Scotland’s off trade top 50
In with the new
Ahead of what could be massive upheaval in the Scottish drinks trade, Scottish Grocer examines which brands are doing best in stores. Using exclusive data provided by market research firm Nielsen, our guide to the most valuable Scottish off-trade brands aims to provide retailers with hard numbers to help them make the decision of what to put on shelves. WE’RE just months away from the biggest shake-up of Scotland’s off-trade sector in living memory. With Minimum Unit Pricing set to be introduced on May 1, the industry is heading towards a significant turning point – and no-one’s quite sure what the outcome will be. With a number of valued brands set to increase dramatically in price, retailers across the country will be overhauling their ranges to suit the new landscape. To help inform those decisions, Scottish Grocer presents exclusive figures from Nielsen Scantrack that show which beer, wine and spirit brands sold best in Scotland in the past year. We’ll then dig a little deeper to find the key stories in a host of drinks categories – with expert commentary provided, where possible, by members of the analytical team at Nielsen. The figures cover all of Scotland’s offtrade, so some brands’ placing and performance might reflect strong listings in supermarkets or a position of strength in convenience outlets.
If a Scottish convenience retailer has a licence, it’s likely they’ll already be selling most of the top sellers in our top 50. But with Minimum Unit Pricing due to be introduced soon, a big shake-up could be on the cards.
At the top of the table, Smirnoff Red Label continues to sit comfortably with only a 0.4% drop in sales. Tennent’s ought to be happy with a performance that saw it retain sales while moving up to the number two position – though this has more to do with Glen’s losing 12.5% of sales and sliding down to third place (likely due to a
price rise well above the market). Buckfast Tonic Wine, which last year broke into the top 10, moves up a spot with value sales growth of 9.9% suggesting its popularity continues to grow. Meanwhile, Gordon’s jumps two places, boosted by the public’s continuing fascination with gin.
Drams, ales and liqueurs among the rising stars DELVING into the figures provided exclusively to Scottish Grocer by leading market research company Nielsen, it’s easy to locate some obvious rising stars – brands that have dramatically improved their sales to earn themselves a place on most shrewd retailers’ radar. Of those brands that have boosted their distribution by more than +10% – excluding NPD – one of the most impressive is Tamnavulin single malt from Whyte & Mackay, which launched in 2016 with an RRP of £32. Sales increased by +371.3% in 2017 to reach £1.7m, with the price per litre relatively unchanged.
Hop House 13 Lager managed a similarly impressive feat, increasing sales by +326.2% to take £1.7m, with the price per litre down -8% on the previous year. Also doing well was Edinburgh Gin’s Rhubarb & Ginger Liqueur, which started from a base of £711,000 to reach almost £3m by the end of 2017 – an increase of +316.1% – while its price per litre actually increased +2%. Other growing brands worth a mention include Brewdog Elvis Juice (+303.6% to £1m), Smirnoff Raspberry and Pomegranate Cider (+291.5% to £1m) and Carling Apple Cider (up +233.3% to £759,000).
38 · Scottish Grocer · March 2018
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in association with
Scotland’s top 50 off-brands by sales value Rank
The figures in Scottish Grocer’s exclusive Scottish off-trade’s most valuable brands guide are provided by leading market research company Nielsen. Figures are Nielsen ScanTrack for total Scottish off-trade and are moving annual totals (MATs) for the year to 30 December 2017 and are compared to the MATs for the previous year – to 31 December 2016. Beyond the top 10, Russian Standard has had a good year, recording a 10.9% sales boost, as has Bombay Sapphire, rising 22 places in the list with 18.3% growth. Additionally, after a tough few years for cider, there are signs the category is turning around with overall sales up 2.7% and brands such as Strongbow Dark Fruit and Magners Original seeing considerable growth. What’s truly striking about this year’s top 50 is how many new entries there are. While last year saw only two new entries, this year there are 16, most taking between £3m and £5m in sales, perhaps illustrating the volatility at this end of the market as consumers continue to seek more variety. The highest new entry on the list is San Miguel, breaking into the top 30 at 29, with a 25.6% increase in sales. Another new entry is Scotland’s top-selling RTD WKD, coming in at 34 with sales growth of 0.3%, in a year which has generally been very positive for the category. Rounding out the list is a variety of beers, gins, vodkas, cider, whisky and brandy – all categories that can be explored in further detail in the following pages.
