Retail News May 2007

May 2007

RN May07Contents ●

■ inside view

CELEBRATING

It’s May already and the summer season is officially here.

After the warmest April in living memory, everybody is hoping for a warm and sunny summer 2007, which will bring attendant profit opportunities for retailers.

With this in mind, we talk to Val Boggan, proprietor of one of the busiest convenience stores in the country over the summer months. Val and her husband, Paul, own Boggan’s Londis in Rosslare Strand, Co. Wexford. Every winter, Rosslare has a population of approximately 1,800, but during the busy summer season, this rises as high as 14,000. Val explains how Boggan’s maximise their summer sales, including their top selling products, the services they provide and how they promote their store over the summer season (Page 24).

This issue, we provide our comprehensive annual Summer Drinks Special (Page 62-93), focusing on the big brands across the Wine (Page 62), Beer (Page 66), Cider (Page 71), Spirits (Page 74), Soft Drinks (Page 78), Juice (Page 84), Bottled Water (Page 88) and Energy and Sports Drinks (Page 92) sectors. We also focus on Salad Dressings (Page 27) and Barbeque Season (Page 32), two massive sectors for the sunny months ahead, particularly with National BBQ Week, which takes place this year from June 4-10.

Meanwhile, Chief News Reporter Pavel Barter reports on the price of retail decline in the West of Ireland (Page 4), and speaks to Tesco Director of Corporate Affairs, Dermot Breen, about the retail giant’s continued growth throughout the country (Page 42).

Retail Consultant Karen Meenan begins her new Top Tips series, examining ways in which retailers can make real savings and increase profits (Page 18). In the first article, Karen looks at the whole area of energy costs, advising on how you can dramatically reduce your energy overheads with a few easy steps. Elsewhere, financial correspondent Carmel Linnane advises on how to value your business (Page 58).

Ireland’s longest established grocery magazine, RETAIL NEWS, is celebrating its 50th Birthday this June.

Since 1957, RETAIL NEWS has been providing Irish Grocers with editorial covering every aspect of grocery retailing in Ireland, from shop-fitting and store layout to changing consumer trends and of course, launching and promoting the products that Irish consumer have taken to their hearts over the last five decades. From the price wars of the 1980’s to the repeal of the Groceries Order in 2006, RETAIL NEWS has delivered on the issues that mattered.

To celebrate our birthday, the June issue of

RETAIL NEWS will be taking a look back over the years and running a readers’ competition where everyone will have a chance to win a ‘BIG BIRTHDAY PRESENT’.

Prizes Include: 42” Plasma TV Holiday Patio Heater Shopping Vouchers Ipod Gas BBQ Xbox 360 Digital Camera

“Celebrating 50

Mobile Phone

years serving the

Hampers

Irish grocery trade.”

Etc..

Managing Director: Fergus Farrell Editorial & Marketing Director: Kathleen Belton, email: kathleenbelton@tarapublishingco.com Editor: John Walshe

SUCCESSFUL YEARS

BIG BIRTHDAY GIVEAWAY Coming in JUNE issue

Summer’s Here

Kathleen Belton, Editorial & Marketing Director.

50 50

DON’T MISS THE JUNE EDITION …

IF YOU’RE NOT IN YOU CAN’T WIN!

johnwalshe@tarapublishingco.com

Chief News Reporter: Pavel Barter

Wine Correspondent: Jean Smullen

Financial Correspondent: Carmel Linnane

Advertising Manager: Aaron Stewart

Advertising Executive: Caoimhe St. John

T A R A Published by: Tara Publishing Co. Ltd., Poolbeg House, 1/2 Poolbeg Street, Dublin 2.

Tel: (01) 2413095. Fax: (01) 2413010. ISDN: 01 2413050 Web: www.retailnews.ie Email: retailnews@tarapublishingco.com Subscription to Retail News: €110 plus VAT Email: simone@tarapublishingco.com Origination by: Rooney Media Graphics

Printed by: Future Print

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RN May07Contents ●

Contents May 2007

42 News 4 Facing up to retail decline in the west.

6 MEAS slams cut-price alcohol promotions; Labelling laws beefed up; Appointment at M&S.

7 Unsold newspapers ending up in dumps – NFRN; ADM Londis announce annual results.

8 SuperValu sales break €2 billion barrier.

Seafood sales soaring; Galway council to compensate retailers; Dundrum Town Centre is best in show.

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18 Shop Profile 16 Francis O’Reilly’s newly revamped XL Stop & Shop in Swanlinbar, Co. Cavan, has become a one-stop-shop for the surrounding community.

Karen Meenan’s Top Tips 18 Retail Consultant Karen Meenan, in the first of a new series of articles, provides practical advice on how to make substantial savings on your energy costs.

talks to Dermot Breen, Director of Corporate Affairs, Tesco Ireland, about the group’s continued growth in Ireland, ‘retail leakage’ in small towns across the country and Tesco’s policy for future success.

Money Matters 58 Carmel Linnane advises on the tricky task of how to value your business.

Forecourt Focus 60 Gary Higgins’s busy new Daybreak forecourt store in Ardrahan, Co. Galway, is one of the only stops between Limerick and Galway on the N18.

Shelf Life 96 All the latest news and

Regulars 12 Industry News 94 Update 96 Shelf Life

gossip from the trade.

Summer Stocking 24 Val Boggan explains the secrets behind one of the busiest convenience stores in the country during the summer season.

The Retail News Interview 42 Pavel Barter talks to

62

Sectoral Reports 27 Salad Dressings 32 BBQ Season 44 Snack Food 52 Cigarette & Tobacco Products 62 Summer Drinks

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Facing Up to Retail SMALL town retailers across the West are facing fast decline, according to Joe Kelly, CEO of community development organisation Integrated Resource Development (IRD) Kiltimagh in Co. Mayo. Shop closures are a regular occurrence and the cost of regenerating local business across the county could already cost in excess of €100m, he told RETAIL NEWS. IRD Kiltimagh, a non-commercial group, claim to have foreseen the warning signs as far back as fifteen years ago, when they ran a campaign called Communities Under Threat.

“That campaign gained national prominence,” explained Kelly. “People thought that they were getting value for money from the multinationals, but they were losing out long-term. They still are today. If you travel from Kiltimagh to Castlebar, 25 minutes away, to shop, there are time and petrol costs involved.

Ultimately, the €20 that you save on a weekly shop by going to the larger town’s multinational is outweighed by additional financial costs.”

Since Christmas 2006, three retailers have closed in Kiltimagh – a town with a population of 1,000 – and local businesses insist they can no longer compete in terms of price or product variety. In response to these closures, and the continuing exodus of consumers to larger towns for their weekly shop, IRD Kiltimagh held a meeting in the Town Hall that brought together local business people, community activists and interested members of the public.

“We didn’t want a gripe session – no whinging or whining – but wanted to ask what can be done to redress these closures,” explained Joe Kelly. The meeting heard a number of opinions and solutions, while the finger of blame was pointed in numerous directions: not only at the multinationals and their “monopolistic stranglehold”, but also at shopkeepers that failed to remain competitive.

The Black Triangle RETAIL NEWS spoke to a local retailer, Joe Mellett of Mellett’s Emporium in Swinford, a town some seven miles from Kiltimagh. This 1,000 square foot 4

newsagent was established in 1797 – and has been under the same name for 210 years. Joe’s son is the seventh generation in the business. “You can’t get much better experience than this,” he said.

Mellett describes the local area of five towns - Kiltimagh, Swinford, Foxford, Charlestown, and Kilkelly – as “ the black triangle”. Retailers are closing down slowly but surely, he said.

“People have a ‘have car will travel’ attitude. They may not necessarily be saving money, but they will travel to Castlebar or Ballina for their goods,” he argued. “Those towns have a greater variety to offer. If you want a pair of shoes and you can’t get them in Swinford, you go to Castlebar. It is only natural that you get your other shopping there as well.”

The Effect of Multinationals IRD Kiltimagh’s Joe Kelly believes that the repeal of the Groceries Order has “little to do” with the decline of small retailers in the West, although he does blame multinationals’ low cost goods and their “unfavourable” effect upon small retailers.

“When Tesco sets up shop, it takes money out of the local economy,” he alleged. “When they buy insurance, they don’t buy it from their local broker. If they want legal advice, they don’t go to the solicitor down the street. The closure of small shops also affects other trade and services in the area.”

Multinationals are “like a cancer” in small towns, he continued.

“Wherever the small retail sector has been replaced by a Tesco, Aldi, Homebase, or whatever, the traditional centre of towns has closed. I think Ireland is about 15 years behind the UK, where they have the scenario of a ‘Tesco Town’.”

Retailer Joe Mellett is more comfortable about the growing presence of multinationals: “If a small Tesco moves into a town like Swinford, it may not be a bad thing. I’d sooner see people shopping in a Tesco store in Swinford than travelling to Castlebar to shop. There has to be a certain amount of development, otherwise everything will close down.”

Illustrating his point, Mellett told RETAIL NEWS that Connaught Gold are currently developing a €15m site on the outskirt of Swinford that will be home to a retail anchor tenant and housing units. The development applied for planning permission 18 months ago but a number of retailers in town felt that it would close their shops and objected. After six months, when the same retailers realised that their shops were closing anyway, they questioned their initial objection.

“Now a second application has gone forward and they haven’t objected,” said Mellett. “Small towns must have investment, because if they don’t and the other shops go elsewhere, then they will almost certainly die.”

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Decline in the West Policy Makers IRD Kiltimagh pins blame for this rural decline on the steps of government. “In 20 years time, we believe that small towns will not have jobs or services and people will have to drive 20 miles to Tesco for a pint of milk,” said Joe Kelly.

“Blame lies at the door of the policy makers. The small business sector is fleeced for everything – it pays the same development levies as the multinational, the same VAT rates. There is scope for a huge range of incentives from government that might be able to make life a lot easier.”

Joe Mellett agreed that the size of multinationals should be limited according to their location, and when a large outlet opens in a rural town, they should pay a levy that can be used for the regeneration of smaller local towns.

Multiples are big enough to withstand such a levy, he added. “Small shopkeepers working 100 hours a week are being crucified by overheads,” he argued.

“They need a boost.”

Becoming More Competitive Beyond the red flags of government and large retailers, Joe Mellett and Joe Kelly both agreed that retailers could do more in terms of choice, service, and merchandising. Alongside offering quality of product and marketing, they should pull together as an entity, organising their own campaigns and finding new ways to become competitive.

IRD Kiltimagh held a meeting in the Town Hall that brought together local business people, community activists and interested members of the public.

“There is no doubt that some retailers are not putting enough into their business,” said Joe Mellett. “Complacency is to blame for a lot of the downfall of small retailers in the West. People will support you if you can provide the proper service, friendly staff, nice displays… there is still loyalty. How can we become more competitive? Find a niche. There is a town in Wales called Hay-on-Wye where all you can buy is books. Some years ago, the town was losing business left right and centre, so some guy started selling books. Then his neighbour started selling them because he was doing so well. Now the whole town sells books!

They developed a niche in the market and now the town is thriving.”

Mellett urged retailers in small towns to “buckle up and do something about it”, forming local chambers of commerce, affiliating themselves to national chambers and learning new competitive practices. “At the end of the day, if you don’t get up in the morning and do a bit yourself, nobody is going to help you,” he said.

Meanwhile, IRD Kiltimagh have resolved to hold another meeting after the General Election, keeping the subject of small town retail decline firmly in the public eye. Unless the issue of shop closures are addressed now, they insist, then it may be too late for the independent grocery sector in Ireland’s rural localities.

Drinks Industry Boosts Wider Sectors

Joe Kelly, CEO of community development organisation Integrated Resource Development (IRD) Kiltimagh in Co. Mayo.

THE drinks industry is major contributor to other sectors of the economy, according to a new study. Alcoholic beverage companies purchase around half a billion pints of milk each year to use in their products, alongside 261,000 tonnesof barley. The industry also pays €250m in wages and salaries.

The report, commissioned by the Drinks Industry Group of Ireland (DIGI) and undertaken by Anthony Foley, Dublin City University Business School, illustrated the value of “inputs”

purchased by the drinks industry.

“This is the latest in a series of studies which have examined the economic importance of the industry in Ireland,” said DIGI Chairman Michael Patten. “It again demonstrates the huge contribution made by the industry to the broader economy and its critical role as employer, exporter, purchaser and exporter. The drinks industry is a key part of our economy and an unrivalled success story at home and internationally.”

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MEAS Slams Cut-Price Alcohol Promotions RETAILERS that engage in cut-price alcohol promotions will ultimately lose out, Fionnuala Sheehan, Chief Executive of MEAS, has told RETAIL NEWS. Sheehan urged the off-trade to develop a code that restricts cut-price promotions, in light of the fact that Sean Power TD, Minister of State at the Department of Health and Children, has already written to retailers expressing his concern.

“I want to underline the importance of such a code,” Sheehan stressed. “In the absence of such a code, legislation will be introduced in some shape or form. At a commercial level, this will not be in the interest of the retailers, but it is likely to be introduced purely out of concern over the broader societal impact of cut-price alcohol. I would have thought that would be preferable for off-licences [to self-regulate] on a voluntary basis.”

MEAS, the alcohol social responsibility organisation, recently published a report outlining decisions made by the MEAS Code Independent Complaints Panel. Amongst the “name and shame” decisions were promotions by specific retailers and distributors. The MEAS Code of Practice is concerned with all elements of the individual alcoholic beverage - packaging, promotion and merchandising. For example, a product may not promote “its intoxicating effect as a dominant theme”, “encourage illegal, irresponsible or immoderate consumption, such as binge-drinking”, or “have a particular appeal to under 18s”.

“Cut-price alcohol promotions have become a growing problem over the last year in the off-trade sector,” continued Sheehan. “They seem to involve a number of multiples, in particular Tesco Ireland. In the run-up to the St. Patrick’s Festival, Tesco Ireland launched a promotion offering customers 12 cans for free if they bought 12 cans of Budweiser over the period. From our point of view, that promotion was sending all the wrong messages in regard to the responsible approach to the promotion of the sale of alcohol.”

MEAS member companies – which extend from drinks producers (such as 6

Fionnuala Sheehan, Chief Executive, MEAS.

Diageo, Irish Distillers, Edward Dillon, Beamish & Crawford, C&C) to licensed traders – have reportedly expressed concern about cut-price promotions and have called for responsible alcohol marketing. From Fionnuala Sheehan’s perspective, these promotions suggest that the Groceries Order should have remained intact.

“In the MEAS submission to Minister Micheál Martin, we pointed out our concern that if alcohol was included in the repeal of the Groceries Order, there would be a war on the pricing of alcohol products,” she explained. “It has come to pass and, regrettably, the Minister did not heed the message made by MEAS and other organisations at the time.”

Sheehan admitted that, at present, MEAS’ response to unethical alcohol promotions was restricted to naming and shaming by the Independent Complaints Panel. “There is a difficulty with the issue of price because we operate within a liberal economic environment in Ireland,” she noted. “However, the off-trade should subscribe to a set of principles around which they can undertake responsible promotions.”

MEAS recently welcomed the new National Age Card produced by the Department of Justice Equality & Law Reform and An Garda Siochana to tackle the problem of under-age drinking and called for the card to be made compulsory.

Labelling Laws Beefed Up RETAILERS selling beef at deli counters are now required to provide full information about country of origin, due to new legislation that also affects hotels, restaurants, public houses and canteens. The Health (Country of Origin of Beef) Regulations, 2006 require all caterers to display information about the animal on menus or on a sign in the establishment.

According to the Regulations, prepared beef – “beef that has been cooked or otherwise prepared for consumption on the caterer’s establishment and also beef that has been brought into the establishment already cooked” – is covered by the requirements.

However, these labelling requirements do not apply to certain other types of beef products. Namely: fried, cured, and dried beef sausages; corned beef and spiced beef; beef dishes bought in by a caterer, such as lasagne and beef pies; beef burgers (that are less than 99% beef); and beef in sandwiches or baguettes that are delivered pre-made to a deli counter.

For more information on the Health (Country of Origin of Beef) Regulations, log on to the Food Safety Authority of Ireland site, at www.fsai.ie

Appointment at M&S MARKS & Spencer has announced the appointment of Billy Reid as manager of its new store in Letterkenny, Co. Donegal, which is set to open on May 30.

Billy joined Marks & Spencer in 2004, starting in the business as a manager in the Galway store. Prior to joining M&S, he worked for Dunnes Stores for a number of years. Billy will be responsible for a 56-strong team at the new Letterkenny store.

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Unsold Newspapers Ending Up in Dumps THE contentious issue of newsagent boxouts has been raised once more, this time by the National Federation of Retail Newsagents (NFRN), who have claimed that significant amounts of unsold magazines are ending up in landfill or illegal dumps with detrimental environmental effects across Ireland. Martin Mulligan, NFRN President, who himself owns a 2,000 square feet newsagent premises, told RETAIL NEWS that this fact emerged from a recent survey of all NFRN members in Ireland.

“One third of magazines are destined for the dump in most of our members’ stores,” said Mulligan. “The total waste produced annual is 113,000 tonnes – those magazines have never been opened, never been read. They have no use or purpose in life, yet in death they are destined to have a detrimental effect on our environment.

Who is to blame for the wastage? We certainly can’t blame the newsagent.”

The results of the NFRN survey were presented to the Department of the

Martin Mulligan, NFRN President.

Environment and the organisation is now awaiting a response. “We want the industry to be responsible. The Department of Environment & Heritage should conduct an urgent review of magazine and newspaper waste,” Mulligan noted. “They should take a strong stance with publishers and distributors, with a view to

reducing the surplus production and particular focus on the disposal and recycling of magazines and newspapers.”

Following on from the Convenience Stores and Newsagents Association (CSNA) objection regarding magazine box-outs to Eason & Son, the NFRN believe that there should be better communication between distributors and newsagents over deliveries.

“You can’t recycle magazines, so the only place for them to end up is in the dump.We have been left with the problem - there is no pay for the retailers to deal with waste or return copies,” said Mulligan. In their submission to the Department of the Environment, the NFRN are seeking an industry model, whereby unsold product is returned for credit to the wholesaler.

The NFRA represent about 20,000 retailers across England, Scotland, Wales, Northern and Southern Ireland.There are in the region of 600 members in the Republic.

ADM Londis Announce Annual Results ADM Londis plc has announced its annual results for 2006, with profit before tax increasing by 12% to €5.1m, on a wholesale turnover of €355m (up 6%). The Group added 44 new stores in 2006 and now represents a network of over 360 stores with a combined retail turnover of €723m.

“2006 was another excellent year for ADM Londis plc and for our shareholders, who continued to benefit from our unique plc structure encompassing our retail offering and a very strong investment vehicle,” noted Stephen O’Riordan, Joint Chief Executive, ADM Londis plc.

“In the past 12 months, the group’s share price increased by 27% to €79.53 per share, continuing a track record of strong valuation increases since the group’s conversion to plc status in 2005. Since

April 2005, group shareholders have enjoyed a 65% increase in the value of their investment.

“This return reflects consistently strong trading by ADM Londis plc. We expect to add a further 40 stores in 2007, bringing total employment across the network to almost 8,000 staff,” he continued. “In addition, we have embarked on a store purchase strategy to acquire sites which are of strategic value to the group. This is being progressed through a new, wholly owned subsidiary of the group.”

These results come hot on the heels of the announcement of Londis’ €6m development of the group’s new corporate support headquarters and extension to their warehouse and distribution facility in Johnstown, Co Kildare.

Pictured at the announcement of the ADM Londis annual results for 2006 are (l-r): Paddy McGarry, Joint Managing Director; Leo McCauley, Chairman; and Stephen O’Riordan, Joint Managing Director.

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SuperValu Sales Break €2 Billion Barrier • the opening of 11 new SuperValu stores through a combination of green field sites and transfers from independents and other groups, adding 144,965 square feet of retail space and representing an The new SuperValu National Council, (standing, l-r): investment of Donal Horgan, SuperValu Managing Director; Pat Ryan, €36.5m

by Supervalu, Ballyhaunis, Co. Mayo; Eddie Kane, SuperValu, SuperValu’s Donabate and Talbot St, Dublin; Liam Ryan, Ryan Group; Thomas Caulfield, Caulfield McCarthy Group; Alan independent Condron, SuperValu, Clane and Tallaght; and Eugene retailers; O’Gorman, Carrickmacross, Co. Monaghan; (seated, l-r): • The revamp of 16 Peter Keane, SuperValu, Killorglin; Tom Nestor, Nestor SuperValu stores Group; Martin Kelleher, SuperValu Sales Director; Emmett added a further McConville, SuperValu, Monasterevin and Portarlington; 85,800 square and Brian Colclough, SuperValu, Roscrea, Co.Tipperary. feet of retail “Furthermore, €49m will be invested in space to the network; the revamp of 15 supermarkets, adding • Between new store openings and another 100,000 square feet of retail revamps, SuperValu retailers investspace. This will result in the creation of ed almost €100m in their businesses over 580 new jobs across the SuperValu in 2006; network. Fundamentally, we will drive • 75% of per cent of the produce sold in future success by continuously providing SuperValu stores was either produced an offer which is responsive to consumer or manufactured in Ireland. needs, includes an excellent range of fresh 2006 was a record year for fresh food quality foods in an attractive shopping sales in SuperValu, with a positive environment, focuses on local service and knock-on effect for Irish producers. offers the most competitive prices.”

SuperValu’s retail partners sold €791m in fresh foods sourced in Ireland, representing 13% growth in overall fresh food sales. SuperValu accounted for fresh Irish meat and poultry sales in the region of Planning Ahead €162m, due to the company’s AN Bord Pleanála has given Bray’s new town 100% Irish sourcing policy. centre development the thumbs up. The SuperValu also sold €184m Florentine Centre is to contain a shopping cenworth of Irish produced fruit tre, 84 homes, a crèche and a car park, and is in and vegetables, and dairy prothe capable hands of Sean Mulryan’s Ballymore duce worth around €193m at Properties. retail sales level.

