, transporting a 40-foot container of cargo by sea from Shanghai to Rotterdam now costs 547% higher than the average over the last five years. Companies are desperately trying to work around the higher costs. Some have stopped exporting to certain locations while others are looking for goods or raw materials from nearer locations, says Philip Damas, founder and operational head of Drewry Supply Chain Advisors. If solutions are not found, it can’t be long before these costs get passed on to consumers.

Food shortages

M&S is unable to offer its ‘Christmas Food to Order’ service to customers in Ireland this year, but stressed that shoppers would still be able to find all their festive treats in its Foodhalls

Food products are equally affected by this. A delay in transporting coffee beans sourced in Asia is causing issues for coffee giant Starbucks and olive growers in Europe are now finding it too expensive to export to the US. Anchovies from Peru have largely stopped being imported into Europe because with the higher transport costs they’re not competitive

FEATURE

of the causes as well as transport issues. O’Mahony also says that there is a 35% shortage of New Zealand sauvignon blanc, due to a poor 2021 harvest.

relative to what’s available locally. Problems built up from the beginning of the pandemic have been compounded due to countries locking down at different times. A rise in container capacity is expected to relieve price pressures, but this is not expected to happen before 2023 so worries for this Christmas and beyond are very much warranted.

M&S Foodhall When M&S announced that it was not offering a Christmas food ordering service for the Republic of Ireland this year, it was a clear sign that all was not well. The retailer told ShelfLife that it is due to Brexit issues, and it made the call early to avoid disappointment. “Unfortunately, we are unable to offer our Christmas Food to Order to customers in Ireland due to the complex checks and delays resulting from Brexit meaning there was too much risk that we could potentially let customers down,” a spokesperson said. When we asked if this was just for one year or if this spells the end of this practice for good, the group said it will keep this “under review”. Despite not taking Christmas orders this year, M&S was keen to stress that all the Christmas essentials could be found in-store. “Customers in Ireland will be able to get all their festive treats from our Foodhall, from the perfect turkey to vegetables from vegan centre-pieces to incredible desserts.” Not wanting to worry customers, the retailer told ShelfLife that there is no need to panic buy because all the much-loved Christmas food would be available as usual. “Customers do not need to shop earlier than usual but if they want to get ahead, they can already buy Christmas puddings, gin globes, mince pies, Irish Magic and Sparkle chocolates,” the spokesperson said. “All beauty gifts are in-store and Christmas gifting, decorations, family PJs, and of course the beauty advent calendar.” Will customers be paying extra to have these products though? Not so, says the company. “Stock shortages have not led us to increase prices,” it said.

Shop local

Tesco Ireland has said it is “working closely with supplier partners to plan for the months ahead, so that customers can get everything they need”

Tesco keeping it local Tesco Ireland says it is focusing on local products in order to avoid any possible delays from the UK and beyond. A Tesco Ireland spokesperson told ShelfLife that local sourcing from its 490 Irish suppliers is “at the heart of our fresh food and popular seasonal categories”. Tesco’s spokesperson said that local sourcing has ensured it will be well stocked for Christmas, noting: “We have good availability of stock across other categories with deliveries arriving at our distribution centres every day, building our stock of ambient products in readiness for Christmas. We’re working closely with supplier partners to plan for the months ahead, so that customers can get everything they need.” Meanwhile, SuperValu said it is “confident our customers will continue to enjoy access to their favourite ranges this Christmas” and Lidl is also sounding bullish about the forecast for December trading. “Lidl Ireland does not foresee any stock issues at present. Our much loved Christmas range has already begun to arrive in stores and will continue to do so in the run up to Christmas.” However, according to Kevin O’Mahony of drinks distributor, Barry & Fitzwilliam in an article in the Irish Independent, people should buy luxury items like Dom Pérignon and Moët & Chandon sooner rather than later to avoid disappointment and cites a shortage of C02, which is used for some sparkling wines as one

It would seem that Irish retailers are feeling confident about supplies or wanting the public to believe that in any case. However, if there are particular products shoppers desire, they would be wise to shop early to avoid disappointment and let’s face it, this can only be a good thing for retailers because once shoppers get the essential toys and wines they want, they will be sure to keep buying other non-essential products throughout December spurred on by the never ending stream of marketing from the big retailers. Now more than ever, ‘shop local’ must have real resonance with consumers. Transporting goods around the world is not as easy or cheap as it once was which might just be a good thing for the planet and force us to consume products that can be made closer to home. On the back of Cop 26, most people are more engaged than ever with climate action and encouragingly 81% of consumers believe buying Irish is important, according to research on a new initiative about safely shopping online championed by Guaranteed Irish and .IE Bríd O’Connell, CEO of Guaranteed Irish said: “We welcome this initiative with .IE, which not only reassures consumers they are shopping securely but supports our local economy and communities and shortens the supply chain, which ensures less damage to our environment. “Every €20 spent on a Guaranteed Irish gift this Christmas is worth €100 to the Irish economy. This helps our Irish producers, makers, and suppliers to keep trading while giving the consumer a feeling of solidarity in supporting our exceptional local businesses.” Consumers may have to finally accept that we can’t always have fresh strawberries in December or avocados on tap, as there is a new normal coming down the line as we consider the wider implications for our planet of the items we consume daily from across the globe that we have taken for granted for so long. ■

Massive delays occurred following the Ever Given shipping vessel being stuck in the Suez Canal in March for a week, which had a knock-on impact on supply chains

www.shelflife.ie | ShelfLife November 2021

24 STORE PROFILE The Frank and Honest Gourmet Coffee offering is made specifically with Irish tastes in mind

Following an extensive renovation earlier this year, Centra Forster St is wowing both locals and visitors alike in the City of Tribes. Gillian Hamill caught up with retailer Declan Mahon to learn more about the store’s USPs

“

A cosmopolitan choice V

ivid and vibrant, brimful of imagination,” travel guide Lonely Planet named Galway city as the fourth best city in the world in 2020. Centra Forster St. perfectly matches this exuberance and aligns with the city’s reputation as being one of the coolest, friendliest and unique places in Ireland. With a premium new look and feel following an extensive renovation which was completed in June of this year, the store has been impressing locals and tourists alike.

Store evolution Husband and wife team, Declan and Valerie, took over the reins of the store back in 2002 and in the intervening years have seen a huge amount of change take place on Forster Street. “At the time, it was a very different street than it is now,” says Declan Mahon. “It was a much quieter street but even back then the focus was still very much on fresh.” While Declan’s background was originally in the banking sector, Valerie hails from a family of retailers and when the opportunity arose on Forster Street, they were enthusiastic about taking the plunge to own their own store. Located opposite the train station, on the corner of Eyre Square, the store has always benefited from transient footfall, but nevertheless, “over the last 20 years, the street has seen a lot of development,” says Mahon. Nowadays, the store also has plenty of regulars, coming from the nearby offices, hotels and pubs as well as those who live in the area. The Centra store has likewise evolved over the years, culminating in a complete renovation which began at the end of April and was completed by the end of June. Originally planned for 2020, the pandemic temporarily stalled the revamp, but the retailers are now delighted with the results of their long-planned changes. “I spent a lot of time putting the store plans together and thinking about the look and feel of the shop,” Mahon says. “I had a clear idea in my head of ShelfLife November 2021 | www.shelflife.ie

STORE PROFILE

Retailer: Davis & Mahon Centra address: 7 - 9 Forster Street, Galway, H91 TX67 staff: 25 – 15 part-time and 10 full-time size: 2,500sq ft opening hours: Monday – Sunday: 7am - 12pm what I was looking for, but it took a while to put it together.” During the easing of Covid restrictions, the store achieved growth which further bolstered confidence and the team decided the time was right to start the renovation. “Basically, we completely gutted the store and brought it back to its shell,” Mahon says, with full rewiring and replumbing completed. Due to the scale of work required, the store closed for four days but traded right through the rest of the renovation, with construction completed section by section. “It was important for us to stay open to cater for our

customers,” says Mahon. “We worked closely with the team in Musgrave, and our project manager Ross Kerrigan and regional manager George Osbourne were fantastic. With our full schedule of works, it was a tight schedule, but the finished results are great.”

Premium look and feel “We focused on the look and feel that we were going for, which is a warm and premium look, and we worked closely with Musgrave to achieve that,” he adds. By raising the ceiling height across different parts of the store, the Centra also feels much more spacious. “A key feature in-store is our deli, we feel our offering is unique and stands out in customers’ minds as being distinctive within the local area. We’ve put a lot of time and effort into the deli area because it’s a major part of the business,” he adds. A continual strong performer for the business, Mahon says that instead of radically changing the deli during the revamp, they simply extended the already successful ranges of gourmet sandwiches and cooked dinners.

During the revamp, Centra Forster St. doubled the size of its hot food offering and more than doubled the area dedicated to cold salads and sandwich ingredients

STORE PROFILE

With exposed brickwork and vibrant neon signage, Centra Forster St. stands out in customers’ minds by delivering a premium look and feel

The in-store off-licence has gained an excellent reputation locally for its wide chilled selection

This approach has paid dividends. “The key three areas that are performing really well post-revamp are the deli, off-licence and impulse categories,” says Mahon. While the deli is up by around 8%, impulse is up by an impressive 15-17% and off-licence sales have also significantly increased. Indeed, shoppers have reacted extremely positively to the store’s new appearance. “Even months on, customers are still complimentary of the store, saying ‘Wow, what a difference!’ because it looks like a completely different shop. Customers that might have called in once a week, now find themselves calling in two or three times a week.”

and we always have. We work together as a team and they were brilliant through the revamp and lockdowns also,” he says. It’s certainly reassuring to have a dedicated crew given the labour shortage occurring during the present times. “It’s very hard at the moment finding staff and especially those with experience, it’s getting more and more difficult,” says Mahon. “It’s a huge challenge nationwide. We’re a little bit luckier here in Galway than somewhere more rural, due to the city’s large student population, but it’s tougher than I’ve ever seen in terms of finding staff.”

Successful departments The store’s extensive off-licence area is another draw, particularly for craft beer aficionados who are impressed with the selection on offer in the section dedicated to craft brands. They are sure to enjoy perusing the shelves at Centra Forster St., as the store always strives to offer “something that little bit different”. What’s more, for shoppers’ convenience, they can pick up chilled drinks ready to go, with the store having installed 10m of refrigeration within the off-licence. “We are gaining recognition for having a large selection which is chilled; that is the key difference,” says Mahon. Another section of the store which is performing well is the Frank and Honest coffee offering, located in a prominent position in-store, upfront at the entrance. “Coffee-to-go has become a market that a lot of people are targeting. We have quite a number of coffee shops around us here, but our offering is definitely holding its own. The Frank and Honest brand is just growing and growing all the time.”

Local presence As a member of the Galway Chamber of Commerce, Mahon is a good advocate for local businesses in the city. He has often met up with groups of other businesses in his locality to chat about all the latest happenings going on in the area and upcoming events. Pre-pandemic, the city’s businesses were gearing up for their “best year ever in Galway”, with the Galway 2020 Capital of Culture award set to kick off a dynamic calendar of events and festivals. Naturally, the pandemic was “a serious knock compared to what we were expecting”. Despite this disappointment however, the city and its local businesses have demonstrated tremendous

resilience and a real sense of community. The trend for staycations this summer also made a huge difference to the local economy. “We were really worried at the time as Galway is centered around tourism during the summer: the students leave and the tourists arrive,” says Mahon. “However, the amount of staycationers this year will have made up for the lack of European and international tourists.” The support provided by the Musgrave Group has also been critical in helping the team to navigate the myriad challenges presented by the Covid-19 pandemic. “I have a great relationship with Musgrave and always have,” he says. “I particularly observed the benefits when the pandemic struck; they were very supportive in terms of keeping us up to date with information on how to deal with the challenges. I wouldn’t have liked to be on my own having to deal with all the changes to regulations that were coming in thick and fast, but the Musgrave team were on top of it and always at the end of the phone to answer any questions we had.” Mahon pithily sums up the store’s ethos by noting that “the focus is always on standards and high quality and offering all that at a fair price. We thrive on delivering friendly and helpful customer service and for a city centre store, it’s often commented that we have extremely friendly staff and even the tourists will comment on that. I suppose when you come to a city, you don’t always expect the service to be like that and that’s one of the reasons for our repeat business from regulars.” Knowing many regular customers by their first name, Mahon adds that “the team in the deli would have their sandwich made as they’re coming in the door almost!” Local suppliers including a local fruit and veg company as well as other smaller suppliers, also help to ensure that the store retains its reputation for excellent fresh options. All in all, Centra Forster St is in an ideal position, with a cornucopia of ﬂavoursome choices to meet the needs of a city that is itself full of ﬂair. ■

Dedicated staff Of course, great in-store concepts would simply not impress customers without the right staff, and in this regard, Mahon says he is “blessed” with the “fantastic” team they have at the store. Many of whom have been with the business for a long time which is unusual for a city centre location. “Valerie and I have a great relationship with our managers and staff,

Centra Forster St. offers a wide variety of packed lunches to go, to meet the needs of all its various customers in a busy city centre location

www.shelflife.ie | ShelfLife November 2021

26 ADVERTORIAL

Remarkable resilience Irish food and drink producers have demonstrated remarkable resilience amidst uncertainty during the past two years. GS1 Ireland has conducted research into the challenges they’re currently facing to help businesses not just survive, but thrive

o better understand the challenges faced by Irish food and drink businesses, earlier this year GS1 Ireland surveyed food and drink producers from across the island of Ireland. Some insights from that survey are presented below. GS1 Ireland would also like to take the opportunity to thank their members, the participants who responded, and the partners that worked with them in the preparation and dissemination of the survey; Blas na hEireann, Invest NI and iDUNN Consulting.

drink and horticulture were €13 billion in 2020, representing 90% of the food produced in this country during a period of unprecedented change and challenge. Food and drink producers are an integral part of the Irish economy. The research findings presented provide clear insights into the ‘digital readiness’ of these companies, how they are facing challenges such as Covid and Brexit, as well as how well they are meeting changing consumer demands.

Background

proactive about entering awards

The food and drink industry is of significant and increasing importance to the Irish economy. The value of exports of Irish food,

Food and drink businesses on the island of Ireland are proactive about entering awards and see many benefits in doing so.

Top five reasons for entering awards

54%

45%

Brand awareness

positive impact on sales

29% exposure to buyers

43% Brand recognition

26%

press and pR opportunities

As one participant put it, “I think awards will help build your brand, get your product known, and bring confidence to the consumer”. ShelfLife November 2021 | www.shelflife.ie

Over three-quarters of food and drink businesses on the island of Ireland have entered food and drink awards, the most popular being the Blas na hEireann, the Great Taste Awards the Irish Quality Food and Drink Awards. Participants were overwhelmingly in favour of entering awards with 97% stating that awards were beneficial to brands. The most commonly stated reason for participating in awards was ‘increased brand recognition and awareness’ and a ‘positive impact on sales’ as well as ‘exposure to buyers’.

exports Most food and drink producers are focused primarily on the Republic of Ireland and Northern Ireland markets. Less than half (43%) of the respondents said they were currently exporting to our nearest neighbour, the U.K. Some companies stated that they had been supplying the UK but had stopped since Brexit.

Digitalisation While over 80% of food and drink businesses in Ireland reported that they have their own website, less than half of businesses were actively selling their products online via their own websites. One-quarter of producers are selling via an online marketplace such as Amazon.

“Over half of food and drink businesses in Ireland either have no website at all or one that is not eCommerce enabled” Many respondents spoke about the difficulties with selling products online with particularly short shelf life or those that are very delicate, such as eggs. Many respondents said that they were in the process of setting up

ADVERTORIAL

an eCommerce-enabled website but that it was not yet complete. “I want to add an online shop but our product is perishable and logistics doesn’t allow as product is delayed and/or damaged on arrival,” one respondent said. “This is a major issue for us and I am sure other producers.”

sustainability The most common steps that Irish food and drink producers are taking to become more environmentally sustainable include reducing the quantity of packaging on their products or changing the packaging material from plastic to recyclable, or compostable alternatives. Many businesses mentioned joining Origin Green as part of their sustainability plan.

“Over half of respondents have recently taken or are currently taking steps towards environmental sustainability” As one business noted: “We are constantly seeking new ways to be more sustainable from food packaging to electricity usage and harvesting rainwater. The list is endless. But there are always more ways for us to improve processes, to ensure we are striving to be more sustainable.”

stumbling blocks However, food and drink producers face stumbling blocks in the journey towards environmental sustainability. There are areas that food and drink producers find more challenging. One such challenge is sourcing packaging alternatives to plastic, that are both food safe and ecofriendly. Other challenges mentioned were the higher price of eco-friendly food packaging, and staff training and motivation. A theme emerged among respondents’ answers pointing to a ‘plateau’ effect whereby producers felt they have implemented many steps already and weren’t sure where to go from there. “As artisan producers, I feel there are only so many efficiencies we can implement,” one respondent said. “More efficient options are

Most producers said they were planning to grow and scale up their current production levels in 2021

not realistic for our scale of operation so it’s difficult to keep adding more sustainability initiatives.”

plans for growth Most food and drink producers want to grow and scale up their current production levels: When asked what their plans are for 2021 in terms of production, most producers stated that they were planning to grow and scale up their current production levels in 2021. 30% were planning to maintain current production levels and 5% were planning to scale back or cease operating. When asked how respondents were planning to scale their businesses, the top three themes that emerged in the responses were a focus on online sales, launching new products and recruiting staff. Responses included: “I have been expanding my product range and that will continue in 2021.” “I am working on expanding the list of retailers I supply.”