Last year
MAT £m to w/e 31.12.16
MAT £m to /we 30.12.17
% Change
1
1
Smirnoff Red Label
71.9
71.6
2
3
Tennent’s
55.0
55.0
0.0
3
2
Glen’s
60.3
52.8
-12.5
4
4
Budweiser
45.6
45.1
-1.1
5
5
Stella Artois
34.9
35.6
2.0
6
6
The Famous Grouse
30.0
31.0
3.3
7
8
Buckfast Tonic Wine
24.3
26.7
9.9
8
10
Gordon’s
22.4
23.7
5.8
-0.4
-10.7
9
9
Strongbow Original
23.1
20.6
10
11
Whyte & Mackay
19.2
17.5
-8.8
11
13
Russian Standard
15.1
16.8
10.9
12
14
Captain Morgan Spiced
15.1
15.0
-0.1
13
18
Corona
12.2
13.7
12.4
14
12
Bells Original
15.8
13.6
-13.9
15
15
Bacardi
14.5
13.4
-7.6
16
16
Foster’s
14.9
13.1
-12.1 10.9
17
25
Peroni Nastro Azzurro
10.1
11.2
18
24
Carling
10.6
11.1
5.1
19
27
Strongbow Dark Fruit
9.7
11.1
14.6
20
23
Jack Daniel’s
10.6
10.7
0.7
21
29
Coors Light
8.3
8.8
5.2
22
35
Magners Original
7.0
8.4
21.2
23
38
Echo Falls Fruit Fusion
6.7
7.8
16.2
24
34
Kopparberg Mixed Fruit Cider
7.4
7.3
-2.4
25
36
Baileys Original
6.9
7.2
5.5
26
48
Bombay Sapphire
5.6
6.6
18.3
27
42
Guiness Draught
6.2
6.3
2.5
28
41
Kopparberg Strawberry & Lime
6.5
6.2
-5.1
29
NE
San Miguel
4.9
6.2
25.6
30
37
McEwans Export Ale
6.7
6.1
-9.6
31
30
MGD
8.1
6.0
-25.9
32
44
Kronenbourg 1664
6.1
5.7
-6.9
33
50
Grant’s Family Reserve
5.5
5.6
2.2
34
NE
WKD
5.5
5.5
0.3
35
49
Three Barrels Grape Brandy
5.5
5.1
-7.3
36
NE
Tyskie
4.3
4.9
13.7
37
46
Carlsberg
5.8
4.8
-17.9
38
NE
Tanqueray London Dry Gin
3.4
4.8
38.3
39
NE
Dragon Soop
3.3
4.6
41.7
40
NE
Heineken (5%)
4.7
4.4
-4.9
41
NE
Frosty Jack’s
4.0
4.4
9.8
42
NE
Becks Bier
4.0
4.3
5.9
43
NE
Brewdog Punk IPA
2.6
4.2
61.4
44
NE
Absolut Vodka Original
3.8
4.0
6.4 -7.9
45
NE
John Smith’s Extra Smooth
4.2
3.8
46
NE
Courvoisier VS
3.3
3.4
2.8
47
NE
Greenall’s Original
3.0
3.4
14.1
48
NE
Bud Light
0.0
3.3
NEW
49
NE
Southern Comfort Original
3.0
3.2
6.1
50
NE
Glenfiddich 12 Yr Old
2.9
3.2
9.7
NE = new entry
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Brand
March 2018 · Scottish Grocer · 39
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Scotland’s off trade top 50
in association with
Scotland’s top 50 off-trade spirits by sales value Rank
For another year, Smirnoff Red Label was top performing spirit in Scotland.
Growth at a premium TAKE a look at Scotland’s top 50 off-trade spirits and you’ll find figures confirming a lot of trends we’ve been hearing about over the last couple of years. The order of the top five remains unchanged from last year, though Russian Standard and Captain Morgan Spiced have both improved their positions – partly as a result of Bells taking a -13.9% hit in sales. Of all spirits categories, gin appears to be attracting the most interest (premium lines in particular) with double-digit sales increases for Bombay Sapphire, Tanqueray, Greenall’s, Hendricks and Caorunn, plus remarkable triple-digit growth for two of Edinburgh Gin’s liqueurs.
Last year
Brand
£000s to w/e 31.12.16
£000s to /we 30.12.17
% Change
1
1
Smirnoff Red Label
71,905
71,609
-0.4
2
2
Glen’s
60,341
52,808
-12.5
3
3
The Famous Grouse
29,977
30,955
3.3
4
4
Gordon’s
22,396
23,694
5.8
5
5
Whyte & Mackay
19,159
17,477
-8.8
6
7
Russian Standard
15,143
16,798
10.9
7
8
Captain Morgan Spiced
15,055
15,041
-0.1
8
6
Bells Original
15,756
13,572
-13.9
9
9
Bacardi
14,527
13,419
-7.6
10
10
Jack Daniel’s
10,640
10,717
0.7
11
11
Baileys Original
6,860
7,239
5.5
12
12
Bombay Sapphire
5,595
6,617
18.3
13
14
Grant’s Family Reserve
5,476
5,599
2.2
14
13
Three Barrels Grape Brandy
5,545
5,138
-7.3
15
16
Tanqueray London Dry Gin
3,437
4,753
38.3
16
15
Absolut Vodka Original
3,778
4,021
6.4
17
17
Courvoisier VS
3,347
3,439
2.8
18
20
Greenall’s Original
2,999
3,422
14.1
19
19
Southern Comfort
3,039
3,224
6.1
20
21
Glenfiddich 12 Yr Old
2,886
3,165
9.7
21
25
Glenmorangie Original
2,566
3,010
17.3
22
NE
Edinburgh Gin Rhubarb
711
2,960
316.1
23
26
Highland Park 12 Yr Old
2,481
2,901
16.9
24
23
OVD
2,776
2,786
0.4
25
18
High Commissioner
3,110
2,745
-11.7
26
22
Glenlivet Founder’s Reserve
2,793
2,689
-3.7
27
34
Jim Beam
1,932
2,514
30.1
28
29
Drambuie
2,306
2,137
-7.3
29
31
Grey Goose
2,261
2,126
-6.0
30
34
Jura 10 Yr Old
2,438
2,073
-15.0
31
28
Martell VS
2,437
2,028
-16.8
32
35
Disaronno
1,928
1,941
0.7
33
32
Jagermeister
2,075
1,864
-10.2
34
38
Hendrick’s
1,658
1,829
10.4
35
33
Vladivar Classic
2,007
1,790
-10.8
36
46
New Amsterdam Vodka
1,313
1,766
34.5
37
NE
Gordon’s Premium Pink
0
1,738
NA
38
37
Jack Daniel’s Honey
1,694
1,686
-0.5
39
NE
Tamnavulin
337
1,658
392.7
40
30
Bombay Dry Gin
2,270
1,654
-27.1
41
24
Aberlour 10 Yr Old
2,638
1,615
-38.8
42
NE
Edinburgh Gin Raspberry
758
1,601
111.2
43
40
Glen Moray Classic
1,574
1,590
1.0
44
36
Malibu Coconut
1,699
1,538
-9.5
45
48
Caorunn
1,236
1,529
23.7
46
NE
Cardhu Gold Reserve
852
1,524
78.9
47
39
Tia Maria
1,605
1,524
-5.1
48
41
Green Mark Russian Vodka
1,435
1,511
5.3
49
NE
Kraken Black Spiced Rum
1,155
1,461
26.5
50
45
Jameson
1,345
1,445
7.4
40 · Scottish Grocer · March 2018
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Scotland’s off trade top 50
in association with
Spirit of Scotland The resurgance of gin in recent years continues across the UK, driven by interest in craft gin, which has established its home in Scotland, and is attracting young adult consumers.