Meanwhile, Marks & Spencer is to anchor “Our aim is to add 8 new the new development in Athlone Town Centre, stores in 2007 as a result of Donal Horgan, SuperValu Managing Co. Westmeath, with a 17,000 square feet store.

Director, is pictured with Michael store openings and transfers Mullaly, Chairman of the SuperValu This, the sixteenth Marks & Spencer store in the from other symbol groups and Retail Council; and Martin Kelleher, Republic of Ireland, is to open in autumn 2007 non-aligned independent SuperValu Sales Director, at the and will include a food hall with a bakery. retailers,” noted Donal Horgan. SuperValu retail conference.

SUPERVALU have announced a record sales performance in the Republic of Ireland for 2006, with an 11% increase in sales to €2bn, in addition to the creation of 1,054 new jobs. The results were announced by Donal Horgan, Managing Director, SuperValu, at the group’s national conference in Galway, recently, which was attended by over 500 delegates.

“Our sales performance is driven by the strong partnerships we have developed with our entrepreneurial independent local retailers,” Horgan stressed.

“This, combined with our top quality fresh food offering, excellent community based supermarket shopping experience and the delivery of great value to consumers, no matter where they live in Ireland, has resulted in customers voting with their feet by shopping at SuperValu stores the length and breadth of the country.

“In an environment of rising costs, we have also operated an honest and transparent approach to pricing across every one of our 180 outlets nationwide, delivering great value to consumers,” he continued. “This includes our Price Promise, devised as a response to consumer research, informing us that shoppers want a combination of everyday low prices on staple goods (bread, milk, butter etc) and regular strong price promotions on items bought less frequently.”

SuperValu also announced a number of other milestones achieved by the business in 2006 including:

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Dundrum is Best in Show

Don Nugent, Dundrum Town Centre Director, and Miss Ireland Sarah Morrissey, are pictured with the European Shopping Centre of the Year Award.

THE International Council of Shopping Centres (ICSC) has crowned Dundrum Town Centre the 2007 European Shopping Centre of the Year. “This is an extraordinary honour for an Irish Shopping Centre and follows on from Dundrum’s success last year in preempting the world famous Mall of the Emirates in Dubai for international honours,” said Don Nugent, Director of Dundrum Town Centre. “It has never before been achieved by an Irish centre and is genuine recognition of how we in Ireland have taken our place on the world stage in terms of retailing.”

Appointment at Birds Eye GARETH Moxom has been appointed General Manager at Birds Eye Ireland.

Gareth has spent the last eight years working in senior sales and marketing positions with Birds Eye/Walls (Unilever) before taking up his position in Ireland earlier this year.

Seafood Sales Soaring IRISH seafood is swimming toward success, as Irish sales in 2006 increased by 9% to €724.6m. Bord Iascaigh Mhara (BIM) values the homegrown retail sales at €157.7m for 2006, marking a 15% increase on the previous year, with fresh sales increasing by 13% and frozen by 18%, equating to an extra 500g (4%) of seafood purchased by each consumer last year.

Ian Long, BIM Communications Executive, gave RETAIL NEWS his thoughts on why the sector was flourishing. “The health and well-being benefits of fish have been marketed very strongly over the last year and the consumer is picking up on that - hence sales are increasing,” he said. “People are travelling more and coming home with different tastes and a desire to try seafood like squid or shellfish, tuna, swordfish, etc.”

Thus, while consumer-friendly brands like Birds Eye and Donegal Catch continue selling healthily, shoppers are keen to experiment with new salty tastes.

The recent European Seafood Exposition – the world’s largest seafood show – illustrated Ireland’s quality of seafood product, as 27 companies displayed their wares as part of an AllIreland pavilion. Furthermore, the World Seafood Congress is to be held on September 25-28, 2007, at Croke Park, drawing hundreds of representatives from the global seafood industry and further shedding light on this side of Irish retail.

BIM are also helping to drive sales via initiatives such as the Seafood Circle. Over 100 seafood retailers (as well as restaurants, pubs, and hotels) have signed up to this mark of quality, which communicates fresh seafood to the public. BIM send representatives to each premises, assessing the seafood experience and helping fishmongers or counter staff to improve their knowledge and service.

“Retailers like Superquinn are on board,” continued Ian Long. “The Seafood Circle mark informs customers of superior seafood product and service. For example, customers can ask the fishmonger questions and they are guaranteed a high quality of presentation, layout, and seafood quality.” BIM will be embarking on a Seafood Circle marketing campaign during the summer months, and will be supporting members locally and nationally.

“In the future, we will continue to seek growth in the seafood retail sector,” said Ian Long, who predicted particular growth in the organic salmon market.

“There are strong opportunities going forward, despite challenges over quotas.”

Galway Council to Compensate Retailers RETAILERS in Galway can now provide consumers with bottled water at reduced rates, receiving compensation from the manufacturers. The scheme, introduced in light of the city’s water contamination crisis, allows residents to “buy one and get one free”.

Máire Ni Mhulláin, Galway City Council press officer, explained the process to RETAIL NEWS: “If a customer buys a five-litre or two-litre bottle of Galway Irish Spring Water, he or she gets another one free. Irish Spring Water was chosen because we needed a

short-term measure - it was an emergency whereby we had to provide the public with water.

“Tenders have been now been received because we wanted to open it up to other water supply companies, and another water supplier will be appointed over the next few weeks.”

With regard to how this scheme will effect retailers, Marie responded: “Retailers will probably get recompensed from Galway Irish Spring Water and in turn we [Galway City Council] will compensate Galway Irish Spring Water.”

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Unifood Host Bakers Conference PRE-MIXES, clean label products, and dough conditioners were the talk of the day recently as representatives from the top bakeries around the country descended on Croke Park to discuss the latest trends, developments and new product ranges to reach the bakery trade in Ireland. The half day ‘Born to Bake’ conference was hosted by Unifood, a division of Shamrock Foods Ltd specialising in baking ingredient products, in conjunction with Cereform who are a leading bakery ingredient company in the UK. Pictured are Vivion Powney & Denis Lynch of Unifood with Richard Westaway of Cereform Ltd.

Food Recycling Company Wins Top Award PICTURED at the presentation of the Ulster Bank Invoice Finance and Irish Independent Business Achievers Award were Patricia Clements, Senior Manager, Ulster Bank Invoice Finance; Pat Maher, Executive Director, Enterprise Ireland; and Adam and Niall J Lord of Food Surplus Management -

winner of the March award.

Meath-based company Food Surplus Management, which specialises in the recovery and recycling of out-of-date food products and packaging, has experienced rapid growth over the past three years and a 12month plan of expansion and development is already underway.

Taoiseach Opens Refurbished Old Jameson Distillery AN Taoiseach, Bertie Ahern TD formally opened the refurbished Old Jameson Distillery in Smithfield, following a €5m investment.

With over 2 million tourists visiting the home of Jameson over the past 10 years, Irish Distillers commissioned the complete ‘make-over’ to enhance the

Barretstown Bandana Day CHILDREN’S charity Barretstown recently launched Bandana Day, which took place on Serious Fun Day, May 12. Pictured are actor David Kelly, Grandpa Joe in ‘Charlie & The Chocolate Factory’, Senator David Norris, TV3’s news anchor Colette Fitzpatrick, and Den 2’s Kathryn McKeown, with Barretstown campers, at Smyth’s Toys in Dublin City, at the launch of Barretstown’s Bandana Day. The bandana was chosen as a symbol for Barretstown’s national day because certain forms of cancer treatment lead to hair loss and many children choose to wear a bandana at this time.

Specially designed Barretstown bandanas are on sale for €2 in Smyth’s toy stores, Caulfield’s SuperValu, Champion Sports and O2 outlets.

Magic 50 for SPAR And Tim Hortons SPAR Ireland and Tim Hortons Inc. have announced the opening of Tim Hortons self-serve premium coffee and baked goods offering in the 50th SPAR store in Ireland, SPAR Ratoath, Co Meath.

There are plans to make the concept available to SPAR store owners nationwide over the next few years. Pictured are Dave O’Donoghue, Managing Director, Cuisine de France; Paul House, Chairman and Chief Executive Officer of Tim Hortons Inc.; and Leo Crawford, Chairman, SPAR Ireland, with ‘Mounties’ Catherine Anglin and Kelda Murphy.

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visitor’s experience and the communication of the Jameson story. Paul Duffy, Chief Executive, Irish Distillers and An Taoiseach, Bertie Ahern TD are pictured with a specially labelled bottle of Jameson Reserve 12 Year Old Whiskey at the Old Jameson Distillery.

RN May07Industry News ●

Kerry Store Named SuperValu of the Year 2007 GARVEY’S SuperValu in Castleisland, Co. Kerry, has been awarded the SuperValu of the Year national title for 2007, having faced tough competition from nine other regional finalists throughout the country. The National Award was presented to store manager Seamus Kerrisk by Donal Horgan, SuperValu Managing Director, Martin Kelleher, SuperValu Sales Director and Ray Nulty, Director Enterprise Markets, eircom, the competition sponsors, at the group’s National Conference held in the Radisson Hotel in Galway in April.

All 180 SuperValu stores throughout the Republic of Ireland are adjudicated as part of the SuperValu of the Year competition.

Independent competition judge, Dr. Alan Collins of the Department of Food, Business and Retail Studies at University College Cork, carried out the audits which focused on customer care, store presentation, fresh food, product range, store hygiene, local marketing and community involvement.

Delighted with the win, Thomas Garvey paid tribute to the manager Seamus Kerrisk and his team of 85

Pictured at the presentation of the SuperValu of the Year 2007 Award are Martin Kelleher, SuperValu Sales Director; Ray Nulty, Director Enterprise Markets, eircom, competition sponsors; Caroline McEnery, Operations Director, Garvey Group; Seamus O’Connor, Assistant Manager, Garvey’s Castleisland; Seamus Kerrisk, Store Manager; Kevin McCarthy, MD, Garvey Group; and Donal Horgan, SuperValu MD.

staff, and said their constant dedication and professional approach was what singled out the Kerry store for the national title. “We are incredibly proud of our team, who have worked hard to bring this honour to the store,” he said. “We set out to provide the people of

Castleisland with top class shopping facilities and we are delighted that this has been acknowledged. This store is also one of the few SuperValu stores in the country that has received the prestigious Emerald Hygiene Award from Excellence Ireland Quality Association.”

Walkers’ Sensational TVNow Awards ATTENDING the Walkers Sensations TVNow Awards at the Mansion House, recently, were Walkers Marketing Manager, Nicky Wells and television presenter Ryan Tubridy, who was nominated for both favourite male TV presenter and favourite Irish TV show on the night. The event hosted stars from all the best known soaps such as Coronation Street, Eastenders, Emmerdale, Fair City and Ros na Rún. This is the first year that Walkers Sensations have sponsored the Walkers Sensations TVNow Awards.

Hennessy Literary Awards

World’s Largest Seafood Expo MARINE Minister of State John Browne, BIM chef Ian Mannix, and Irish rugby player Shane Horgan are pictured at the world's largest seafood expo in Brussels, where a record 27 Irish companies participated. The event featured over 1,600 exhibitors from more than 77 countries and up to 20,000 buyers of seafood, with almost 100 Irish seafood processing and marketing personnel visiting the show, which brings together seafood- buyers and sellers from all over Europe and the world. In a new direction for the annual event, Bord Iascaigh Mhara (BIM) has developed an innovative approach to showcase 'The Best of Irish Seafood' at the European Seafood Exposition (ESE).

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ONE of Ireland’s Foremost Playwrights, Donegal born Frank McGuinness has been announced as the latest inductee into the Hennessy Literary Awards Hall of Fame.

Frank was presented with the prestigious award at the Hennessy Literary Awards ceremony at Dublin’s Four Season’s Hotel recently. The much coveted 2006 Hennessy New Irish Writer Award, in association with The Sunday Tribune and Four Seasons Hotel Dublin, was presented to Katherine Duffy from Churchtown in Dublin for her emerging fiction piece “Must See”. Pictured at the Hennessy Literary Awards are Marc Boissonnet, Hennessy Cognac France; Caroline Sleiman, Marketing Controller, Edward Dillon & Co. Ltd, and John Pearson MD, Edward Dillon & Co. Ltd.

RN May07Shop Profile ●

XL’s Excellent Performance Francis O’Reilly’s newly revamped XL Stop & Shop in Swanlinbar, Co. Cavan, has become a one-stop-shop for the surrounding community.

Francis

O’Reilly has been running his shop in Swanlinbar in the far North of Co. Cavan since 1994. His 13th year in business turned out to be a very lucky one when he met up with XL Stop & Shop, the independent symbol group operated by Value Centre, the cash and carry arm of BWG Foods.

Francis began his retailing career, trading from a renovated house in Swanlinbar in 1994. Four years later, he built a forecourt and shop and began trading under the Nearbuy logo. This year saw an extension to the shop and a complete interior redesign as Francis joined with the XL Stop & Shop group.

“The first thing that struck me was that it would be great to work with a group that had a distribution centre in Cavan Town, notes Francis, “and when I saw the XL Stop & Shop image, I knew I was on to a winner.”

Competitive Sector The store owner acknowledges that the forecourt sector is extremely competitive and has developed dramatically in the last decade. “BWG have created a great image in XL Stop & Shop that fulifils the needs of busy modern Irish

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consumers,” he notes. “On top of that, there was quite a bit of positive word-of-mouth about XL Stop & Shop from other shop owners and people I knew. The icing on the cake was the level of enthusiasm I felt from people like Sandra Tyler, my Area Development Manager.”

Describing XL Stop & Shop as a very down-to-earth sort of group, Francis feels that the XL team “have an incisive

RN May07Shop Profile ●

Pictured are (l-r): Colm Fitzsimons, XL Business Development Manager; Francis O’Reilly, store owner, and Sandra Tyler, XL Area Development Manager.

approach to category management throughout the shop and have created a great looking and vibrant image”.

“I have been trading in this town for 13 years and I know my customers very well, so I had a lot of ideas about this shop,” he notes. “I wanted to have a good deal of input into the design process and the group were more than willing to accommodate me. So while I wanted advice from my group, I didn’t want to be simply told exactly how everything had to be.”

One-Stop-Shop The end result is a one-stop-shop, according to Francis, incorporating an ATM machine, the only one within a 10mile radius, which is already proving a great draw. The newly revamped store also includes a deli for the first time, which has been performing extremely well since the store opened on January 25.

Francis is very happy with the Group’s image and it has gone down very well with his customers, drawing many compliments from his regulars. Its location, in close proximity to the border with Northern Ireland, has both benefits and drawbacks. Sales of bread and milk are extremely strong at the shop, as a large number of customers living across the border prefer the southern brands of those staples. The forecourt also attracts a lot of customers from over the border to fill up their tanks. One major drawback is that in a rural area like Swanlinbar, the weekly shop is still very popular, and many customers move from south to north to get the best value for money. That hasn’t been a big disadvantage for Francis’ store, however, as he explains.

“We aren’t looking for trolley shoppers or chasing the weekly shop,” he notes. “What we are is a conveniently located facility for local residents. New features such as the deli have really added to my ability to exploit that niche. Its sales have started from a zero level and the signs are very

encouraging, as customers get used to taking advantage of it. The focus of the XL Stop & Shop brand perfectly complements the direction I needed to take the shop. Joining with the group has helped me tremendously and I am very happy with the return on what was a significant investment.”

Hands-On Retailer Francis is a very hands-on type of retailer. He undertakes a lot of in-store training himself because over the years he has familiarised himself with the details of running every area of the shop. “I think its good for morale to ‘lead from the trenches’ so to speak,” he smiles. “There isn’t a single thing which gets done by anyone in this shop that I wouldn’t or couldn’t do myself. I think it’s very important to be intimately familiar with how every part of your shop runs. I get stuck-in around the shop, and it’s very useful for me to provide an extra pair of hands in certain situations That’s also the kind of attitude I was looking for from my symbol group partners. It’s the personal touch that makes the difference with the customer, with the shop and with the group.”

In closing, Francis pays particular tribute to the staff at XL Stop & Shop for their help in the store development, as well as his local suppliers at Value Centre, Cavan. “I have received great support from everyone involved and I continue to receive it on a FA C T F I L E daily basis,” the store owner Owner: Francis O’Reilly enthuses. “With Location: Swanlinbar, Co Cavan that continued Size: 1,400 square feet support, I am Number of pretty confiStaff: 11 full time & part time dent that year Opening 13 is going to be a hours: 07:30-22:30, Monday-Friday; great one for this 08:30-22:30, Saturday & Sunday. shop.”

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RN May07Karen Meenan’s Top Tips ●

How to Reduce Your Energy costs Retail consultant Karen Meenan advises on how, with a little work, you can significantly cut down on your energy costs.

When

you think about the fixed and variable costs involved in running your business, what heading do you use for your energy costs? Do you assume that because you get a bill which is usually paid by direct debit that you have no control over these spiralling energy costs? And even though you must be aware that energy costs have increased significantly recently – did you know that in the last six years your energy costs have almost doubled?

Well the good news first - energy costs are not fixed overheads, rather controllable production costs that can be reduced almost instantly. Most retailers are aware that energy costs are rising, but are less sure what to do about it.

Deregulation Since the electricity market deregulated in 2001, significant changes have taken place. Most notably, electricity costs have soared and the choice of supplier has increased from just ESB in 2001 to ESBIE, Energia, Bord Gáis and Airtricity today.

So take out your last set of accounts (or your more recent bill) and do the sums 18

Overview of electricity price increases since 2001

June 2001 November 2001 January 2003 January 2004

October 2004 January 2005 January 2006 January 2007

% increase annual bill* 10,000 15% 8% 11% winter usage 3% summer usage New annual bill 10% 4.5% 12% 12.5%

small shop annual bill* 40,000 11,500 12,420 6,893 6,396 13,289 14,618 15,275 17,109 19,247

large shop

46,000 49,680 27,572 25,585 53,157 58,473 61,104 68,436 76,992

* Figures are from two test shops using Maximum Demand Tariff If you have a small retail outlet with a modest deli, your energy bill last year was probably around €17,000.

If you have a large supermarket (similar to a EuroSPAR or SuperValu in size) your annual bill could be as high as €80,000.

Are you confused yet?

Annual price increases, different tariff options, different supplier offers and new organisations in relation to your supply and connection all leads to confusion and higher bills.

New/Existing Site If you are a planning a new site, some

of the earliest problems you will encounter are actually getting connected to the grid through Networks, applying for the correct tariff and Maximum Import Capacity (MIC) and registering with the electricity supplier.

If you are an existing site, you need to choose the correct tariff and ensure you have the correct MIC level and right supplier for your store. Since deregulation, retailers are experiencing billing mistakes on electricity invoices, such as not getting your proper discount and incorrect prices being applied to your store.

RN May07Karen Meenan’s Top Tips ● H o w To R e d u c e C o s t s So what are the ways you can actually reduce your electricity costs. Firstly, to understand how to reduce your costs, you must first understand what affects electricity prices. There are a number of key factors involved: for example, finding out the price per kwhr (kilowatt-hour), which involves little or no capital investment.

Tariffs: There are a range of different tariff structures available to retailers and this is one of the main areas for saving. As a result of the price increases, a large number of businesses are no longer on the correct tariff. One tariff in particular, which most businesses would be on, the low voltage maximum demand tariff, has been hit the hardest with price increases over the last few years. Tariffs need to be reviewed each year as new tariff prices come into effect. For example, going back four years ago, the Maximum Demand tariff was the most appropriate tariff for most retailers. This is no longer the case.

MIC (Maximum Import Capacity): Each business signs up to a level of power with ESB Networks. Most businesses are not set at the correct power level and as a result are either paying for a power level they don’t use or need or they are paying penalty charges because the MIC is set too low. For example, if your store is set for 50 MIC and you actually require 30 MIC, you are paying for 20 MIC which you do not use. Similarly, if you are using 70 MIC and you are set for 50 MIC, then you are paying a penalty for going over your MIC setting.

Wattless Charges: These are charges that may appear on the electricity bill if there is low power factor. These unnecessary charges can be eliminated immediately by having a power factor correction capacitor installed. There are different sizes of capacitor, depending on how poor the power factor is, but generally speaking, the payback on such a unit is less than a year.

Electricity Supplier offers: There are a number of electricity suppliers operating in the Irish electricity market namely, ESBIE, Energia, Bord Gais and Airtricity.

Electricity suppliers have different systems for pricing and contracts, which makes it difficult for the retailer to choose the most competitive supplier for their business.

It has become a lot more complicated now for 2007 in terms of different supplier prices and one-year and three-year fixed deals, which are on offer from some of the electricity suppliers.

Energy Efficiency Apart from the above four factors that affect the electricity price per kwhr, there are a number of measures which can be used to improve energy efficiency. These include: • Refrigeration: ❍ Ensuring seals on cold/freezer rooms are not torn or worn. ❍ Ensuring that two defrosts occur during the daytime electricity rate and two during the cheaper night-time electricity rate. ❍ Using covering panels on island freezers when the store is closed.

• Lighting: ❍ For new sites, it is important to have the lighting zoned so that separate parts of the store can be switched off independently.

This is cheaper than retrofitting at a later stage. ❍ Display lighting (e.g. in dairy walls etc) should not be switched on until soon before store opens and switched off

immediately after store closes to the public.

• Air Conditioning: ❍ Control panels should ideally be positioned in manager’s office or other location where staff cannot turn on air conditioning. ❍ The units should be dusted out every month and at least three times a year they should be physically removed and cleaned.

Case Studies New Site: A retailer was due to open the store in three weeks but had not registered with an electricity supplier.

It transpired then that they had received the incorrect MPRN (this is the unique account number assigned to each individual electricity meter point) from their electrical contractors. An energy consultant was called in and discovered the mix up in MPRNs between two different sites.

The electrical contractors had not sent in the completion certificate to ESB Networks, which held up everything again. Once this was resolved with a week to opening, the next stage was to apply for registration with an electricity supplier. Many retailers are not aware

Energy Administration Services ENERGY Administration Services Ltd provide energy management and auditing services in commercial and retail markets in Ireland. They examine and audit a business’ energy costs and suggest ways to reduce costs to ensure retailers are paying the lowest possible price for their energy purchases.