“I am working with a 3rd party on my social media and marketing with the intention to expand my reach to increase sales.”

summary Overall, GS1’s research indicates that: • Food and drink businesses in Ireland are firmly embedded in networks and schemes that support their growth and development and see the value of being part of these networks and award programmes. • The majority of food and drink businesses stick to markets close to home, with many holding back from entering international markets due to concerns about the costs and regulations associated with exporting. • Many Irish food and drink businesses are slow to digitalise, with less than half having their own eCommerce enabled website. • Over half of Irish food and drink businesses have recently taken steps to become more environmentally sustainable. For further information on this survey and report, please contact the marketing team in GS1 Ireland at marketing@gs1ie.org. The ‘Survive or Thrive?’ survey was conducted online by GS1 Ireland between February and May 2021. Over 300 responses were received from food and drink producers across the island of Ireland. ■

www.shelflife.ie | ShelfLife November 2021

28 STORE PROFILE

The Nearby Store at Lambscross, Sandyford in Dublin is run by experienced retailer Mark Malone. His extensive bakery, busy deli and quality coffee offering have made this store a popular destination for locals and tradespeople alike. Fionnuala Carolan speaks to him about his career to date

Nearby Lambscross is situated in a great location with a lot of residential housing within walking distance

Bake it and they will come W

hen a retailer’s story begins with a long-standing career in Superquinn, you can be sure that there is probably something exceptional about their shop. Mark Malone learned his trade from 30 years in Superquinn and experience like this breeds high standards and sharp business acumen. Although he has been involved with various businesses since, he has learned that focusing all his efforts into one store is the secret to success. His Nearby store has benefited massively from shoppers staying local during the pandemic, as is the story for many retailers across the country. Concentrating on doing a few things really well has paid handsome dividends. The shop is in a great location with a lot of residential housing within walking distance. There has been a massive amount of construction in the vicinity over the past two years, some that had started before Covid and has kicked back in now. There are about 2,000 apartments being built right beside the shop and then another 1,100 apartments being built about five mins from the shop. The council is also widening the road close by from the wellknown Lamb Doyles pub down to Marley Park, which started last month and is predicted to take about two years and the store is already benefitting from the many construction workers in the area every day. “A lot of the builders are travelling from the north and they pull in at 6.30am and we’re the only place open so they’re queuing for the coffee,” says Malone. “There is a rush then and then they are back in at 9.30am/10am and again at 1pm.” This results in plenty of busy periods during the day. The shop is located beside a school and the community centre, a good butcher and a hairdresser with ample

ShelfLife November 2021 | www.shelflife.ie

STORE PROFILE

Retailer: Mark Malone address: Nearby Lambscross, Sandyford, Dublin 18 staff: 16 staff members opening hours: Monday – Sunday: 6.30am - 10.30pm

parking outside so the location is as good as it gets.

How it started Originally from Ballinteer in Dublin, Malone started working in Superquinn when he was just 15 years old. Like many back then he decided not to finish school and began working there full time from this early age and stayed with the company for 30 years. He trained in Superquinn Ballinteer and worked his way up to management in high profile shops like Blackrock. “I helped open up Superquinn Lucan as an assistant manager and then I was the manager of Bray, Sundrive, Finglas and Blanchardstown,” he explains. “Working with the likes of Feargal Quinn was fantastic,” he recalls. “When I reached management level, I got great exposure by being brought on trips to America to look at new ideas. He would bring over 6-8 people at a time and do a tour of supermarkets there and you’d come back and have to work on say five projects each and you’d have to present that to the other managers and try to implement these ideas in-store. I was involved in the opening of Sunday trading for the first time. There was a great buzz about the place – always something new happening. If you talk to any of the

Superquinn managers, they would all say the same about him. He was a one off,” he says.

Going it alone Managing a supermarket is no doubt a tough job but very different from owning your own business. So did Malone always have dreams of going out on his own? “Yes I think so,” he says, “but I was just waiting for the right opportunity. I took a shop in Bray with another group but that didn’t work out. I had two or three small shops after Superquinn but I just want to concentrate on the one now. Keep it simple. What is small is beautiful!” he laughs. “When I had a number of shops I was driving from shop to shop trying to keep on top of it all but when you strip it back it’s not worth it. I saw the results here straight away. It’s grown massively since I’ve taken it over

Retailer Mark Malone says his partnership with S&W works well, noting that the wholesaler has “good prices and very little out of stocks”

STORE PROFILE 29

S&W Wholesale

The deli at Nearby Lambscross is full of appetising options

and the Nearby Retail team has really helped me get the store to this level. The pandemic has brought in new customers who wanted to shop local and avoid larger supermarkets with crowds. Our store looks small from the outside but we have a good sized deli, a full bakery and a good selection of wines. Many locals say they couldn’t believe the range we had within the space,” he says. Malone’s Bakery in-store is very impressive with a great range of breads, scones, cakes and cupcakes all made in their on-site production room. “It’s a bit like Superquinn’s traditional bakery making fresh bread, scones and all that type of stuff on a smaller scale,” he explains. “We held on to the growth we had with Covid. Even though things have gone back to normal mostly, we’re actually still up on last year and the year previous to that. We’ve held it well. People stayed local and saw what we had. Wine sales did very well too,” he says. Other areas of the shop that perform well are his Costa Coffee machine and he has a fuel yard behind the store with blocks, coal and briquettes.

When Malone took over this shop it was trading with another group. After a year he changed to S&W Wholesale with Today’s Express and subsequently to the new Nearby brand. He details why he finds S&W so different to other groups and why it works so well for him. “S&W is very efficient and the prices are very good. The Nearby Retail team have been very supportive from the very beginning and I can’t fault them,” he says. “There’s no franchise fee so straightaway I’ve saved money and I’m getting a better service than what I had with my last group. It suits me perfectly as I like to do my own thing. They’ve good prices and have very little out of stocks. It’s perfect for someone like me with so much experience in retail. “Retailers I know who are with other groups are ringing me complaining about the amount of out of stocks they have yet we haven’t had much experience with this with S&W Wholesale,” he says. He says he likes the fresh look and feel of the brand and feels like S&W is absolutely the best fit for his business.

Staff There are 16 staff to man this busy shop that is open each day from 6.30am until 10.30pm. They have even opened on Christmas Day for the past five years and have created a lovely tradition of cooking turkeys and hams for some of their elderly customers and delivering them to their doors. “I work on Christmas Day myself with my son and my nephew and it’s good fun. We cook people’s turkeys and hams and deliver them to some of our older customers. We go home around 2pm and enjoy our own day then,” he says. Interestingly Malone has had no issue with retaining staff. An industry-wide problem at present is a lack of staff so he counts himself lucky that he has not had to contend with this. He says he treats his staff with respect and gives them responsibility. “We have no

The Costa Express machine is busy in-store from 6.30am onwards

Featuring smart wooden shelving, the in-store off-licence carries a wide selection of choices for customers looking for something a little different

problem getting staff and we’ve had the same staff since we opened. Other retailers seem to constantly be looking for staff but I’ve never had an issue with that. If you give people a bit of responsibility and look after them, they are usually happy,” he says. Well used to early starts and hard work, Malone starts work at 5.30am each morning. He says he enjoys what he does so he doesn’t mind doing it. “I take Sundays off now and I have for the last while but during lockdown it was seven days. We were ﬂat out and finding it difficult to keep up with it. At the moment we are on an upward curve and we are trading 40% up on last year,” he explains. The only issue Malone has encountered in recent times is dealing with anti-maskers as Malone’s priority is his customers and keeping them safe while they browse and shop around his store. He hopes that this issue will disappear in time along with Covid but it sounds like the customers he gained during Covid are around for the long haul. Doing the basics right like his impressive bakery and deli has proved a winning formula for this shop and Malone can look forward to welcoming even more customers in the near future as the new developments are completed. Keeping up with demand might be his biggest problem yet! ■

A strong chilled offering in-store means local shoppers are able to pick up all their weekly shopping essentials at Nearby Lambscross

www.shelflife.ie | ShelfLife November 2021

30 ADVISOR: Marketing

Pricing’s time is now– at last! COLIN GORDON

marketing expert

At the present time, when inﬂation is proving a real challenge to many businesses’ profitability, the time has come for the oftneglected P of the 4Ps marketing mix – pricing – to take centre stage, writes Colin Gordon

nergy costs are hyperinflated versus recent levels and are now at historic highs, putting pressure on production and logistics costs with much of the impact yet to be fully recognised by the energy users, food, drink and grocery producers, distributors and retailers throughout the country. To add to that pressure, wage pressures are prevalent not only as employees seek to recover positions lost to inflation, but also due to staff shortages with these twin challenges causing both the wage floor and ceiling to lift. Media costs are rising as advertisers return to the various platforms after some pandemicrelated quietness over recent months.

Challenges posed by inflation For the first time in many years – in fact, for the first time in many readers’ professional lives – inﬂation is a real issue and a real challenge to business profitability and in some cases viability. This throws up the whole issue of ShelfLife November 2021 | www.shelflife.ie

pricing strategy and margin management. Strategically, a company could decide to ride out this storm – maybe they have enough balance sheet or margin ‘capacity’ in their business model – and deliberately allow the pressures to harm competitors with lesser capacities. Maybe a business can re-engineer their supply chain to make efficiencies in their value chain. Or maybe, just maybe, they have decided to look at their pricing behaviour and strategy to see how they can recover lost margin.

pricing severely neglected This can be achieved by rising prices to reﬂect inﬂation or reworking the design of their (pricing) promotions or

attacking the trade ‘terms’ line in the pricing model. None of these are easy, some very contentious. But to reference Warren Buffet and his (rather successful) approach to company acquisitions, you shouldn’t think twice about who’s in charge of a business or company, it’s all about the company’s ability to raise prices (my emphasis). Price management is as important not only as the other three ‘Ps’ of the 4P marketing model. It’s as important on a day-to-day basis as revenue management. And yet it has been severely neglected over so many years. In fact, in my opinion, it has been virtually ignored by marketers for a long, long time. It’s been left to finance or sales departments to “keep

“Inﬂation wasn’t an issue for many years, so pricing was largely lost to the thick jungle of price promotions. Margin objectives were often ‘managed’ by short-term cuts to marketing budgets and other so-called non-essential overheads.”

ADVISOR: Marketing

an eye on”. Inﬂation wasn’t an issue for many years, so pricing was largely lost to the thick jungle of price promotions. Margin objectives were often ‘managed’ by short-term cuts to marketing budgets and other so-called non-essential overheads. Or maybe by quick-fire innovations or giddy extra-free or collect-and-get type promotions. Such issues as price elasticity, value (in its proper definition) and the long term were mostly, if not fully, ignored.

Rethinking pricing But now, with significant cost pressures throughout the business environment, pricing’s time has arrived. Inﬂation is not a bad thing per se, so long as it’s not unmanageable either by the supplying company or the buyer. The latter has to be conscious of the relative position in the marketplace; the latter is also mindful of the product’s relative value position and of her/his real (versus nominal) ability to purchase based on how inﬂation is hurting them and the other items in their basket of goods. Pricing for marketers has often only been referred to or thought about when a product or brand is being launched or relaunched or price promoted. But pricing also involves the day-to-day control and

management of the full ‘Gross To Net’ realisable price (or revenue) stream. Gross To Net involves a full and long-term understanding of all the layers of the pricing model. This full model involves everything from the headline price (gross revenue), and then less (a) various discounts (from early payment, to volume to linked product purchasing, to marketing allowances, etc.) (b) trade terms, (c) price promotions, (d) waste, (e) returns, etc. All these items, and more, are all in the company’s pricing tool and strategy. The understanding required across all these layers includes a detailed day-by-day management of each of them. It’s not the preserve of finance or sales. It’s real business, the whole of the business and as such it’s the responsibility of the marketer and the marketing team – what is often called the “brand management” team. For that team to really live up to that title, requires the members to really manage the brand and pricing is a core part of that. As I said above, (moderate) inﬂation is not a bad thing, per se. Maybe the recent inﬂationary challenges will switch businesses and marketers to being more conscious of how important a strategic tool pricing is. Pricing’s time may have come at last! ■

‘Marketing is in trouble: How we got here and 10 steps to get us out’ by Colin Gordon is now available to purchase, published by Orpen Press. To get your hands on a copy, visit the following: www.orpenpress.com UK: www.amazon.co.uk/dp/B08M9XY6HF US: www.amazon.com/dp/B08M9XY6HF Ireland: Marketing is in trouble eBook by Colin Gordon - 9781786051127. Rakuten Kobo Ireland - www.kobo.com/ie/en/ ebook/marketing-is-in-trouble.

INTERVIEW

QUICK QUESTIONS WITH

Michael Byers

1. Best place for coffee? Parlour, Blackrock. 2. Favourite movie? Things to Do in Denver When You’re Dead. 3. Top book recommendation? Rich Dad, Poor Dad by Robert T. Kiyosaki.

MICHAEL BYERS

managing director of VM Digital 15. Biggest fear?

4. Which social media platform do you use most? Instagram.

9. First thing you would do if you were Taoiseach? No jobs for life in civil service.

Heights.

5. Best ad on telly? “Gotta share the love - it could be you” National Lottery.

10. If you had to live in another country, where would you choose? Italy.

Beach.

6. Worst ad on telly? That advert for Easolief Duo with Rosie in Monkstown!

11. Greatest achievement to date? My three children - Sam, Max and Lola.

Liath, Blackrock.

12. Best website? Vision Express.

Pop.

7. Favourite grocery shop? Avoca. 8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? Rib of beef with all the trimmings, followed by lemon drizzle cake. Of course!

13. Most annoying public ﬁgure? Micheal Martin. 14. Best piece of advice you ever received? Be yourself, I like you as you are.

16. City or beach break?

17. Top restaurant recommendation?

18. Pop or rock?

19. Favourite time of the day? 6pm in Gleesons. 20. What’s the last compliment you received? You’re a good singer. ■

www.shelflife.ie | ShelfLife November 2021

CATEGORY FOCUS Christmas Essentials

Heaven-Santa!

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

Soup

With one in five adults expecting to spend more this Christmas compared to what they spent last year*, it’s essential to make sure you’re fully stocked up with all the trimmings so they can tick off everything on their shopping list – as well as a few inspired extras, writes Gillian Hamill

emonstrating the immense importance of the Christmas season to the FMCG sector, Kantar figures showed that takehome grocery sales in Ireland rose by 17% in the 12 weeks to 27 December 2020. In fact, a record-breaking €1.2 billion was spent on groceries in December last year, making it the busiest month ever. “As an extraordinary year drew to a close, the average shopper spent €134 more on

groceries in December than they did in 2019,” said Emer Healy, retail analyst at Kantar. “Wednesday, 23 December was the busiest shopping day of the year when almost half of the Irish population hit the supermarkets,” she added. “But overall grocery spend was more spread out during the run up to Christmas than we’d normally expect to see, as consumers with more time on their hands at home took the opportunity to prepare early.”

Not a traditional Christmas Fewer guests to host meant a smaller scale feast and shoppers spent €1.2 million less on whole turkeys over the four weeks to 27 December compared with the same period in 2019. “The traditional turkey was off the menu for many,” Healy added, “as lots of Irish households favoured smaller cuts of meat. In a break from the norm, we spent €938,000 >>

Melt into a moment of bliss Maintaining its position as the number one boxed chocolate brand, Lindt Lindor continues to outperform the market growing double digit +36.9% and holding a market share of 19.7%*. Lindor’s success comes not only from the brand’s much-loved classic Lindor Milk recipe but also through its continual innovations to the market that are guaranteed to excite and delight your shoppers. With a wide range of exciting and delectable flavours as well as formats, Lindt Lindor is the perfect chocolate gift for any occasion. This Christmas, consumers can experience bliss with a variety of flavours, from the smooth melting moment of Lindor Milk to the blissful taste of Lindor Salted Caramel. The Lindt master chocolatiers are dedicated to producing the finest chocolates and recipes of the highest quality to delight taste buds. Consumers can share the bliss with the Lindor Chocolate Truffles Assorted Tin. With six blissful varieties included, there’s a flavour for everyone: from classic Milk, White and Extra Dark truffles, or the irresistible Hazelnut, Milk & White or Salted Caramel. The Lindor Assorted Tin is the perfect chocolate selection to make sharing this Christmas truly special. Also returning this Christmas is the limited-edition Lindor Milk & White. Lindt master chocolatiers The Lindt Lindor Chocolate Truffles Assorted Tin includes have taken the smoothest six blissful varieties melting white chocolate and

ShelfLife November 2021 | www.shelflife.ie

The much-loved classic Lindt Lindor Milk is always a festive favourite

Each Lindt Lindor Salted Caramel features a milk chocolate shell with salt crystals filled with an irresistibly smooth melting caramel centre

Limited edition Lindt Lindor Milk & White features smooth-melting white chocolate, enrobed in milk chocolate

enrobed it in the finest milk chocolate to create Lindor Milk & White. With a unique recipe and taste profile that only Lindor can deliver, Milk & White looks certain to be a massive hit again this Christmas. As market leaders, Lindt will deliver a massively upweighted national support plan this Christmas behind the Lindor brand, with Lindor TV advertising returning to screens from October and a strong push in-store with premium point of sale and display. With a format for every occasion, give your shoppers the gift of bliss this Christmas: Lindor from Lindt! *(Source: Nielsen Scantrack total market excl. discounters MAT latest 52 weeks to 10th October 2021)

bliss

Give the gift of this Christmas with LINDOR, Ireland’s Number 1 Boxed brand*

Lindt Master Chocolatier since 1845 *Source AC Nielsen 52 weeks to 10/10/21

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

Soup

34 CATEGORY FOCUS Christmas Essentials

>> more on turkey rolls, €398,000 extra on roast beef and an additional €480,000 on roast pork in December. However, some classic festive favourites prevailed and sales of sprouts were up by 7.3%. “Although not a traditional Christmas, shoppers still endeavoured to make it a merry one and to treat themselves after a tough year,” she continued. “Our collective sweet tooth saw an extra €6.7 million spent on chocolate confectionery during December. We also parted with €3 million extra on cheese and, as we all raised a glass to the end of 2020, alcohol sales soared by 33%.” Shoppers trading up resulted in an additional €1.6 billion being spent on branded products in 2020 while sales of premium own label items soared by 17.8% over the 12-week period. “Supporting Irish was the order of the day,” said Healy, “and both Keoghs and Avonmore grew ahead of the market over the festive period.”