Scotland’s top off-trade gins by sales value Rank
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Gin
54,008
66,179
6.3
1
Gordon’s
22,396
23,694
2.8
2
Bombay Sapphire
5,595
6,617
-0.4
3
Tanquery London Dry Gin
3,437
4,753
0.6
4
Greenall’s Original
2,999
3,422
1.3
5
Hendrick’s
1,658
1,829
3.0
6
Gordon’s Premium Pink
NA
1,738
NEW
7
Bombay Dry Gin
2,270
1,654
2.9
8
Caorunn
1,236
1,529
1.6
9
Ophir London Dry Gin
559
1,067
-1.3
10
Whitley Neill
301
806
-3.8
11
Edinburgh Gin
414
682
3.9
12
Tanquery No Ten
409
583
-3.0
13
Bloom
274
544
-0.8
14
Blackwoods Vintage Dry Gin
371
501
-0.8
15
Martin Miller’s Gin
237
392
-20.2
Expert Commentary: Gin Gordon’s Premium Pink, launched midway through 2017, added the most value of any individual brand.
GIN continues to fare well, as Jenny Dickson, senior client analyst for Nielsen reports: The rise in popularity of gin is phenomenal, with value sales up +22.5%, adding £12.2m to value sales in the latest year in Scotland. Shopper numbers are increasing, with younger shoppers coming into the category too, which is a great position to be in, in terms of recruitment. Gains are across all price brackets, with standard, premium and super premium all
Jenny Dickson Senior Client Analyst growing, alongside private label. Category leader Gordon’s has been performing well (+5.8%), and continues to dominate sales, but share has eroded from 37% a year ago to 31.2% this year. Overall, gin’s average price is up 6.3%, and none of the top 15 brands are increasing their price more than the category, suggesting that the long tail of new launches that are hitting the shelves are mainly coming from the premium end. Retailers are backing the gin trend
and are giving the category more space and visibility instore, further encouraging the move towards gin becoming a repertoire category. Gordon’s Premium Pink was launched midway through 2017 and has added the most value of any individual brand. Alongside the success of Edinburgh Gin’s flavoured liqueurs, the indication is that flavoured new product development will likely accelerate over the next year, further justifying the demand for increased space in-store.
42 · Scottish Grocer · March 2018
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Scotland’s off trade top 50
in association with
An unclear future Demand for vodka remains high in Scotland, and overall the category delivered a strong performance in 2017. But while a number of premium brands saw encouraging growth, with Minimum Unit Pricing on the horizon, the category could be in for a bit of a shake-up.
Expert Commentary: Vodka Jenny Dickson Senior Client Analyst VODKA has long been big business in Scotland and is only seeing slight decline, but with Minimum Unit Pricing on the horizon, a lot could be about to change, as Jenny Dickson, senior client analyst for Nielsen reports: Vodka is the single biggest spirits category in Scotland, twice the size of blends and more than four times the size of malts. Overall, vodka is in slight value decline across Scotland at -1.5% year on year, despite a rise in average price per litre of 3.2%. This could be due to the increased popularity of gin, with shoppers exchanging one light spirit for the other. Smirnoff has retained its top spot and stayed relatively steady with a value decline of just -0.4% despite a price hike of +3.4%. Glen’s, however, despite remaining second, has seen a value sales fall of -12.5% possibly due to a price rise well above the market at 4.0%. Promotional mechanics have increased in this category, with standard litre deals moving away from £15 up to £16 in 2017. This category will be affected by the minimum unit pricing legislation which will
come into effect in May, and which is likely to have a heavy impact on the more cheaply priced brands. Given an average ABV of 40%, litre bottles will be forced to a minimum price of £20, eradicating the price appeal of cheaper brands. As such, we may well see consumers moving away from these and towards more premium offerings as the price differential will be substantially reduced.
While the category has seen slight decline, brands such as Russian Standard, New Amsterdam and Zubrowka significantly grew their sales in 2017.