The normal fee for an energy audit is a once off 50% of the first year savings. There is a special deal if you are a member of CSNA (Convenience Stores & Newsagents Association) which is a once off payment of 40% of the first year savings. See www.energyadmin.net for more details.

19

RN May07Karen Meenan’s Top Tips ● Maximum Demand Tarriff 2002 v 2007 of the stages involved in actually getting an electricity supply and this can lead to very expensive options such as hiring generators until such time as all the stages have been completed correctly.

Existing Site: An audit was undertaken for a retailer with two sites. The MIC level was set too high in one site and too low in the other.

Correction of this through an application to ESB Networks produced an annual recurring saving of €2,550. The capital investment was a once off €500 to ESB Networks.

The tariff in one site was set at the Maximum Demand rate and as the consumption was quite low in this site, a request was made to switch this account to the General Purpose Nightsaver tariff, resulting in an annual recurring saving of €1,900.

This site was also paying annual wattless charges of €650 and a power factor correction capacitor was installed which eliminated these charges. Payback was 10 months.

The second site was on the correct tariff for its usage, the General Purpose Nightsaver tariff, but was not availing of the price freeze on offer.

Energia Provides Juice to Zumo ZUMO, Europe’s largest chain of smoothie and juice bars, has awarded the electricity supply rights for four of its outlets to electricity provider Energia. The deal will see Zumo make up to 10% savings on its electricity bills. The electricity requirement will be supplied to Zumo from Energia’s energy portfolio, which includes its 343MW gas-fired power station in North Dublin. Pictured at the announcement are John King, Key Accounts Manager, Energia, and Aliocha Torres, Brand and Marketing Manager, Zumo International.

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1. Annual Consumption Data For Sample Small SPAR Winter Day Consumption: Summer Day Consumption: Night Consumption: Total Consumption:

55,000 kwhrs 93,000 kwhrs 37,000 kwhrs 185,00 kwhrs

Winter MD: Summer MD: MIC:

37 kws 38 kws 45 kws

2. 2002 Costs on Maximum Demand Low Voltage tariff MD Charges: 226kws @ Day units 1: 79,100 kwhrs @ Day units 2: 68,900kwhrs @ Night units: 37,000 kwhrs @ MIC Charges: 270 kws @ Standing Charges: 6 bills @ Total Charges excl. VAT

€5.70 €8.87 c €6.20 c €4.00 €5.00 €140.00 €16,246.17

3. 2007 Costs on Maximum Demand Low Voltage tariff Summer Charges: MD Charges: 152 kws @

€5.60

Day units 1: Day units 2: Winter Charges: MD Charges: Day units 1: Day units 2: Night units: MIC Charges: Standing Charges: Total Charges excl. VAT

53,314 kWhrs 39,686 kWhrs

@ @

€14.57 c €10.60 c

74 kws

@

€6.70

25,530 kwhrs 29,470 kwhrs 37,000 kwhrs 270 kws 6 bills

@ @ @ @ @

€16.80 c €13.95 c €6.80 c €4.26 170.94

4. Savings per annum 2002 Costs on Maximum Demand tariff 2007 Costs on Maximum Demand tariff

€1,288.20 €7,016.17 €4,271.80 €1,480.00 €1,350.00 €840.00

€851.20 €7,767.85 €4,206.72 €495.80 €4,289.04 €4,111.07 €2,516.00 €1,150.20 €1,025.64 26,413.51

€16,246.17 €26,413.51 €10,167.34 63%

Savings per annum % Savings per annum

General Purpose Nightsaver Tariff 2002 v 2007 1. Annual Consumption Data For Sample Small SPAR Winter Day Consumption : 55,000 kwhrs Summer Day Consumption: 93,000 kwhrs Night Consumption: 37,000 kwhrs Total Consumption: 185,000 kwhrs

Winter MD: Summer MD: MIC:

2. 2002 Costs on General Purpose Nightsaver Day units 1: 48,000 kwhrs Day units 2: 100,000 kwhrs Night units: 37,000 kwhrs Standing Charges: 6 bills Total Charges excl. VAT

tariff @ @ @ @

13.33 c 10.86 c 4.10 c 25.00

€6,398.40 €10,860.00 €1,517.00 €150.00 €18,925.40

3. 2007 Costs on General Purpose Nightsaver Day units 1: 48,000 kwhrs Day units 2: 100,000 kwhrs Night units: 37,000 kwhrs Standing Charges: 6 bills Total Charges excl. VAT

tariff @ @ @ @

17.36 c 15.98 c 6.95 c 26.74

€8,332.80 €15,980.00 €2,571.50 €160.44 €27,044.74

4. Savings per annum 2002 Costs on General Purpose Nightsaver Tariff 2007 Costs on General Purpose Nightsaver Tariff Savings per annum Savings per annum

This led to a further €1,100 saving, with no investment cost.

In total, the annual savings amounted to €6,200 with a capital investment of €1,040, leading to a total payback of 2 months.

For most companies, it is becoming increasingly essential to engage energy consultancy services, as the whole

37 kws 38 kws 45kva

€18,925.40 €27,044.74 €8,119.34 43%

energy market is changing continuously. Where in-house expertise is not available, it is beneficial to enlist the services of an energy consultant to analyse your costs and consumption.

Every business, small and large, needs to have their energy costs audited and reviewed, just like any other business overhead.

RN May07SuperValu Supreme ●

SuperValu Launches Supreme Range SuperValu has introduced the sumptuous new Supreme range, sourced from select suppliers.

Galway Radisson sas Executive Head Chef, Hans Prins, is pictured with a SuperValu Supreme breakfast, with Michael Mullaly, Chairman of the SuperValu Retail Council; Donal Horgan, MD, SuperValu; and Martin Kelleher, SuperValu Sales Director.

SuperValu

have just launched the new SuperValu Supreme range, with the perfect meal solution for every occasion. This exquisite range covers everything from fresh seafood to delicious joints of meat, sumptuous desserts and preserves bursting with fruit.

Every product in the range has been selected from small, indigenous producers, who care passionately about the food they create. The SuperValu buying team has visited farms, bakeries and kitchens to see first-hand the quality production methods employed to produce the very best for SuperValu Supreme.

A Celebration of Good Food SuperValu Supreme is a celebration of good food, which ensures the best quality and the fullest of flavours.

Products must satisfy stringent

22

criteria before they can be included in the range: they must be unique, offer superior quality, and above all, taste magnificent.

SuperValu Supreme comprises approximately 80 products, which are now available across all 180 SuperValu stores. The selection will allow consumers to enjoy superb meals without having to slave over a hot stove for hours.

“Supreme is a celebration not only of good taste, but of the skills and the hard work that go into preparing the highest quality foods for our shoppers to enjoy,” enthuses Donal Horgan, Managing Director of SuperValu.

“There’s no doubt that the pressures of modern living have had an effect on family meals. We don’t have the time any more to spend hours cooking in the evening, and yet we all still love getting together with family and friends. SuperValu Supreme offers a

solution to this problem. When selecting for Supreme, we focused on key products, all of which can be combined to make up the perfect family dinner or dinner party.”

Extensive Product Range Products in the range include: Sea Salted Dry Cure Irish Rashers Smoked with a Hint of Maple, from Carty Meats (Irish); Bourbon Vanilla Ice Cream, Irish Dairy Ice Cream, from Silver Pail Dairies (Irish); SuperValu Supreme Rooster Potatoes, from K&K Packs (Irish); SuperValu Supreme Wild Rocket Salad, from Willowbrook Foods (Northern Irish) and Andalusian Estate Extra Virgin Olive Oil. Over the coming months, the range will grow with the addition of further fruit and vegetable lines, ambient foods and breads.

SuperValu Supreme is an exciting new development in SuperValu’s own brand offering, is representative of its ‘Real Food Real People’ brand position and is indicative of the company’s expertise and zeal for outstanding quality food.

RN May07Stocking for Summer ●

The Busiest Store in the Country?

Every summer, the population of Rosslare grows from 1,800 to 14,000, bringing a surge in custom for Boggan’s Londis.

Boggan’s

Londis in Rosslare, Co. Wexford, has been trading since July 1999 and over the intervening eight years it has proven to be one of the busiest stores in the country during the summer period.

Rosslare has a population of 1,800 in winter, but this rises to approximately 14,000 at peak summer time, due to the large numbers of holiday homes in the area. For Boggans, ‘summer season’ actually starts from St Patrick’s Day and jumps to Easter week, then the May/June bank holiday weekends. It remains busy through to midSeptember and finishes at the October bank holiday.

According to store owner, Val Boggan, “The main difference between summer and winter trading is simply it gets a hell of a lot busier! You tend not to notice the locals as much and miss talking to them.”

Staffing is a key issue for Boggan’s.

They have five full-time staff, who run the shop all year round, from Monday to Saturday. “The winter weekend staff consists mainly of students in third level education,” Val explains. “They only get one shift (7 hours) a weekend, so if one cannot work or is sick, another fills in easily. In the summer, these students turn full time (35-39 hours).

Therefore, other than taking on maybe 1-2 per year at Easter time, staffing levels stay the same.”

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Paul and Val Boggan, store owners, Boggan’s Londis in Rosslare, are pictured receiving a Retailing Excellence Award from Stephen O’Riordan and Paddy McGarry, Joint Managing Directors, ADM Londis, with Caroline Morahan.

When asked by RETAIL NEWS which products tend to sell quicker over the summer season, the answer was broad, covering mayonnaise, burger/tomato sauce, salad dressings, free range eggs, ice-cream, cereals, wine, charcoal, tea towels, toys and tortilla chips/dips.

Food To Go The whole food-to-go area is also mushrooming. “We introduced a smoothie machine last year which worked really well over the summer season but died in the winter. At Easter this year, it took off again.”

Boggan’s have also noticed a stepup to premium products at the deli, where paninis and more expensive sandwich fillers (eg. chicken tikka, sweet chilli chicken, tuna & sweetcorn) tend to be the big sellers.

In-store promotions play a big part in Boggan’s success, with BBQ charcoal and instant barbeques replacing fire logs on an end display, although Val warns that it’s imperative to keep a supply of fire bags/logs on your shelf for cold summer nights.

They also display summer furniture, BBQs and associated utensils from the nearby Four Seasons.

Promotion “All POS materials come from Londis head office each month with various promotions, and the Londis group would supply a one-off poster for us if we were doing our own promotion,” notes Val.” We would always have at

least four promotions on at any one time, and wine promotions are always the stronger of the four.”

It’s not just food items which bring added footfall in-store during the summer, however. Non-food products that do particularly well during the summer include an instore photo printing machine (extremely popular with holiday-makers), toys , swimming accessories, BBQs and DVD rentals.

“It is also essential to have household items (eg. bowls, cutlery etc.), due to the fact that most of the clientele are staying in rented or holiday homes,” Val adds. “Also tea towels, face cloths and towels are essential items.”

When asked to proffer advice to other retailers for the summer season, Val is clear: “For those rainy summer days, DVD rental is a must. Choices UK have great deals in DVD sales, and children’s DVDs go exceptionally well. Also, try to keep as much fresh food as possible in your deli. You should try introducing something new eg. smoothie maker, panini machine, pizza oven, cooked chickens on Sundays. Lots of fresh rolls and freshly cut ham in the afternoon or evening for when they return from the beach and lots of fresh croissants after mass on Sunday! You should over-order on your papers – they are fully returnable – you never know when an invasion of holiday makers will descend on you, especially if the sun is shining.”

RN May07Stocking for Summer ●

L’Oréal Paris Nutrisummer Mist NEW Nutrisummer Mist from L’Oréal Paris is their first gradual-tanning moisturising mist in a convenient spray application, with active moisturising ingredients to nourish the skin for up to 8 hours. The light spray particles are so fine that the formula dries almost instantly, with no need to rub in. This latest addition to the Nutrisummer gradual tanning range is set to revolutionise the gradual tanning market.

Fujifilm Ireland Piz Buin’s Revolutionary Protection NEW Piz Buin Active Cooling Spray and Piz Buin Tan Intensifier use Piz Buin’s revolutionary new protection technology Helioplex. Piz Buin Active Cooling Spray combines the protection of Piz Buin with the refreshing sensation of a summer breeze. The Spray’s innovation lies in its high level of sun protection, that combined with a fast drying micro mist, is perfect for those on the move. Piz Buin’s Tan Intensifier offers a high level of UVA and UVB protection thanks to their new Helioplex technology, while safely enhancing the natural production of the skin’s tanning pigment.

THE Digital Print Station (DPS) from Fujifilm Ireland, the self-service digital kiosk, enables your customers to edit and perfect their digital camera images, burn to CD and download images from mobile phones. Images are printed within 12 seconds with excellent photo quality. The Fujifilm DPS has a very small footprint and requires minimal staff training and maintenance.

The DPS is a very affordable solution to guaranteeing extra revenue for your store plus repeat business.

Compeed Style SOS Footcare Range CATWALK coach, fashion expert and celebrity judge on ‘America’s Next Top Model’, J Alexander was in Dublin recently to launch Compeed Style SOS, a new range of foot protection from Johnson & Johnson.

The range consists of three essential foot saving products including: Compeed Style SOS Gel Cushion; Compeed Style SOS Little Toe Protector, and Compeed Style SOS Invisible Blister Cushion.

The Compeed Style SOS range is available nationwide and will be supported with instore POS and an extensive advertising campaign.

Johnson’s Holiday Skin Body Moisturiser JOHNSON’S award-winning Holiday Skin Body Moisturiser is Ireland’s number one gradual tan product (Source: ACNielsen, Total Multiples, March 25th 2007). Johnson’s have also created Johnson’s Holiday Skin Night; its creamy rich lotion helps skin recover its softness as you sleep, and Johnson’s Holiday Skin Firming; this gradual tanning lotion also has a gentle firming nutrient which leads to visibly firmer skin after just 4 weeks. Also available in the Johnson’s Holiday Skin Range is Johnson’s Holiday Skin Daily Facial Moisturiser, which doesn’t just keep skin soft and moisturised all day, it has a little self tan that gradually builds a light, natural tan.

Veet Hair Removal Cream Pump NEW Veet Hair Removal Cream Pump offers great value, providing four pairs of 1/2 leg hair removal treatments, with the pump design enabling consumers to control how much cream they apply, avoiding waste and mess. The Veet Hair Removal Cream Pump uses Veet’s dermatolgically tested formula, validated by the British Skin Foundation, for long lasting results in just three minutes for dry skin or five minutes for sensitive skin. Every 1400ml pump contains a Perfect Touch spatula for no mess application and removal. Veet Hair Removal Cream Pump is available in two varieties: With Shea Butter and Lily Petals and With Wheat-germ Oil and Orchid.

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Ever wonder why the smoothest shave can feel so rough and stubbly just a few hours later?

Well, there is a simple explanation. First, shaving literally slices off the hair’s end-leaving behind a sharp edge on the end of each hair. Second, these sharp ends lie right at the surface of your skin. As soon as your hair starts growing (within hours), this sharp edge is exposed. Ouch!

Shaving

Creams

Waxing

1) Shaving leaves a sharp end, which feels rough and stubbly.

2) With shaving hair is cut off at skin surface.

3) Regrowth is detectable in hours.

Smoother. Easier. Longer-lasting. No nicks or ugly razor stubble. It’s not magic. Veet® Creams and Mousses work so well because they go below the surface to dissolve the proteins that make up hair. So you’re left feeling smoother for up to twice as long as shaving.

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RN May07Salad Dressings â—?

Dressed to Thrill!

The market for salad dressings continues to show strong growth, with changing consumer lifestyles and new product development fuelling demand.

Heinz Salad Cream: popular with generations of Irish consumers.

Salads

, once seen solely as the preserve of those watching their weight, are taking on a new life in the Irish market. The drive towards healthy eating and the relative ease with which consumers can prepare a salad are driving market growth, allied to the plethora of new products constantly

hitting the market. No longer simply lettuce, tomato and cucumber, with a splash of vinaigrette or a dollop of mayo, salads, like the consumers who love them, are becoming increasingly varied, as consumers seek to recreate popular salad varieties from around the world.

The overall sauces and dressings market can be segmented into five sectors: salad cream and mayonnaise; salad dressings; tomato ketchup; brown and other sauces; and pickles, chutney and relish.

Ethnic eating and consumer health concerns are the two major drivers of this market. The sheer choice of flavours now on offer, from traditionally popular Caesarstyle dressings to newer, more exotic, ethnic varieties, has helped the salad accompaniments sector to blossom in both volume and value terms.

The overall sauces and dressings market can be segmented into five sectors: salad cream and mayonnaise; salad dressings; tomato ketchup; brown and other sauces; and pickles, chutney and relish.

The Chef range of sauces: a must have for outdoor dining.

Low-fat salad dressings have been seeing the strongest growth in recent years, and the development of salad meal kits have also impacted on the market, thanks to their ultra-convenience aspect.

The good news for retailers is that the summer is traditionally the peak selling period for salads and dressings, as consumers opt for the lighter choice during the warm season, while salads are also perfect for dining al fresco as the ideal summer food for picnics and barbecues.

HJ Heinz Heinz Salad Cream has been popular with generations of Irish consumers. Heinz Salad Cream offers consumers lots of choice, and is available in both regular and light formats and in glass and squeezy packs. The Heinz salad cream range also includes the highly successful Weight Watchers from Heinz salad dressing.

27

RN May07Salad Dressings ●

Chef The Chef brand, part of the Jacob Fruitfield Food Group portfolio, has been a firm favourite with Irish consumers since the 1920s.

The Chef range of sauces are a must have for outdoor dining. Chef BBQ Sauce is a spicy, chunky sauce that will enhance any barbecued food - steak, burgers, chicken wings or sausages. The well known and loved Chef Tomato Ketchup and Sauce are also must-stock items.

Chef Tomato Ketchup, with its tangy and spicy taste, remains a firm favourite with Irish consumers.

Chef Beetroot, Mixed Pickles and Silverskin Onions will add some zest to summer salads. Chef Beetroot is the number one in the market with 48.6% value market share (ACNielsen we 25.02.07).

Chef Beetroot has a unique vinegary taste, which is loved by Irish consumers.

Chef Low Fat Dressings are an ideal accompaniment to summer salads. These are available in three flavours – Vinaigrette, Honey & Mustard and Caesar.

Chef will be teaming up with Big Al’s and Bundy’s this summer season to promote the BBQ season.

This will include PR, in-store tastings and much more.

The Chef brand design is currently being re-vamped and the new Chef designs will be on-shelf very soon!

Kraft Original Dressings Kraft are going to set the summer season off with a bang with a 2 for €2.50 offer on their salad dressings range, beginning in June. This gives consumers the opportunity to try even more of the great flavours in the Kraft range.

The Kraft portfolio includes three classic flavours: Thousand Island, Italian Vinaigrette & French Dressing. Kraft also offer a great selection of Fat Free dressings to complement any salad, without compromising on taste, in the following flavours: Fat Free Thousand Island, Fat Free Italian Dressing, Fat Free French Dressing, Low Fat Herb & Garlic, Low Fat Caesar Dressing, Low Fat Honey & 28

Mustard, and Balsamic dressing.

Giovanni di Firenze Giovanni di Firenze, distributed in Ireland by Boyne Valley Group, offers a delicious range of fresh Italian olives, which are a perfect ingredient in summer salads. The Kraft are running a 2 for €2.50 offer on their salad dressings range, beginning in June. range includes Garlic Olives, Spicy Olives and Olives with Feta, Queen Olives and Kalamata Olives. In addition to this mouthwatering range of olives, the range also includes Sundried Tomatoes.

The range is available in convenient tubs or in larger party packs – perfect for al fresco parties. In 2007, the Giovanni di Firenze Giovanni di Firenze, distributed by Boyne Valley Group, offers a delicious range of fresh Italian olives. tubbed salad range will be supported by on-pack offers and press advertising.

Monini Monini, the authentic olive oil brand, started production in 1920 specialising in extra virgin olive oil.

Today, Zefferino Monini still personally tastes the oils and selects only the best quality to ensure the highest standards are maintained in keeping with family tradition. The Monini brand is renowned in Italy for their expertise in extra virgin olive oil and is recognised as the number one olive oil brand.

The range in Ireland now includes Extra Virgin, Pure Olive Oil, GrandFruttato, Oilbios Organic, Grapeseed and Balsamic Vinegar, catering to consumers’ every possible need. BR Marketing will be supporting Monini with extra fills, added value promotions, coupons, advertising in key titles and a range of POS solutions to ensure

The Monini range from BR Marketing will be supported with a ‘Buy One Get One Free’ promotion.

RN May07Salad Dressings ●

retailers capitalise on the growing demand for the brand this summer.

Kühne Kühne Salatfix offers full flavoured dressing enjoyment in a range of flavours: Herb, Italian, American Caesar, Thousand Island and Balsamico. Kühne salad dressings are made using only the highest quality ingredients, with no additives or preservatives and with a very competitive on-shelf price, they are a must stock this summer.

To support the Kühne Salad dressing range, BR Marketing is offering consumers 100% extra free on Herb and Italian dressing.

New Peppaco Cherry Peppers, distributed by BR Marketing: spicy-sweet crisp peppers from South Africa.

Peppaco Peppaco Cherry Peppers, distributed by BR Marketing, are new to the Irish market, Cherry Peppers are a unique product from South Africa, offering Irish consumers a culinary extravaganza with their delicious, spicy-sweet crisp peppers. The Peppaco range includes Peppaco cherry peppers stuffed with feta, stuffed with feta & garlic, stuffed with feta & herbs and Peppaco natural cherry pepper.

Peppaco Cherry Peppers are ideal for salads, sandwiches, stir fries and as an hors d’ourve.

Kühne Salatfix from BR Marketing offers full flavoured dressing enjoyment in a range of flavours.