Bringing life’s simple pleasures

Online sales up Rounding out a strong year for online grocery, Irish households spent €133 million through digital channels during the 12-week period. “The popularity of online grocery shopping is no ﬂash in the pan,” Healy said, “and digital orders accounted for 4.1% of all grocery sales in December 2020. That figure was only 2.8% in December 2019, hammering home an impressive year in terms of sales and capacity growth.” She also noted that while new shoppers continue to make the move online, Kantar also expected digital sales to go from strength to strength in the year ahead. Research by Visa also showed that online shopping is likely to represent a higher percentage of sales compared to previous years, with 40% of Irish Visa cardholders who didn’t shop online before the pandemic, now doing so.

Christmas 2021 trends While last year obviously saw smaller family gatherings on Christmas Day, research conducted by Tesco Ireland, shows that one in 10 (12%) people say they’ll be expanding the dining table this year as they will have nine or more guests. Tesco Ireland’s annual ‘Christmas Trends Research’ examines the habits and behaviours of Irish consumers during the Christmas period and highlights new trends and insights within the Irish marketplace. Following another year of uncertainty, the Tesco consumer trends research for 2021 looks to hone in on Christmas traditions and rituals to understand what ignites the festive spirit across the nation. This year, travel is a key feature within the research as families look forward to reuniting with loved ones from near and far, Tesco reported. Tesco’s research showed retro recipes are in, as half of the respondents (50%) said they typically source their Christmas dinner recipes from a traditional family recipe passed down through generations. Millennials are confirmed as the main generation to dish out a delicacy from the past with (61%) of those aged 25-34 most likely to use a traditional family recipe passed down through generations. The research also showed this festive season will be a Christmas of reunions! Over

ShelfLife November 2021 | www.shelflife.ie

Denny Gold Medal Sausages now feature cheerful Christmas packaging

Denny has been bringing home the bacon for over 200 years – ever since Henry Denny first invented the rasher. Since then, the company has been bringing simple, honest and great tasting food to families all over Ireland. Henry Denny’s innovative ways have stood the test of time, evident through Denny remaining a leader in many of the categories it operates within, such as ‘rashers’ which has grown +13% MAT*. For Denny, it’s an honour to be a staple within so many Irish households - from the weekly fry and bacon baps, to the clean plates and smiling faces, Denny brings life’s simple pleasures to families. Denny has enjoyed a fantastic year growing the overall brand, market share and helping retail partners grow their categories. Denny holds leading positions across all categories it operates within, including being the number one brand in sliced cooked meats*. Denny sliced cooked meats are growing (+9%) ahead of the category (+3%) and now hold a 11% market share. As a family lunchtime favourite, ‘Only Denny Will Do’ when it comes to ham, and the innovative brand hasn’t yet finished perfecting its recipes; 2021 saw Denny introduce new variants as well as new ﬂavours. Denny continues to evolve into completely new spaces with the recent launch of its Meat Free Bacon and Meat Free Chicken and Ham Style Slices. Denny is the fastest growing chilled meat free brand with the number one chilled meat free product with its Denny Meat Free Sausages**. *(Source: Nielsen IOI Data up to 20/6/21) **(Source: Dunnhumby ROI up to 14/2/21)

three in 10 (31%) adults say they will have family members travelling to be with them this Christmas, with more than one in ten adults (14%) saying they will have family members travelling from abroad. A long time coming for nearly one quarter (24%) of respondents who say it has been more than a year since they last saw this person. A festive feast is in store for most households this year with almost three quarters (74%) of adults expecting there to be between three and eight people at the dinner table for Christmas dinner, with 12% saying they will have nine or more.

will be a factor in their decision process when purchasing gifts this Christmas. When it comes to practising sustainability this Christmas just over half (51%) of adults will be cutting down food waste, a 3% increase from last year. Shopping local has also grown in popularity with over four in 10 (43%) planning to shop locally for gifts in comparison to last year (38%). Amongst those who plan to cut down on food waste this year, just over six in 10 will do so by buying less food overall (62%) or by making better use of leftovers (61%), a statistic that has remained the same since 2020.

Spending on the rise

Excitement abounds

Spending habits are set to soar this Christmas as the Irish consumer looks to make the best out of Christmas for 2021. In fact, one in five (20%) adults expect to spend more this Christmas compared to what they spent last year. When it comes to spending on Christmas gifts this year, 23% of Irish consumers plan to spend between €101 - €200 with a similar proportion (21%) saying that they plan to spend €201 - €500, Tesco states. Eco-conscious shoppers are prioritising the planet this season as sustainability takes centre stage. As the environmentally conscious shoppers prepare for the festive season, the planet is kept in mind amongst six in 10 (55%) adults who say that sustainability

“What our research tells us is that after the last year the people of Ireland are excited that Christmas is back and are determined to enjoy the festive season. Traditions continue to play an integral role in households as families look forward to reuniting with their loved ones and making up for lost time,” says Cathal Deavy, marketing director, Tesco Ireland. Encouragingly, 81% of consumers believe buying Irish is important*. According to research reported by Guaranteed Irish and .IE, the Christmas trading period represents the largest sales opportunity for 33% of Irish SMEs. *(Source: Tesco Ireland’s annual ‘Christmas Trends Research’) **(Source: IE Digital Health Index)

THE MOST WONDERFUL

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36 CATEGORY FOCUS Christmas Essentials

Christmas Essentials

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providing you with the opportunity to satisfy existing customers, reach new ones and grow sales. As we head into the festive season, Seattle’s Best Coffee features two great flavours to enhance your coffee experience. With both Hazelnut and Gingerbread syrups, further flavour can now be added to your shoppers’ favourite beverage. With flavoured beverages making up to 10% of the mix, it is important to have this offering for your consumers. Christmas would not be Christmas without a festive compostable cup and Seattle’s Best Coffee has a new design in both 12oz and 16oz sizes. With holiday themed icons and snowflakes dotted around the cup, this emphasizes the holiday season and forms a full picture with the signature skyline. Cuisine de France’s limited-edition seasonal range brings a new twist to festive favourites

Gifting made easy

Joyeux Noël When Santa arrives in Irish households to leave presents under the tree this year, he’ll be expecting something a little more sumptuous than the standard carrot and cookie! Cuisine de France, Ireland’s most beloved bakery brand, has released a limited-edition seasonal range including festive favourites such as the Mince Pie and Mince Crown, seasonal Muffins and the unique Apple and Custard Strudel. Another twist on a traditional dessert of the season, the Cuisine de France range includes a rich Brandy Mince Puff, made with buttery puff pastry and a sweet and lightly spiced fruit filling. A drop of brandy and dusting of sugar on top perfects the pastry. Commenting on the launch of the festive range, Shane Vaughan, head of marketing at Aryzta Food Solutions, said: “We are delighted to bring the Cuisine de France Christmas range to market and pleasantly surprise our customers by adding a new twist to some of their favourite festive treats.”

Smoothly does it ‘Great Coffee for Everyone’ is at the core of Seattle’s Best Coffee’s mission. While everybody’s different in the kind of coffee they prefer, many are similar when it comes to convenience, great taste and fantastic value. Seattle’s Best Coffee says its range of beverages offers something for everyone,

Forest Feast’s three new gifting packs use the finest Belgian chocolate

Premium Snack brand, Forest Feast has launched three new gifting packs for Christmas 2021. Handcrafted in Co. Armagh, using only the finest Belgian chocolate, the three-strong range come in a luxury gift tube making them perfect as a last-minute gift, teacher present or stocking filler. According to Mintel*, 41% of buyers cited high-quality ingredients are the key purchase driver when people buy chocolate as a gift. The range comprises of: Salted Dark Chocolate Almonds: Oven roasted skin-on almonds, drenched in Belgian dark chocolate, with a sprinkling of salt and a dusting of cocoa. A rich, intense sweet-salty experience. (Vegan, gluten free)

Lily O’Brien’s Chocolate Collection contains 26 chocolates with nine delicious recipes

Strikingly stylish To delight your shoppers this festive season, make sure to stock Lily O’Brien’s range of mouthwateringly delicious chocolates. All made in Ireland and crafted using signature Lily O’Brien’s chocolate, this delicious range offers the perfect selection to meet your shoppers’ gifting needs this Christmas. Brand new this Christmas, Lily O’Brien’s Chocolate Collection is an ideal gift for your customers to really impress with this festive season. This generous collection of 26 chocolates with nine delicious recipes is strikingly stylish and sure to suit all tastes and have them reaching for more. Recipes included are Salted Caramel, Simple Chocolate, Zesty Lemon Trufﬂe, Trufﬂe Decadence, Coffee and Almond Biscotti, Raspberry Roulade, Sticky Toffee, Roasted Almond Square and Gianduja. Available in all major retailers nationwide (€13.95). The best-selling and much-loved Desserts Collection (230g, €10) is a must-stock for the festive season. This collection which includes some of the world’s most loved dessert recipes, including Hazelnut Torte, Raspberry Infusion and Banoffee Pie, is the perfect accompaniment to any dinner table or get together with family and friends and is sure to put a smile on everyone’s face. Also available and for a limited period only this festive season is Lily O’Brien’s Winter Desserts Collection (€10.00). With six winter dessert themed recipes including a >>

Salted Caramel Milk Chocolate Almonds: Sweet caramelised air-roasted almonds with a hint of sea salt are dipped in creamy milk chocolate. They are an irresistibly moreish treat! (Vegetarian, gluten free) Valencia Orange Dark Chocolate Hazelnuts: Oven roasted hazelnuts smothered in rich dark chocolate with a burst of zesty Valencia orange for a rich symphony of ﬂavours. (Vegan, gluten free)

Seattle’s Best Coffee Christmas cups spread festive cheer, dotted with holiday themed icons and snowﬂakes

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The products are all gluten free, vegetarian/ vegan friendly and are available to order now. All products come in six x 140g shelf-ready boxes with RRSP €6. For further information, contact enquiries@forestfeast.com.

Lily O’Brien’s Desserts Collection includes some of the world’s most loved dessert recipes, including Hazelnut Torte, Raspberry Infusion and Banoffee

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>> Festive Crème Brulee, Spiced Latte and Winter Berry Eton Mess, these chocolates are sure to ignite that festive mood and make the perfect choice to gift or share during any catch up with family and friends. Lily O’Brien’s Gift-Wrapped collections include the Ultimate Collection (€10) and the Petit Desserts Collection (€10), which are perfect for gifting on-the-go this Christmas. For that extra special gift, shoppers need look no further than Lily O’Brien’s Exquisite Collection (138g). This luxurious collection of 14 unique recipes combines exotic ingredients from far-ﬂung locations, with simple riches from the Irish countryside. From almond and cranberry, to blueberry trufﬂe, the Exquisite Edition delivers a journey of taste like no other, and is sure to delight with every bite (€8.49). Lily O’Brien’s chocolates are available in stores nationwide and you can also view the full range online at www.lilyobriens.ie.

Gold Star taste Porter & Nash is delighted to announce that its sauces, which can be used for cooking, pouring or used as a base for creating other sauces have scooped Gold Star Awards at the renowned Great Taste Awards 2021. Both the Caramelised Onion & Balsamic Sauce and the Slow Roasted Garlic & Thyme Sauce received Gold Stars. Porter & Nash’s gravy and sauce range provides a tasty edge to home cooked meals everywhere, whether they be meat-based, vegetarian or vegan. The brand has seen demand for its gourmet sauces grow as consumers experiment more in the kitchen and test their taste buds.

Porter & Nash is an Irish food company founded by chefs Gavin Cassidy and Eoin Lennon in 2018. Their unique plant-based range offers nutritional and ﬂavoursome gravies and cooking sauces suitable for all cuisines and diets which are produced from Irish sourced ingredients, including Kombu Kelp seaweed from the Irish west coast. The Porter & Nash approach to cooking celebrates a balanced diet that makes the most of the ﬂavour and quality of naturally grown sustainable Irish foods. Porter & Nash is based in Tallaght, Co. Dublin. For more information, visit www.porterandnash.com.

Winning combinations Lir Chocolates, the luxurious chocolate brand, proudly made in Meath since 1987, has launched an exciting new range of gift boxes bringing together its most-loved chocolates to add delight and joy to every occasion. The innovative Irish chocolatier is also celebrating introducing the first plastic-free chocolate gift boxes to Irish shelves. Lir Chocolates, a Gold member of Origin Green, has made this welcome move to plastic-free packaging as part of its journey to become fully sustainable across all its packaging and ingredients within the next five years. The Lir Chocolates Occasions Collection (230g, €11 RRP) contains 22 mouth-watering chocolates with seven stunning varieties including the ‘Sea Salt & Caramel Affair’, ‘Mint Moment’, ‘Crunchy Nut Novelty’ and the ‘Valencia Orange Crunch’. The beautiful, eye-catching blue box has a kraft paper interior, which unfolds to reveal the beautiful hand-crafted chocolates, and is guaranteed to bring a smile and spread joy every time. The Lir Chocolates Occasions Collection is available in Tesco, Dunnes, SuperValu, Donnybrook Fair, Nolans and for delivery direct to homes from www.lirchocolates.com.

Porter & Nash’s Caramelised Onion & Balsamic Sauce and Slow Roasted Garlic & Thyme Sauce have both received Great Taste Gold Stars.

Porter & Nash’s gravy and sauce range provides a tasty edge to home cooked meals

The Lir Lovely Collection (110g, €6 RRP) contains 16 luxurious chocolates with four fabulous flavours, ‘Milky Smooth Truffle’, ‘Intensely Raspberry’, Sea Salted Caramel Truffle’ and a ‘Crunchy Milk Chocolate’. The gorgeous green colour gift box also has a kraft paper interior making it innovatively plastic-free and fully sustainable. A perfect thank you gift for that someone special or simply for some well-deserved, deliciously indulgent me-time, the Lir Lovely Collection is stocked in SuperValu,

Donnybrook Fair, Nolans and available for home delivery from www.lirchocolates.com. “At Lir, we are in love with chocolate, spreading joy with our wonderfully delicious chocolate creations is at the heart of everything we do,” says Katie Byrne, senior brand manager, Lir Chocolates. “The Lir Occasions and Lovely Gift Boxes are collections of our most-loved chocolates and we’re thrilled with the reaction so far,” she adds. “For over 30 years we’ve been focusing on using natural ingredients to develop our winning combinations. We’re delighted to now extend this focus on natural to our packaging, offering customers the option to go plasticfree and fully sustainable at every gifting occasion.” The wider Lir Chocolates range is also available from SuperValu, Centra, selected Tesco and Eurospar Stores nationwide and Dublin and Cork Airports. You can shop online at www.lirchocolates.com and join the conversation online @LirChocolates.

At-home favourites

Lir Chocolates has introduced a plastic-free gift box, a welcome first on Irish shelves

ShelfLife November 2021 | www.shelflife.ie

Following last year’s positive reception, Nestlé Ireland is bringing back Starbucks holiday favourites this festive season for Irish consumers to enjoy from the comfort of their homes. Exclusive to the season, the Starbucks at-home limited edition products include five favourites in two festive ﬂavours to help consumers get into the merry spirit: rich and buttery Toffee Nut Latte and the Holiday >>

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The Starbucks at-home limited edition products come in two ﬂavours, Toffee Nut Latte and the Holiday Blend

>> Blend, a balanced and sweet coffee with herbal and maple notes. The Starbucks Toffee Nut Latte is available in ‘By Nescafé Dolce Gusto’ capsules and Premium Instant Coffee varieties. Meanwhile, the Starbucks Holiday Blend comes in ‘By Nespresso’ capsules, Roast & Ground and Whole Bean varieties. All products come in red packaging inspired by Starbucks’ iconic red cup, which was launched more than 20 years ago to mark the arrival of the festive season. Coffee fans can get their hands on the festive Starbucks at-home products online and from major supermarkets, including Tesco, Dunnes Stores, and SuperValu. “We are very excited to bring back the Starbucks holiday range for our fans this season,” says Carol Anne Deasy, Starbucks marketing manager at Nestlé Ireland. “We know how much people love Starbucks festive coffee and we want to bring some of that ‘Starbucks holiday magic’ home for everyone to enjoy.

“The products were incredibly popular last year, and we hope that this year even more Starbucks fans can savour their favourite festive coffees at home.” Since forming the Global Coffee Alliance in 2018, Nestlé and Starbucks have brought to market a wide range of premium coffee products at a fast pace, including whole bean coffees, premium instant/soluble coffees, roast and ground coffees as well as the Starbucks capsules developed using Nespresso and Nescafé Dolce Gusto proprietary coffee and system technologies. Nestlé and Starbucks continue to work closely together to develop new, innovative products and go-to-market strategies that will amplify the reach and expand the unique experience of the Starbucks brand globally.