Scotland’s top off-trade vodkas by sales value Rank
Brand
Total Vodka Inc Flavoured
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
187,604
184,872
% Change
-1.5
1
Smirnoff Red Label
71,905
71,609
-0.4
2
Glen’s
60,341
52,808
-12.5
3
Russian Standard
15,143
16,798
10.9
4
Absolut Vodka Original
3,778
4,021
6.4
5
Grey Goose
2,261
2,126
-6.0
6
Vladivar Classic
2,007
1,790
-10.8
7
New Amsterdam Vodka
1,313
1,766
34.5
8
Green Mark Russian Vodka
1,435
1,511
5.3
9
Absolut Raspberri
1,044
1,063
1.9
10
Nikita Imperial Vodka
896
1,043
16.4 -18.5
11
Kirov
887
723
12
Zubrowka Bison Vodka
608
673
10.7
13
Ciroc
476
578
21.3
14
Stolichnaya
457
577
26.3
15
Red Square
147
416
184.2
44 · Scottish Grocer · March 2018
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Untitled-19 1
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Scotland’s off trade top 50
in association with
Scotland’s top off-trade blended Scotch by sales value Rank
Expert Commentary: Blends Jenny Dickson Senior Client Analyst
Far from a perfect blend BLENDS is the second biggest spirit category in Scotland, after vodka. However, the category is in long term decline due in part to an ageing shopper profile and low recruitment of younger drinkers. Value sales are down -5.6% this year for a total loss of £5.4m. Within the category, the number one brand, The Famous Grouse, continues to be Scotland’s favourite whisky, enjoying good growth of +3.3% and growing its value sales by £1m. Its average price rises at a slower rate (+1.4%) than the total category (+1.8%). However, gains aren’t enough to compensate for losses on other key players. The number two brand, Whyte & Mackay, has declined at -8.8% while at number three, Bells has declined at -13.9%, although the average price per litre has increased for both of these two at a faster rate, +3.4% and +2.5%. Promotional mechanics changed for the category in 2017, with standard litre
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Blended Scotch
96,023
90,657
-5.6
1
The Famous Grouse
29,977
30,955
3.3
2
Whyte and Mackay
19,159
17,477
-8.8
3
Bells Original
15,756
13,572
-13.9
4
Grant’s Family Reserve
5,476
5,599
2.2
5
High Commissioner
3,110
2,745
-11.7
6
Chivas Regal 12 Year Old
1,124
1,018
-9.4
7
Black Bottle
851
860
1.1
8
Johnnie Walker Red Label
919
847
-7.8
9
4.6
Johnnie Walker Black Label
598
626
10
Scots Club
532
529
-0.5
11
The Famous Grouse Smoky
525
452
-13.8
12
Teachers Highland Cream
1,377
452
-67.2
13
Ballantine’s Finest
375
391
4.3
14
Claymore Scotch Whisky
252
179
-29.0
15
Isle of Skye
208
175
-15.5
Scotland’s top off-trade imported whisky by sales value Rank
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Imported Whisky
17,459
18,837
7.9
1
Jack Daniel’s
10,640
10,717
0.7
2
Jim Beam
1,932
2,514
30.1
3
Jameson
1,345
1,445
7.4
4
Jim Beam Red Stag
380
443
16.6
5
Jack Daniel’s Gentleman Jack
403
350
-13.1
6
Bulleit Bourbon
268
270
0.8
7
Bushmills Original
219
256
16.9
8
Wild Turkey
198
244
22.9
9
Jack Daniel’s Master Distiller 3
8947
2
212
10
Tullamore Dew
170
175
2.8
11
Woodford Reserve Bourbon
172
171
-0.2
12
Jack Daniel’s Single Barrel
83
158
89.1
13
Maker’s Mark Bourbon
118
151
27.8
14
Old Samuel Bourbon
207
148
-28.6
15
Buffalo Trace
156
140
-10.4
deals widely moving from £15 to £16, helping to drive overall average price up. This category will be affected by minimum unit pricing in May with 70cls selling at the minimum price of £14 and litres at the minimum price of £20. With several other spirit categories enjoying strong growth, it is likely that blends will become squeezed for space and visibility in store, and we may see range consolidation taking place over 2018.
Of the top five blended scotch brands, only two – The Famous Grouse and Grant’s Family Reserve – enjoyed growth. The overall category remains in decline.
46 · Scottish Grocer · March 2018
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Scotland’s off trade top 50
in association with
Scotland’s top off-trade malt Scotch by sales value Rank
Brand
MAT £000s to w/e 31.12.16
Total Malt Scotch
MAT £000s to /we 30.12.17
% Change
40,692
43,574
7.1
3,165
9.7
1
Glenfiddich 12 Year Old
2,886
2
Glenmorangie Original
2,566
3,010
17.3
3
Highland Park 12 Year Old
2,481
2,901
16.9
4
The Glenlivet Founders’ Reserve
2,793
2,689
-3.7
5
Jura 10 Year Old
2,438
2,073
-15
6
Tamnavulin
337
1,658
392.7
7
Aberlour 10 Year Old
2,638
1,615
-38.8
8
Glen Moray Classic
1,574
1,590
1.0
9
Cardhu Gold Reserve
852
1,524
78.9
10
Talisker Skye
11
Auchentoshan American Oak
12
Dalwinnie Winter’s Gold
1,102
1,176
6.7
13
Old Pulteney 12 Year Old
1,257
1,155
-8.1
14
The Ardmore LegacyOld
868
1,130
30.2
15
Jura Superstition
1,126
981
-12.9
MALT has a huge over-trade in Scotland, with over 1/5th of all GB sales being sold here (vs 12% of spirits sales). Many Scottish malt whisky shoppers have good knowledge of the category and hence have the confidence to explore different flavour profiles within the category. We’ve seen excellent growth across the category at +7.1% in 2017, adding £2.9m to its value. Average price, however, is down by -0.6%, bucking the wider spirits trend where prices are growing. Non-aged
1,219
1,411
15.7
905
1,228
35.6
Expert Commentary: Malts Jenny Dickson Senior Client Analyst statement malts has been an emerging segment over the last few years, with sales growing year on year from existing non-aged brands and new product development
focussed in this area. Despite this, in Scotland 2017’s top three malts are all aged statement malts; Glenfiddich 12 Year Old, Glenmorangie Original and Highland Park 12
Year Old. Each enjoys doubledigit growth with average price down across all three. Promotional intensity is strong at the £25 price point plus more ‘affordable’ malts are being widely promoted around the £20-£23 price point. It will be interesting to see what happens to the category’s pricing architecture when minimum unit pricing is implemented, as blended whisky will increase in price, narrowing the gap with current malt prices.