Cardini’s Cardini’s Caesar dressing was first created in 1924 in Tijuana, Mexico, when Caesar Cardini ran out of food to serve the Hollywood actors who were regulars at his restaurant. He created the first Caesar salad with his now world famous dressing. Still made today using the original recipe, Cardini’s Original Caesar is one of the most popular salad dressings in Ireland. Cardini’s Original Caesar, Low Fat and Italian dressings are a must have for all salads this summer season!

Kelkin Ltd plan to support the brand with above-the-line activity and trade promotions.

Cardini’s Original Caesar, from Kelkin Ltd, is one of the most popular salad dressings in Ireland.

Pizza Express Pizza Express Olive Oil Dressing, distributed in Ireland by Kelkin Ltd, is the leading premium salad dressing in the UK. It is made with

Pizza Express Olive Oil Dressing, from Kelkin Ltd: the UK’s leading premium salad dressing is expected to make its mark in Ireland.

100% olive oil and is used exclusively in over 275 Pizza Express restaurants around the UK and overseas. Pizza Express Olive Oil Salad Dressing has long been a favourite in the famous Pizza Express restaurants, who have a link with Milanos in Ireland. The original Pizza Express Dressing has a crisp, deliciously creamy flavour, while a light, reduced-calorie version is now also available.

Kelkin Ltd plan to support the brand with above-the-line activity and trade promotions.

29

RN May07Salad Dressings/Barbeque ●

Hellmann’s Has Summer Covered The big brand this summer for those great barbeque occasions is Hellmann's.

Hellmann’s are launching their range of squeezy mayonnaise bottles in a 350ml and 650ml top down format.

Hellmann’s

has a vast range of products for all tastes with a portfolio range across mayonnaise, salad dressings and snack sauces - all ideal for those great barbeque days out.

dressings. During the summer months, there will also be strong instore activity and a new TV campaign to support the launch of the new varieties.

Hellmann’s Salad Dressings

Hellmann’s Mayonnaise

Hellmann’s is the number one brand in the salad dressings market, claiming a value market share of 25%. The range, which includes standard dressings and two-step dressings, are the key brand drivers of category growth at 11%. This summer, Hellmann’s will be launching their range of luxury salad dressings including two new varieties – Hellmann’s Honey & Mustard and Balsamic Vinaigrette dressings. The luxury dressings range will get a whole new look with great tasting recipes.

There will be TV, press and outdoor communication all around the new range of Hellmann’s salad

Hellmann’s continues to dominate the mayonnaise market, claiming a value share of 86% in a market worth €12m, growing at 6%.

Hellmann’s is launching their range of squeezy mayonnaise bottles in a 350ml and 650ml top down format.

The new bottles will have improved functionality with better squeezability and a stay clean valve ensuring the mayonnaise remains fresh to the last squeeze. The new bottle will be ideal for all barbeque occasions.

There will be new TV and outdoor communication around the relaunch of the new squeezy bottle format.

Colman’s Cuts the Mustard!

COLMAN’S claims leadership of the mustard sector, with a value share of 55%. Colman’s two new varieties of squeezy mustards will be added to the range. The varieties include: Colman’s Squeezy English Mustard 150g Colman’s Squeezy American Mild Mustard 150g Both varieties are ideal for the summer barbeque.

30

This summer, Hellmann’s will be launching their range of luxury salad dressings including two new varieties – Hellmann’s Honey & Mustard and Balsamic Vinaigrette dressings.

RN May07Barbeque Season ●

The Great Outdoors!

With National BBQ Week fast approaching and the Irish barbeque market set to grow by 10% this year, don’t get left behind.

The Bundys range of buns complements almost any barbequed food imaginable.

Once

the sole preserve of the Austalians, the barbeque has now become a very international experience. Here in Ireland, there has been a massive increase in the size of the BBQ market over the last three years, driven by both the pubsmoking ban, an increase in at-home entertaining, better summers and the National BBQ Week campaign. Last year, there were over 2m BBQ occasions in Ireland and it is predicted that the Irish BBQ market with grow again by a further 10% this year.

Last year, there were over 2m BBQ occasions in Ireland and it is predicted that the Irish BBQ market will grow again by a further 10% this year.

32

Summer is the peak BBQ period, obviously, thanks to the warmer weather, but an increasing number of Irish consumers have embraced the alfresco lifestyle, with 7% now claiming to BBQ all year-round.

The third National BBQ Week takes place this year from June 4-10, promising even more BBQ events and opportunities.

The search is on to find ‘Ireland’s Best BBQ’er’, with entry forms available at www.nationalbbqweek.ie. Thirty lucky grillers will compete at three regional heats across the country, with the national final taking place in Dublin later this summer. The winner will get their hands on a top of the range BBQ and will also host a BBQ party, with a top BBQ chef on hand to oversee proceedings.

The organisers of National BBQ Week, with BBQ Buses bringing top chefs to supermarkets across the country throughout the summer, demonstrating better BBQ

techniques and product sampling.

The range of products to be found at the average BBQ has grown in recent years. No longer simply the home of the burnt burger or the cremated chicken, you’re as likely to find swordfish steaks, kebabs and vegetables alongside lean meat, poultry and even fruit.

Johnston, Mooney & O’Brien The Bundy range of buns includes: Super Bundys, larger 5” buns designed for a quarter pounder burger; Bundys Original & Bundy Seeded, 4” buns for the regular burger; Bundys Splitz’s, ideal for chicken & salad; and Bundys Hot Dog Rolls, perfect for hot dogs and sausages.

The Bundys range of buns complements almost any barbequed food imaginable. Using American style baking methods, the unique Bundy taste and freshness is designed to bring out the best in all types of grilled and roasted meats.

RN May07Barbeque Season ●

Irish Pride The soft rolls sector has benefited significantly from the growth of alfresco dining: in fact, the sector has increased 25.6% in value year to date. The Irish Pride brand is one of the key drivers of this growth with the brand, increasing 83% in the same period (Source: AC Nielsen ISights April 2007).

Commitment to quality and innovation are key focuses at Irish Pride Bakeries. Their state of the art soft rolls facility in Taghmon, Co. Wexford, guarantees that the Irish Pride Bunsters range is produced to the highest quality standard every time.

This guarantee of quality has allowed Irish Pride to build a strong trust with consumers and Irish Pride Bunsters Buns six-pack are the third largest selling burger bun in the Irish Market (Source: ACNielsen ISights April 2007, Total Scantrack, latest 4 weeks, 25.03.07 (Volume) (Note: Figure includes sales of promotional line).

HJ Heinz Heinz Ketchup is synonymous with taste and what better accompaniment for summertime barbeques than the extensive Heinz Tomato Ketchup range. Heinz Tomato Ketchup is the number one selling tomato ketchup brand in Ireland with a 60.5 % value share of the Tomato Ketchup category in ROI. (Source: ACNielsen: Feb 2007).

Boasting a large variety of sizes, Heinz Tomato Ketchup is available in glass, Squeezy and Top Down formats.

Heinz Top Down Tomato Ketchup, available in 570g, 910g and 1.2kg sizes, offers the benefits of an innovative no mess, no waste, stayclean cap and all the taste of Ireland’s favourite tomato ketchup.

BBQ sauce is popular indoors all year round but is also the ideal accompaniment to barbequed foods, making it a household essential in summer months. New from HJ Heinz is the HP range of sauces, including the HP BBQ range, which includes a variety in 250g glass along with Classic Woodsmoke and Spicy Woodsmoke varieties in a 430g 34

squeezy pack.

HJ Heinz also offers two BBQ varieties under the Heinz brand, Original and Hot ‘n’ Sizzling. With a Irish Pride’s Bunsters range is produced to the highest fresh look for the quality standard every time.

2007 season both varieties are available in the innovative Heinz Top Down format in a 570g pack.

Heinz Salad Cream has been popular with generations of Irish consumers, and is available in both regular and light formats and in glass and squeezy packs. The Heinz salad cream range also includes the highly successful Weight Watchers from Heinz Salad dressing.

Heinz also offers a range of three versatile condiment sauces to complement and add variety to barbequed foods.

Heinz Condiment Sauces come in 180ml ready to use bottles and are available in the three contemporary flavours: Heinz New from HJ Heinz Tomato Garlic & Chive Sauce, Heinz SunHeinz is HP Ketchup is the Dried Tomato, Basil & Garlic Sauce BBQ Sauce in number one and Heinz Exotic Sweet and Sour Classic selling tomato Sauce.

Woodsmoke ketchup brand in Ireland.

Flavour.

Jacob Fruitfield Food Group The Chef brand has been helping Irish homes to enhance their meals since the 1920s, and Chef ’s range of sauces are a must have for any summer BBQ. Chef BBQ Sauce is a spicy, chunky sauce that will enhance any barbequed food - steak, burgers, chicken wings or sausages. The well known and loved Chef Tomato Ketchup and Sauce are also a must-have. Chef Tomato Ketchup, with its tangy and spicy taste, is an essential for beef burgers and sausages.

Chef Beetroot, Mixed Pickles and Silverskin Onions will add some zest

Chef ’s range of sauces are a must have for any summer BBQ.

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Life al Fresco with Caffrey’s Caffrey’s Marinades & Sauces will add a flavoursome & Irish-made touch to this summer’s finest barbecues. With a delicious selection of sauces & award winning marinades, the range is free from all additives and artificial colourings. The family owned business selects only the highest quality ingredients to create tempting products which provide consumers with the basis for tasty & tender barbecued treats. Simple to use, the Caffrey’s range is ideal for the time poor consumer looking for an exciting yet easy solution to add flavour to fish & create mouth-watering meat dishes.

Caffrey’s Creative Sauce range includes 5 BBQ favourites: Dijon & Honey, Lemon & Coriander, Provencale, Rosemary & Garlic and Spicy Barbecue Marinades.

Contact: Creative Sauces Ltd, Kilcoole, Co. Wicklow.

Phone 01 287 1375 www.caffreysauces.ie

RN May07Barbeque Season ●

The Real Irish Food Company Relishes come in two varieties: Roasted Red Pepper Relish and Spiced Orchard Relish.

to summer salads. Chef Beetroot is the number one in the market with 48.6% value market share (ACNielsen we 25.02.07). Chef Beetroot has a unique vinegary taste, which is loved by Irish consumers.

Chef Low Fat Dressings are an ideal accompaniment to summer salads. These are available in three flavours – Vinaigrette, Honey & Mustard ad

Caesar.

Chef will be teaming up with Big Al’s and Bundy’s this summer season to promote the BBQ season. This will include PR, in-store tastings and much more.

The Chef Brand Design is currently being re-launched and the new Chef designs will be on shelf very soon.

The Real Irish Food Company is a range of premium pasta sauces, relishes, dressings preserves and salsas which have been recently launched into the Irish marketplace.

The company is 100% Irish owned and all of the products in the range are produced in the manufacturing facility in Drogheda, Co. Louth, and distributed by the Jacob Fruitfield Food Group.

Only the finest ingredients are used to make The Real Irish Food Company products and there are absolutely no artificial colours, flavours or preservatives.

The unique thick and tangy flavour The Real Irish Food Company of YR table sauces is guaranteed to spice up any meal or snack.

Relishes and Salsas are ideal for summer dining. The Relishes come in two varieties: Roasted Red Pepper Relish and Spiced Orchard Relish. The Salsas also come in two flavours, Mild Chunky Salsa and Hot Chilli Salsa.

The range also includes three pasta sauces to choose Branston relishes are available in a top-down squeezy from, including format in three flavours: Branston Chilli & Jalapeno, Roasted Red Pepper Branston Sweet Onion Relish and Branston Tomato & & Garlic Sauce, Red Pepper.

Vine Tomato & Jalapeno Sauce (for that extra kick!) and Tomato & Fresh Basil (the classic Italian). All sauces are extremely convenient, allowing consumers to prepare tasty meals in minutes and are ideal for summer cooking.

The range also includes tasty salad dressings and a selection of jams and preserves.

Chivers Ltd YR Original sauces brings out the ‘tang’ in food. A firm Irish favourite for the summer barbeque season, YR is a must for all outdoor dining. One of the market leaders in the brown sauce category, YR Original Sauce has been spicing up meals and snacks for over five generations. The recently launched YR Ketchup is a premium quality ketchup made from a traditional recipe that uses only the finest ingredients.

An ideal accompaniment to steak, chops, and poultry this Barbeque season, alternatively, put the ‘tang’ on hot and cold meats or cheese and salads! The unique thick and tangy flavour of YR table sauces is guaranteed to spice up any meal or snack.

Branston relishes are the ideal sauces to complement flame-grilled burgers, steak or chicken, for this summer’s barbeque season. Available in a top down squeezy format, they are perfect for easy use, and come in three delicious varieties, so there is something to suit every palate: Branston Chilli & Jalapeno for the spice lovers, Branston Sweet Onion Relish for those who love some extra bite, or Branston Tomato & Red Pepper for those who love layers of flavour.

Branston relish really is turning the relish sector upside down and driving growth within the category.

Branston grew by a phenomenal 459% in 2006 while the relish category on the whole grew by 13% in value in 2006 (Source: TNS w/e 31 Jan 07).

BR Marketing Kühne has been a family-run business for 10 generations, placing great importance on tradition and innovation. Kühne products are 37

RN May07Barbeque Season ●

made with the highest quality ingredients, without using additives or preservatives.

Kühne is synonymous with the BBQ season, offering consumers a wide variety of products to choose from. The range includes Kühne Salatfix Dressings (Herb, Italian, American Caesar, Thousand Island and Balsamico). Also included in the range are Kühne Sauerkraut, Gherkins, Pickled Onions, Beetroot, Mixed Pickles and a selection of traditional German Mustards.

For summer 2007, BR Marketing will be supporting the Kühne brand with strong promotional activity, such as extra fills, banded packs, multi-buys and tasting demonstrations and display solutions. BR Marketing also plans to educate consumers about the benefits of choosing the Kühne brand with coverage in key consumer titles.

French’s mustard is the perfect, all natural way to add flavour to consumers’ favourites. Since its introduction at the 1904 World’s Fair in St. Louis, Missouri, French’s Mustard has been adding flavour to consumers’ favourite sandwiches and recipes—without adding any fat.

Available in Classic Yellow, French’s is a must stock this BBQ season. BR Marketing will be supporting French’s this summer with strong promotional activity.

Kelkin Ltd Ainsley Harriott Sauces, Dressings and Marinades have been distributed in the Irish market by Kelkin Ltd for the last five years.

Ainsley’s Harriott’s re-vamped range of BBQ sauces includes flavours like Mexicano Chilli Sauce, Sticky Ribz Sauce, Burger Mayo and Smoky BBQ Sauce. All Ainsley’s sauces are great with burgers, ribz, steaks, chops or sausages.

Ainsley Harriott BBQ Spray Marinade is the latest addition to the BBQ range. This innovation in marinating comes in a handy 370g trigger spray bottle. One spray contains 0.5 calories and the flavour combines hickory smoke with subtle spices and the savoury notes of soy sauce. Ainsley Harriott BBQ spray is 38

Pickled Gherkins, part of the extensive Kuhne range from BR Marketing.

an instant marinade which can be sprayed directly on to meat, chicken and other BBQ treats.

Available in Classic Yellow, French’s from BR Marketing is a must stock this BBQ season.

Ainsley’s Harriott’s re-vamped range of BBQ sauces includes flavours like Mexicano Chilli Sauce, Sticky Ribz Sauce, Burger Mayo and Smoky BBQ Sauce.

Ainsley Harriott BBQ spray is an instant marinade which can be sprayed directly on to meat, chicken and other BBQ treats.

Peppadew Piquanté Peppers are available in two varieties, Hot and Mild, which bring something different to traditional BBQs.

RN May07Barbeque Season ●

Other products available are Hickory D and Hotshot marinades, which will enhance any type of meal, while Ainsley’s Mango & Red Pepper and Balsamic Bliss dressings add real flair to salad creations.

To support the brand this summer, Kelkin have planned heavyweight trade promotions and advertising in key consumer and trade magazines.

Peppadew piquanté peppers are a member of the capsicum family, ‘Caspicum annum var Piquante’ and were introduced to the Irish market in 2000. Since then, the brand has gone from strength to strength. This round red fruit has a refreshing, sweet and spicy taste with a crunchy bite. Peppadew Piquanté Peppers can be used in a number of different dishes: salads, pizzas, fajitas or simply as hors d’oeurves. They are now available in two varieties, Hot and Mild, which bring something different to traditional BBQs. Due to the success of the brand, Kelkin have also introduced the Peppadew brand to the catering sector with 2kg catering packs of Peppadew Peppers.

Kelkin Ltd plan to support the brand with ATL activity and trade promotions.

Batchelors Old El Paso have been making consumers’ favourite Mexican foods since 1939. Since then, they’ve grown from a small family

enterprise in New Mexico, into the world’s favourite brand of Mexican foods, which can turn any barbeque into a Mexican feast. The range is versatile, extremely popular and tasty.

Clayton Love 1st Choice Chicken products are just The new-look Lakeshore range, distributed by the Boyne perfect for the Valley Group, includes marinades which are ideal for al increasing level of fresco dining. snack occasions and of course the BBQ season ahead 1st Choice American Chicken, packed in their unique foil bag, can be microwaved from frozen in the bag, on a plate or just cooked in the oven.

The latest additions to the range, are 1st Choice American Style Drumsticks, offering the same great flavour, which can be microwaved in the bag, simply popped in the oven Old El Paso Original Smoky BBQ Fajitas, turning or cooked on the BBQ. any BBQ into a Mexican feast.

Bright eye-catching

Bord na Móna: Fuelling the BBQ Season BORD na Móna’s recently launched Instant BBQ range has proven to be a huge success with retailers as it provides an all year round stocking solution for winter and summer convenience products. This new range of BBQ fuel has been developed with Bord na Móna’s philosophy of quality, convenience and ease of display in mind and comes with very eye catching point-of-sale stands. Both products – Instant Lighting Charcoal and Instant Lighting Trays are “FSC” approved, which is kind to the environment and provides a safe solution for cooking BBQ Food with minimum fuss.

39

RN May07Barbeque Season ●

Lakeshore Lakeshore is perfectly capitalising on the increase in barbeque occasions, with a fresh new look, which is both contemporary and appealing. The new look incorporates sleek new bottles with a crisp, appetising identity.

The new range of products, distributed by the Boyne Valley Group, includes marinades and dressings which are ideal for al fresco dining. Back by The 1st Choice Chicken range from Clayton Love, popular demand are perfect for the BBQ season ahead. the Sticky Hickory Barbeque and the Sweet Chilli & Garlic Marinades, alongside new Hot & Spicy, destined to be a huge success.

The range also includes eight Superb Salad Dressings - a premium Caesar Dressing, the ever popular Honey & Mustard Dressing, Italian Dressing, Blue Cheese Dressing, Vinaigrettes and two Low Fat Dressings – Low Fat Caesar Dressing and Low Fat The Big Al’s range from Kepak Convenience Foods Balsamic & Red should prove extremely popular during the BBQ season.

Pepper Dressing.

The launch will be supported by big trade promotion packing, and the trusted 1st Choice activity and a heavy duty branding will ensure the success of marketing campaign which will this great new addition to the range. include PR, press and outdoor 1st choice Chicken Skewers were advertising. launched last year, and have proved a huge hit with Irish consumers. Made from 100% Chicken Breast meat, with Kepak Convenience no artificial additives, they can be Foods cooked four ways, and provide The Big Al’s brand claims excellent value for consumers. leadership of the frozen convenience All 1st Choice Chicken products meat sector in Ireland. 2007 is an offer high cash margin and watch exciting year for the brand with out for 50% extra free promotion new product launches, new TV and packs to offer customer value and an integrated marketing campaign. maintain cash margin during the Big Al’s are ideal for the summer. upcoming barbeque season. All Big 40

Al’s burgers are made with 100% Irish beef with nothing added. The star performer of the range is aptly named Big Al’s Big Eat burger and is the best selling burger on the market, the company maintains.

Other key products in the range are Big Al’s Beef Burgers, Quarter Pounder and the XXL Burger, a whopping 8oz of 100% Irish beef.

Big Al’s are also market leaders in the frozen poultry category. Big Al’s BBQ & Spicy Chicken Grills are ideal for BBQs and can also be cooked straight from frozen.

Following on from the outstanding success of the 100% chicken range, Big Al’s have just launched Roasted Chicken Fillets, Roasted Mini Fillets, and Sweet Chili Mini Fillets, exciting new products unlike anything else available on the market.

Birds Eye As the number one brand in the beef burger category (ACNielsen Scantrack MAT March 25/07 pack sales), Birds Eye boasts a wide beef burger range to suit all consumer tastes, making the Birds Eye burger range an essential ‘must stock’ during the summer BBQ season.

Since its launch in 2005, Birds Eye’s Steakhouse Burger has become the number one selling and fastest growing product in the burger sector (ACNielsen Scantrack MAT March 25/07 kilos). Flamegrilled to give an authentic ‘Steakhouse’ experience, the Birds Eye Steakhouse Burger has established itself as a firm favourite among Irish consumers.

Birds Eye Original 2oz Burgers are the number one selling burger in their category in both value and volume (ACNielsen Scantrack MAT March 25/07), available in four and eight-packs. Birds Eye’s Quarter Pounders complete the range, continuing to be one of the best selling Quarter Pounders in the market, and will be supported this summer with the successful 50% extra free packs.

In 2007, Birds Eye are undertaking a massive communication campaign, spending over €1.2m in which the Birds Eye burger range will feature.

RN May07Retail News Interview ●

“We [Tesco] moved into a lot of towns around the country where there was considerable retail leakage. In some cases, 50% of consumers were shopping outside the town and we would attract 30% to 40% of those consumers back. Tesco stems retail leakage.”

Dermot Breen, Director of Corporate Affairs, Tesco Ireland.

Tesco Talks Shop Retail News’ Chief News Reporter, Pavel Barter talks to Dermot Breen, Tesco Ireland Director of Corporate Affairs, about the retailer’s continued success across the country.