Perfect plant-based alternative Following on from its sell-out success last year, Irish meatless meat brand Thanks Plants has launched its Festive Roast for 2021 which is crammed with Christmas flavours and available from a wider range of stockists. With almost one third of Irish people choosing either a flexitarian, vegetarian or vegan diet, there is a requirement to offer more than the traditional turkey and ham at Christmas in order to satisfy the tastes of all diners at the table. The Thanks Plants Festive Roast is ideal for this, an artisan product made from premium wholesome ingredients, bursting with delicious flavours and the perfect alternative to a stuffed turkey crown. “We completely sold out of the Festive Roast last year and we probably could have sold double the amount,” the brand reports. “As a result, we have increased production this year and the Festive Roast is now >>

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Bursting with ﬂavour, the Thanks Plants Festive Roast is the perfect alternative to a stuffed turkey crown

The Thanks Plants Festive Roast completely sold out last year

Secure and trusted gifting solution Christmas is on everyone’s minds a little earlier than normal this year — and Me2You gift cards are here to help consumers get ready for the holiday season with the perfect gifting solution. Irish owned and operated, Me2You gift cards support Irish retail and shopping local — which is more important than ever, particularly during these uncertain times. The gift card can be used in more than 5,000 local stores across the country, including; Smyths Toys, Arnotts, Penneys, Brown Thomas, H&M, River Island, Harvey Norman, CompuB, Currys PC World, Boots, M&S, TK Maxx plus so many more. The large selection of retail partners means that there is something for everyone, whether it is used for everyday essentials or more luxury purchases. It can also be used in more than 1,000 online stores, meaning shoppers can get everything they’re looking for safely delivered right to their door. A Me2You gift card is also the ideal solution for your corporate gifting needs, be it for staff or clients. Employers can reward their staff for all their hard work this year with a Me2You gift card of up to €500 tax-free. It’s also a great way to wish clients a ‘happy holidays!’. The only Guaranteed Irish multi-store card, a Me2You gift card is a secure and trusted gifting solution this holiday season — making it even easier for anyone looking to give the gift of choice this Christmas. Me2You gift cards are sold through the Payzone agent network, if would like to sell Me2You gift cards, purchase Me2You gift cards or require more information, visit me2you.ie, email sales@me2you.ie or call 01 5542000.

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Field to fork favourites

>> available in a wider range of stockists including SuperValu and Tesco stores. It also works great as leftovers – just like a turkey or ham sandwich.” The Festive Roast features a delicious gourmet stuffing made with mushrooms, chestnuts and cranberries. The meatless meat part is a mix of seitan ﬂour, pearl barley, cannellini beans, vegetables, herbs and spices. The Festive Roast retails at €19.95 and at 1kg, serves 5-6 people.

Perfect for any meal occasion 2020 was a year of massive achievements for the Aunt Bessie’s brand. In addition to its beloved Yorkshire Puddings, Aunt Bessie’s expanded its product portfolio to include Chips, French Fries, Wedges and Roasties. Now, just in time for the holiday season, Aunt Bessie’s is releasing two more products, perfect for any meal occasion. Aunt Bessie’s Mini Roasties and Stuffing Balls are starting to hit shelves and are great additions to any shopping basket. Mini Roasties are crispy as ever and are bite-sized making them ideal for any midweek meal. Stuffing Balls come in a convenient 310g pack which make these easy to prepare accompaniments an irresistible choice.

Aunt Bessie’s Stuffing Balls come in a convenient 310g pack

Aunt Bessie’s bite-sized Mini Roasties are ideal for any mid-week meal

Mash Direct (www.mashdirect.com), the award-winning ‘field-to-fork’ vegetable accompaniments brand has launched new Christmas themed packaging in time for the Christmas period. The family-owned business offers a diverse range of vegetable side dishes that it is confident will help boost your profits during the festive season. This Christmas, Mash Direct is offering its retailers the perfect seasonal side dishes to bring back the spirit of Christmas to the dinner table. Its vegetable sides are the perfect accompaniment for a range of festive eating occasions, giving consumers a hasslefree Christmas with more time to spend with loved ones and less time in the kitchen.

Mash Direct’s vegetable sides give consumers a hassle-free Christmas with more time to spend with loved ones

New

ChrIstmAs FavOuriTeS BriNg oUt the BesSiE In you!

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Christmas Drinks Christmas Essentials

FROM FROM OUR OUR FIELDS FIELDS TO TO YOUR YOUR CHILLERS CHILLERS

Soft Drinks

Mash Direct excels in offering traditional family favourites, from new Roasted Root Vegetables and Honey Glazed Parsnips to Roast Potatoes

BWG Foodservice unveiled its Christmas brochure for the 2021 festive season at Catex 2021, Ireland’s largest foodservice and hospitality show. Packed with added-value products for customers, the latest BWG Foodservice Christmas brochure includes a full range of chilled, frozen, ambient, disposables and seasonal ranges to get any commercial kitchen through this year’s festivities. “Central to our offering is the unwavering commitment to supporting local Irish suppliers, ensuring that the provenance of products across the Christmas range is readily accessible to the more discerning customers, including vegan and gluten free options,” says Ricky O’Brien, BWG Foodservice director. “Of course, firm favourites are always popular, such as our BWG exclusive beef brand, Glasan Farm. Similarly, when it comes to treating ourselves over the festive season, we ensure we offer the latest seasonal trends and delectable desserts and bakery products through our relationships with Wexford’s Coolhull Farm, Dublin’s Mannings & Fusco Foods and Carlow-based bakery, Seery’s, whose exclusive Chef’s Kitchen Christmas pudding log dessert is a personal favourite.” Established in 2001, BWG Foodservice supplies ‘everything needed to run a successful foodservice business’, from gourmet food ingredients, chilled food, frozen food and ambient to alcohol and non-food products like catering supplies and catering disposables. ■

Home Baking

BWG Foodservice unveils Christmas brochure

Soup

Mash Direct offers a range of products including traditional family favourites, from new Roasted Root Vegetables and Honey Glazed Parsnips to Roast Potatoes which can be cooked to perfection in the oven in under 30 minutes. Mash Direct’s signature Mashed Potato, Red Cabbage & Beetroot and heritage Carrot & Parsnip can be cooked in the microwave in less than five minutes, freeing up valuable oven space for the turkey. “It is now more important than ever to bring people together as best we can this Christmas,” says Lance Hamilton, chief commercial officer at Mash Direct. “Our Christmas range is set to be a hit for all this year’s festive occasions. Due to the convenience of the products and short preparation time, even those who don’t usually cook at Christmas can produce fresh, fun, and festive spreads for everybody to enjoy.”

Ricky O’Brien, BWG Foodservice director, Jenny Egan, marketing manager and Karla Murray, head of foodservice trading, pictured at Catex 2021

www.shelflife.ie | ShelfLife November 2021

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44 CATEGORY FOCUS Christmas Drinks

A toast to Christmas! Whether it be craft beers, ciders, wines or spirits, Irish consumers nowadays are spoilt for choice when it comes to innovative and flavoursome offerings. Ensure you don’t disappoint, by reading up on the latest news from the following in-demand brands, writes Gillian Hamill

is the season to be jolly, when your customers will of course be keen to catch up with friends and family, and as such, a well-stocked drinks cabinet – or on-trend drinks cart – will be a seasonal essential. A recent report by Drinks Ireland|Spirits highlighted some of the key shopper trends which will impact upon your off-trade sales this Christmas. Domestically, the report showed, as one would expect, that the closure of hospitality venues had a negative impact on the sector, particularly for brands that rely heavily on the on-trade. Overall, sales fell by 4.8%, from 2.42 million 9-litre cases in 2019 to 2.3 9-litre million cases in 2020. Nevertheless, according to Drinks Ireland|Spirits’ report, some spirits categories benefited from the consumer shift to the offtrade in Ireland, with Irish cream liqueur sales growing by 26.5%. “Many of us will have seen the multitude of new ‘ready to drink’ (RTD) products hit the shelves over the course of 2020,” Drinks Ireland|Spirits continued. “These include spirits based RTDs and hard seltzers. As a category, hard seltzers did not exist in Ireland in 2019, but in 2020 nearly 90 thousand cases of various brands were sold.”

Bright, fruit-driven and full of ﬂavour, Wolf Blass and Yellow Label wines have been selected from the finest South Australian regions

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Meanwhile, although sales of vodka declined by 10.2% last year, it remained Ireland’s most popular spirits drink, with a 31.6% market share in the category Drinks Ireland|Spirits reported. This was followed by Irish whiskey (26.3% market share), gin/Irish gin (14.04%), and rum (7.4%). While sales of gin in Ireland fell by 6.6% between 2019 and 2020, it has seen remarkable growth in recent years, the report continued, with gin sales up by 184% between 2014 and 2019. Forecasts for the next five-year period suggest that the growth in gin and Irish gin has not ended and that the decline in 2020 will be seen as a Covid-19 related blip. Bryan Fallon, managing director of Heaven Hill Ireland, brand owner of Carolan’s Irish Cream Liqueur and Irish Mist Honey Liqueur, and chair of Drinks Ireland|Spirits, summed up the impressive performance of spirits, noting: “The resilience shown by the spirits sector last year in the face of the loss of one of the main consumer channels was remarkable, with producers responding with an increased emphasis on the off-trade and a focus on ecommerce.” Earlier this year, Drinks Ireland|Wine likewise reported some interesting insights on wine sales and consumer trends within the wine

sector. It’s estimated that one in four bottles of wine sold in Ireland is from Chile, according to the Drinks Ireland|Wine 2020 Market Report. The report also showed that wine comfortably remains the nation’s second favourite alcohol beverage after beer. In fact, 2020 saw a five-point increase in wine’s market share to 32.2%. The Covid-19 pandemic saw changing purchasing trends and overall alcohol sales fall by 6.6% in 2020. However, generally about 80% of wine purchased in Ireland is in the retail sector. Due to the rolling lockdowns of the hospitality sector, an estimated 95% of wine sales were from the retail sector in 2020. Overall, wine sales in 2020 rose by 12% to over 10 million cases. According to industry estimates, the popularity of rosé continues to grow. It had an estimated 7% share of the wine market last year, which is double its share in 2016. White wine is Ireland’s favourite, with a share of 48%, followed by red wine at 45%. While Chilean wine remains the nation’s favourite for the seventh year in a row, Spanish wine continues to grow in popularity with a 15.4% share of the total wine market in 2020, just ahead of Australia’s 13.8%. French and Italian wines are the fourth and fifth most popular wines respectively.

Quality, character and consistency

character and consistency. An outstanding range selected from the finest South Australian regions, Yellow Label wines are bright, fruitdriven and full of ﬂavour, pairing perfectly with food to help make any meal an occasion. Wolf Blass Yellow Label gives consumers the opportunity to win the trip of a lifetime during November and December. Secret Escapes have teamed up with award-winning winemakers Wolf Blass, to offer consumers the chance to win a bucket-list trip to Kenya. From luxury digs to unforgettable experiences, don’t settle for anything less than extraordinary; take to the skies and head for the perfect safari escape. A host of prizes can be won, including four Secret Escapes vouchers to craft your perfect escape. For more information, visit www.wolfblass.com.

Wolf Blass was established in the Barossa Valley in 1966 and has grown from a humble tin shed to become one of the world’s most successful and awarded wine brands. A recipient of more than 10,000 medals and trophies at national and international wine shows, the essence of Wolf Blass wines is exemplified through the passion of its custodians past and present as the winemaker continuously strives to produce wines of quality, character, and consistency. The heartland of Wolf Blass winemaking, Yellow Label has delivered exceptional quality for over 50 years and epitomises the philosophy to always create wines of quality,

plus thousands of runner-up prizes to be won

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ROI residents 18+ only. Must purchase a Wolf Blass bottle of wine which references the promotion and scan the QR code to visit https://secretescapes. com/wb-win-ie and provide the details requested, including creating a hashtag. Maximum one entry per week. Promotion opens: 09:00 BST 01.10.21 and closes 23:59 GMT 31.12.21. 1 Top Prize, 5 Runner Up Prizes and 4,000 Credit Prizes available. Top Prize: an amazing Secret Escapes holiday for two people curated by the Promoter, full terms on the Secret Escapes website. Runner Up Prize: Secret Escapes voucher worth £250 (valid for 5 years). Credit Prize: £25 Secret Escapes credit (valid for 5 years, subject to £125 minimum spend). Maximum one Credit Prize per person. Winners required to provide valid proof of age. Full terms and conditions https://mp.secretescapes.com/ie/2021/wolf-blass/terms-and-conditions/.

Promoter: Secret Escapes Ltd, (registered number 07026107) 120 Holborn, London, EC1N 2TD.

46 CATEGORY FOCUS Christmas Drinks

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Gold award-winning ﬂavour

Sustainability, quality and innovation are Cono Sur’s fundamental pillars for the production of quality grapes and wines

Certified B-Corp company The Cono Sur vineyard has been certified B-Corp, reﬂecting the winemaker’s mission to understand sustainability in a comprehensive way and show concrete actions in all areas of the company’s activity; across governance, workers, environment, community and customers. The B-Corp Certification helps consumers to identify companies with high social and environmental responsibility. Since its foundation in 1993, Cono Sur established sustainability, quality and innovation as its fundamental pillars for the production of quality grapes and wines. By achieving B-Corp certification, Cono Sur intends to show concrete and quantifiable measures of its progress, committing the group to constant improvements in both social and environmental fields. Based on an independent evaluation, Cono Sur has been certified B-Corp because it has been proven to comply through its certifications, policies and integrated management system, with the highest standards of verified social and environmental performance, public transparency and legal responsibility, to balance the benefit and a positive purpose for the community in which it operates. B-Corp companies adhere to a global cultural shift that redefines business success towards a more inclusive and sustainable economy. Thus, they take advantage of the capacity of the business and its growth as a means to a greater goal, which is to generate a triple positive impact: for their employees, for their communities and for the environment. For more information, visit www.conosur.com.

Cono Sur has committed to constant improvements in both social and environmental fields

ShelfLife November 2021 | www.shelflife.ie

Celebrations are in order for the team at Clonakilty Distillery as it was recently announced that its Minke Irish Vodka scooped the Gold Award in the Smooth category at The Spirits Business Vodka Masters 2021. The vodka debut for the popular Cork distillery was launched just months ago and was commended by judges for having a smooth taste, “with a nice creaminess and a good balance” and was also noted by the panel for being “soft with a touch of peppery spice notes”. Clonakilty Distillery utilises its beautiful natural surroundings to create the perfect environment for a maritime distillery - prime land, pristine water and salt sea air. The distillery boasts a reputation as one of Ireland’s best producers of award-winning whiskeys and gins, and the team has expressed its delight at receiving this most recent prestigious accolade, describing it as the “first of many” for the latest addition to the distillery’s growing family of premium spirits. “As the newest member to Clonakilty Distillery’s portfolio of award-winning spirits, we are absolutely delighted to see Minke Irish Vodka being recognised for its superb quality and signature smoothness,” said Adam Collins, marketing manager at Clonakilty Distillery, “We pride ourselves on being a producer of premium Irish spirits, and to be acknowledged in such a competitive category is very rewarding and is a credit to the entire team here at the distillery,” he added. Paul Corbett, head distiller and blender at Clonakilty Distillery also revealed the secrets of success to creating Minke Vodka’s unique and award-winning taste. “We slow distil a whey-based spirit in our own pot still, through a 10-metre copper coil before it reaches our condenser,” he said. “This added reﬂux from the coil creates an incredibly pure and clean spirit, while the whey base alcohol delivers a rich and smooth velvety mouthfeel.”

Vibrant, ﬂavoursome and approachable Yellow Tail believes in a simple philosophy to make great wines for everyone to enjoy. The company’s wines are vibrant, ﬂavoursome and approachable, making everyday moments more enjoyable. When it comes to wine, Yellow Tail likes to make its own rules - the only thing the group is really serious about is the quality, which is what has made it the number five brand in the Irish market for the second year running and the most powerful wine brand in the world. This Christmas, there are three key varietals you need in your range to ensure you meet your customer’s needs. Firstly, the Yellow Tail Malbec is rich and velvety, with notes of ripe berries, dark chocolate and a hint of spice, perfect with a steak on winter nights and with Malbec being the fastest growing red varietal in the Irish market it’s a stocking essential. Meanwhile, the Yellow Tail Chardonnay is packed full of fresh peach and lemon

Within the Smooth category at The Spirits Business Vodka Masters 2021, Minke Vodka came up trumps for its smooth and balanced ﬂavour

“Unlike most Irish vodkas, which are distilled using a grain-based alcohol, Clonakilty Distillery’s Minke Vodka uses a whey-base spirit, derived from milk which is produced on the ninth-generation family farm located a short distance from the distillery itself,” Corbett continued. “Using whey alcohol as the base spirit delivers a velvety mouthfeel which coats the palate.” Melita Kiely, editor of The Spirits Business magazine and chair of The Global Spirits Masters paid tribute to the standard of entrants in the vodka category for 2021. “The standard entered this year was exceptional,” she said. “From nuanced, classic styles, to authentic, well-made ﬂavoured >>

ﬂavours, finished with a subtle hint of vanilla, and is the perfect accompaniment to turkey this Christmas Day. Lastly, the Yellow Tail Shiraz is rich and smooth, with juicy red berries and hints of liquorice and spice and is made to be enjoyed with friends this holiday season.

Yellow Tail is the number five wine brand in Ireland

NEW GUINNESS NITROSURGE

EXPERIENCE THE FAMOUS TWO-PART POUR AT HOME THIS CHRISTMAS

PERFECT FOR THOSE WHO CHOOSE TO ENJOY A CAN OF GUINNESS AT HOME THIS CHRISTMAS. LOOKING FOR A STOCKING FILLER OR KRIS KINDLE GIFT? LOOK NO FURTHER. AVAILABLE FROM RETAILERS NATIONWIDE WHILE STOCKS LAST.

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>> expressions, the vodka category is proving it is packed with quality expressions, diversity of ﬂavour and exceptional value for money.” Clonakilty Distillery’s Minke Vodka (usual RRP €34) is currently also available to purchase in SuperValu stores as well as on the distillery’s online shop. To keep up to date with all things Clonakilty Distillery, check out Clonakilty Distillery on Twitter @clondistillery, on Facebook @clonakiltydistillery and on Instagram @clonakiltydistillery. For more information, visit clonakiltydistillery.ie/.