Scotland’s top off-trade brandy and cognac by sales value Rank
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Brandy/Cognac
7,978
7,711
1
Courvoisier VS
3,347
3,439
-3.4 2.8
2
Martell VS
2,437
2,028
-16.8
3
Remy Matin VSOP Cognac
734
727
-1.0
4
Courvoisier VSOP
497
552
11.1
5
Hennessy Fine De Cognac
128
151
18.1
6
Hennessy VS
77
132
71.1
7
Remy Martin 1738
50
51
1.5
8
Martell VSOP
37
29
-21.6
9
Hine Rare VSOP Cognac
6
7
15.9
10
Martell XO
4
4
-12.1 -23.6
11
Remy Martin XO
5
3
12
Delamain
3
3
0.4
13
Hine VSOP Cognac
4
3
-4.2
14
Hennessy XO
5
3
-31.6
15
Martell Discovery Pack
17
2
-90.0
48 · Scottish Grocer · March 2018
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Scotland’s off trade top 50
Expert Commentary: Rum Samantha Hall Senior Analyst
in association with
RUM is an important category in Scotland, with consumers spending more money on the category than on malts. Despite maintaining this level of popularity, rum has stayed almost completely flat in 2017 compared to 2016 in Scotland. Although it has seen a price increase of +3.6%, total value sales have remained almost the same, meaning volume has continued to decline. Captain Morgan’s retains its position as the number one
brand, with minimal decline in value. Bacardi Carta Blanca however, despite a price increase lower than the category average, saw a drop in sales of -7.6% but retains second position. Within the category, it is the flavoured/spiced and golden rums that are driving the growth, with dark rum relatively flat, and white rum in decline. Flavoured/spiced rum is doing the most as it has been able to grow value despite a
slight drop in volume by premiumising and raising its prices. Looking at brand level, the growing popularity of spiced rum is very apparent, as two of the fastest-growing brands are Black Kraken Spiced Rum (up 26.5% vs YA) and Redleg Spiced Rum (up 66.0% vs YA). These brands have both raised their price per litre as well, demonstrating the premiumisation within the category.
Scotland’s top off-trade rum by sales value Rank
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Rum
45,335
45,314
-0.0
1
Captain Morgan Spiced
15,055
15,041
-0.1
2
Bacardi Carta Blanca
14,527
13,419
-7.6
3
OVD
2,776
2,786
0.4
4
Kraken Black Spiced Rum
1,155
1,461
26.5
5
Sailor Jerry
921
918
-0.3
6
Lambs Navy
960
904
-5.8
7
Bacardi Oakheart
937
890
-5.0
8
Captain Morgan
747
774
3.6
9
58.7
Mount Gay
391
620
10
Captain Morgan White Rum
493
525
6.4
11
Havana Club Especial
398
516
29.6
12
Havana Club 7 Year Old
362
415
14.7
13
Appleton Estate Signature
229
263
14.9
14
Redleg Spiced Rum
157
261
66.0
15
Wood’s 100 Old Navy Rum
159
178
12.1
Captain Morgan Spiced sales dipped by 0.1% in value but it still rules the rum roost in Scotland.
Scotland’s top off-trade tequila by sales value Rank
Brand
Total Tequila
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
1,288
1,438
1
Sierra Silver Tequila
408
438
11.6 7.2
2
Jose Cuervo Reposado
402
373
-7.1
3
Sierra Gold Tequila
165
179
8.8
4
El Jimador Reposado
25
61
143.1
5
Olmeca Altos Plata
12
51
337.3
6
El Jimador Silver
22
51
130.2
7
Patron Silver
41
47
13.7
8
Olmeca Altos Reposado
8
43
425.4
9
Tejas Gold
50
36
-29.1
10
Jose Cuervo Rolling Stones
10
24
138.4
11
Jose Cuervo Silver
60
22
-63.2
12
Patron
0
22
NEW
13
Cazcabel Tequila Blanco
9
13
44.4
14
Jose Cuervo Tradicional
25
12
-53.1
15
Tejas Silver
22
10
-56.4
The Kraken is rising to the surface with value sales up 26.5%.