Supermarket giant Tesco Ireland has transformed the face of retailing in Ireland. While some corners of the economy bemoan the group’s very existence, consumers can not get enough of the brand that has broken the grocery mould by diversifying into such areas as filling stations, electrical goods, and a burgeoning online service. Now, 10 years after the formation of Tesco Ireland Limited, this group’s rise shows no sign of slowing.

42

Tesco Ireland recently announced growth of 9.7% in the financial year ending February 24, 2007, a year in which sales increased by €240.5m to €2,727.5m. “This growth has met our expectations,” Dermot Breen, Director of Corporate Affairs, tells RETAIL NEWS “Some years, the growth is higher, some years it is lower. We have a target for each year – once we take account of circumstances – but 9.7% was the target for last year.”

Dermot pinpoints three reasons for this annual success: “Strong customer support, new store openings and new product ranges.

Underlying all of that is the price position - the fact that we reduced prices during the year is a strong statement for customers. We are also finding that there is a trend toward fresh produce. Organics are continuing to grow steadily, so there are definite trends toward healthy eating.”

Tesco Ireland reported an 11% hike in sales of fresh produce last year; organics rose 34% and tropical fruits rose 57%.

Irish Suppliers The group currently sources 80% of fresh produce from local suppliers and all fresh meat from Irish farms - Irish suppliers now account for over 2,000 of Tesco’s own label products. There has also been a consumer quest for premium ready meals, speciality breads, Polish food products and confectionery, and Tesco has strived to meet this demand.

The group’s online grocery home shopping sales are performing favourably, increasing from €18.8m to €23.6m last year. The service, which reaches 70% of the population, now has 200,000 registered customers.

Dermot Breen continues, “As part of this online service, we are launching a national flower ordering facility that offers a range of flowers at extremely competitive prices. Distribution will cover the whole of Ireland.”

Adding yet another string to its bow, Tesco will be entering the mobile telecoms market, partnering with 02

RN May07Retail News Interview ●

Ireland to launch a new “mobile virtual network operator” by the end of the year. Clearly, Tesco Ireland is not short of ambition, keeping its fingers in almost as many pies as Richard Branson’s Virgin group. Nevertheless, the company’s rapid growth and high profile across the country has stirred up numerous criticisms.

Criticisms In recent years, Tesco Ireland was accused of hiking prices (especially in comparison to UK stores), and in the wake of the Groceries Order, analysts like Eddie Hobbs accused the retail giant of failing to lower prices. Dermot Breen refutes these suggestions, saying: “CSO data shows that prices of products that were covered by the Groceries Order fell steadily. We led that price reduction by reducing 10,000 grocery prices during the course of 2006. The average reduction was about 3%, and by the end of the year the reduction was still over 2%.”

As part of its 2006 financial year end announcement, the group pledged to commit to low prices over the year ahead - not only on products previously covered by the Order, but also on the likes of organics, clothing, sun care, confectionery and CD ranges.

Cut Price Alcohol Promotions Does this also mean cut-price alcohol?

Earlier this year, MEAS (Mature Enjoyment of Alcohol in Society) criticised Tesco for offering customers 12 free cans of beer upon purchase of 12 cans of either Guinness or Budweiser. MEAS Chief Executive, Fionnuala Sheehan, announced that the promotion was “sending all the wrong messages

“CSO data shows that prices of products that were covered by the Groceries Order fell steadily. We led that price reduction by reducing 10,000 grocery prices during the course of 2006.”

regarding the need for a careful, responsible approach to the promotion and sale of alcohol over the St.Patrick’s Day festival period, with a view to combating abuse and misuse of the substance”.

In response to the subject of cutprice alcohol promotions, Dermot argues: “We take a responsible approach to marketing alcohol but, just as with every other aspect of our offer, we seek to compete and give consumers the best value.”

Continued Growth Criticism does little to sway Tesco Ireland’s continued growth. “We have plans to open about eight new stores this year [in locations such as Abbeyfeale, Celbridge, Limerick (Coonagh Cross), Claremorris and Westport]. These will vary in size – some will be Express stores, some will be superstores and supermarkets.

While the stores will vary, there will in excess of 300,000 square feet of new space over the next 12 months.

Moving forward, we expect to open 200,000 to 300,000 square feet a year.

Some of those will be replacement stores of old stores and some will be new openings. We anticipate continued and steady progress.”

In 2006, Tesco Ireland invested over €100m in store development.

Stores opened in New Ross, Clane, Tipperary, Nenagh and Rathcoole, while replacement stores opened in Edenderry and Clonmel. The group recently launched a new 740,000 square feet distribution centre at Donabate, Co. Dublin, which is set to “bring increased efficiencies to the supply chain and ensure better choice and continued competitive pricing for customers”.

Regeneration of Local Towns For better or worse, Tesco Ireland is sometimes associated with the decimation of small towns: a ‘Wal-Mart’ effect whereby local businesses and small retailers are left struggling when a Tesco moves to the locality.

Dermot Breen finds this notion ridiculous: Tesco is to the benefit of local economies, he insists.

“Not only do we offer more choice to consumers on a local level - compet-

itive and lower prices – but we also offer opportunities for new local suppliers, and in many cases regeneration of commercial activity in small towns. We moved into a lot of towns around the country where there was considerable retail leakage,” he argues. “In some cases, 50% of consumers were shopping outside the town and we would attract 30% to 40% of those consumers back. Tesco stems retail leakage.

“For example, 45% of consumers do not do their regular weekly shopping in Listowel. They go to Tralee and elsewhere. If we were to open a store there, we would hope that most of them would stay shopping in the town.

We have had that experience all over the country, where we have regenerated commercial activity. If you go to a location for your main shopping, it is likely that you will do your peripheral shopping in the same locality. That way, everyone in the town wins.”

Why then do some people complain that Tesco is to the detriment of local economies? “That notion is circulated by a small group of local vested interests,” responds Dermot. “It is not necessarily something you hear from local traders. Local traders know that the entire economy lifts in a town with a Tesco. That has been our experience in Ireland in numerous locations – Roscommon, Castlebar, Newcastle West, Mitchelstown, Carrick-OnShannon. Trade in those towns has regenerated and the towns have redeveloped as commercial centres.

“Opposition mainly comes from the existent incumbent monopoly operator. That has been our experience in Listowel, when we found that the dominant supermarket’s prices were considerably higher than ours.”

Tesco Ireland’s continuing success can be attributed solely to a great retail offering, Dermot concludes. “We provide a rich choice of products and better prices. That adds up to value for money.

We offer a better shopping experience, better shop ambience, and a better range of services – in some cases a café.

This is what people want from their shopping trip. Every retailer should seek to provide a better shopping trip across every criterion – be it parking, prices, range, ambience, access, or services. This, we believe, is our forte.”

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RN May07Snack Food ●

Snack Races The snack food market continues to grow, incorporating an ever-expanding product range to cater for today’s time-poor consumer.

Convenience

and the demand for quick options are catalysts behind the growth of the ready-to-eat or snack market. In Britain, 77% of all adults do not prepare from scratch on a daily basis, with the corresponding figure in Ireland at 65%. Snacking and grazing is becoming more prevalent, as on average, Europeans eat more than 4.5 meals per day (Datamonitor 2005); significantly more than the traditional three

“Bord Bia research confirms that almost 90% of Irish consumers regularly treat themselves

Tayto, Ireland’s number one crisp brand, continues to go from strength to strength.

meals a day. This is supported by Bord Bia research which found snacking is an accepted part of eating habits, with almost 90% of Irish consumers agreeing that they regularly treat themselves to snacks.

The implications for food and drink products are great. In short, there is an increased demand for snacking occasions, on-the go consumption, eating out of home, and eating “out” at home with prepared ready meals more regularly.

Bord Bia research reveals an entrenched snacking routine for Irish consumers. During the week, the pattern of snacking occasions falls between main meal occasions, during mid morning, mid afternoon and later on in the evening.

At the weekends, the mid morning ‘snacking peak’ has become a

little flatter, likely reflecting the later breakfast and reduced impetus to snack during this time period.

The good news for manufacturers and retailers is that the snacking phenomenon shows no signs of abating. It has been estimated that if the current trends in convenience continue, in less than a decade, snacking and informal meals will account for 70% of all eating occasions (TNS Family Food Panel).

Tayto Tayto, Ireland’s number one crisp brand, has lots happening in 2007.

As the number eight grocery brand in Ireland, Tayto will continue to invest heavily in the crisps and

to snacks.”

Tayto Bistro: these hand-cooked crisps come in two flavours, Mature Irish Cheddar Cheese & Spring Onion and Caribbean Chutney.

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RN May07Snack Food ●

as a result of closely identifying and listening to consumer needs and wants.”

To celebrate the fact that Tayto crisps are cooked in 100% pure sunflower oil and in support of a very worthy cause, Tayto continue their annual sponsorship of Sunflower Days with the Irish Available in two flavours, Cheese and Onion and Sour Hospice Cream & Onion, Tayto Treble Crunch have 33% less fat than foundation. standard potato crisps.

Plans are already underway to make the June 2007 campaign the most successful to date.

Mr. Tayto entered the election race in May with a very entertaining campaign throughout Ireland. A massive Tayto Faves: a new ten pack outdoor King entered new territory variety of Tayto’s best-selling print, radio recently with the launch of its snacks; Tayto Snax, Tayto and first ever limited edition pack, Chipsticks and Tayto Mighty King Sour Cream and Chive. internet Munch. advertising campaign supported the ‘Vote Tayto Ireland’s Number 1’ campaign.

The Irish sharing crisp and snack market is King: renowned as the crisp lover’s crisp. currently growing by circa 20%. In line with this snack market. trend, Tayto have launched the According to Rita Kirwan, Tayto new Tayto Bistro range of handMarketing Manager, “Tayto has lots cooked potato crisps. This product of fun marketing activity and new is aimed at a mature, discerning product development planned for consumer who wants to experience 2007. Below are some of the some of life’s little indulgences. fantastic new crisp and snack These hand-cooked crisps come in products we have launched this year 46

150g sharing packs in two flavours, Mature Irish Cheddar Cheese & Spring Onion and Caribbean Chutney.

Tayto Treble Crunch holds the number one position in the health sector market. Available in two flavours, Cheese and Onion and Sour Cream & Onion, Tayto Treble Crunch have 33% less fat than standard potato crisps, only 99 calories per pack with no taste comprise.

Tayto Velvet Crunch is a new exotic snack inspired by the Brazilian cassava plant. It’s the perfect low carbohydrate alternative to the potato. “Because of the move to healthier snacking, Tayto have responded to their consumers with this fantastic melt-in-the-mouth snack.” adds Nicola Weldon, Tayto Brand Manager. Tayto Velvet Crunch is available in Cheddar Cheese & Spring Onion flavour, with just 83 calories per pack and 70% less fat.

Tayto have also introduced some fantastic snack products this year.

Tayto Ketchips is a new tomato sauce flavoured corn snack, sold in a vibrantly designed Big Smiling Tomato pack. Following on from this, is another fantastic snack offering, Tayto Faves, a new ten pack variety of Tayto’s best-selling snacks; Tayto Snax, Tayto Chipsticks and Tayto Mighty Munch.

Renowned as the crisp lover’s crisp, King entered new territory recently with the launch of its first ever limited edition pack, King Sour

Europeans eat more than 4.5 meals per day (Datamonitor 2005); significantly more than the traditional three meals a day.

RN May07Snack Food ●

Cream and Chive. The flavour heralds a new era for King crisps.

However, the guaranteed quality and strong distinctive King flavour is as tasty as ever. Commenting on this latest development, Áine McGrath, King & Hunky Dorys Brand Manager, notes, “King is a delicious tasting crisp. The distinctive taste and quality is what makes King crisps, the crisp lovers crisp.”

Hunky Dorys, the number one crinkle cut crisp in the marketplace, offer crisp lovers a truly satisfying alternative to standard crisps.

Hunky Dorys prominence has increased tremendously as a result of its involvement with ‘Hunky Dorys Pro Box Night’ in association with European boxing champion, Bernard Dunne. Over 500,000 people tuned into the last Hunky Dorys Pro Box Night in March, where Dunne successfully retained his title.

“Hunky Dorys is a fun brand,” according to Áine McGrath, “though we take its promotion seriously. Part of our success is down to having great fun and great selling flavours.

For example, the extremely popular Buffalo flavour was inspired by our herd of over 300 Buffalos near the factory in Co. Meath.”

Hunky Dorys is available in a variety of flavours including Mature Cheddar Cheese & Spring Onion, Buffalo, Sour Cream & Onion, Chip Shop Curry and the latest edition, Chinese Spare Ribs. 2007 looks set to be Hunky Dorys’ best year yet,

2007 looks set to be Hunky Dorys’ best year yet, with lots of activity planned throughout the year.

with lots of activity planned throughout the year.

Walkers

It’s only been seven years since Walkers entered the Irish market and the brand currently claims a 32.9% share of the crisp market and is enjoying double digit growth in a category which is only in 0.2% volume growth (Source: ACNielsen Market Track Data MAT 18th Feb 2007).

Walkers kick-started 2007 by bringing innovation to the market with the launch of Walkers Baked – Walkers first-ever baked product, delivering a lower fat snack alternative that still delivers great taste. Walkers Baked is unlike any other crisp – it contains 70% less fat than regular crisps and, with a controlled portion size of 25g, contains less than 100 calories per pack. The launch was a great success. After only one month in market, over 50% of Irish consumers are aware of Baked, 1 in 4 people have tried it and consumer feedback and repeat purchase figures are very promising.

Nicky Wells, Walkers Marketing Manager, Ireland, says: “It’s been a very exciting year for Walkers so far. In addition to the launch of It has been estimated Walkers Baked, we have rethat if the current trends launched our snack brands in convenience continue, – Quavers, Monster Munch, Walkers Squares in less than a decade, and French Fries to make snacking and informal them healthier than ever meals will account for – with a massive 80% reduction in saturated fat, 70% of all eating at least a 25% reduction in occasions (TNS Family salt, and a striking new look Food Panel). across the range.

“One in three bags of crisps purchased in Ireland are

Walkers Baked: a lower fat snack alternative that still delivers great taste.

Walkers highlighting that more and more Irish consumers are choosing Walkers crisps as their favourite crisp brand.”

The successful Sensations brand is being supported by investment in a major sponsorship deal. The Walkers Sensations TV Now Awards honoured the best of Irish television, when a host of stars from Irish television and the most popular British soaps converged at the Mansion House, Dublin.

Strong growth across all channels has been fundamental to Walkers success in the Irish market.

Strength in the grocery channel was further cemented last year and the portfolio also delivered growth in the Impulse channel well ahead of the total market.

As Walkers market share continues to grow in Ireland, so too does its sales team. A number of new appointments have been made to ensure continued focus on growth 47

RN May07Snack Food ●

and delivery of excellent customer service to new and existing customers.

“Five people celebrated promotions at Walkers this year to date, which is testament to the success that Walkers is enjoying in Ireland. We are focusing on delivering growth through innovation and are continuously introducing new and ‘better for you’ snacking solutions,” Nicky concludes. “We have some very exciting plans for Walkers brands later in the year that will have further positive impact on the crisps and snacks category in Ireland – both for retailers and consumers alike.”

Robert Roberts The KP brand of savoury snacks and crisps continues to grow and gain share, with the latest ACNielsen figures showing a 15.9% value share year to date.

Hula Hoops is Ireland’s leading savoury snack brand. A new cleaner design, with up-weighted packaging and the introduction of new lines have all led to far greater shelf standout. This brand is regularly supported by on pack promotions and in-store activity, including extra fill and heavyweight TV activity, which has all led to increased rate of sale for the brand.

One of the fastest growing crisp brands (+23% year to date), McCoys offers real value to both the consumer and retailer alike. With 50g of robust real flavours, it consistently provides a substantial satisfying eat, combined with consistent product quality. Its core flavours are Flamegrilled Steak, Cheddar & Onion and Salt & Malt Vinegar. Recent extensions to the brand include McCoys Specials, a range of sharing crisps and tortillas.

2007 is looking good for McCoys with further high growth predicted, helped by heavy above the line support and consumer promotions.

Rancheros & Skips, both made in Ireland in Tallaght, continue to prove favourites with the younger Irish consumers. A massive on-pack promotion enabling kids to win sports bags in their favourite county 48

colours will run through May and June, and will be supported by a nationwide outdoor campaign.

2007 will see continued support for the key KP brands and the introduction of some more exciting new lines to meet ever changing consumer demands.

Kelkin Ltd Kelkin boasts an extensive range of healthy snacks. Both Kelkin Mini Oatcakes (200g) and Kelkin Organic Oatcakes (250g) are wheat free, high in fibre and contain no added sugar.

To preserve the natural goodness of the oats, Kelkin avoids using any additives and uses GM-free oats, which have been farmed according to best practice. Kelkin Mini Oat Cakes and Kelkin Organic Oatcakes are low GI, suitable for vegetarians and vegans and can be used as snacks, with dips at parties and as light meals with a selection of toppings such as patés, salsas, cheeses, meat and fish.

Considerably healthier than most high fat snacks, Kelkin Microwave Popcorn comes in three varieties: natural, butter and low fat.

Kelkin Rice Cakes have become a popular healthy choice of snack, not just with weight watchers, but also with children. Each cake contains only 21 calories and all Kelkin Rice Cakes are free from sugar, gluten, preservatives and artificial colours.

They are also extremely versatile

Hula Hoops is Ireland’s leading savoury snack brand.

The McCoys brand consistently provides a substantial satisfying eat, combined with consistent product quality.

Kelkin Microwave Popcorn comes in three varieties: natural, butter and low fat.

Kelkin Peanut Butter is available in a 350g glass jar and contains no hydrogenated fat and no added sugar.

RN May07Snack Food ●

and are a healthy alternative to crackers or crisp breads.

The Kelkin Rice Cake range features Thin Slice Rice Cakes (130g pack), Kelkin Organic Rice Cakes (100g pack) and 200g Wholegrain Rice Cake pack, all are available in salted and unsalted varieties.

Kelkin Chocolate Coated Rice Cakes, both milk and dark varieties (100g) provide the perfect chocolate fix as a healthy alternative to biscuits or chocolate bars.

Kelkin Peanut Butter is available in Smooth and Crunchy varieties and is a great tasting accompaniment to a range of snacks at any time of the day. The new improved recipe is now available in a 350g glass jar and contains no hydrogenated fat and no added sugar. Look out for the distinctive red label on Kelkin Crunchy Peanut Butter and the blue label for Kelkin Smooth Peanut Butter.

According to Kelkin Product Marketing Manager Dara O’ Donnell, “Historically, Kelkin has developed innovative healthy products to meet customer requirements. Demand has increased hugely for healthy choice products in the past five years especially, and savvy shoppers want to know exactly what they are eating. Kelkin is focused on ensuring that packaging is as reader friendly as possible and the popularity and growth in Kelkin snacks also reflects this.”

Unilever Pot Noodle from Unilever is one of Ireland’s most popular brands and is market leader in the kettle snack arena, claiming a market value share of 49%. Pot Noodle is ideal for those looking for a hot, tasty, fuelfilled snack.

Throughout the last 12 months, Pot Noodle has undergone a relaunch with the introduction of a number of changes. Pot Noodle no longer contains artificial colours or preservatives and its salt content has significantly been reduced, yet Pot Noodle has managed to maintain the same great taste that it’s famous for. 2006 also seen the introduction of a brand new variant,

‘Southern Fried Chicken’, accompanying the nine different varieties currently on the market.

2007 looks to be another exciting year for the brand, with more Pot Noodle from Unilever is one of Ireland’s most popular memorable TV brands and is market leader in the kettle snack arena. & press campaigns planned. Instore, street sampling and promotional activity will also keep Ireland’s favourite pot snack at the forefront of the instant hot Knorr Quick Lunch is a range of tasty snack meals easily snack market. prepared and ready to eat within five minutes.

Also from Unilever, Knorr Quick Lunch is a range of tasty snack meals easily prepared and ready to eat within five minutes: all that’s needed is a kettle and a fork. There are eight different varieties to choose from, including the popular Curry Rice, Spaghetti Bolognese and Chow Mein.

Knorr Quick Lunch is ideal as a quality hot food snack or as a side dish to accompany any meal. 2007 will see some exciting developments to the Quick Lunch Range.

Jacob Fruitfield Food Group

Tuc crackers are available in a variety of pack formats, making Tuc a versatile family snack.

The savoury category in Ireland is currently valued at €27m, with Jacob Fruitfield claiming top spot with a 53% value share. Tuc is a key brand for the company within this segment. New Tuc ‘Snack Packs’ were introduced in March. Each

250g pack contains eight individually wrapped portions; making them ideal for picnics, lunchboxes and all light snacking occasions. Capitalising on the trend for healthier options, these will also be 30% Less Fat than Original Tuc. 49

RN May07Snack Food ●

Tuc crackers are delicious eaten on their own or with various toppings.

They are available in a variety of pack formats, making Tuc a versatile family snack. Indeed, a new TV campaign has recently aired, focusing on the delicious versatility of Tuc crackers, with the tag line ‘One more is never enough!’

the brand this summer with an exciting on pack promotion and TV advertising on Nickelodeon and CITV.

Cheestrings Harvest Fare Harvest Fare, from the Boyne Valley Group, offer a mouth-watering range of luxury nuts, the ideal snack solution suitable for all occasions. This tempting range includes savoury nuts and mixes, sweet nuts and mixes and nut bars. The product range is available in handy convenient 60g bags, perfect for a quick, nutritious, healthy snack.

Attractive new packaging, the introduction of snacking solutions bars and delicious new products to the range all ensure that Harvest Fare is one of Ireland’s leading healthy and enjoyable convenient snacking solutions, perfect for dashboard dining.

BR Marketing BR Marketing distributes Chio (formally the Wolf brand) and Truller snacks. The Chio brand had a very strong performance last year, with sales volume increasing by 30%. With new product introductions and strong promotional plans, similar growth is expected this year. The range includes Chio Party Mix, Maxi Mix, Stickletti and Brezli and newly introduced Chio premium crisps (available in Low Fat Sour Cream and Onion, Wild Paprika, Hot Pepperoni and Ready Salted). The Truller range, which includes the extremely successful Bacon Pep, will be extended this year to capitalise on consumer demand for the brand.