A new range of organic wines is the latest venture by Gary Barlow, who as part of Take That, won eight Brit Awards and sold over 45 million records

Tradition with a unique twist This year marked a significant milestone in the seven-year journey of the Connacht Distillery, as it released the first core expression of whiskey to be distilled at its own facility in Ballina, and the first whiskey to be distilled in Mayo in over 150 years. In doing so, the distillery has become one of the few in Ireland to release a Single Malt product which was distilled, matured and bottled entirely at its own facility. Well-known in the industry for his innovative approach to making spirits, master distiller Robert Cassell says: “What we’re trying to do in Irish whiskey is bring innovation that is both forward looking and a nod to the past, whether it’s different cask finishes or mash bills, the idea is to take a traditional element and put our own unique spin on it.” Batch 1 of this four year old Single Malt is crafted by the Atlantic using 100% malted Irish barley, double distilled in bespoke copper pot stills designed and produced in Canada to Cassell’s particular specifications, then aged in ex-bourbon casks and finished in ex-Oloroso sherry casks. With first aromas of raisin, a honey sweetness and hints of almond and star anise, it has a palate of vanilla, spices, dried fruit and malt, with a warming, full bodied finish. Now available in premium whiskey retailers nationwide. For more information, visit www.connachtwhiskey.com.

Hitting all the right notes One of the UK’s most successful songwriters and record producers, Gary Barlow has now launched Gary Barlow Organic, his own range of organic wines in partnership with Benchmark Drinks. Carefully crafted and developed by Barlow to reﬂect his passion for quality, authentic wine, the wines are now available on www.WinesOfTheWorld.ie and in selected Carry Out stores. Pursuing a long-held dream to develop his own wine range, Gary Barlow has spent the past two years collaborating with Londonbased distributor Benchmark Drinks to create a well-balanced, sophisticated and sustainable wine range. Unique packaging features a stylish piano key design, an instantly recognisable nod to his incredible 30-year music career. The medium-bodied red and refreshing, zesty white are the result of many months of wine development. Following hours of tasting wines from across the world, Barlow’s standout blends originated from Spain’s Castilla region. The wines have been produced by Peninsula Wines in Spain. Founded by Andreas Kubach

The properly improper gin Brockmans, with its dark berries and noble traditions, is unlike any gin you’ve tasted before or are likely to ever taste again, but does that make it improper? Hardly. Pick up the bottle, hold in your hands, dark; mysterious and inviting. Pour it slowly, enticingly pure, over ice. Raise your glass, allow it to touch your lips, and there it is… traditional juniper countered by decidedly untraditional tones of blueberries, blackberries, citrus and coriander… and just like that you are off on a journey past the usual into the unexpected. And if that is improper, Brockmans respectfully asks, who would ever want to be proper?

Batch 1 of Connacht Distillery’s Single Malt Whiskey has a palate of vanilla, spices, dried fruit and malt, with a warming, full bodied finish

ShelfLife November 2021 | www.shelflife.ie

The traditional juniper within Brockmans is countered by decidedly untraditional tones of blueberries, blackberries, citrus and coriander

and Sam Harrop, they’re both masters of wine and renowned for their sustainability and “sympathetic winemaking”, embracing both nature and science to make wine with as little intervention as possible. The Gary Barlow Organic Red is a juicy, unoaked wine, displaying aromas of red wild berries with a touch of rosemary and chocolate. The medium body and beautiful balance between the good fruit concentration, fresh acidity and fine tannins, make it a highly versatile food wine to match tapas, pasta and a wide range of savoury and meat dishes. The Gary Barlow Organic White is pale bright in colour, displaying aromas of lime and pear cut by a gentle note of anise. It shows a zesty, lingering lime palate. Established in 2018, the London-based distributor and brand developer Benchmark Drinks led by Schaafsma, already manages a premium portfolio of award-winning global brands from Australia, New Zealand, Argentina, Spain and France. To join the Gary Barlow Wines community, visit @garybarlowwines on Instagram. Gary Barlow Wines are distributed in Ireland by Barry & Fitzwilliam. For more information, contact kate.barry@bandf.ie or call 021 4320900.

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Mulled cider magic

Back and better than ever

Following on from an already exciting year for Bulmers which saw the launch of a refreshed brand idea, ‘When Time Bears Fruit’, and also a year which saw the return to TV with the exciting TVC ‘The Alchemy of The Orchard’, Bulmers is running a burst of through-the-line Christmas activity. As part of a wider 360° campaign which will feature TV, OOH, social and in-store activity, Bulmers is teaming up with chef John Relihan to develop a seasonally relevant partnership which focuses on mulled cider and Christmas ham. The mulled cider is an exciting new way to enjoy Bulmers outside the more conventional over ice serve which we are more used to seeing. Working closely with John Relihan, a unique recipe was developed which will be highlighted in-store at the point of purchase so consumers can enjoy it at home. Additionally, Bulmers has collaborated further with John Relihan in developing a simple and yet highly delicious way to cook the Christmas ham with a recipe revolving around the use of Bulmers Original Cider. Alternatively, a similar result can be achieved with Bulmers Light which contains 30% less calories.

In great news for beer fans the length and breadth of the country, Richmond Marketing is proud to announce that Grolsch is back. The favourite Dutch beer with the iconic swing-top bottle returns to the market with new-look premium packaging. Grolsch boasts a refreshing depth of ﬂavour from its unique double brewing process, all at 4% ABV. Specially crafted by the brew-masters at its historic home in Enschede, the Netherlands, Grolsch Premium Pilsner draws upon generations of Dutch brewing mastery, to expertly craft the taste through its ‘doublebrew’ process – a double-decoction mash, using two hop varieties for bitterness and aroma, blended with two types of Dutch malt, and Enschede’s original Dutch spring water source. Since its inception in 1615, Grolsch has had an ethos of going against the grain and doing things its own way, sticking to its core values and commitment to substance. Its enduring character makes it distinctive and highly recognisable as a global brand worldwide. Grolsch Premium Pilsner is stocked in Tesco stores nationwide and selected bars throughout Ireland.

Bulmers is partnering with chef John Relihan on a seasonal partnership focusing on mulled cider and Christmas ham

Grolsch is returning to the market with new-look premium packaging

Driving sales Viña Santa Rita is one of Chile’s oldest and most respected wineries and the 120 range continues to be one of the top selling wine brands in the off-trade in Ireland. The addition of Shiraz and Pinot Grigio to the varietal range has helped the brand’s growth in terms of its performance in the

The Santa Rita 120 range is one of the top selling wine brands in Ireland’s off-trade

Pinot Grigio is now the third biggest selling grape variety on the Irish market

ShelfLife November 2021 | www.shelflife.ie

last year with Pinot Grigio now the third biggest selling grape variety on the Irish market. The addition of this variety to the 120 Santa Rita portfolio has been an important factor in terms of driving volume sales. Sustainability at Santa Rita Estates is always top of the agenda in every part of the winemaking process from the vineyard to the glass and it has a fully integrated environmental and commercial sustainability programme in place. 2020-21 were difficult years on a global scale, but throughout Santa Rita has looked after its employees in Chile, providing them with a medical centre for advice, hardship funds for those in need along with educational scholarships for their immediate families. The company decided during the pandemic not to lay off or furlough a single member of staff, so alternative employment was found within the company for all those involved in the frontline hospitality sector of the winery operations. Although sustainability may start in the vineyard, this all-encompassing approach will ensure Santa Rita still has a viable business for the immediate and long-term future.

Grolsch Premium Pilsner is double brewed, for double the ﬂavour

For more information, visit; www.instagram.com/grolsch_global/ #Grolsch #doublebrewed #wearegrolsch.

Barrelcharring benefits Hot on the heels of its recent ‘Best Irish Whiskey’ trophy at the 2021 International Spirits Challenge, Jameson is launching a 50% ABV, or 100-proof**, limited edition of its triple-distilled Black Barrel whiskey – great to gift (and even better to keep) this Christmas. Jameson Black Barrel Proof is made from pot still and grain whiskey matured in a combination of American oak, sherry casks and double charred ex-bourbon barrels to give an even deeper ﬂavour experience. Uniquely, this expression will be bottled at 50% ABV and without chill filtration. The result is a rich, smooth expression that showcases the benefit that the tradition of barrelcharring can add to the world’s favourite Irish whiskey***. “Jameson Black Barrel is a triple distilled blend of our small batch grain and traditional single pot still Irish whiskey and boasts a robust spiciness, with ﬂavours of butterscotch and fudge,” explains Irish Distillers’ master distiller Kevin O’Gorman. “Paying tribute to the cooper’s skill, maturing a portion of our whiskey in double charred barrels brings out sweet and spicy characteristics in abundance as it penetrates deeper into the charred oak,” he adds. “Like every family, Jameson is made up of individual characters with their own distinct personalities. Bottling Jameson Black Barrel at a higher strength is a great way to accentuate the already beloved characteristics of this unique whiskey to create a totally new experience for whiskey enthusiasts. >>

50% ABV reveals added depth and richness to multi award-winning* Jameson Black Barrel

ONE OF IRELAND’S BEST SELLING WINES An award winning collection of the nation’s favourite Chilean wine

For further information please contact Bibendum Ireland, Bulmers House, Keeper Road, Crumlin, Dublin 12. tradesales@bibendum-wine.ie

@120santaritacl Enjoy

SANTA RITA

Sensibly

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>> “So, if a full-strength whiskey that’s bursting with aromas of toffee and fudge, complemented by a spicy character and a rich vanilla finish, sounds like it’s for you – or maybe even for someone you know – then you’ll find that Black Barrel Proof is a great addition to the Jameson family this Christmas. Slainte!” Set to appeal to whiskey fans seeking to explore a more intense ﬂavour experience this Christmas, the limited-edition release of Jameson Black Barrel Proof will be available online at JamesonWhiskey.com and via select outlets in Ireland and at Dublin Airport from early November at RRP of €60. *(Source: Best Irish Whiskey trophy at International Spirits Challenge 2021, Double Gold Medal from San Francisco World Spirits Competition 2021, Gold Outstanding and 98 points from International Wine and Spirits Competition 2021) **(Proof is twice the measure of alcohol content by volume. For example, a whiskey with 50% alcohol is a 100-proof whiskey) ***(Source: Jameson is the world’s bestselling (IWSR 2020) and most awarded Irish whiskey based on the tasting results of the six most inﬂuential tasting competitions over the past ten years (2011-2021), including The Irish Whiskey Masters, IWSC, ISC, Beverage Testing Institute, San Francisco World Spirits Competition and Ultimate Spirits Challenge)

Complexity and depth of ﬂavour Roe & Co Irish Whiskey recently announced the launch of its latest innovation, Roe & Co Cask Strength 2021 Edition. The latest release from the team at Roe & Co, this 13-year-old Single Grain whiskey is finished in Alligator Char New Oak and is the third release in Roe & Co’s Cask Strength series, a series which reveals the DNA of blended Irish whiskey. Opting for Single Grain for this edition, Roe & Co is able to deconstruct the story of blended whiskey. When the team at Roe & Co bottled the core 106-blend for 2019, a masterful blend of rich malt whiskey and the smoothest of grain whiskey aged in bourbon casks, it was a natural fit to release a deliciously unique Single Malt in 2020. Now followed by this special release, Cask Strength

The third in a series of cask strength Irish whiskey released by Roe & Co is a 13-year-old single grain with Alligator Char New Oak finish

2021, the company can truly celebrate the backbone and makeup of the original Roe & Co 106 blend. The grain in Roe & Co’s Cask Strength 2021 is matured for 13 years and has been specifically chosen to finish in unique casks to heighten and develop the flavours that already exist in grain whiskey. The Alligator Char New Oak casks used have been heat treated to such an extent that the wood resembles the texture and graphic of that similar to the skin of an alligator. This charring treatment has been applied to New Oak, drawing all the caramelisation and texture to the surface area of the Oak wood, which then goes on to influence the character of the spirit laid in the casks. This results in a complexity and depth of flavour, bringing notes of smoky vanilla pods, wood spice and toffee sweetness to the nose, layered with Jamaican gingerbread and panna cotta, finished with notable hints of white pepper. Roe & Co Cask Strength 2021 is laden with ripe fruits and banana, calling back to the DNA of the 106 blend. Roe & Co Cask Strength 2021 is the perfect gift to give this festive season.

Shopper Intelligence: Promotions are extremely effective triggers A short category snapshot from Shopper Intelligence shows opportunities for alcohol (beer, wine and spirits) brands during the seasonal shopping period. Shopper data reveals that when buying alcoholic drinks for Christmas, promotions are extremely effective triggers: 40% of items are only purchased because it was on promotion. Shoppers also browse more during this period, which gives brands more opportunities to get attention. Read more about the topic in the following infographic:

Roe & Co Cask Strength 2021 is perfect served neat, over ice, or in Roe & Co’s exciting reinvention of a classic Bobby Burns cocktail and joins a line of innovations from the brand since its inception in 2017, including the recently launched Roe & Co Japanese Sugi. Priced at €74 per bottle, Roe & Co Cask Strength is now available for shipment across ROI and NI through the following link: shop. roeandcowhiskey.com/products/roe-co-caskstrength-2021. This newest innovation was recently awarded Gold in DB & SB Autumn Tasting 2021. Enjoy Roe & Co Sensibly. Visit www.drinkaware.ie

Synonymous with creativity Writers’ Tears Irish whiskey is a brand synonymous with creativity. In the last 12 months it has found its way into the hands of renowned Canadian author Margaret Atwood (creator of The Handmaid’s Tale); charttopping and multi-platinum-selling Irish Pop Rock Band, Picture This; American screenwriters/producers, Misha Green and JJ Abrams, along with actor Stanley Tucci, to name but a few. The unique appeal of the brand name is matched only by the incredible liquid - a marriage of aged Single Pot Still and Single Malt whiskey. The term ‘Copper Pot’ on the label is an honour to the age-old craft of whiskey production in Ireland. Each bottle of Writers’ Tears has gracefully passed through the copper pots to become the remarkable high-quality craft product that is enjoyed today. Writers’ Tears Copper Pot is triple-distilled, non-peated and matured and aged in American oak bourbon casks. This whiskey is gently spiced with a burst of ginger and butterscotch alongside flashes of apple and vanilla over background notes of toasted oak. Writers’ Tears Copper Pot can be enjoyed neat, with a splash of water or mixed into your favourite whiskey cocktail. The Writers’ Tears Copper Pot whiskey range includes three fantastic gift options – single bottle whiskey in a stylish presentation pack; a hipflask pack, complete with a special branded hipflask with window to see when you might need to replenish; and a mini book, with a secret compartment containing three miniatures (50ml) of different expressions from the range.

How do we buy alcohol for X X-mas? X-mas? Biggest differences vs regular purchase % who bought only because of promotion 40%

I don't mind paying more for better quality / something new (%) 48% 39%

16%

regular

When shopping alcohol for Christmas, shoppers are less willing to trade up compared to the regular purchase period. Make sure mainstream product offerings are attractive.

regular

Christmas promotions can trigger purchase extremely well. 40% of all Seasonal purchases were bought only because of the promotion.

Capitalize on the high promotional sensitivity.

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021

ShelfLife November 2021 | www.shelflife.ie

% who wanted to browse alcohol (rather than Grab & Go) 43% 23%

regular

When shopping for the holidays, shoppers are much more likely to browse (#1 reason being that they enjoy the process). Make shopping fun. Stand out – shoppers now pay more attention. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

Matured and aged in American oak bourbon casks, Writers’ Tears Copper Pot is tripledistilled and non-peated

Christmas Drinks CATEGORY FOCUS

Feature Cocktail: Lambay Espresso & Tonic Ingredients – 75ml fresh chilled espresso coffee 20ml salted caramel syrup 40ml Lambay Small Batch Blend 10ml Amaretto Sprinkle of sea salt Tonic water

Garnish – Three coffee beans

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Method – Shake all ingredients (except tonic water) with ice in a shaker and strain into hi-ball with cubed ice. Slowly top up with tonic creating a layered effect.

Home Baking Christmas Drinks Christmas Essentials

Lambay Irish Whiskey offers a portfolio of Irish whiskeys known for their unique cognac-cask finish in the Irish whiskey category. Focused on craft and the art of blending through the expertise and partnership of Cognac House Camus, Lambay Whiskey Small Batch Blend and Lambay Malt Irish continue to drive the cocktail strategy for the brand to bartenders and home drinkers alike. A whiskey with a close relationship to the sea and maritime winds, owes its unique story to Lambay island: A private island 3km off the coast of Dublin, where wallabies roam and birdlife are abundant, a castle steeped in family heritage, and a volcanic spring called Trinity Well. Both whiskeys harmonise for cocktails and in a collaborative spirit have partnered with Beara Bitters and Bar & Restaurant - 33 South Main, Naas Co. Kildare - to develop and create bespoke signature cocktails for the winter season ahead. “This winter, we have collaborated with craft Irish brand Beara Bitters to create a taste-forward craft premium cocktail,” said Sabine Sheehan, global brand ambassador, Lambay Whiskey. “We have worked with bartenders (Cian Somers & Brendan “Paddy” Hughes) from bar 33 South Main Naas, Kildare to design bespoke cocktails that push the ﬂavour profiles to the optimum for Lambay Whiskey. “Deconstructing the classics such as Espresso Martini and Whiskey Sour, our seasonal twists make for delicious cocktails,” she added.

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Elemental expression The eagerly anticipated new addition to the ‘Five Elements’ series is a limited edition 20-year-old Single Malt Fercullen from Powerscourt Distillery. Following the glowing reception and success of the 2020 release of the first Five Elements 18-year-old malt, master distiller Noel Sweeney has unveiled his latest expression of the Five Elements series, limited to just 1,500 bottles. This 20-year-old Single Malt whiskey is a marriage of five different cask styles, expertly combined by Noel Sweeney to form a genuinely complex and distinctive whiskey. Noel’s legendary experience has been applied to ensure that different proportions of each style lend balance and expression to each of the Five Elements within this 20-year-old Single Malt Irish Whiskey.