50 · Scottish Grocer · March 2018
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CYT - SG - linda.indd 1
23/02/2018 12:01
Scotland’s off trade top 50
in association with
Scotland’s top off-trade lagers by sales value Rank
Brand
MAT £000s to w/e 31.12.16
Total Lager
Expert Commentary: Lager Magdalena Wronska Senior Client Analyst THE Scottish market grew +3.4% in 2017 compared to a rather flat 2016 where growth was just +0.6%. Volume sales dropped by -2.1%, meaning that consumption of lager in Scotland declined for another year in a row. Price increase was a key contributor to the overall lager growth, with an average price per litre up +5.6% vs last year. The price hike was driven by two factors: a rise in an average price per litre, which has been seen across all top 15 brands including the biggest players in the Scottish market such as Tennent’s, Budweiser, Stella Artois and Fosters, and by an on-going premiumisation trend. Premium lager brands, such as Corona, Peroni Nastro Azzurro, San Miguel and Tyskie, dominate in the ranking of the fastest growing brands in Scotland in 2017. Corona enjoyed a double-digit value growth for the second consecutive year (+22.5% in 2016 vs 2015 and +13.5% in 2017 vs 2016) and overtook Foster’s to become the fourth biggest brand in lager in 2017. San Miguel was another brand to see a movement in the ranking: sales grew +25.5% and the brand moved from 12th to 9th place. Over the next one or two years consumers will probably have to pay even more for lager products as the minimum unit pricing regulation takes effect causing an upward pressure on prices.
MAT £000s to /we 30.12.17
% Change
281,649
291,307
1
Tennent’s
54,958
54,962
3.4 0.0
2
Budweiser
45,606
45,121
-1.1
3
Stella Artois
34,913
35,621
2.0
4
Corona
12,203
13,847
13.5
5
Foster’s
14,911
13,102
-12.1
6
Carling
10,592
11,129
5.1
7
Peroni Nastro Azzurro
10,082
10,992
9.0
8
Coors Light
8,327
8,762
5.2
9
San Miguel
4,926
6,183
25.5
10
MGD
8,101
6,000
-25.9
11
Kronenbourg 1664
6,123
5,698
-6.9
12
Tyskie
4,327
4,920
13.7
13
Carlsberg
5,800
4,764
-17.9
14
Heineken (5%)
4,675
4,444
-4.9
15
Becks Bier
4,049
4,289
5.9
While Tennent’s is once again secure at the top of the lager pile this year and managing to retain sales, it’s brands like Corona, San Miguel and Tyskie that showed growth in 2017.
Scotland’s top off-trade cider by sales value Rank
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Cider
96,363
98,978
2.7
1
Strongbow Original
23,081
20,610
-10.7
2
Stronbow Dark Fruit
9,661
11,076
14.6
3
Magners Original
6,964
8,438
21.2
4
Kopparberg Mixed Fruit
7,448
7,272
-2.4
5
Kopparberg Strawberrry Lime
6,530
6,195
-5.1
6
Frosty Jack’s
4,007
4,400
9.8
7
Henry Westons Vintage
2,182
2,345
7.5
8
K
2,270
2,135
-6.0
9
Rekorderlig Strawberry Lime
1,505
1,850
22.9
10
Scrumpy Jack
1,538
1,803
17.2
11
Crofters Apple Cider
1,203
1,227
2.0
12
Stella Artois Cidre
2,058
1,174
-43.0
13
Kopparberg Pear Cider
1,410
1,103
-21.8
14
Smirnoff Raspberry
240
1,004
317.6
15
White Ace
148
970
554.5
52 · Scottish Grocer · March 2018
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WE ARE PROUD to HONOUR THE LEGENDARY INNOVATOR JOHN CRABBIE WITH OUR ADVENTUROUS RANGE OF UNCONVENTIONAL HANDCRAFTED ALCOHOLIC GINGER BEER BLENDS.
HalewoodCrabbies - SG - linda.indd 1
22/02/2018 12:16
Scotland’s off trade top 50
in association with
McEwan’s Export remains Scotland’s top ale by some margin, though Brewdog Punk IPA is closing in fast. Guinness is still Scotland’s favourite stout.
Expert Commentary: Ale
Scotland’s top off-trade ales by sales value Rank
Brand
Total Ale
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
44,478
49,553
11.4
1
McEwan’s Export Ale
6,694
6,051
-9.6
2
Brewdog Punk IPA
2,583
4,169
61.4
3
John Smith’s Extra Smooth
4,157
3,827
-7.9
4
Belhaven Best Draught
1,924
1,824
-5.2
5
Tennent’s Special
1,925
1,650
-14.3
6
Old Speckled Hen
1,279
1,314
2.8
7
Joker IPA
1,101
1,251
13.6
8
McEwan’s Champion
1,128
1,098
-2.7
9
Hobgoblin
987
1,062
7.6
10
Innis & Gunn Original
993
1,036
4.4
11
Brewdog Dead Pony Club
758
994
31.2
12
Brewdog Elvis Juice
230
985
328.6
13
Newcastle Brown
986
935
-5.2
14
Caeser Augustus
747
811
8.5
15
Arran Blonde
620
624
0.6
Scotland’s top off-trade stout by sales value Rank
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
Total Stout
8,625
8,827
1
Guinness Draught
6,180
6,333
2.5
2
Guinness Original
861
860
-0.2
3
Tennent’s Sweetheart
591
496
-16.0
4
Murphy’s Draught
226
238
5.4
5
Belhaven Black
180
184
2.3
6
Brewdog Jet Black Heart
89
130
45.7
7
Guinness Foreign Extra
104
104
-0.3
8
Cairngorm Black Gold
101
95
-5.7
9
Guinness Mid Strength
11
65
500.5
10
Mackeson
52
63
20.0
38
NEW
36
36
-0.8
19
NEW
18
-33.9
18
NEW
11
Guinness Milk Stout
12
Black Wych Stout
13
Guinness Antwerpen
14
March of the Penguins
15
Studio Brew Orinoco
28
2..3
Frazer Macdonnell Client Analytics Executive SCOTTISH buyers are partial to the craft and premium brands which drove the growth (+11.6%) in the ale category over 2017. Thanks to this shift towards premiumisation, the average price of ale increased by 7.6%. Although McEwans Export continues to be the number one brand, it declined by -10% in value versus 2016. John Smiths Extra Smooth fell to the number three position in 2017 which represents an 8% decline in value sales, overtaken by Brewdog Punk IPA as craft continues to grow for another year in a row. Brewdog is leading the charge for craft beer with Punk IPA seeing over 60% value growth for 2017. Brewdog brands make up three of the top 15 brands, with Dead Pony club (11th) and Elvis Juice (12th) making their way up the rankings. More traditional brands such and Old Speckled Hen and Hobgoblin continue to remain relatively flat despite pressure from so many emerging brands in this innovationled category. All in all, ale had a good year in Scotland led by premiumisation through craft. As minimum unit prices are implemented, we expect these trends will continue to amplify with consumers willing to pay more for premium products.