Pom-Bear are potato snacks that are shaped like a teddy bear, which are targeted towards kids of 4-8 years.

Pom-Bear snacks are gluten free, with no artificial flavours, colours or preservatives and only lightly seasoned and contain 25% less salt.

The range now includes 25g singles and multipacks (Original, Cheese & Onion, Salt & Vinegar). To meet consumers’ growing demand for the brand, Pom-Bear have launched Prawn Cocktail flavour for the convenience trade. BR marketing will be supporting 50

Cheestrings latest TV campaign, Harvest Fare, from the Boyne Valley Group, offer a mouth‘Cheestrings You watering range of savoury nuts and mixes, sweet nuts and Just Gotta’, is mixes and nut bars. supported by a spend of €12m throughout Ireland and the UK, the brand’s biggest ever marketing campaign, meaning that Cheestrings is well placed to continue to drive category sales growth in 2007 and beyond. The 2007 plan will also include a raft of new products for the brand, and a consumer driven on-pack promotion to boost sales over the summer period.

Liz Park, Senior Brands Manager for Cheestrings at Kerry Foods comments: “The ‘Gotta Dance’ creative is a fantastic start to our new campaign which is all about recognizing the benefits of healthy food that kids love to eat.” Cheestrings’ enduring popularity grows from the dual appeal to both children and parents.

Cheestrings is also revitalising its The Chio brand had a very strong digital presence with the launch of a performance last year, with sales brand new consumer website. The volume increasing by 30%. revamp is designed to mirror the playfulness of the brand, offering entertainment and education to all visitors. The new site includes several exciting elements that support the brand’s “You Just Gotta” platform, where kids who ‘just gotta play’, just love Cheestrings. In addition, much of the site reinforces Cheestrings’ nutritional credentials, as 100% real cheese, while the ‘Factory Tour’ section on the site provides a visual, interactive guide to how Cheestrings are made, bringing alive the cheesemaking process from the cow to the supermarket.

The final exciting element is the Charity Donation Counter: for every unique visit to the website, Cheestrings will donate money to the Pom-Bear are potato snacks that website’s featured charity, currently are shaped like a teddy bear, which Make a Dream, so that kids can have are targeted towards kids of 4-8 years. fun and help others at the same time.

RN May07Cigarettes & Tobacco ●

The Value of Tobacco A recent survey highlighted the importance of cigarette and tobacco consumers in driving purchases of other products in-store.

Graph 1

Cigarette pack size smoked most often

Graph 2

Frequency of Purchase

Graph 3

It’s

been well documented that cigarette sales bring added footfall into stores, particularly convenience stores, but until now, it had never been quantified. A survey in January of this year by independent research specialists, Behaviour & Attitudes, commissioned by Gallaher (Ireland), examined the impact of cigarette buyers in C-stores and how valuable they are in driving purchases of other products. The survey revealed that cigarettes are the top product when it comes to pre-planned store visits with 90% of smokers, and for every euro which is spent on cigarettes, a second euro is spent on another product instore. Indeed, 68% of cigarette

Brand Loyalty shoppers purchase other items while in the store, including newspapers, soft drinks, lottery tickets and food-to-go: basically, the whole spectrum of the grocery store benefited from the cigarette purchase.

Over 70% of smokers purchase cigarettes in packs of 20. Of the 30% who purchased packs of 10, nearly 60% did so to manage their level of smoking. The remainder did so because of price. This is significant in light of the imminent ban on the sale of cigarette 10-packs.

Loyal Consumers

“68% of cigarette shoppers purchase other items while in the store.”

52

The cigarette shopper is very loyal, with 38% visiting their preferred store at least once a day to purchase cigarettes. Where their preferred brand is not available, 52% of smokers will buy an alternative brand, while the remaining 48% (almost half) will go elsewhere.

Another interesting fact is that almost one in three smokers would find an alternative store to shop in if a retailer stopped selling tobacco products.

Market Stats In general terms, the decline of the cigarette market which came about in the wake of the smoking ban appears to have levelled out, with volume sales up by 2% since 2004. In the convenience sector, in particular, the importance of tobacco sales cannot be overemphasised, and now account for 56.1% of volume.

Ban on Sale of 10-Packs!

FROM May 31, 2007, it will be illegal to sell cigarettes in packs of less than 20. In 2006, around 56m shopper visits were generated by the sale of 10-packs, equivalent to 4.6m shopper visits per month, or 153,000 per day (Behaviour & Attitudes Survey). The impact of the ban on the sale of 10-packs on the retailer will be that shopping visits by previous purchasers of 10packs are likely to be halved, as consumers visit less stores, with a corresponding reduction in the number of high value crosscategory purchases.

RN May07Cigarettes & Tobacco ●

Impending Legislation THERE is a provision within the Tobacco Act to implement retailer registration in order to continue selling tobacco within your store. The cost of this ‘tobacco licence’ will be borne by the retailer and it is unclear as to the number of licences that will be available or their likely cost.

If a retailer is convicted of an offence under the Tobacco Act, they risk being removed from the register and being banned from selling tobacco products for a period of between three months and one year, depending on the offence, as well as a fine of €3,000.

The Tobacco Act also makes provision for closed containers and a ban on POS material. Regulations would have to be introduced to bring these provisions into force, and would also contain the details of what would or would not be permitted.

Tobacco and cigarette sales also make a massive contribution to the overall economy. Sales of 5.6 billion sticks in 2006 generated a retail turnover of some €1.8 billion, of which €1.4 billion was excise duty and VAT, representing 3.1% of total exchequer results.

The Impact of Smuggling Ireland has witnessed an explosion in the volume of non-duty paid cigarettes in the period since 1994, according to Gallaher Ireland’s Spring Category Review, 2007. Figures compiled by Irish customs officials show that the number of cigarette seizures increased by a massive 290%, from 3,969 in 2004 to 15,497 in December 2006: a substantial 1,300 seizures per month. A total of 50m cigarettes were sized in 2006, which would have cost the exchequer €15m in lost revenue.

The huge price differential between Ireland and some other states is predicted to further increase non-duty paid sales. For example, the cost of 20 cigarettes in Ireland is €7.05, compared to just €1.21 in Lithuania. ‘Ant smuggling’, the frequent trafficking of relatively small quantities of cigarettes, has emerged as a new phenomenon.

While there are no official figures available, showing the impact of smuggling cigarettes and non-duty paid purchases, Gallaher estimates that it is in the region of 500 million cigarettes, equivalent to 25m packs of 20 per year, or 68,000 shopper visits every day. In 2007, a cigarette smoker spent an average of €12 on each store visit, equivalent to the loss of a whopping €816,000 in retail sales every day.

Purchasing Patterns

What else they bought.

Budgetary Changes The 2007 Budget implemented a 50cent rise per pack in the price of 20 cigarettes, inclusive of VAT, and by

Selling to Minors!

IT is an offence for anybody under the age of 18 to pretend they are over 18 to buy or drink alcohol.

However, when it comes to tobacco products, the onus is firmly on the retailer to ensure that they do not sell tobacco products to minors. The National Age Card is not mandatory, and uptake has been low, with less than 6% of those reaching 18 in 2005 applying for the card.

You or your staff should always ask for ID if you suspect that the customer is under 18. You should also display your ‘No ID, No Sale’ sign. It is important to include in your employment contracts that the sale of cigarettes to minors is a sackable offence. Finally, if you are unsure, refuse the sale.

corresponding amounts on other tobacco products. While cash margins are unaffected, this change in duty has adversely effected percentage margins.

The influx of non-nationals (750,000 since 2000) has had a significant impact on the retail environment and, indeed, on the tobacco market. These new immigrants have helped drive changes in the tobacco category, while also providing opportunities for retailers in widening their product range to meet diverse consumer needs, according to Gallaher Ireland’s Spring Category Review, 2007.

“The cigarette shopper is very loyal, with 38% visiting their preferred store at least once a day to purchase cigarettes.”

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RN May07Cigarettes & Tobacco ●

Firing Up the Market Cigarette and tobacco sales account for up to 56% of volume sales in-store.

The

decline of the cigarette market which came about in the wake of the smoking ban appears to have levelled out, with volume sales up by 2% since 2004. In the convenience sector, in particular, the importance of tobacco sales cannot be overemphasised, and now account for 56.1% of volume.

John Player & Sons The John Player & Sons portfolio includes Ireland’s number one tobacco brand, John Player King Size, John Player Bright Blue, the Superkings range and the world famous Marlboro brand. The company is one of the leading players in Ireland’s €1.9 billion cigarette market, growing at 6.2% versus last year. JPS market share has grown to 36.6%, according to ACNielsen Convenience/Multiple/Forecourt Vol. March 25th 07 (NB: all market share figures sourced from ACNielsen). Its share of groups stands at 40.2%, Multiples 33.3% & Forecourts at 33.6%.

Nearly three years since the smoking ban started, the cigarette market is growing at 6.2% MAT. JPS is growing in volume versus last year at 10.2%: groups at 8.4%, Forecourts at 13.1% and Multiples at 11.3%.

John Player King Size, aka ‘Blue’, is the company’s flagship brand and 54

has been Ireland’s number one selling cigarette for many years and continues to retain this position with a market share of 18.5%, growing at 7.4%. The brand family also includes John Player Bright Blue, offering the consumer greater choice, and John Player 100’s, extending the John Player family into the growing longer length sector.

‘Blue’ has consistently shown its strength as a brand favourite since it was launched over 30 years ago in 1976, becoming one of those rare brands that have become an Irish icon.

The Superkings range is one of the fastest growing brands on the market, showing growth of 9.9% in volume, and now accounts for 6% of the market.

Launched in Ireland in 1984, Superkings continues to

The Superkings range is one of the fastest growing brands on the market.

Rizla sold over 35 billion leaves of paper worldwide in 2006, and John Player & Sons will be consistently supporting the brand throughout 2007.

dominate the longer length sector, with over 60% share. The family includes Superkings Blue and Superkings Menthol, which is growing at 20% year on year with a share of the Menthol sector at 35%, making it the number one brand in

the menthol sector, according to the company.

Marlboro, another high profile brand in the John Player range, is the biggest selling cigarette in the world. It is growing at 17.4% and currently accounts for 10.3% of the

RN May07Cigarettes & Tobacco ●

market. Gold is particularly strong with 8.9% share and growing at 20% year-on-year. As well as being hugely popular with Irish consumers, it is the number one brand at 35.8% with non-nationals (Lansdowne Market Research Cig Survey July 06), who are becoming an important part of the market. Marlboro 100’s are a big seller with non nationals, with a share of 9.7% for Red and 7.1% for Gold.

The value segment is growing but small, accounting for 3.7% of the market for the latest 12 weeks, versus 3.3% for 52 weeks. This increase is due to the 50c duty increase in December’s budget. JPS has three brands in Richmond, Lark and L&B. L&B was relaunched recently into a modern more dynamic pack. As market leader in Northern Ireland, L&B is a key seller in outlets in the northern half of the country. As the number one brand in the UK, L&B is a key brand for retailers who attract UK tourists.

The RYO market is growing at 7.9% versus last year. John Player & Sons dominate the roll-your-own sector with over 66.5% market share, and growing at 7.4%. Drum is the number one brand at 35.5%, growing at 6.7%, and Golden Virginia a strong number two at 31%, growing at 8.6%.

The 12.5g weight segment sells 50% of all packs, and Golden Virginia launched a 12.5g variant late in 2006, giving Golden Virginia consumers more choice. Currently GV has 1 in 4 of all RYO consumers with only one variant, so now with the convenient 12.5g pouch and the new resealable ziplock pack keeping the product fresh, sales of GV should continue to grow ahead of the market.

John Player & Sons accounted for one in three cigars sold in the Irish market last year. In a cigar market under pressure, the Henri Wintermans range is up 5.1% versus last year. The range includes Henri Wintermans Half Corona and the Café Crème range. Classic cigars complete the company’s cigar portfolio. This mild cigar continues to offer consumers excellent value for money at €3.25 for five cigars.

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Currently, Rizla has a market share of 61.9% for 52 weeks but with a share of 65.8% for the latest four weeks, while competitors are in decline at over 14% each. Rizla Green with Cut corners is the number one sku, with 31.7% of the market, while Rizla Red is at PJ Carroll & Co. have re-introduced the Dunhill Button number two with Red and Blue range as 100% additive free products.

24%. A market share of almost 60% for these two lines alone demonstrates the massive appeal of this international brand, which is the number one brand for papers around the world. Rizla sold over 35 billion leaves of paper in 2006 worldwide.

JPS will be consistently supporting this brand in the trade The new pack design for Lucky Strike Original Red & Original Silver is now launched in the Irish market. through dealer loaders, significantly boosting already high foremost Value for Money brand; and trade margins. There will be support Vogue, the world's leading premium with trade gifts and full POS Superslim cigarette. PJ Carroll also support. offers a number of leading domestic brands, including Carroll’s Number 1, Major and Sweet Afton, as well as PJ Carroll & Company other popular brands such as Ltd Rothmans and Consulate. Its other PJ Carroll & Company Ltd is products include Villiger cigars and enjoying one of its most exciting and their roll your own paper ZIG- ZAG. rewarding years to date. Together The Dunhill Button range is one with British American Tobacco - the of British American Tobacco’s most world's second largest tobacco successful international brands. To company - it continues to develop its add to the celebration of Dunhill’s portfolio of well known international success and achievements over the brands in Ireland. Following several past 100 years, PJ Carroll & Co. high profile launches, the company have re-introduced the Dunhill has observed considerable growth in Button Red and Blue range as 100% a number of key areas. additive free products.

Its international portfolio “Currently we know of no other includes the prestigious Dunhill tobacco company making such a Button range; Lucky Strike, confident leap forward, a leap that renowned for its ‘original recipe’; will yield greater consumer demand Winfield, which is Ireland's first and

RN May07Cigarettes & Tobacco ●

Ampersand and Agio together have developed a special trade promotion: buy an outer of Agio Filter Tip or Agio Clair Tip and receive a free packet of playing cards while stocks last.

and profits for retailers,” noted a company spokesperson.

The Premium Dunhill Button Range is available in all quality outlets nationwide. 100% additive free gives a more authentic tobacco taste but does not mean a less harmful cigarette.

The new pack design for Lucky Strike Original Red & Original Silver has been launched in the Irish market.

Every pack of Lucky Strike now bears the new seal, which is a guarantee that every pack of Luckies is made to the Original recipe.

Ampersand

Since their launch in November, Smoking Rolling papers have been a great hit with the trade and roll-your-own consumer.

The Swan Papers range from M&P Sales & Marketing includes best sellers like Swan Green, Red and King Size papers, as well as the fast growing filter offerings, Slim and Extra Slim Filter tips.

Ampersand have a significant stake in the tobacco and tobacco accessories market. The company’s range includes Agio, King Edward, the world’s finest Havana cigars, Smoking Papers, Clipper and Djeep lighters.

Agio Filter Tip Blue is the biggest name in the Irish tip market, according to Ampersand. Filter Tip Blue continues to achieve distribution gains across all sectors to ensure the brand retains its number one position. The Agio range also

includes Clair Tip, Sweet Tip and Half Corona. Ampersand and Agio together have developed a special trade promotion: buy an outer of Agio Filter Tip or Agio Clair Tip and receive a free packet of playing cards while stocks last.

Since their launch in November, Smoking Rolling papers have been a great hit with the trade and rollyour-own consumers. Smoking offers great value to both, with higher margins available to the retailer and 20% extra leaves for the consumer against other brands.

Ampersand are promoting an extensive range of Smoking Regular and Smoking King Size booklets to the trade along with some specialist lines such as Smoking Hemp, Smoking Rolls, Smoking Double Pack, and Smoking Master. Also available from the range are Smoking Tubes, which have a significant niche following throughout Europe.

The Ampersand range of lighters includes a wide range of attractive products which fulfil the needs of even the most discerning customer. Both compact and convenient to use, Clipper is a refillable lighter, available in a number of colours. Djeep lighters are at the forefront of disposable lighter innovation and technology and undergo more than 110 individual quality control steps.

M&P Sales & Marketing M&P Sales & Marketing (formerly Swedish Match), market and distribute the Swan brand of papers, filters and smokers’ requisites in Ireland. The Swan brand is the number two player in the Irish market and has dramatically increased its market share in papers to over 30% in 2006.

The range comprises an extensive range of Swan papers, best sellers including Swan Green, Red and King Size papers, as well as the fast growing filter offerings, Slim and Extra Slim Filter tips.

Swan’s phenomenal growth in Ireland is largely due to the scale of distribution penetration of the M&P van sales force, and their ability to drive the category.

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RN May07Money Matters ●

Valuing your Retail Business Carmel Linnane examines the difficult matter of how to put a value on your business.

“Valuing a retail outlet can be a complicated if not impossible, task. Take away the proprietor and the place might fall apart.

So how do you value an establishment when the proprietor is such an integral part of the package?”

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Retail

outlets come in all shapes and sizes, from the corner shop to the local supermarket. Many of these outlets are small businesses, some family-run. More often than not, they are heavily dependent on the skills of one person – the proprietor. Too often, that person is in charge of just about everything, working day and night to keep the show on the road. And while this may be laudable, it becomes a problem when it comes to valuing or selling the business.

Valuing a retail outlet can be a complicated if not impossible, task. Take away the proprietor and the place might fall apart. So how do you value an establishment when the proprietor is such an integral part of the package?

Market There is no obvious market for the sale of small retail businesses. It might be nice to think larger companies are out there actively targeting smaller fish to bulk up their size but it is not often the case for the small retailer. The reason is simple: smaller businesses are often more trouble than they are worth when it comes to the complex process of takeover and merger. Also, the ethos of the small business is often unique and therefore not compatible with a larger business.

So if you want to value your business to determine its worth, you will have a difficult time achieving this.

Maybe you can value the premises or the lease but to put a value on the store as a going concern is another matter entirely. Because of this, the smaller the retail unit, the more difficult it is to sell.

Banks consider them poor security because they do not have the capacity to carry bad times, their customer base is limited and small scale in itself allows easy entry into the same business by competitors. Add to this the general factotum role of the proprietor and you can see the scale of the problem.

Profits Profits are not always easy to establish.

For many such businesses, the profits are often little more than a quasisalary for the proprietor. There may also be complicated issues involved, such as separate ownership of the premises, family members on the payroll, non-commercial arrangements with other family interests, and so forth. One way or another, it can be hard to get a definitive reading on a recurring level of true profits.

If such a reading can be decided, after deducting a reasonable salary for the proprietor, it is still almost impossible to find a dependable comparison on a

RN May07Money Matters ●

multiple. Unlike real estate or the stock market, there is no single listing of small businesses for sale. The valuation of a small proprietor-led business is an eternity away from a stock market multiple. Unfortunately, some industry analysts maintain the view that proprietorled businesses are often simply not saleable and finally die out with the proprietor whenever he or she has had enough. This view may seem overly pessimistic but in reality the smaller the business, the more difficult it is going to be to value or sell it.

Valuation A small business that is capable of an existence independent of the proprietor has a better chance of being valued.

That means you can successfully replace the proprietor with a paid manager or that the business can easily dovetail into a larger business. Then, you can possibly put a value on it.

For the purposes of valuation, a standard shop is a retail outlet that sells a specified line, or lines, of goods or services over the counter. Its valuation is based on its annual rental value at a specific valuation date. In the case of leasehold, this is determined by analysing the actual annual rent of that property and that of comparable properties.

At a minimum, the following information is needed. Firstly, you need accurate measurements of the area involved. Standard shops are measured to Net Internal Area (NIA), as described in the Valuation Office Rating Code of Measuring Practice.

This includes any offices, canteens, stores, changing rooms, toilets and mezzanines in the premises.

Second, note the type and location of access to upper floors and basement areas and use of ancillary accommodation: shared areas and car parking arrangements, access/loading facilities, varying floor levels, layout, low ceiling height, and air-conditioning systems.

You will need any lease or purchase details of the premises. For leasehold properties, you will require the commencement date and the length of the lease, the rent review intervals and the date of last rent review plus the current annual rent (net of VAT). Any clause in

the lease that restricts the use of the premises and details of expenditure incurred on the construction, alteration, improvement or redevelopment of the property are also recorded, and the contribution to the fit-out made by the landlord and by the tenant.

Freehold Properties In the case of freehold properties, you will need to have details of the purchase price (net of VAT), the date of purchase and details (including dates) of expenditure incurred on the construction, alteration, redevelopment, improvement and fit-out of the property. Using these parameters, at least you have some basis from which to move forward.

“A small business that is capable of an existence independent of the proprietor has a better chance of being valued. That means you can successfully replace the proprietor with a paid manager or that the business can easily dovetail into a larger business.”

For those premises that are not overly dependent on a proprietor and can be moulded to fit with other bigger business, a very rough rule-of-thumb used for valuation is between two-tofive times annual after-tax profits. The larger the business, the easier it is to sell. A medium-to-large business offers more security to weather bad times, its investment in equipment, working capital, etc is funded more easily by the banks, and it is more saleable in the marketplace, insofar as large companies are often on the lookout and have the available funds for prospective acquisitions of good size.

In valuing medium-to-large companies, comparisons with quoted companies are commonly used. However, a valuer needs to be careful that the comparison is like-with-like. Public and private companies are then valued on a multiple of after-tax profits.

Models There is a lot of software out there that can give you a rough value for your business. Business valuation software is designed to provide the broad parameters for valuing a business. It combines relative indicators for future performance with basic financial data such as revenue, variable and fixed costs, to value a business.

A lot is based on assumptions, such as using your best guess on the business environment and market trends to formulate a 3-5 year performance forecast, very much like a business plan. Some forecasts include a ‘sensitivity’ element which shows optimistic, expected and pessimistic forecasts for the future. Then a return on investment and a rough business valuation is provided for each forecast. How convincing it is when it comes down to getting a loan or reeling in a potential buyer is another matter.