Bottled at 46% ABV, non-chill filled, Fercullen Five Elements 20-year-old Limited Edition will be available online at www.PowerscourtDistillery.com and selected off-licences around the country. The RRP for this edition is €220. For trade enquiries, contact Trade@powerscourtdistillery.com. ■

The Five Elements include: • A single distillery source. • Two types of oak maturation; American White Oak and European Oak. • Four different finishing casks; Oloroso Sherry, Pedro Ximenez, Marsala and Muscatel. • Five styles; Oloroso Sherry, Pedro Ximenez, Marsala, Muscatel and Bourbon casks. • The globally recognised touch and blending expertise of master distiller Noel Sweeney.

The latest expression of Ferncullen’s Five Elements series is limited to just 1,500 bottles

APPOINTMENTS

Tom Shipsey appointed new chair of Repak Tom Shipsey

Tom Shipsey has become the new chair of Repak, succeeding Tony Keohane, who stepped down on 7 October, having served as chair for nine years. Shipsey joined the board of Repak in 2019, with a wealth of experience in the retail industry, and is currently CEO of Stonehouse Marketing Ltd, a wholly Irish independent retail food and catering cash & carry group with a network of 27 depots nationwide. A native of Waterford, Shipsey holds a BAgrSc from UCD, and an MSc in Executive Leadership from the University of Ulster. He is the former chair and company secretary of

Marisa Sánchez

Concern Worldwide, Ireland’s largest overseas charity. At present, he also sits on the board of Kelsius, an Irish company which provides wireless temperature monitoring and digital HACCP management systems for the foodservice and healthcare industries. Shipsey became Ireland’s first chartered director in 2001. Séamus Clancy, Repak CEO said Tom Shipsey’s “knowledge and experience will provide important continuity as we position Repak for continued growth and success in prioritising sustainability in Ireland”. He also thanked Tony Keohane for his “invaluable contribution since joining the board in 2013”.

Derek Doyle

Ben Hawley

Brambles appoints experienced sustainability leader to drive decarbonisation Brambles, the global supply chain solutions company operating in 60 countries through the CHEP brand, including in the UK and Ireland, has appointed Marisa Sánchez as its new ‘global supply chain decarbonisation director’. The newly created position will drive the necessary transformation to help Brambles achieve its Paris-aligned carbon reduction targets and contribute towards its Regenerative Supply Chain ambitions, take advantage of opportunities from the low carbon economy and make the business more sustainable. Sánchez is a highly experienced sustainability leader and brings strong climate change and climate risk management knowledge to Brambles. Her career includes working for the Australian provider of commercial explosives and blasting systems Orica, where she was principal advisor for climate change prior to joining Brambles, Climate Neutral Standards in New York, Deloitte both in Australia and Spain and Action Against Hunger, where she coordinated a team in the Water Hyacinth Project assessing the Philippines’ vulnerability to ﬂooding.

MediaCom Ireland appoints Ben Hawley in key role

ASAI appoints Derek Doyle to independent Complaints Committee

Media planning and buying agency, MediaCom Ireland has appointed Ben Hawley as its new business director and strategic lead for Mars Multisales, effective immediately. Hawley will work within the MediaCom team on the Mars account to provide strategic guidance for media planning across 30 of the company’s worldwide markets. In his new role, Hawley will work directly with the client to develop innovative media strategies to best suit the multiple markets that Mars operates in. As business director, he will also lead the Universal Pictures account, driving its media planning and buying operations and strategy. Hawley is returning to MediaCom after serving for two years as business director with Zenith. Prior to that, he was an account director at MediaCom for three years from 2016 until 2019, after joining the agency from Newscorp Australia where he was a senior strategy analyst.

Independent selfregulatory body, the Advertising Standards Authority for Ireland (ASAI), has appointed Derek Doyle to its Complaints Committee. The Complaints Committee is a completely independent arm of the ASAI and is responsible for considering and adjudicating complaints submitted by the public, by an organisation, by a government department, or any other person or body. With almost 30 years’ experience in the advertising and production industry, on both the agency and post-production sides of the business, Derek Doyle is currently the executive production director of Boys + Girls. Previously, he spent eight years as the head of broadcast/AV production in Ogilvy & Mather. As a result, he brings a wealth of knowledge to the Complaints Committee in areas including advertising, content production and commercial and financial management. Doyle is a graduate of both Trinity College Dublin and Technological University Dublin and is passionate about working at the interface of creative and commerce.

Bewley’s appoints Julie Murray as new head of coffee culture Ireland & UK Julie Murray

Bewley’s has appointed Julie Murray as its new head of coffee culture for Ireland and UK. She will be responsible for building strong relationships with coffee farmers in the Bewley’s network and telling their stories both internally and externally with a focus on driving a positive coffee culture. In this new role, Murray will work closely with the Bewley’s marketing team to deliver business strategies, new beverage development alongside product and equipment innovation. Murray’s role will play an important part in Bewley’s focus on sustainability. From green coffee and its journey to cup, to working on implementing sustainable practices

throughout the Bewley’s business, she will help the brand reach its sustainability commitments for the future. Murray has extensive experience in the coffee industry having worked in the sector for over 30 years, serving as a barista, customer trainer as well as holding product development and innovation roles for a host of independent and established coffee brands. She previously held a position in customer training with Bewley’s and left in 2006 to work with some of Ireland’s most successful independent coffee brands. Murray has a Diploma in Food Quality Management from Carlow Institute of Technology. ■

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56 CATEGORY FOCUS Soft Drinks

Soft drink satisfaction With shoppers stocking up on soft drinks in spades in the build-up to the busy Christmas season, it’s crucial to ensure you have options in-store that will satisfy every family member’s taste preferences, including premium mixers for those seeking a sophisticated choice, writes Gillian Hamill

he Christmas season is a key time for shoppers to stock up on soft drinks, both for impromptu guests during the festive season, and to keep the whole family going throughout the ‘Chrimbo Limbo’ period of relaxing at home between Christmas Day and New Year’s Eve. Of course, with the ‘No and low alcohol’ category having grown significantly in recent years, the demand for premium mixers has also grown among those who are keen to enjoy a sophisticated beverage but without the accompanying hangover.

Schweppes is Ireland’s number one mixer, holding a 50.3% value share of the category

A real tonic! Ireland and Northern Ireland’s number one mixer, Schweppes, is kicking off the festive season with its campaign, ‘You’ve got the Christmas spirit, we’ve got the tonic!’. The popular Christmas campaign will once again raise people’s spirits, driving relevance with the brand at this key time of year. Kicking off in November, the campaign will include a TV ad, out-of-home advertising, social and PR and also experiential activations across both on and off-trade. The brand will also upweight its digital investment. “Schweppes continues to experience exponential growth and Christmas remains a pivotal time for the brand,” says Andrea Whyte, marketing director, Coca-Cola HBC. “Demonstrating the resilience and popularity of the number one mixer, almost 24 litres of Schweppes were sold every minute in the grocery channel last December!

ShelfLife November 2021 | www.shelflife.ie

In a recent Euromonitor report on the performance of soft drinks globally, beverages industry analyst Brian Morgan discussed the different types of soft drinks in a global industry overview. Significantly, carbonates still compose 40% of all volume sales of soft drinks worldwide. However on a global level, bottled water surpassed carbonates in 2008 to become the leading category in soft drinks by volume terms. According to Morgan, there are still opportunities for growth in addedvalue water, specifically sports waters.

Energy drinks, meanwhile, struck a chord with young people, who replaced coffee or soda with energy drinks as a source of energy boosts. As is the case across the entire grocery industry, sustainability is now a major focus, and manufacturers are striving to meet consumers’ concerns by making their packaging more environmentally friendly, as demonstrated by the brands highlighted in this month’s feature.

“This year, in particular, we understand the important role that Schweppes will play in supporting our customers and we are upweighting our investment behind the brand,” she adds. “Together with our customers, we will ensure that Schweppes plays its part in spreading Christmas spirit across the country.” Visibility of the brand will be at an all-time high in the grocery channel this Christmas, with a nationwide promotion running across all grocery and off-sales outlets. With 800 Schweppes Cocktail Kits to be won, the national campaign will drive transactions and brand affinity alike. As always, the Schweppes presence will be notable in-store, with impactful point-of-sale including permanent merchandising solutions and a greater presence across e-retail and social channels.

The brand will also support consumers to achieve the perfect serve every time, with a QR code across point-of-sale linking to a dedicated website which features the Schweppes festive serves. Schweppes retains the crown as Ireland’s number one mixer, holding a 50.3% value share of the category. It has also proven itself to be a resilient and adaptive brand. While 2020 lockdowns forced much higher consumption of mixers in the home than usual, Schweppes still managed to grow value sales in 2021. Compared to the same period in 2019, the brand has grown by an outstanding +48% and by more than €3m in revenue*. For more information, visit ie.Coca-ColaHellenic.com.

Compared to the same period in 2019, the Schweppes brand has grown by an outstanding +48% and by more than €3m in revenue

*(Source: IOI Nielsen Sales YTD September 2021)

Premiumisation of mixers Mixers have become the fastest growing carbonated drinks category in Ireland and following a rise in the popularity of consumers drinking less but better quality, there has been particular growth in the premium soft drinks market. This, combined with the long-term trend of lighter, lower calorie and lower sugar drinks, means there has been a need for brands to broaden their product offering to include ‘healthier choices’ that strengthen consumers’ overall drinking experience in terms of taste, serve and enjoyment. At the forefront of this evolving category

Soft Drinks CATEGORY FOCUS

Christmas Drinks Christmas Essentials

Wings for your Christmas Promising to vitalise body and mind, Red Bull Energy Drink, alongside its expanding range of editions including Red Bull Green Edition, Red Edition, Tropical, Red Bull Sugar Free and Red Bull Zero will make for the ultimate

Soft Drinks

and lighter drinking movement is The London Essence Company,, a premium drinks brand producing elegantly distilled mixers designed to accentuate the finest spirits. Each expression is delicately light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and is crafted without the use of artificial sweeteners, thanks to its unique use of distilled essences. “Following the long-term trend towards sugar reduction across the world, and being consumers of premium drinks ourselves, we found that many “premium” options focused on natural credentials but were also very high in sugar,” says Brian Greer, marketing manager at Britvic Ireland. “It’s important to deliver light, natural options that also have great taste

Christmas 2021 party companion, with wiiings for every taste. Available in over 170 countries worldwide, with more than 7.8 billion cans of Red Bull consumed last year, the Red Bull range is winging its way into Irish consumers hearts, minds and shopping baskets this Christmas. Founded in 1987, Red Bull established the energy drinks product category, promising to vitalise body and mind. It is appreciated worldwide by top athletes, students and in highly demanding professions, as well as during long drives. Giving wings to people and ideas, Red Bull is the official energy drinks partner to Connacht Rugby and the Irish Women’s Hockey Team, also supporting Irish athletes Ayeisha McFerran, Thomas Barr, Conor Maguire, Greg Callaghan and Conor Shanahan. Visit www.redbull.ie or @redbullire for more information.

Home Baking

“A sign of a sophisticated mixer is when they can be enjoyed in any form – with or without a spirit,” says Brian Greer, marketing manager at Britvic Ireland

to ensure overall enjoyment.” Through its relationship with the on-trade and conversations with world leading bartenders, London Essence also recognised that high sugar mixers often overpowered the characteristics of the spirit partner, instead of enhancing them. With that in mind, the brand took inspiration from its heritage in creating distilled essences which capture the flavour of the finest ingredients to deliver aromatic signature notes and great taste, with only a dusting of sugar. In addition to the growing need for low calorie and lower sugar mixers, there has also been a huge shift change in the number of people reducing their alcohol intake following an increase in the low and non-alcohol drinks category. A trend not gone unnoticed by The London Essence Company and its use of contemporary flavours making the whole range as enjoyable on their own or mixed to provide low alcohol serves. The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through mixer varieties including Original Indian Tonic Water, Grapefruit & Rosemary Tonic, Blood Orange & Elderflower Tonic, Pomelo & Pink Peppercorn Tonic Water as well as a delicate Ginger Ale and a White Peach & Jasmine Soda.

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Each expression of the London Essence Co. is delicately light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and uses no artificial sweetener

More than 7.8 billion cans of Red Bull were consumed worldwide last year

STOCKIN’ AROUND THE CHRISTMAS TREE?

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Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

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58 CATEGORY FOCUS Soft Drinks

with Hilary Hughes,

marketing manager, Deep River Rock

Q: Deep RiverRock is currently the second largest impulse water brand on the island on Ireland. What are the key factors that have led to this success and how have you worked in partnership with retailers to achieve this result? A: As a brand, we continually have the number one share of voice in terms of media spend, and we used this to our advantage during and emerging from the pandemic. We crafted and launched a new strategic communications platform and also fully re-considered and changed where we show up to connect with consumers. Working with our retailers, we have secured new listings in a number of key accounts, driving our core impulse range. A notable new listing for the brand that we are delighted to have secured is getting our Deep RiverRock 500ml and Kids 250ml water into McDonald’s across the Island of Ireland from August 2021. In July 2021, we revitalised our ﬂavoured water offering with a new ‘Immune System’ range, responding to more health-conscious consumer needs for ‘better for you’ offerings. The new range, which has gained market-wide distribution includes Forest Fruits, Lemon & Lime and Strawberry, all with added beneﬁts of Vitamin B6 and Zinc, that support a healthy immune system and contribute to overall wellbeing – all with no sugar or calories. This launch is only the beginning of more great innovation to come from Deep RiverRock in 2022. We have heavily invested in consumer research this year to support the long-term growth of Deep RiverRock as a brand and the positive impact we intend to have on the water category. Q: How important is it that the brand now has a new-look 100% recycled bottle, given Deep RiverRock’s continual focus on sustainability? A: It’s really important for us. We know the importance that consumers put on sustainability, how it is impacting their purchase decisions and the role they want us to play as a big brand in their lives. They want us to take the lead, to support them to make a difference and we are doing that with our 100% recycled bottles and right through our new strategic brand platform, Nice One, which celebrates our sustainability credentials, bringing our brand tone of voice to the fore. We will use our platforms to encourage consumers to continue to choose the sustainable option – our 100% recycled bottle – and of course, to recycle our bottles again! Nice One! Deep RiverRock introduced its 100% recycled bottle range across its full plastic portfolio

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in 2019; the first mainstream water brand on the island to adopt a fully recycled PET bottle portfolio. Now in 2021, this aligns with our new brand communications platform - Nice One! The new campaign is supported by a refreshed packaging design, portraying a vibrant and modern Ireland. The confident and bold look is inspired by the landscape of county Antrim, where the water is sourced and bottled. The design proudly calls out our 100% Recycled bottle credentials with a reminder for consumers to ‘please recycle me’ after use. We have also light-weighted our packaging however and wherever we could – reducing plastic from our supply chain and eliminating hard-to-recycle material. In the latest development in its sustainability journey, Deep RiverRock is also announcing that the plastic shrink wrap around Deep RiverRock multipack bottles is now also made from recycled material – so consumers can feel good knowing that they’ve chosen a 100% recycled bottle, in 100% recycled material. What else? Our Deep RiverRock 500ml bottle will be light-weighted further, making it one of the lightest on the market. This will achieve a 34% reduction in plastic use since 2016! This innovation further cements Deep RiverRock’s place as the most sustainable water brand on the market. Q: What response have you received to the new ‘Nice One’ campaign to date? Why do you feel the message has resonated with consumers? A: Early feedback on the new brand platform is extremely positive, it is resonating with consumers for a few reasons. The brand is being disruptive in the water category. We are connecting with consumers in a modern and relevant way. We have taken a popular and uniquely Irish phrase ‘Nice One!’ that is too often used to be cynical (which people can be!) and we’ve reclaimed it for what it really means, a pure expression of happiness. With the support of our new brand ambassador and comedian Tony Cantwell, we will playfully point out these simple moments of joy. Tony brings a sharp and savvy wit to the role and adds a dimension of humour. With this, we are reflecting the brand’s positive, feel good and irreverent tone of voice, whilst encouraging consumers to celebrate those little moments we all experience in the face of challenges. Whilst communicating the positive in some of life’s challenging moments, we also remind consumers of our commitment to sustainability and the small changes we can all make to protect the planet for generations to come.

Hilary Hughes

Q: During the various lockdowns during the pandemic, sales of many on-the-go products were affected. How significantly has the market recovered since? A: Absolutely, it was a tough period for a lot of brands, but luckily it is back on track. July 2021 saw record value and volume sales recorded and August non-alcoholic ready-to-drink (NARTD) value (+9.6%) and volume (+3.6%) sales remained impressive, with sales in excess of €100m and +25% compared to August 2019. We have witnessed several key market performance drivers over the last number of months. This includes impulse driving growth ahead of take home; this month we saw supermarkets grow ahead of convenience for the first time since February, although it should be noted that it is impulse sales driving growth in the channel. Impulse NARTD continues to grow ahead of the category (+14.7%), with water contributing to one-third of that growth. Q: How significant is the flavoured water segment within the overall impulse bottled water category and to what extent is its market share growing? A: Flavoured water accounts for 19% of the category value and drove 29% of the total incremental category value year-to-date (YTD). Flavoured water continues to grow ahead of the total water category, growing +29.7% YTD, vs total water at +16.9%. MTD (August 2021). The same trend can be seen with flavoured water growing ahead of both plain water and the total category. Q: How have the three Immunity Defence SKUs performed since launch and capitalised on the consumer need to bolster immunity following Covid-19? A: In July 2021, we revitalised our flavoured offering with a new ‘Immune System’ range, responding to more health-conscious consumer needs for ‘better for you’ offerings. Experiencing 29.7% value growth, the flavoured water segment is now the fastest growing within the category. Deep RiverRock has secured multiple new listings to now have its highest distribution and rate of sale on the range which is showing a value increase of +34.9% and market share increases. The brand will continue to support the Immune System range in the market with a 360-degree marketing campaign, including outof-home advertising, PR, digital, social, influencer outreach, in-store and sampling.