54 · Scottish Grocer · March 2018
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Scotland’s off trade top 50
Expert Commentary: Non-cream liqeurs Samantha Hall Senior Analyst
in association with
OVERALL Non-Cream Liqueurs saw a good year of growth with value sales up 8.3% over last year. 2017 saw Edinburgh Gin’s Rhubarb and Ginger Liqueur catapult itself to the top of the non-cream liqueurs market, benefitting hugely from the continuing gin trend. Despite a price point per litre sitting over 50% above the category average at £35.61, it has grown sales
by 316.1% versus last year. Also piggy-backing on the popularity of gin is Edinburgh Gin’s Raspberry Liqueur, which sits in 6th place with value sales growth of 111.1% over last year and an equally high price of £35.83 per litre. The overall category has seen a price increase of 8.0% in comparison to last year and these high-end gin based liqueurs are heavily driving this premiumisation.
Scotland’s top off-trade liqueurs by sales value Topping the list for the first time is Edinburgh Gin Rhubarb & Ginger Liqueur, worth £2.9m
Rank
Total Non-Cream Liqueurs
MAT £000s to /we 30.12.17
% Change
22,640
24,529
8.3
711
2,960
316.1 -7.3
Edinburgh Gin Rhubarb
2
Drambuie
2,306
2,137
3
Disaronno
1,928
1,941
0.7
4 6
Jagermeister Jack Daniel’s Honey Edinburgh Gin Raspberry
2,075 1,694 758
1,864 1,686 1,601
-10.2 -0.5 111.2
7
Tia Maria
1,605
1,524
-5.1
8
Glavya Liqueur
1,431
1,441
0.7 -9.3
9
Chambord
1,367
1,240
10
Cointreau
1,189
1,178
-0.9
11
Sourz Apple
995
863
-13.3
12
Sourz Raspberry
508
429
-15.6
13
Kahlua
406
402
-1.1
14
Jack Daniel’s Fire
303
360
18.8
15
Sourz Cherry
303
299
-1.5
Scotland’s top off-trade cream liqueurs by sales value Rank
Brand
Total Cream Liqueurs
A head and shoulders above the rest, Baileys continues to perform.
MAT £000s to w/e 31.12.16
1
5
Edinburgh Gin Raspberry Liqueur boosted sales by a very respectable 111.6%.
Brand
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
10,078
10,231
1.5
6,860
7,239
5.5
451
393
-12.8
O'Connors Irish Cream
311
282
-9.6
Baileys Chocolat Luxe
301
211
-29.8
5
Causeway Country Cream
183
205
12.1
6
Amarula
136
167
23.2
7
Baileys Orange Truffle
173
145
-15.7
8
Baileys Coffee
132
142
7.6
9
Rum Chata
85
117
38.4
102
101
-1.8
1
Baileys Original
2
Irish Meadow
3 4
10
Baileys Pumpkin Spice
11
Sheridans
99
65
-34.4
12
Causeway Coast Superior
68
56
-17.6
13
Arran Gold
42
47
10.5
14
Magnum Highland Cream
5
37
706.8
15
Carthy’s Country Cream
30
33
11.0
56 · Scottish Grocer · March 2018
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S M A L L BATC H D I S T I L L E D IN THE HEART of
E D I N BURGH� SCOTLAN D w ww.edinburg hg in.com
EdinburghGin - SG - Emma.indd1 1 EG_210x297mm_08DEC.indd
23/02/2018 09:39 11:05 08/12/2017
Scotland’s off trade top 50
in association with
The speciality category is mainly formed of spirit drinks and aperatifs that don’t fit comfortably in other categories. As such it is especially unpredictable and can vary greatly year on year, depending on which cocktails happen to be in fashion and which company has delivered a big marketing push. In 2017, Southern Comfort Original, Malibu Coconut and Pimms No 1 top the list, though Aperol, Campari and passion fruit liqueur Passoa saw the best sales growth.