At least this method gives an idea of value, determined by the future returns which the business could offer.

Being able to identify the factors that provide an opportunity to maximise these returns generates a base for both setting a valuation and developing plans to enhance business performance. However, this still does not deal with the multi-tasking proprietor and his value to the success of the business.

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RN May07Forecourt Focus ●

Daybreak Dawns in the West When Gary Higgins opened a brand new Daybreak forecourt in Ardrahan, Co. Galway, it was a big life change for the former Dunnes Stores employee, but one that has already paid off.

Gary

Higgins’ Daybreak in Ardrahan, Co. Galway, has become one of the only stops between Limerick and Galway on the N18. As the government upgrades the route, bypassing town after town, increasing numbers of shops and forecourts are taken out of the view of passing trade, which is good news for Gary and his store.

Despite the fact that Gary has only been a store owner since January of this year, he has a wealth of experience in the Irish retail trade. An employee of Dunnes Stores for 16 years, like many other independent shop owners, Gary learned his trade working for others, before putting his experience to use with his own store, deciding on the Daybreak group.

“There are a lot of very well established brands out there,” Gary notes. “It’s a very competitive market and a very sophisticated one. I was familiar with the Daybreak brand and knew Colm Dolan from Musgrave personally from my days in Dunnes. Everyone at Daybreak was very enthusiastic about working with me and that got me really excited about the potential of working with them.”

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Fantastic Opportunity It was the Daybreak group who alerted Gary as to the availability of the site in Ardrahan. “The owners of this site, the Quinn family, had been trading here for years and years and are very well known and respected members of the community. They had decided to step back from the running of the shop and were putting the lot up for lease,” he explains. “It was a fantastic opportunity and I jumped at the chance.”

The shop was very well established at the edge of Ardrahan, so much so that Gary retained the name, Quinns, even though he completely re-branded the shop.

RN May07Forecourt Focus ●

Limerick. As a result, Gary had to incorporate as many offerings as possible to suit his variety of customers.

Impressive Deli The deli concept, developed with Cuisine de France, provides hungry customers of all kinds with tasty treats. In the ‘coffee break’ area, weary consumers are treated to delicious Vergnano coffee from the bean-to-cup Barista coffee machine. In accordance with sales figures from similar shops in the Daybreak group, the frozen food area has been kept small, featuring only the key top-selling products, thus leaving more room for faster selling stock. Likewise, the wine selection is based on the best selling brands around the country.

As Gary says, “The development team from Daybreak were fantastic. Everything in the shop is based on a huge amount of knowledge that the group has accumulated about what people want in a shop and how they buy. Working with a group lets you take advantage of all that expertise and it’s really helped a lot with this project.”

In-Store Promotions Utilising the buying power of the Musgrave Group was another major bonus. “Together with Musgrave, we run four weekly KVI value promotions, as well as non-food promotions,” Gary notes. “In fact, the current laundry basket promotion is proving very popular with customers. We also had a winner with one of our bottles in one Gary Higgins, store owner, is pictured at the Caffé Vergnano bean-tocup Barista coffee machine in his Ardrahan store. of the wine promotions and they went off on a holiday to Barcelona, courtesy of Torres wines.

That has helped our wine sales to surpass all expecta“There was a lot of goodwill associated with the tions and driven growth in that area of the shop.” name Quinns,” he explains. “In fact, the couple took me Gary also runs in-store promotions of his own, which around the area introducing me to people and explainhe has created with help from the ‘local marketing ing that I was taking over the shop. You cannot buy an toolkit’, developed and supplied by Daybreak: “It’s full endorsement that positive and it was a great help. of helpful hints and tips on generating sales growth Shane [Quinn] even let me come in and watch him run through grass-roots marketing initiatives,” he notes. the shop before the changeover. I felt it was only fitting “We recently ran an ‘April Showers’ campaign, where to keep the same family name over the door, even customers got a free muffin with their coffee if it’s rainthough the brand name was changing.” ing. Unfortunately, you can’t prepare for absolutely every eventuality with good planning and for most of Hero Categories April, it hardly rained around here at all!”

Work began soon after the legal details of the lease Gary Higgins has taken his considerable retail expewere sorted out. The strong focus on the four ‘Hero rience with Dunnes Stores and fused it with the dynamCategories’ (i.e. Wine, Hot Beverages, Delicatessen and ic market-focused ideology of Daybreak. With the goodHot Food) of Daybreak was introduced to the shop, will of Shane Quinn along with the fresh attractive Daybreak image.

FA C T F I L E evident throughBecause no major construction works were associated out the project, with the revamp, Gary was able to continue trading Owner: Gary Higgins the two have through the development, thus retaining loyal cusLocation: N18 [Limerick side of Ardrahan] developed the tomers while also creating interest in the store’s ongoArdrahan, Co Galway shop in ing development.

Size: 1,300 square feet Ardrahan into The shop has a healthy mixture of customers, with a Number of a mature but good five-mile radius of residents around it. Summer Staff: 9 full time & part time still modern congenerally sees a pick-up in trade from tourists and as Opening venience grocery the N18 bypasses more towns, Gary’s shop is one of only hours: 07:00-22:00, Monday-Friday; retail outlet. a handful on the main route between Galway and 08:00-21:00, Sunday.

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RN May07Summer Drinks: Wine ●

Wine Sales Sparkle in Summer Sparkling wine and rosé are expected to be the big sellers this summer, according to wine correspondent Jean Smullen.

Sales

of Rosé and sparkling wines are definitely improving as the consumer shows a greater interest in these wine styles. This seems to be the trend for the summer of 2007. Rosé wines are showing a strong growth, with total sales up by 19% so far this year and Rosé wines now accounting for over 4% of the total wine market in Ireland. Sales of white wines are also very much on the increase, with Sauvignon Blanc being the new Chardonnay and Pinot Gris also leading the way. Syrah/Shiraz appears to be the best performing red grape.

Two Oceans from Febvre TWO Oceans wines, from Febvre & Co. Ltd, are a celebration of the unique coastal conditions from the Cape of Good Hope in South Africa, where the Atlantic and Indian oceans converge. The Two Oceans varietals are characterised by their concentrated fruit aromas on the nose and lively, mouthfilling flavours. Wines with charm and character that allow them to be enjoyed young but with the necessary structure to develop in the bottle.

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Sales of French, Spanish and Italian wines also appear to be improving as younger consumers start to show an interest in Old World wines from Europe. Consumers are now looking at AOC wines from designated geographical regions such as a Chateauneuf du Pape in France, Chianti in Italy and Riax Biaxas in Spain.

Peter Foley of Cassidy Wines confirmed the trend and said that they have listed 17 Rosé wines from all over the world in their new catalogue due to consumer demand. They have a Pinot Grigio from two Italian producers, Tommasi and Lugana, as part of their current portfolio and both are performing well. From the Riax Biaxas region in Spain are white wines made from the Albarino grape. These are fast gaining in popularity.

Cassidy’s have the 2006 Le Val, which is making its presence felt.

Catherine Griffith wine buyer of the Molloy Group reiterated this. “Rosé wines, as well as sparkling wines like Prosecco from Italy, are literally walking off the shelves at the moment,” she told

RETAIL NEWS. Portugal is also starting to emerge and the Molloy Group are hoping to expand their Portuguese range of wines this summer.

Daniel Stewart Wine Support Manager at the O’Brien Wine Off Licence Group was of the same mind.

“Rosé is growing, particularly because of the good weather,” he told us. “There has also been a big jump in the sales of high end sparkling wines.” Daniel said that he felt that the consumer is moving away from the higher alcohol of the New World and starting to look towards Europe. France seems to be undergoing a renaissance, particularly with white wines from the Loire and Burgundy; Spain is coming on, and Pinot Grigio from Italy is very popular.

Oonagh Gildea, Marketing Manager of Edward Dillon & Co., was also singing from the same hymn sheet. One of their top Chilean brands, Carmen, has introduced a Rosé wine to its range and this is starting to make a big impact in terms of sales. Rosé wine from Australia is also represented in the Dillon portfolio with the Lindeman’s Rosé gaining in popularity.

Lorna Rouse of Febvre cited the Caliterra range from Chile; their entrylevel wine is now of Reserva quality and Syrah has been added to the varietal portfolio. This grape variety, whether it

RN May07Summer Drinks: Wine ●

be from Chile, South Africa or Australia, seems to be walking off shelves at the present time. Sauvignon Blanc too is very strong in the market place.

Lorna told RETAIL NEWS that Two Oceans, one of their key South African brands, have a Sauvignon Blanc varietal which is performing very well on the back of the current trend towards this grape. Two Oceans will be featuring a major competition this summer which will include outdoor and radio advertising to back the brand.

Kevin O’Mahony Marketing Manager with Barry Fitzwilliam/Maxxium, told RETAIL NEWS that the Australian winery McGuigan wines, continue to outperform the market. The Black Label range comprises a Merlot, Shiraz, Chardonnay, Sauvignon Blanc, Rosé as well as a sparkling addition i.e. McGuigan Black Label Sparkling Chardonnay. The range will have strong above the line marketing support, particularly in the national press and will also benefit from a national radio campaign.

Maureen O’Hara, Marketing Manager for Gilbeys Wines told RETAIL NEWS that the latest figures show a growth in premium wine sales.

Australia is continuting to grow and Gilbeys Wines are delighted to announce that they will be taking on the agency for Yellowtail wines in Ireland (formerly held by Kelly & Co. (Dublin) Ltd).

Maureen also confirmed the growth in the market for sparkling wines.

Consumers are becoming more used to drinking sparkling wines in an everyday situation: they no longer feel the need to have a celebration as an excuse to open a bottle of fizz.

Spain, it would appear is looking be the next big growth area and recent country of origin figures seem to reinforce that fact. Faustino, the leading brand from Rioja, are introducing quarter bottles in the Faustino VII range, available from the end of April.

So it would appear that the consumer is slowly trading up. They are looking for more specialist wine styles and quality wines seem to be in greater demand. Sparkling wine and rosé are a must have on this year’s summer shelves and Sauvignon Blanc,

Pinot Grigio are leading the way in terms of white grape varieties.

Wine preferences in Ireland have changed during the last ten years with a swing from white to red but white wines are staging a comeback. Volume sales by colour of wine are almost evenly split. In 2006, red accounted for 50% of all wine consumption compared to 46% for white, and 4% for rose.

However, indications are that sales of white wines are slowly on the increase.

Febvre & Co. Ltd Santa Inés wines have a strong orientation towards the future and a great respect for nature, expressed in the 100% organic management of its vineyards. The wines combine New World fruit with Old World elegance.

Santa Inés varietals and Santa Inés wines from reserves express the highest Febvre have a strong orientation towards the commitment and respect for future and a great respect the fruit. Natural and fresh, for nature, expressed in the concentrated and 100% organic management expressive, they are the best of their vineyards. reflection of each grape variety in Chilean soil.

Santa Inés offers a full range of varietals and reservas. The Santa Inés Carmenère is a wonderful example of Chile’s flagship grape variety.

The Caliterra Reserva range is the result of a great combination of soil, climate and a new yield reduction programme in their Colchagua vineyards. “Calidad” and “tierra” – quality and land – form a beautiful marriage in Caliterra wines. Gently crafted in a unique gravity flow winery at the Arboleda Estate, these wines reflect the excellent soils and climates of Chile’s finest vineyards.

Caliterra packaging has recently been given a stylish new look.

Caliterra Reservas are available in the full range of varietals in 75cl and the Chardonnay and Cabernet Sauvignon are currently available in 187ml. Look out for the Caliterra Reserva Sauvignon Blanc quarter bottle, which will be introduced this summer!

The Caliterra Reserva range from Febvre, including Caliterra Reserva Sauvignon Blanc, has been given a stylish new look.

Cassidy Wines The underlying strength and success of

JJ McWilliam’s wines are lusciously fruit-driven, and made for sharing, distributed by Cassidy Wines.

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RN May07Summer Drinks: Wine ●

Distinctively fresh and fruit-driven, Douglas Green wines, from Cassidy Wines, capture the character and the vibrancy of the Cape Winelands.

From Cassidy Wines comes Oyster Bay: helping to define the very stature and style of New Zealand wines.

McWilliam’s Wines for more than six generations has been its belief that wine is made in the country cultivated and crafted by people with skill and tradition who live and love the vine. The result is a range of lusciously ripe fruit driven wines, made for sharing – just the way JJ McWilliam would have wanted it.

Douglas Green has adopted a philosophy of sourcing only the highest quality grapes from the best 64

vineyards and growers.

By selecting grapes from the across the broad boundaries of the Cape Winelands, they remain true to their signature style wines, whilst achieving consistently high standards, vintage after vintage.

Distinctively fresh and fruitdriven, Douglas Green wines capture the character and the vibrancy of the Cape.

From its very first vintage Oyster Bay has continued With the addition to define the of Brown Brothers wines to the Barry very stature Fitzwilliam and style of Maxxium portfolio, New Zealand the company is wines. Its expecting a record reputation has Summer for Australian wine. been built from the vines grown in Marlborough’s central Wairau Valley – now recognised as one of the great wine-growing regions of the world, with its cool, sunny, maritime climate and its shallow, stony soils. The philosophy at Oyster Bay is to produce fine, distinctively regional wines that are elegant and assertive, with glorious fruit flavours – wines that drink well within a year or two of vintage yet possess the balance and structure to reward cellaring.

Barry Fitzwilliam Maxxium From Australia, McGuigan wines continue to out perform the market.

The Black Label range includes a Merlot, Shiraz, Chardonnay, Sauvignon Blanc and Rosé, as well as a McGuigan Black Label Sparkling Chardonnay.

The Tyrrell’s Moores Creek range is gathering momentum and the Old Winery range does extremely well in the premium category. A new addition

to the range, Tyrrell’s White Label, offers an exceptional price/quality ratio.

With the addition of Brown Brothers wines to the BFM portfolio, which includes great summer wines such as Tarrango, Dry Muscat and Chenin, Michael Barry is expecting a record summer for Australian wine.

Mont Gras, a former “Chilean Producer of the Year”, continues to grow strongly. BFM will be offering fantastic value with the blends range, which have an RRP of €6.99. At the top end, the Mont Gras Reservas trade extremely well and this year BFM have the Mont Gras Cabernet Sauvignon Reserva 2005, which won gold at the International Wine Challenge, while they will be introducing a Mont Gras Reserva Sauvignon Blanc very soon. BFM have also introduced a range of organic wine from Mont Gras called the Soleus range.

Michael Barry claims that BFM have probably the most successful prestigious French wines on the market when you take account of the success of Michel Lynch, Michel Lynch Reserve and Guigals wine from the Cote du Rhone. Faiveley Burgundy Wines and Jolivet Loire Wines complete French wine portfolio.

From Germany, Blue Nun is still an old favourite for this time of year and will be heavily promoted by BFM over the summer months.

California’s Glen Ellen has been credited with inspiring consumers to embrace varietal wines throughout the 1980s and 1990s by consistently crafting premium quality wines such as Chardonnay, Cabernet Sauvignon, Zinfandel and Merlot. From South Africa comes the Hutton Ridge range, which has enjoyed great reviews, particularly for Hutton Ridge Merlot.

BFM also added Boschendal to their range. It’s “one of South Africa’s iconic wineries, established in 1685 which makes it one of the oldest wineries in the world”, according to Michael Barry, who is expecting great results in particular from Boschendal Grand Cuvee Sauvignon Blanc.

Fernleaf Sauvignon Blanc from New Zealand has performed extremely well since its introduction.

RN May07Summer Drinks: Wine ●

Charles Heidsieck is the premium champagne from the Heidsieck house, carefully blended and cellared. The company also produces the fashionable and contemporary Piper Heidsieck Grande Marque Champagne. Charles Heidsieck recently won the “NOffLA Champagne of the Year” and the “Decanter Magazine Champagne of the Year”.

Edward Dillon & Co. Ltd From the premium Estates and Wine range, Green Point Sparkling is the number one premium sparkling wine in Australia and is set to be this summer’s choice of crisp refreshment for wine connoisseurs who appreciate the best of New World wines.

Dedicated to honouring the traditional methods of parent company, Moët & Chandon, while making the most of the varietal character offered by Australian vineyards, Green Point wines are faithfully Méthode Traditionelle but authentically Australian at the same time.

This is characteristic of the entire Estates & Wine range, which along with Green Point includes Cloudy Bay, Cape Mentelle and Terrazas. The Estates and Wine range represents the superior quality of the premium old world Moët company, bringing its expertise to a diversity of fertile new world terroirs in New Zealand, Australia and Argentina.

Green Point is dedicated to producing premium quality sparkling wines from the classic Champagne grapes - Chardonnay, Pinot Noir and Pinot Meunier. Established in 1986 in the Yarra Valley, the cool climate and the ancient alluvial soils at Green Point are ideal for the production of high quality still and sparkling wines.

Moët & Chandon have just released a new vintage, Moët & Chandon Grand Vintage 2000. The sixty-seventh vintage since the launch of the House’s first-ever vintage in 1842, this latest vintage brings splendour, excitement and pleasure to al fresco entertainment this summer season. Founded by Jean-Remy Moët over 260 years ago in 1743, his ambition is still alive

today and this sixtyseventh vintage is a tribute to all he stands for - excellence, Savoir Faire and the resulting elegance and luxury that results.

Irish Distillers Ltd Wines & Spirits Jacob’s Creek Sparkling rosé (RSP €12.95) is bottle fermented and made from a blend of Chardonnay and Pinot Noir grapes.

The end result is a wine that displays an elegant Green Point Sparkling from Moët & Chandon Grand Vintage soft pink Edward Dillon & Co. Ltd, is 2000 is the sixty-seventh vintage rosé colour the number one premium since the launch of the House’s sparkling wine in Australia. with an first-ever vintage in 1842. attractive marriage of lemon citrus and fresh strawberry/red currant flavours, balanced with a soft, refreshing finish.

Gallo, Californian’s leading winery has two rosé wines to choose from, the Gallo Family Vineyards White Grenache and Gallo Family Vineyards White Zinfandel. Consumers will have the opportunity to sample these rosé wines at selected festivals and events over the summer months, beginning with the Gallo Family Vineyards Race Evening on June 9, 2007, at The Curragh.

The Gallo Family Vineyards White Zinfandel is a lightbodied wine with a gorgeous, jewel-like colour in the glass. Hints of freshly picked strawberries Jacob’s Creek The Gallo Family and raspberries linger Sparkling rosé is Vineyards White bottle fermented and Grenache is a clean, through the finish, made from a blend of crisp and well-balanced enlivened by a zesty, ripe Chardonnay and Pinot wine with subtle berry citrus note. The Gallo Noir grapes. undertones.

Family Vineyards White The Gallo Family Vineyards White Grenache is a clean, crisp and wellGrenache and Gallo Family Vineyards balanced wine with subtle berry White Zinfandel have an RRP of €7.95. undertones.

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RN May07Summer Drinks: Beer ●

Liquid Gold Summer is a key selling period for the off trade beer sector. With hot weather predicted this year, the advice is to stock up now. “

Summer

is an important trading time for the beer market,” enthuses Steve Jones, Package Sales Director, Beamish & Crawford. “The Off trade beer market in 2006 achieved growth of 18.1%, with the key summer months of June, July and August accounting for almost 30% of total volumes, with consumers obviously opting to enjoy the lovely weather with a cool, refreshing beer. Hopefully, this year will be the same, with a hot summer predicted!”

David Higgins, Take Home Trade Manager, Diageo Ireland, agrees: “The coming months are a key time for the trade, as that summer feeling sweeps the country. People tend to relax and unwind more in the summer evenings as they take full advantage of the sociability of summer at-home drinking occasions.”

With this in mind, the company’s biggest beer brewers and distributors have a range of value-added promotions on offer, to keep their brands top-of-mind with consumers.

Heineken Ireland Heineken Ireland continues to gain market share, claiming 21.8% of the 66

Heineken, one of the Irish beer market’s top performers.

total beer market. Heineken lager, the company’s flagship brand, is also performing strongly, maintaining its number one position with 28% share of the overall lager market, despite an increasingly competitive environment.

Heineken lager is demonstrating excellent performance in the on trade, where Ireland’s number one brand is re-enforcing its position by continuing to further grow market share.

The brand now proudly boasts an association with two of the most premium and highly regarded tournaments in the world: UEFA Champions League and the Heineken Cup. Heineken’s involvement in the Rugby World Cup 2007 next September and October is also consistent with the brand’s commitment to world class events, while the Heineken Kinsale 7’s, the largest sevens rugby tournament in the Northern Hemisphere, took place over the May bank holiday weekend.

Murphy’s is enjoying strong gains in the off trade for its single 50cl can pack.

The brand’s latest ad campaign is the largest scale production ever commissioned by Heineken Ireland and features a cast of almost 300, from Brazil, London and New York.

The ‘Memory Hotel’ campaign was shot on location in Hotel Quitandinha in Brazil in February 2007. The ‘Memory Hotel’ campaign invites the viewer into a hotel of memories owned by its lead character. The premise is that we hold good memories forever and we should make room for more good memories.

In terms of music, Heineken Green Spheres continue to travel the country, bringing breaking acts to smaller intimate venues, while Heineken Green Energy, now in its twelfth year, brought acts such as Kasabian, Kila, Sinead O Connor and The Blizzards to Dublin Castle over the May bank holiday weekend: the only music event held within one of Dublin’s most historical sites.

Last year, Oxegen was the fastest

RN May07Summer Drinks: Beer ●

selling event in the Irish music calendar and tickets for the 2007 event sold out in record time also.

The weekend of July 7 and 8 will see more than 100 of the world’s hottest bands, artists and DJs descending on Punchestown Racecourse in Naas, Co. Kildare. Muse, Snow Patrol, Daft Punk, Arcade Fire, Scissor Sisters, Razorlight and My Chemical Romance are just a few of the bands to look forward to this year.

Heineken Music continues to sponsor Tom Dunne’s Pet Sounds on Today FM and Random Access on Phantom 105.2. Music fans who do not secure tickets for a Heineken Green Spheres event can hear the gig on Pet Sounds.