Soft Drinks CATEGORY FOCUS 59

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Taking recycling to the max

Soft Drinks The new campaign, ‘Nothing tastes better than a 100% recycled bottle’, highlights PepsiCo’s commitment to sustainability

Christmas Drinks

Shopper Intelligence: Most soft drink categories are trip drivers Based on Shopper Intelligence’s insights comparing 127 FMCG categories in Ireland, different soft drink categories play different roles for retailers. The matrix shows that most categories are trip drivers, meaning that shoppers are more planned than average, but less engaged than average. A simple shelf is the most effective in this case, with focus on availability and good prices. Find out about other soft drink categories in the infographic below:

Different roles of Soft Drinks categories in Ireland

Christmas Essentials

*(Excluding caps and labels. **(Source: Nielsen Scantrack Data (MAT TY) 15.08.21).

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Pepsi Max has launched its new brand campaign, ‘Nothing tastes better than a 100% recycled bottle’, which puts a spotlight on the brand’s switch to 100% recycled plastic for its single serve (500ml and 750ml) bottles*. Now consumers can enjoy their on-the-go Pepsi Max even more, knowing the bottles are made from 100% recycled plastic*. With placements across television, out-ofhome, digital and social media, the 360° campaign aims to raise awareness of this change, encouraging consumers to recycle after use, and showing how they can feel good about choosing to drink Pepsi Max. Set to the sound of ‘Feeling Good’ by Nina Simone, the campaign TV advertisement shows the last drop of a bottle of Pepsi Max being poured into a glass. Then in a turn of surprise, the leading actress proceeds to drink from the empty bottle instead of the glass. The campaign strapline, “Nothing tastes better than a 100% recycled bottle”, then concludes the advert. The campaign forms part of PepsiCo’s commitment to driving towards a circular economy and reducing plastic waste. Earlier this year, 7UP also transitioned its bottles from green to clear plastic to better support a seamless circular economy for plastic bottles. “Pepsi Max is Ireland’s fastest growing cola**, so the shift to 100% recycled plastic on-the-go bottles* will make a tangible difference to our environmental impact,” says Adam Smart, general manager, PepsiCo Ireland. “This new campaign ‘Nothing tastes better than a 100% recycled bottle’, not only aims to encourage a full circle of recycling in Ireland but helps consumers enjoy our product all the more knowing it has less impact on the planet.” All ‘100% recycled’ branded Pepsi Max, Pepsi, Pepsi Diet, Pepsi Max Cherry 500ml single serve plastic bottles and Pepsi Max 750ml single serve plastic bottles in Republic of Ireland and Northern Ireland, excluding caps/labels, are made from 100% recycled plastic.) ■

2 Out of store promo, lead on innovation

Hero: Chilled Fruit Juice Basket Builder: Energy/Sports Drinks, CSD

Volume trade up, in-store promo, display occasions

Trip Driver: Water, Squash/Cordial, LL Juice

Simple shelf, lead on availability and price ↑ HIGH ENGAGEMENT

 LOW INTENTIONALITY

Chilled Fruit Juice Long life Fruit Juice

Energy/Sports Drinks Carbonated Soft Drinks Still Water

HIGH → INTENTIONALITY

Sparkling Water Squash/Cordial

↓ LOW ENGAGEMENT

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021

Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

www.shelflife.ie | ShelfLife November 2021

Christmas Essentials

Christmas Drinks

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60 CATEGORY FOCUS Home Baking

In the mix

Baking banana bread will forever be associated with the pandemic. People stuck in their homes took to baking like never before and sales of flour went to an all-time high. Fionnuala Carolan looks at where the market lies now that the dust has settled

he combination of traditional methods with modern thinking has led to significant growth in the home baking market. While we all enjoyed getting back to basics during lockdown and enthusiastically making breads and scones faster than anyone could consume them, being back in the rat race for many has meant less time for the simple pleasures in life like baking. Recognising this trend, some of the main players have found a happy medium by

introducing products that make baking from scratch just a little bit easier and a little less time consuming than before. For example, Siúcra’s Roll Out Icing Sugar is a timesaving baking essential and the perfect ingredient to ensure an elegant finish to a festive dessert or cake. For some, the task of baking at Christmas can be an intimidating one and this makes it a little bit easier to create something special, albeit still homemade. Another trend is fortified ingredients like

Traditional methods the modern way

are a number of new products planned for launch later this year. In July, the company introduced a range of pre-packed flours, including Plain, Self-Raising and Strong Baker’s, to attract new customers into the category. The natural extension for the brand will encourage the next generation of home bakers that emerged from the lockdown to keep up the good work. The Strong Baker’s Flour is the same flour that is used in the bakery every day and is perfect for baking sourdough breads, yeast breads, pizza bases, bagels and brioche at home. The quality of the flours has been benchmarked against what’s currently available in the market and the Fitzgerald family believe that they are best in class, and hope consumers will agree. The Plain and SelfRaising flours have an RRP of €1.99 for 1.5kg and the Strong Baker’s has an RRP of €2.25. They are already available to Londis, Mace, Eurospar and Costcutter stores nationwide and will be available to SuperValu and Centra stores in the coming weeks.

Fitzgeralds Family Bakery is Ireland’s fastest growing bakery and has been passed down through four generations of passionate bakers. It is now run by Simon, Suzanne and Garry Fitzgerald with a whole new generation of little tasters by their feet. The combination of traditional methods with modern thinking has led to significant growth in the Irish market over the last few years. The range can also be found in the UK market where it continues to be well received and performing better than forecast. It includes fresh bagged bagels and bagel slims, wraps, bake at home French and Italian breads, pittas, naan breads, and skinny Italian pizza bases and the company are market leaders in these categories. The team at Fitzgeralds continue to innovate and introduce new products to their range and have shown a passion for understanding the consumer and offering quality. Excitingly, there

In July, Fitgeralds introduced a range of pre-packed ﬂours, including Plain, Self-Raising and Strong Baker’s, to attract new customers into the category

ShelfLife November 2021 | www.shelflife.ie

Odlums new Super Flour with added vitamin D, calcium and folic acid that contributes to the normal function of the immune system. When used in baking favourite recipes, it can add to an individual’s daily intake of these essential nutrients and is available in cream plain, self-raising and wholemeal. So while the home baking spike that the sector saw during the pandemic may be over, there is plenty of innovation in the market to keep novice bakers coming back for more.

Magical baking moments At Christmas, Siúcra recognises the importance of creating memories that last a lifetime. Whether it’s spending time in the kitchen with the kids or at the table with family, Siúcra has your customers covered for all their sentimental baking needs this festive season. Now that we can embrace our loved ones, it’s the perfect time for consumers to show off their creative baking and cooking skills for entertaining guests over the festive period. Your customers can gift their family and friends with homemade goodies or a festive centrepiece dessert using an iconic Irish household brand, like Siúcra. This year, Siúcra has created a suite of festive recipes guaranteed to inspire and help make beautifully sweet treats and traditions at home, using some of Siúcra’s key seasonal products. Siúcra Roll Out Icing Sugar, 454g, is a timesaving baking essential and the perfect ingredient to ensure a satin smooth and elegant finish to a show-stopping Christmas dessert or novelty sweet treats. Siúcra Icing Sugar, 500g completes any festive baker’s cupboard. Perfect for adding a final loving frost-like touch to Christmas desserts, it will look like the baker has sprinkled a dash of snow!

Home Baking CATEGORY FOCUS

Christmas Drinks Christmas Essentials

Odlums has introduced Odlums Super Flour which is fortified with Vitamin D, Calcium and Folic Acid and contributes to the normal function of the immune system

Soft Drinks

Odlums is proud to have been milling and packing ﬂour in Ireland for over 175 years. Originally established in Portlaoise by the Odlum family in 1845, Odlums has been an integral part of Irish baking and cooking for generations. For some, the task of baking at Christmas can be an intimidating one. They might simply associate it with taking on the more time-consuming favourites like Christmas cake and Christmas pudding. At Odlums, the team pride themselves on making baking accessible to all types of bakers and Odlums.ie is filled with recipes for all levels of experience. ‘Tis the season to get baking and this Christmas, Odlums has created even more

Home Baking

Siúcra Roll Out Icing Sugar is a timesaving baking essential

The arrival of Super Flour

mouth-watering festive recipes. From the more experienced to the beginner who may be trying baking for the first time, Odlums.ie has something for everyone. Homebakers can celebrate with loved ones by whipping up a Christmas garland or with delicious Cranberry & Brie Mini Tarts. To create immune boosting bakes this Christmas, the company has introduced new Odlums Super Flour which is fortified with vitamin D, calcium and folic acid and contributes to the normal function of the immune system. When used in baking favourite recipes, it can contribute to each person’s daily intake of these essential nutrients and is available in cream plain, selfraising and wholemeal. To find out more, visit Odlums.ie or find the brand on Instagram and Facebook. ■

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Siúcra Royal Icing Sugar, 350g is ideal for piping, frosting and decorating sweet treats with Christmas ornaments. Quick and easy to prepare, simply add water to create a white icing that dries smooth, with a hard, matte finish. Other key festive kitchen cupboard essentials include Siúcra Rich Dark Brown

Sugar, Light Golden-Brown Sugar and Demerara Brown Sugar. The distinct colour and ﬂavours of brown sugar are great for inclusion in Christmas cakes and cocktails as well as savoury items such as the Christmas main feast, sticky marinades and rich gravies, to name a few. Nordzucker (Ireland) Ltd is one of the leading sugar distributors in Ireland providing retailers and consumers across the country with an extensive range of sugar products under the Siúcra brand. For more information on Siúcra products and recipe inspirations, visit www.nordzuckerireland.ie.

www.shelflife.ie | ShelfLife November 2021

Christmas Essentials

Christmas Drinks

Soft Drinks

Home Baking

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62 CATEGORY FOCUS Soup

A hug in a bowl

On a chilly day – nothing beats the cosiness factor instantly provided by a steaming hot bowl of soup. The Scandinavian trend ‘hygge’ – which roughly translates as ‘embracing the art of cosiness’ – has become hugely on trend in recent years and soup perfectly aligns with this mindset, writes Gillian Hamill

t this time of year, when the dark evenings are drawing in and there’s a distinct nip in the air, soup is a natural choice for many consumers due to its inherent restorative, comforting nature and high nutritional value. In its latest report on Ireland’s soup sector, Euromonitor reported that chilled soup gained from consumers’ switch to lockdown lifestyles. According to the analyst, “foodservice outlet closures in 2020 had a positive impact on

shelf stable, chilled and instant soup, as they provide an easy to prepare alternative to a home-made meal”. “Chilled soup is anticipated to compete strongly with ready meals and other quick-toprepare meals during the forecast period,” Euromonitor added, “as it is perceived as a fresh, nutritious meal. Chilled soup is also anticipated to receive a boost in the shortterm from office workers returning to work.” Another key trend observed by Mintel was

that stockpiling drove retail sales of shelf stable and instant soup. According to its 2020 market report, shelf stable and instant soup showed stronger current value growth in 2020, thanks to their generally low price and long expiry dates, both factors which continue to make them sought-after products for stockpiling during the colder months. As in many other sectors, plant-based options are also increasingly making their mark within the soup category.

Heart-warming and healthy

Soups - bursting with real, plant-powered goodness including vibrant veggies and protein-packed legumes - it’s now quicker and easier than ever to enjoy a healthy and tasty plant-based meal. Each can of Heinz Plant Proteinz Soup is packed with a whopping 14-15 grams of protein, is a source of fibre and provides two of an individual’s five-a-day, providing a delicious, nutritious, and affordable meal in minutes. Just open the can, heat, and eat!

What’s more, they’re sustainably packaged in infinitely recyclable cans – another thing to feel good about. New Heinz Plant Proteinz Soups are available now in two tasty and exciting flavours, with an additional flavour available from early 2022, all suitable for vegans, vegetarians, and flexitarians. The range includes the following options:

New Cully & Sully Risottos are perfect for a quick and tasty supper

Now that the weather is getting colder, soup is the perfect healthy and natural fast lunch. All Cully & Sully soups are made in Ireland. What’s more, the entire range is gluten free and made with the finest fresh ingredients. And for consumers on the hunt for a supper quick tasty supper, Cully & Sully’s new Risottos are an ideal option. Check out www.cullyandsully.com/rocking-risotto for recipe ideas. All Cully & Sully soups are gluten free and made in Ireland with the finest fresh ingredients

• Mediterranean Tomato & Bean A mouth-watering Mediterranean style tomato

Shopper behaviour shows marked differences between chilled and packet/ can soup segments You might think that shopper behaviour is similar in chilled soup and packet & can soup. However, Shopper Intelligence’s survey data reveals key differences between the two types. Chilled soup is more often bought on a top-up shop than packet/can soup, and it’s also a stronger loyalty driver to retailers. Find out more differences and what actions you can take, in the below infographic:

How do we buy Chilled vs Packet Soup? Key differences in Irish shopper behaviour Importance of premium choices (1-5 scale average) 3.3 3.0

% bought on a Top Up shopping mission (not a main shop) 40% 30%

% Loyalty driver to retailer 26% 2%

Soup-er tasty plant-powered protein Consumers’ search for that elusive plant-based meal that’s quick, easy, healthy, and delicious is finally over, thanks to new Heinz Plant Proteinz Soups. In a recent Twitter poll, 68% of consumers said that they struggle to get enough plantbased protein. But with Heinz Plant Proteinz

ShelfLife November 2021 | www.shelflife.ie

Chilled Soup

Packet/Can

Chilled Soup is more often purchased n a Top Up shopping mission (rather than a main shop) than Packet/Can Soup. Disrupt in-store for Chilled Soup, remind of the occasion.

Chilled Soup

Packet/Can

Shoppers rate the importance of Premium tier higher in Chilled Soup (ranked 16 out of 127 categories) than in Packet/Canned Soup.

Put more focus on premium range in Chilled Soup.

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021

Chilled Soup

Packet/Can

Good performance on Chilled Soup is more likely to drive loyalty to the retailer than Packet/Can. Stand out on Chilled Soup to use it as a shopper magnet. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

Soup CATEGORY FOCUS 63

New Heinz Plant Proteinz Soups; Mediterranean Tomato & Bean and Moroccan Chickpea & Bell Pepper are now available in supermarkets nationwide. Coconut Curry & Jackfruit will be available early 2022 (RRP €1.99 for 400g).

This limited-edition ﬂavour does not contain any gluten, dairy or animal produce, making it suitable for both the coeliac and vegan consumer. The limited-edition launch will be supported with in-store POS, as well as extensive digital advertising. Avonmore also supports its soup range throughout the year through its sponsorship of the weather on RTÉ television. The new, limited-edition Sweet Potato, Carrot and Turmeric Soup will join an already impressive range of five premium soup

Sadie’s Kitchen will diversify with a vegan offering in early 2022

Christmas Essentials

• Coconut Curry & Jackfruit Joining the line up in early 2022 is the deliciously warming coconut curry soup with haricot beans, chickpeas, and jackfruit. It’s bursting with bean goodness, with 14g of plant-based protein per can and making up two of an individual’s five a day.

Avonmore’s new limited-edition Sweet Potato, Carrot and Turmeric Soup has a silky smooth texture

Christmas Drinks

• Moroccan Chickpea & Bell Pepper This ﬂavoursome meal is packed with 15g of protein and made with tasty Moroccan chickpeas, bell peppers and haricot beans.

Innovative broth brand, Sadie’s Kitchen is set to expand its range with a vegan offering early next year. The award-winning Irish female-founded company currently holds two SKUs, Free Range Irish Chicken and Irish Beef Bone Broth. It marks an exciting time for the brand after securing a central listing with Dunnes Stores earlier this year. “2022 will see the business resume our food service offerings,” said founder Sarah Kiely, “and also diversify the range across the category with the better-for-you options and freshness that our customers and retailers have grown to anticipate from our business.” ■

Soft Drinks

soup with haricot beans, garlic, and thyme. With 14g of plant protein, it’s a nutritious and great-tasting meal in one.

Broth beauty

Home Baking

With each can of Heinz Plant Proteinz offering 14-15g of protein, it’s the perfect way to perk up mealtimes

This autumn, as soup season arrives, Avonmore is back with an exciting, limitededition launch into its 400g tub, premium soup range. Launching since mid-October, into the three multiples, Avonmore’s new Sweet Potato, Carrot and Turmeric Soup boasts a silky smooth texture, using fresh sweet potatoes, aromatic spices and finished with swirls of coconut milk.

ﬂavours created by Avonmore’s very own award-winning chef Barry Foley.

Soup

Luxuriously smooth

www.shelflife.ie | ShelfLife November 2021

64 NOFFLA NEWS

www.nofﬂa.ie

Celebrating the stars of Ireland’s wine industry The National Off-Licence Association (NOffLA) awarded its annual Irish Wine Show Star Awards to 45 wines on 4 October at its annual event, held at the Radisson Blu Golden Lane. Now in its 21st year, the winning wines from the Irish Wine Show Star Awards will be available to consumers from NOffLA outlets across Ireland. Speaking at the Awards, Gary O’Donovan, chairman of NOffLA congratulated the 2021 winners saying that “it is great to be able to celebrate some of the finest products sold by our highlytrained members around the country. As independent, specialist retailers NOffLA members are at the heart of their communities and serve as responsible and highly knowledgeable local retailers who are committed to excellence

both in terms of personal service and the high-quality wines that we offer.” In excess of 600 wines were submitted to the Star Award adjudication panel of NOffLA judges and independent wine journalists. Points were awarded on the basis of appearance, smell, taste and value for money criteria, and the winning 15 were selected as the best wines from key suppliers across a number of price categories. Each of the winning wines will be sold in NOffLA member outlets across the country and will be recognisable by distinctive Award symbols on each bottle. In the pre-Christmas period NOffLA members will promote the Irish Wine Show Star Awards 20212022 Collection as ideal Christmas gifts, in a variety of special gift packs.