Expert Commentary: Speciality Phil Law Consultant SPECIALITY drinks declined -8.0% in 2017 and saw price increases of +6.4% as well as distribution losses and reductions on gondola ends and out-of-aisle secondary placements in grocery. There has been no change in the order among the top three, but worthy of a special mention is category leader Southern Comfort, which managed to buck the category trend of decline by posting strong growth of +6.1% as it gained distribution and sold more on promotion thanks to average price cuts of -4.1% on promotion. Third placed Pimms was a notable brand to decline -13.1% driven by the same factor affecting the overall category – distribution decline. Pimms will surely be investing in additional promotional
Special mention Scotland’s top off-trade specialities by sales value Rank
Brand
Speciality Drinks
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
11,151
10,263
% Change
-8.0
1
Southern Comfort Original
3,039
3,224
6.1
2
Malibu Coconut
1,699
1,538
-9.5
3
Pimms No 1
669
581
-13.1
4
V-Kat Schnapps
511
545
6.6
5
Archers Peach
594
504
-15.2
6
Pernod
469
461
-1.6
7
Aperol
222
343
54.4
8
Campari
239
277
15.9
9
Cactus Jacks Apple Sour
255
259
1.5
10
Passoa
160
201
25.5
11
Midori
234
200
-14.4
12
Cactus Jacks Raspberry
128
141
10.4
13
Brandx
193
140
-27.4
14
Spirit of Louisiana
147
117
-20.4
15
Malibu Pineapple
106
95
-10.8
support during the next year in order to try and reverse the decline. Given the strong decline of the category we ex-
pect promotional reliance to increase next year as manufacturers try to promote their way out of trouble to avoid be-
coming targets for distribution decrease and try to keep their rate of sale as high as possible.
58 · Scottish Grocer · March 2018
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DO YOU KNOW HOW MINIMUM UNIT PRICING WILL AFFECT YOUR SHOPPERS? MUP TAKES EFFECT IN MAY AND WILL IMPACT THE WAY YOUR SHOPPERS SPEND. We can help you: • Understand your shoppers’ behaviours now and how that will change post MUP • Identify the right range and space in-store to optimise your sales and profitability • Implement the right price and promo strategy to attract new shoppers and deliver category value
CONTACT US AT MUP.INFO@NIELSEN.COM Neilsen -SG - linda.indd 1
23/02/2018 15:04
Scotland’s off trade top 50
in association with
Bottle sales still top the RTD category thanks in part to brands like WKD and Smirnoff Ice, but pre-mix cans were the big winners of 2017, particularly Dragon Soop and Diageo’s range of RTD cocktails, including the brands Captain Morgan, Smirnoff and Gordon’s, taking six of 15 places on our list.
Can-do attitude aids RTDs
2017 was a positive year for Scotland’s ready-to-drink market, driven mainly by sales of cans. Sales figures for the total RTD category increased a welcome 11.8% in 2017, bringing the category back up over £30m in worth. In a year which saw a major push from Diageo to get their canned cocktails into chillers across the country, it’s little surpise to see brands such as Gordon’s, Smirnoff and Captain Morgan doing so well, with most of their premix variants recording double-digit growth. However, they weren’t the only canned drinks to do well. Taking the number two spot, popular young adult brand Dragon Soop, which increased sales 15.8% in 2016, boosted them by a further 41.7% in 2017. And Hooch climbed up a place to the number nine spot with a sales increase of 18.2% in a year of irreverent marketing and music festival support. Outside of cans, WKD retains it’s place at the top of the list, while rival bottled RTD VK boosted sales by an impressive 55.6%.
Scotland’s top off-trade RTDs by sales value Rank
Brand
Total RTD
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
27,549
30,789
11.8
1
WKD
5,518
5,532
0.3
2
Dragon Soop
3,279
4,647
41.7
3
Smirnoff Ice
2,372
2,658
12.0
4
Jack Daniel’s & Cola
1,487
1,665
12.0
5
Gordon’s G&T
1,007
1,372
36.2
6
Gordon’s Diet G&T
33.8
7
Crabbies Ginger Beer
8 9
984
1,316
1,296
1,227
-5.3
Captain Morgan & Cola
620
746
20.4
Hooch
550
650
18.2
10
Caribbean Twist
848
648
-23.7
11
VK
279
433
55.6
12
Smirnoff & Cola
364
404
11.0
13
Smirnoff & Diet Cola
220
312
41.5
14
Authentic Cocktail
242
265
9.5
15
Smirnoff & Cranberry
260
261
0.2
Scotland’s top off-trade wines by sales value Rank
Brand
Light Wines (excluding British)
MAT £000s to w/e 31.12.16
MAT £000s to /we 30.12.17
% Change
464,303
476,128
2.5 -9.5
1
Hardy’s
27,316
24,724
2
McGuigan
12,127
13,640
12.5
3
Barefoot
11,173
13,445
20.3
4
Casillero Del Diablo
11,077
12,393
11.9
5
Blossom Hill
13,259
11,833
-10.8
6
Isla Negra
9,932
9,485
-4.5
7
Echo Falls
11,134
9,303
-16.5
8
Gallo Family Vineyards
9,132
9,240
1.2
9
Wolf Blass
7,915
8,843
11.7 9.2
10
Campo Viejo
7,874
8,599
11
Jacobs Creek
7,977
8,354
4.7
12
Yellow Tail
6,532
7,767
18.9
13
Villa Maria
6,165
7,096
15.1
14
Lindemans
5,630
5,977
6.2
60 · Scottish Grocer · March 2018
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CAN’T DECIDE HOW BEST TO FILL YOUR CHILLER?
Jack can.
JACK DANIEL’S & COLA IS THE BEST-SELLING PREMIX RTD IN THE UK * SCOTLAND’S MUST STOCK RTD JACK DANIEL’S & COLA IS IN 12% GROWTH
PREMIXED AND THE ANSWER TO BIGGER PROFITS. YOUR FRIENDS AT JACK DA NIEL’S R E M I N D YOU T O DR I N K R E S PON S I BLY. JACK DANIEL’S OLD NO.7 IS A REGISTERED TRADEMARK OF JACK DANIEL’S ©2018. * Source: Nielsen Scantrack, data to WE 12.08.17
Bacardi - SG - Emma.indd 1
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