Declan Saunders of Tindal Wine Merchants, winners of the White Wine of the Year award and Bren Smith of Mackenway Distributors, winners of the Wine of the Year Award at the 2021-2022 Irish Wine Show Star Awards

All the winners at the 2021-2022 Irish Wine Show Star Awards, held in the Radisson Blu Golden Lane

Declan Saunders of Tindal Wine Merchants, winners of the White Wine of the Year Award

Mâcon-Uchizy, Domaine Talmard, distributed by Tindal Wine Merchants, was named White Wine of the Year 2021-2022

ShelfLife November 2021 | www.shelflife.ie

NOFFLA NEWS 65

www.nofﬂa.ie Bren Smith of Mackenway Distributors, winners of the wine of the year award pictured here at the 20212022 Irish Wine Show Star Awards, held in the Radisson Blu Golden Lane

Trulli Salice Salentino DOP, distributed by Mackenway Distributors, was named Wine of the Year 2021-2022

The 2021 Gold Star Award Winners CATEGORY

WINE

Old World White Under €10

Maximo Blanco

2020

Mackenway Distributors Ltd.

Old World White Under €15

Trulli Vermentino IGP

2020

Mackenway Distributors Ltd.

Old World White Under €20

Mâcon-Uchizy, Domaine Talmard

2020

Tindal Wine Merchants

New World White Under €10

Antares Sauvignon Blanc

2021

Ampersand Wines

New World White Under €15

Asymmetric Marlborough Sauvignon Blanc

2020

Ampersand Wines

New World White Under €20

Tokara Premium Sauvignon Blanc

2020

Mackenway Distributors Ltd.

Old World Red Under €10

Maximo Tinto

2019

Mackenway Distributors Ltd.

Old World Red Under €15

Trulli Salice Salentino DOP

2019

Mackenway Distributors Ltd.

Old World Red Under €20

Tuella Douro Red

2019

Tindal Wine Merchants

New World Red Under €10

Coral Reef Shiraz Cabernet Sauvignon

2019

Ampersand Wines

New World Red Under €15

Fleur du Cap Pinotage

2018

Febvre Wines

New World Red Under €20

Catena Malbec

2019

Cassidy Wines

Rosé Under €15

Domaine La Colombette Rosé

2020

Cassidy Wines

Sparkling Wine Under €25

Segura Viudas Brut Reserva Cava

Findlater & Co.

Sparkling/Champagne Under €60

Ferrari Brut

Cassidy Wines

Old World White Under €20

Mâcon-Uchizy, Domaine Talmard WHITE WINE OF THE YEAR 2021-2022

2020

Tindal Wine Merchants

Old World White Under €15

Trulli Salice Salentino DOP WINE OF THE YEAR 2021-2022

2020

Mackenway Distributors Ltd.

Reggie Walsh of NOffLA presents the first place award for Sparkling Champagne Under €60 to Amanda Cardiff of Cassidy Wines

VINTAGE

COMPANY

Reggie Walsh of NOffLA presents the first place award for Sparkling Wine Under €25 to Richard Moriarty of Findlater & Co. ■

www.shelflife.ie | ShelfLife November 2021

66 ADVISOR: HR

Adapting to changing Covid-19 climate CAROLINE REIDY

managing director, The HR Suite

Employers may recommend that employees wear face masks in circumstances where physical distancing is not possible, writes Caroline Reidy

CONTACT THE HR SUITE:

If you require further information or advice on HR, please do not hesitate to contact The HR Suite’s consultants on (01) 9014335 or (066) 7102887 or email the company at info@thehrsuiteonline.com.

Despite the government’s plans to lift Covid-19 restrictions not proceeding as planned on 22 October, the phased and staggered return of employees to workplaces continues. Here, The HR Suite’s Caroline Reidy outlines key points employers should consider

ith restrictions easing in the workplace since 20 September 2021, this has allowed for the phased and staggered return of workers to their workplaces. For some, this was the first time returning to the workplace since March 2020. Although restrictions were due to be eased further after 22 October 2021, the government has since said that attendance should still be “for specific business needs only”. However, as part of the government’s roadmap to recovery plan, further restrictions have been lifted, including the necessity for physical distancing along with mask wearing in private indoor and outdoor settings. The measures which remain in place are the requirement to self-isolate when showing Covid-19 symptoms and the requirement for mask wearing in healthcare settings, public transport and in indoor retail settings. Due to this easing of restrictions, it will see employers having to adapt accordingly in terms of dealing with Covid-19. Below are some of the considerations employers will need to address:

Updating Covid-19 policy It is important that employers update their Covid-19 policy in line with government guidance and that this is communicated to all employees and signed off on. All employers should have a Covid-19 representative and this person should be listed in their Covid-19 policy. Having a Covid-19 representative in place ensures adherence to Covid-19 safety protocols and a point of contact for any Covid-19 queries. This will ensure concise and transparent communication and engagement from the employer and result in employees feeling that Covid-19 is being managed, while their health and safety is considered at all times. Employers should provide Covid-19 induction training for all workers after they return to their workplace whether their workplace has been closed or whether employees have been working from home during the pandemic.

managing absence The basic advice regarding preventing Covid-19 should continue to be reinforced regarding regular hand washing and the correct respiratory hygiene. It is advisable that employers reinforce physical distancing where possible and where this is not possible, that other measures may apply.

ShelfLife November 2021 | www.shelflife.ie

For example, employers may recommend that employees wear face masks in such circumstances going forward. Employers should continue to provide up-to-date guidance and information including the symptoms and the signs of Covid-19 and how Covid-19 can spread. It is important that employers also have their procedure and the required steps in place and noted in their Covid-19 policy, should there be a positive case or outbreak within the workplace. It should also be reiterated that the employer will at all times interact with the Public Health Authorities in managing the outbreak. Back to work meetings should be conducted with employees on their return to work to ensure the employee is fit to return to work and feels supported in doing so.

Developing a hybrid policy As employees return to the workplace, employers need to develop a hybrid remote working policy. Employees may be concerned about returning to the workplace for many different reasons. Some may not want to return as they have adapted to working from home and appreciate the improved work-life balance which aligns with it. Some may have health conditions and feel fear and anxiety regarding their illness, as Covid-19 is very much still present. It is important that any fears or concerns from employees are dealt with by the employer in a genuine and respectful nature. Employers should be mindful that employees will have varying concerns and fears regarding Covid-19 in the workplace and should be dealt with accordingly. In developing a hybrid working policy, employers should, where reasonably possible, accommodate employees. All options should be looked at and the most efficient balance for both parties chosen. Communication is key in the role of implementing this and ensuring that there is clear direction given in terms of what employers expect of employees going forward. Communication equally gives the employee an opportunity to be heard and their preferences considered.

Balancing the new norm It is important that in offering employees a hybrid working method that this is beneficial to both the employer and employee. In accommodating employees, employers need to ensure that this benefits the business. It is key that all employees whether working remotely or in the workplace are treated equally so that employees do not feel excluded for choosing either option. Any communication or updates should be relayed to employees both in the office and those working remotely. Any other ways to ensure engagement should be applied as deemed appropriate. ■

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Call mark morgan today tel: 01 294 7767 | e-mail: mark.morgan@mediateam.ie

Introducing Careers Hub A new initiative from Mediateam, the people behind some of Ireland’s leading media brands, including; ShelfLife – Ireland’s retail FMCG authority TechCentral – the online destination for Ireland’s technology users Growtrade – Ireland’s online media service for professionals in the horticulture and related industries A platform designed to promote and showcase post graduate and final year undergraduate students’ course work across three critical sectors of Ireland’s economy. Providing students with the opportunity to develop their portfolios and improve their future job prospects amongst key industry employers and stakeholders. Appearing as a dedicated Careers Hub channel on each of our three websites above. Students register free of charge to upload their content for sharing and connecting with the qualified networks of professional that comprise our influential audience across the FMCG grocery retail, tech and horticulture sectors. While future employer and stakeholder groups upload their content, showcasing employment and career development opportunities in their industry and across their organisations. Working with the respective education institutes and their faculty, the students’ submissions promise a new and fresh perspective on the trends, developments, challenges and opportunities facing each sector. While the owner of each piece of content published would further promote it across their own social channels, select content would also be promoted to our respective newsletter subscribers and across our social media channels.

68 ADVERTORIAL

One Team,One Plan

In a conversation on how Barry Group has navigated the myriad challenges of the past 18 months, managing director Jim Barry says a ‘One Team, One Plan’ ethos has resulted in the group achieving its forecasted goals for 2021 Q: Barry Group has had an exciting year, what have been some of the landmarks for you? A: Coming out of 2020, a year which was a difficult one for all, from the outset we wanted to inject some excitement back into our business and symbol group offerings. Costcutter celebrated its 21st birthday with national and local marketing campaigns, additionally we launched our sponsorship of Triathlon Ireland, and most recently Movember. Carry Out reached new levels of success this year as we increased its retail footprint throughout Ireland and our retailers reaped the benefit of the growth of the at home occasion for alcohol consumption. Our independent channel also witnessed a surge of growth which was fuelled by our customer centric approach, competitive pricing and extensive range. All in all, while it was a year that challenged us as we still navigated through lockdowns, and despite genuine repercussions from Covid 19, including commodity and staffing shortages, we rose and grasped the opportunity to further grow and develop our business, while meetings our customers’ needs and expectations. Q: What are the new consumer trends that you have specifically set out to meet? A: There are a few key trends that have not only played a key role in our 2022 strategy, but they are also key pillars in our long-term strategy as we grow and develop our business channels. Firstly, we will continue to work on our fresh food offering and expand our current concepts availability along with developing new additions. On a similar note, in-store customer experience was never so high on consumers’ agenda than what it has been over the past 18 months and the enhancement of our in-store experience will continue to be a central component of our strategy for both Costcutter and Carry Out. We are constantly challenging ourselves to see how we entice consumers to keep on returning to our retail outlets. This is especially pertinent in the sale of alcohol as some stores in our Costcutter estate have gone dark in the sale of spirits. We are working with some of our strategic partners to ensure our retailers are equipped with the optimal approach to ensure that spirits remain a high performing category. I would not say it is not classed a trend

ShelfLife November 2021 | www.shelflife.ie

anymore but is now more in line with general business practice, but our sustainability strategy has become a key focus across our business. We are in the process of developing some ambitious targets but to date, we have focused on the sustainable running of our retail outlets ensuring that equipment is energy efficient and packaging. The packaging for our ice cream brand Freezi Licks is certified compostable and for Urban Sips, the cup is also certified compostable, and the lid is recyclable. We are making a conscious effort to move all our packaging to eco-friendly options and plan on making further progress on this in 2022. Lastly, the application of technology is a trend that is a key focus for us. From marketing to business processes, we feel that the optimisation of not only customer touchpoints but also retailer touchpoints are something we plan to further capitalise on. We are excited to launch our plans for this next year and see this as a huge opportunity. Q: Barry Group has always had a strong reputation as a family-owned company. How have you continued to demonstrate this ethos amongst the challenges of Covid 19? A: Family is central to the ethos in Barry Group in many ways. We are a third-generation family-run business and pride ourselves on this. At present, myself and my two daughters are working in the business, but family extends far beyond this for us. Our ethos is ‘One Team, One Plan’ and our whole team strives to deliver an excellent service to our customers. We share a common purpose and principles and work to deliver on this to an optimal standard. I think what makes us stand out from our competitors is exactly this approach. We offer an extremely high level of customer service and truly feel that we are in a unique position to aid families build their businesses in their local communities. We share common values and objectives and work collectively to achieve them. Over the past 18 months as our retail partners went through one of the most challenging periods of business, the close relationship we had with our retailers stood to us both. They were able to phone up any member of our team and we always strived to help to the best of our ability. On the other

MD Jim Barry says the Barry Group is in “a unique position to aid families build their businesses in their local communities”

hand, we were able to speak to our retailers, gain valuable feedback and work together to achieve success. Our unique approach to partnership is truly our key to success. Q: There were many changes to retail and consumer behaviour which faced the industry over the past year and a half. How do you think these will affect the convenience sector going forward? A: I can safely say that we have never witnessed such a volume of changes in consumer behaviours as what we have had over the past 18 months. Not only did business operations change overnight at the beginning, but there were constant advancements in responding the changes in consumer. It truly was a reactive period of time. Whilst some of these behaviours may drop off, I do think that there are some that are also here to stay, and we must continue to evolve our offering to effectively respond to them. While customer experience was always on our agenda, it seems to have really been caught in the spotlight this year. There are a few factors that contribute to this including omni-channel shopping habits, Covid 19 hygiene standards, structural separation and the introduction of MUP in the New Year.

Sustainability is a key focus for the Barry Group, and within its Urban Sips offering, all cups are certified compostable, and the lids are recyclable

ADVERTORIAL 69

A: I think the Public Health Alcohol Bill is an absolute game changer for the alcohol sector and specifically our retailers. We have spent significant time planning how best to respond to the changes to the market that will result from the Public Health Alcohol Bill, specifically MUP. We are mindful of the changes that occurred in Scotland and have consulted with suppliers on the potential impact on consumers buying patterns. We have been working on developing mechanisms which will aid our retailers to respond to the introduction of the key elements of this legislation including structural separation and minimum unit pricing. It is important that some adjustments are made to overcome changes that have resulted from this legislation, however, it just requires us approaching things in a different way which is extremely achievable. Q: As Christmas approaches, what message would you like to share with Barry Group retailers for 2022? A truly exceptional wine, Mission Sud is a bestseller within Carry Out and Costcutter stores

We are challenging ourselves to improve the instore customer experience so that consumers keep on returning time and time again despite these challenges. Over the lifetime of the pandemic to date, the at home consumption experience has evidently played a key role in the success of many retailers. There are so many more low tempo shopping missions that I do believe are here to stay. For example, food-led alcohol consumption, big nights in and the convenience/ for tonight shopper missions will continue to play a key role in our strategic plans for our symbol groups. Linked to the growth of at home, conscious consumption has also been a huge factor to consider, and I do believe that consumers will continue to look for alternative healthy/ non-alcoholic options to meet these needs.

Lastly, ease of availability and omni channel shopping will continue to play a key role for consumers. We have a lot of work conducted here and we look forward to sharing it in the near future. Q: How has Barry Group performed over the past year, in terms of achieving growth? A: Despite the difficulties the past year brought, we were satisfied with the company’s performance. Year to date, we do expect to reach the goals that we set at the beginning of 2021 which is a fantastic position to be in. As a business, Barry Group is in growth and we anticipate that this trend will continue in 2022. Q: What in your view are the consequences of the Public Health Alcohol Bill for retailers? How will you help retailers withstand the challenges involved?

A: We are very excited as we approach 2022 in Barry Group. As part of our strategic planning process for 2022, we have reviewed all key aspects of our offering to our customers and will be implementing some changes which will optimise the process. A key component to our business approach is the practice of constantly changing and enhancing what we do. This keeps our offering fresh and innovative for our customers. A primary focus for 2022, is looking at how we evolve the service we offer our customers. Whilst we have made some key improvements here over the years, the last 18 months has resulted in us looking at things through a clearer lens and spotting opportunities that will support the evolvement of our already competitive offering. Our customers have and always will be seen as an imperative element of our business and we will always work hard to ensure their development. ■

The enhancement of our in-store experience will continue to be a central component of our strategy for both Costcutter and Carry Out,” says Jim Barry

www.shelflife.ie | ShelfLife November 2021

70 MARKET MOVERS

Nestlé Ireland

Nestlé Ireland announces new KitKat biscuit flavour Nestlé Ireland is pleased to announce that KitKat is bringing some early seasonal cheer to its much-loved two finger treat this winter, with the launch of a limited edition Caramelised Biscuit flavour. Featuring the brand’s trademark crisp wafer, the smooth KitKat milk chocolate is enhanced with warm caramel notes and flavours of cinnamon and spice for a festive feel. “With its warming spiced caramel flavour, our newest twofinger KitKat is a delicious treat to enjoy with a hot drink this season,” said Maria McKenna, marketing manager, Nestlé Ireland. The KitKat Caramelised Biscuit is available now in multipacks of nine two-finger bars.

Walkers

Walkers Snacks announces collaboration with Ghostbusters: Afterlife on-pack promotion To celebrate the release of Ghostbusters: Afterlife (exclusively in cinemas from 19 November 2021), Walkers Snacks brands are offering shoppers the opportunity to win scarily good prizes every hour via an on-pack promotion. Running from 1 October to 30 November, this is the first major collaboration to run across Walkers top snack brands in many years. It features an incredible prize pool including VIP screenings of Ghostbusters: Afterlife, Sony gadgets, or the grand prize – a trip for two to New York. Launching the on-pack promotion in association with Ghostbusters: Afterlife will certainly evoke nostalgia amongst parents and place Walkers front and centre for those looking for a tasty snack. For the chance to win, shoppers need to visit the promotional website (www.walkers.co.uk/ ghostbustersafterlife) and enter their full name and email address to find out instantly if they’ve won one of the amazing prizes. ■ * (Promotion available across all flavours of Wotsits, Quavers, Monster Munch, excluding Giants Sharing bags) * (Source: Nielsen Scantrack, RSV Value Sales,Snacks, FY weekly average Value Sales 2020 vs October 2020)

ShelfLife November 2021 | www.shelﬂife.ie