Murphy’s stout had a very successful 2006. In the on trade, Murphy’s market share has grown by 0.2% during what is a difficult period for stout in Ireland. Another area of growth for the brand has been in the off trade. In quarter one of this year, Murphy’s sales to the off trade channel were up 40% compared to the same time last year, and in February, Murphy’s market share of stout in the off trade reached its highest level in two years (ACNielsen Feb ‘07).

Again in quarter one, the following Murphy’s SKU’s have outperformed brand expectations, with sales of the four-pack 50CL can up by 112% versus quarter one in 2006 and single can sales in quarter one 2007 growing by 25% over quarter one 2006.

Murphy’s has produced a striking quality booklet which is being distributed in the off trade to communicate the fact that Murphy’s in a can delivers a fantastic taste experience. The booklet also includes a coupon offering consumers €1.50 off a four-pack.

On the music front, Murphy’s Live 2007 has been the most successful ever. Murphy’s Live is all about mentoring up-and-coming Irish bands, giving them the opportunity to perform with some of Ireland’s most successful live acts in some of Ireland’s top live venues.

Beamish & Crawford Beamish & Crawford brands will be front of mind this summer season 68

with advertising and promotional activity taking place across the company’s portfolio, including, Beamish Stout, Miller Genuine Draft, Foster’s Lager and Carling.

Beamish & Crawford is a major beer supplier in the growing off trade market across these key brands, as well as Miller Beer, Foster’s Ice, Kronenbourg 1664, and Scrumpy Jack Cider.

In 2006, Beamish & Crawford enjoyed strong trading performances in terms of output, sales and profitability, despite a decline in the overall Irish beer market of 2.5% (Source: ACNielsen Liquor Report year end December 2006). Beamish & Crawford brands have enjoyed strong growth in the vibrant off trade sector as the overall growth of 21.6% was achieved in a market that grew by Beamish Stout’s new outdoor advertising campaign entitled ‘Real 18%.

Men’, runs throughout the key “Each of our brands is widely summer period. available in the off trade sector and we will be supporting them with strong advertising, consumer promotions and point of sale materials in the runup to and during the summer,” notes Steve Jones, Package Sales Director, Beamish & Crawford.

Beamish Stout is the number two stout in Ireland, and the only stout brand that experienced Beamish Stout recently announced its sponsorship growth in 2006, the of Cork City Football Club. company maintains.

Beamish Stout continues to perform very well in the Irish off trade market, claiming 10.6% share of the canned stout market and growing by over 10% year on year (Source: ACNielsen Liquor Report, year end February 2007).

Beamish Stout is available in 500ml draught can, 4x500ml can pack, 500ml standard can and pint bottle.

A brand new Beamish Stout outdoor advertising Foster’s has increased its offering this year on the campaign was launched in 500ml can with the exciting new six-pack price April, entitled ‘Real Men’, flashed at €8. will run throughout the

RN May07Summer Drinks: Beer ●

key summer period, ensuring that Beamish Stout is top of mind with consumers over this critical period.

Beamish Stout will also be highly visible on official soccer pitches across the country throughout the summer season with the brand’s recent announcement of sponsorship of Cork City Football Club.

Once again, in February, ACNielsen reported Miller Genuine Draft as being the fastest growing beer brand in the total market, with year-on-year growth of 24.6%. Its report shows that Miller Genuine Draft maintains its position as the clear leader in the off trade bottled lager market with 24.6% share and is the only mainstream bottled lager brand to have increased share in the on trade, on a year on year basis, with a reported share of 19.1%.

Miller Genuine Draft will continue to be supported by a heavyweight marketing campaign, which includes new television advertising and new outdoor advertising. The new television commercial, “Rollerboy”, is currently running on TV and forms part of a €3m campaign.

Miller Genuine Draft has teamed up with Xtra Vision this summer to offer consumers a brand new 500ml can 8-pack plus free DVD or Game rental voucher. Special limited edition branded packs with the Xtra Vision offer on them will be in store from early June and consumers will be able to redeem their vouchers for a free rental over the summer months. The promotion will be backed up with vibrant and eye catching point of sale material.

Foster’s is enjoying an excellent performance with sales up +9.7% year ending February ’07 (Source: ACNielsen Liquor Report, year end February 2007). This performance has been driven by a strong programme of promotional activity in both the on and off trade markets.

Foster’s has increased its offering this year on the 500ml can with the exciting new six-pack price flashed at €8. On the 330ml bottle, Foster’s has introduced a new 15-pack offer. The new brand livery continues to ensure excellent on shelf standout and presence for the brand.

Following on the success of previous years, Foster’s is planning a bigger and better Barbeque promotional offer this summer for consumer and trade customers.

The Barbie is synomous with Australia and is an excellent fit with the Foster’s brand. This summer’s promotion will include a gift Budweiser will also be offering an with purchase mechanic and will be extensive range of promotional can based on the 500ml single can. The and bottle packs to bring refreshment promotion will be supported by to all drinking occasions. eye-catching point of sale.

Kronenbourg 1664 will be Carling is the number one available in 500ml can, highly selling lager across Britain impactful 330ml x 6-pack basket. In and Ireland. Carling’s addition, Kronenbourg Premier Cru sponsorship of football and Kronenbourg Blanc is available (including the shirt in selected off-licences. sponsorship of the ‘Old Firm’ and the League Cup) ensures that the brand has Diageo Ireland strong associations with With an array of international football that can be built leading brands across its portfolio, on through promotional David Higgins, Take Home Trade activity. Carling drinkers Manager with Diageo Ireland, this summer can pick up believes it’s high season for cool Carling cans and enter drinks with innovative draws to win Celtic promotional and visibility branded shirts and also programmes. get a free branded pint “Diageo Ireland will be working glass when they purchase in partnership with its trade four cans of Carling in customers to make the most of selected stores. A multisummer 2007 and help Bud Light is already enjoying pack offer of eight cans maximise sales and profits,” he tremendous for €10 will also be boasts. “Diageo certainly has success in the available in late summer the right brands and great onIrish market. in selected stores.

Kronenbourg 1664 is the super premium lager (5% ABV) of Brasseries Kronenbourg, the No. 1 brewer in France and brewers of exceptional quality beer for over 300 years. “We recognise that consumers are expanding their brand repertoire to reflect different drinking occasions,” notes John O’Callaghan, Marketing Director, Beamish & Crawford. “Interest in super premium lagers is being further driven by increased Guinness is offering fantastic consumer value disposable income, eating for bigger pack purchases, including the out, and ever expanding 12x500ml can packs. travel experiences.”

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RN May07Summer Drinks: Beer ●

pack promotions and multi-pack deals to help the take home trade cater for increased consumer demands during the summer months.”

As the number one beer brand in RoI off trade (Source: ACNielsen Audit Data Feb 07), Budweiser is enjoying great success on the back of its current ‘Answer the Call’ marketing campaign and this summer will see the latest instalment of the campaign on air in July.

As the weather heats up, Budweiser will launch a new outdoor advertising campaign that focuses on summer refreshment. Summer also sees the start of the big outdoor event season and Budweiser will be at the heart of the action with the Bud Rising festival, including the Foo Fighters in Marley Park.

To celebrate the long sunny days, Budweiser will also be offering an extensive range of promotional can and bottle packs to bring refreshment to all drinking occasions.

Following its launch in October 2006, Bud Light is already enjoying tremendous success in the Irish market. Bud Light is a full strength, light beer with a pure, fresh, clean taste, and the summer months will see consumers offered fantastic promotions, with Bud Light available in promotional multi-pack can and bottle formats.

This summer will see Carlsberg take on a contemporary new look. The revised design, which is being rolled out across all primary and secondary can and bottle packs, reinforces Carlsberg’s premium international credentials as ‘Probably the Best Lager in the World’.

The launch will be supported with a strong presence across TV, outdoor and print advertising.

This new look for summer will be combined with various new promotional multi-packs, offering great consumer value for bigger pack purchases.

Guinness accounts for 85% of stout sales, with a quarter of annual Guinness sales occurring between June and August (Source: ACNielsen MAT, January 2007). This summer, Guinness multi-pack formats offer fantastic consumer value, for bigger pack purchases including 8x500ml and 12x500ml can packs.

Barry Fitzwilliam Maxxium Corona Extra has grown dramatically in both the on and the off trade over the last few years and the trend already this year is for more of the same.

Corona is currently backed by an intensive radio, TV and national press and poster campaign with the theme ‘A Refreshing Slice of Life’ and ‘A Relaxing Slice of Life’.

“Sales have risen threefold in the last three years and anecdotal evidence would suggest that Corona Extra is the biggest selling bottled beer in the on trade in Dublin City Centre at the moment”, says Barry Fitzwilliam Maxxium Managing Director, Michael Barry. “We have already seen sales increase by a further 50% over the first quarter of 2007.”

San Miguel traditionally does very well this time of year, probably because of its association with fun times over the holiday period, while more and more off trade outlets are stocking Kingfisher from India, bottled under licence in the UK.

The Schneider Weisse range from Eurobeers: growing in popularity with Irish consumers.

Weisse ingredients: hops and malt, water and yeast and nothing else.

The family has kept this recipe closely guarded to this day and have always passed it on from father to son. The hops for Schneider Weisse grows right at the brewery’s doorstep in the Eurobeers Hallertau region, on The Schneider Weisse brewery is independently certified soil that the oldest brewery in Bavaria. is tendered with care and 200 years ago, wheat beer could cultivated in a manner that is only be brewed by the Bavarian steeped with tradition. royal family in their Aventinus was introduced in breweries. However, in 1872, 1907 by Mathilde Schneider, King Ludwig II discontinued wife of Georg Schneider III. It is brewing wheat beer due to a named for Johannes Aventinus, steady decline in sales. That the first historian to describe same year, he sold Georg Bavaria and its people.

Schneider I the exclusive Aventinus is traditionally bottle right to brew wheat beer. fermented, unpasteurised and Thus, the Schneider Family unfiltered with a pure saved wheat beer from topfermenting yeast. Deep, extinction. Today, Georg tawny in color, sparkling in Schneider VI runs the texture, and complex in flavor, brewery in Kelheim.

Aventinus is the oldest Schneider Weisse Original Bavarian Wheathas been brewed according to Corona, showing Doppelbock. the Bavarian Purity Law tremendous The range also includes since 1872 and is Bavaria’s growth throughout the light-colored and crystal original wheat beer. country. clear, Schneider Weisse Schneider Weisse is a pure Kristall, and Schneider Weisse natural product without additives or Alkoholfrei, a non-alcoholic wheat chemical agents. No compromises are beer with plenty of minerals. made when it comes to the Schneider 70

RN May07Summer Drinks: Cider ●

The Fruit Route!

Cider sales continue to soar, with new flavour additions fuelling market growth.

The Bulmers brand is consistently supported by heavyweight advertising.

Cider

has been the success story of the Irish alcoholic drinks market over the last decade, successfully turning its image around to the point where cider is now seen as an ultra-premium product and a viable alternative to beer or stout.

Indeed, Bulmers, far and away the biggest cider brand in the country, grew its share of the domestic beer market from 2.8% to over 10% in less than 10 years.

Recent months have seen new brands and flavours introduced to the market, with pear cider in particular proving extremely popular in Ireland’s pubs, clubs and offlicences.

Bulmers have launched a new 750ml bottle, perfect for take-home sales.

Bulmers Just in time for summer, Bulmers have introduced a 750ml bottle to the Bulmers product portfolio.

Stephen Kent, Brands Director, Bulmers said, “The Bulmers 750ml format allows consumers who enjoy the pint bottle experience in pubs to re-create that experience in the comfort of their own home.”

Bulmers will also bring back its popular ‘Summer Party Pack’ in June.

Containing 15x500ml Bulmers cans, it is compact, portable and fridge sized.

The Bulmers summer advertising campaign will return to TV screens soon, featuring ‘Sunshine Superman’

by Donovan. With the strapline ‘Put Everything on Ice’, the ad portrays

A new Bulmers Light ad campaign, entitled ‘Dandelion’, created by Young Euro RSCG, is now running nationwide.

lazy summer evenings in the orchard, and at a waterside pub.

New outdoor advertising will also be introduced to support this TV campaign.

Now in its 4th year, the Bulmers International Comedy Festival has been firmly established as one of the most successful comedy festivals in 71

RN May07Summer Drinks: Cider ●

the world, with over 100,000 visitors last year. This year, the festival will be bigger and better than ever, running from the September 4-10, 2007, in various venues across Dublin.

Bulmers, together with TV3 and the Star, is putting the sporting knowledge of the nation to the test with Ireland’s biggest sporting table quiz ever, The Bulmers Sports Tonight Quiz roadshow.

Bulmers Light Containing just 1 Weight Watchers point, Bulmers Light has less than 1% carbs and only 92 calories per 330ml bottle. Bulmers Light is available in a 330ml long neck bottle, a 4x330ml basket pack and a 500ml can. Since the launch of Bulmers Light onto the Irish marketplace four years ago, sales have exceeded all expectations. A 34% growth in sales value YOY to February 2007 demonstrates this phenomenal growth. 2007 will see continued brand support, building awareness, encouraging trial and expanding the customer base across the country.

A new Bulmers Light ad campaign, entitled ‘Dandelion’, kicks off this month. The campaign will run across TV, outdoor, ambient outdoor, radio and press. According to Bulmers Light Brand Manager, Ann Meaney, “The brand will be visible this summer across a wide range of TV programming, outdoor sites and in the press. Summer 2007 will also see more unusual forms of communication for the brand – so keep an eye out at events near you!

In addition, we will be running a consumer promotion in the off trade in May, whereby consumers can buy 8x 500ml Bulmers Light cans and receive a limited edition Bulmers Light Beach Bag with Beach mat.”

Kopparberg Swedish Pear Cider The increasingly popular Kopparberg Swedish Pear Cider kicks off a new €1.5m advertising and promotional campaign this month.

The campaign, developed by Kopparberg’s importer, Richmond Marketing, rolls across 48 sheets, 72

transport and nationwide press. A simple brand message addresses those who have yet to experience the product’s great taste: ‘PearLicious Cider’. The campaign is expected to broaden the base of cider drinkers by introducing new consumer’s to Pear Cider and to add significantly to Kopparberg’s already stellar growth.

Conor Stapleton, Marketing Manager, noted, “Kopparberg Swedish Pear Cider has enticed a legion of new cider drinker’s looking for a sweeter alternative to other cider and beer offerings. This campaign marks the beginning of the building of the Kopparberg brand. Our marketing campaign will encourage new people to try the product and set down a marker for our premium brand credentials.”

Kopparberg Swedish Pear Cider kicks off a new €1.5m advertising and promotional campaign this month.

Rekorderlig Cider Rekorderlig is a sparkling and refreshing Swedish cider with a distinct aroma and taste.

Rekorderlig is available in 10 flavours and strengths: Pear, Apple, Melon, Wildberry 4.5%, Wildberry 7%, Strawberry & Lime, Elderflower, Gooseberry, Passionfruit, Raspberry & Starfruit. Rekorderlig is at present, top of the Swedish retail market and is the fastest growing cider in Ireland, according to distributors, EuroBeers.

Rekorderlig enjoyed tremendous success at the highly influential Stockholm Beer & Whiskey Festival, winning all the medals in the Cider Sweet/Half-Dry Category. The brand picked up a gold medal for Rekorderlig Cider Pear, a silver for Rekorderlig Cider Strawberry-Lime, and a bronze medal for Rekorderlig Cider Wild Berries.

Rekorderlig is a sparkling and refreshing cider with a distinct aroma and taste, which is available in 10 different flavours and strengths.

Scrumpy Jack Cider Scrumpy Jack Cider, from Beamish & Crawford, is a premium dry cider ideal for the summer and barbeque season. Sales of Scrumpy Jack have been driven by the increase in

popularity of cider in recent years, with a growth in can sales of 15%.

Scrumpy Jack is made using traditional methods and natural ingredients, real cider apples that give it a distinctive, fruity taste.

Scrumpy Jack Cider is available in 500ml cans.

RN May07Summer Drinks: Spirits ●

Cocktail Fever Takes Off Summer time brings a wealth of cocktaildrinking occasions, from barbeques to holidays.

While

many people probably associate the summer with beer or wine sales, spirits are big business during the warmer weather as well, particularly since more and more Irish consumers are reaching for cocktails. Indeed, Michael Barry, MD, Barry Fitzwilliam Maxxium expects cocktails, champagne and shooters to be “top of the bill this summer”, particularly with the rise in dining al fresco and the increasing numbers of Irish consumers who barbeque regularly.

Most of the big brands are engaging in heavy promotion during the summer months, ensuring that consumers are aware that even nontraditional cocktail ingredients, like brandy, can be used to make deliciously refreshing summertime drinks.

Edward Dillon & Co. Ltd Jack Daniel’s is Ireland’s fastest growing major brown spirits brand and Ireland’s number one imported whiskey. Every drop of Jack Daniel’s passes through 10 feet of crushed sugar maple charcoal, transforming it into real Tennessee sippin’ whiskey. During this time, the whiskey absorbs the essence of the 74

charcoal, giving Jack Daniel’s the unique flavour and aroma that complements the summer barbeque season so well.

Finlandia Premium Vodka is one of the top ten fastest growing spirits in the world and the brand continues to go from strength to strength in Ireland as it enjoys sustained growth and popularity.

Finlandia Vodka is a premium vodka of unequalled natural purity that uses pure glacial spring water which has been naturally filtered through glacial moraine, formed during the Ice Age over 10,000 years ago. In many of the world’s finest bars, Finlandia Vodka is the bartender’s preferred choice for creating the most delicious cocktails.

Finlandia Jack Daniel’s: Ireland’s With its authentic New Premium Vodka: fastest growing major Orleans heritage and its unique one of the top ten brown spirits brand smooth taste, Southern Comfort fastest growing and Ireland’s number has consistently gained spirits in the one imported whiskey. popularity with Irish consumers. world.

The widespread cocktail culture in Ireland has contributed to this popularity, with consumers recognising the mixability characteristics of the brand.

Hennessy City Cocktails are enjoying enormous success in Ireland since their major international launch in 2006.

The entirely new way of drinking Hennessy in the attractive new-look Hennessy tumblers - be it with ginger ale in the Hennessy Shanghai or with fresh lime juice and mint in the Hennessy Miami - results in a cocktail where you can really taste the delicious premium spirit. Consumers are constantly amazed at how a spirit they would have never before imagined mixing, has Southern Comfort Belvedere Vodka such a tremendous taste. has consistently hails from the small Following Hennessy’s gained popularity town of Zyrardów in mammoth launch onto the music with Irish the Mazovian plains consumers. west of Warsaw, scene at Hennessy Artistry in Poland.

New York, which saw

RN May07Summer Drinks: Spirits ●

international superstars including Kanye West, The Strokes and Goldfrapp team up for an exclusive invite-only one-off concert in New York’s Capitale, Hennessy city cocktails are fast becoming the must-have beverage at the most prestigious music events in Ireland and worldwide.

Hennessy’s launch onto the Irish music scene has been further enhanced by the signing of sultry chanteuse Camille O’Sullivan for Hennessy’s Pure Character press campaign. Details of the blend of performers for Hennessy’s May artistry concert in Ireland are set to be revealed very shortly - so watch this space!

The Hennessy Premium range; X.O., Paradis and Richard Hennessy, remain today the must haves, for discerning Cognac drinkers who appreciate prestige, quality and elegance.

This summer sees the launch of the bespoke Belvedere and Pomegranate Summer cocktail.

Belvedere Vodka believes in the art of mixing the perfect cocktail with the precise balance of vodka and fruit. The taste of the pomegranate is deliciously juicy, which perfectly complements the velvety-smooth and subtly vanilla-ish flavour of Belvedere vodka.

Hailing from the small town of Zyrardów in the Mazovian plains west of Warsaw, Poland, Belvedere is distilled four times, the optimum number for enhancing its unique, subtle character. Belvedere is the reference vodka of choice for discriminating vodka enthusiasts who really appreciate superior taste. In its Polish homeland, Belvedere is revered as the elite vodka, set aside for special occasions.

Diageo Smirnoff, the world’s number one vodka brand (Source: Impact 2006 Survey), commands top selling spirit status within the vodka category in Ireland, and is a key volume and profit driver. During the summer months, Smirnoff have a busy calendar, with new outdoor advertising running from April.

August sees the launch of a great value added pack to launch its new Signature Drink which hopes to cater for all consumer needs, by offering new ideas for long refreshing drinks this summer.

Gordon’s Gin offers Irish consumers a high quality brand with a rich history. Summer brings opportunity for growth of the gin category in the off trade as Gordon’s offers consumers unique refreshment qualities.

Baileys continues to lead the cream liqueurs market. Since its launch in 1974, Baileys has firmly established itself as a truly global brand, exporting to over 130 countries worldwide and it’s currently ranked 6th in the international league of top selling global premium brands (source: Impact Magazine). Global sales have gone from a humble 19,000 cases in 1975 to over 6 million cases today. Last October, Baileys announced the introduction of Baileys with a hint of Crème Caramel and Baileys with a hint of Mint Chocolate, available in 70cl bottles.

Bushmills, the famous Irish whiskey brand, continues to invest heavily through its new advertising, sponsorship, POS and sampling campaign. Through it’s hugely successful sampling programme this Spring, Bushmills provided consumers with the opportunity to ‘Discover Bushmills Your Way’.

Irish Distillers Ltd Stolichnaya is the only original and authentic Russian vodka available on the Irish market. It is one of the world’s most prestigious vodka brands and is rated by many barmen worldwide as the best vodka for mixing cocktails with.

Recent accolades include been voted by the San Francisco Worlds Spirits Competition as ‘Best Vodka’ and been voted the ‘Coolest Brand’ by consumers in Britain.

West Coast Cooler’s unique taste, along with its dramatic image and contemporary look has certainly caused a stir, its feminine slender bottle shape creating a confident and sophisticated style.

Hennessy City Cocktails are enjoying enormous success in Ireland since their major international launch in 2006.

Smirnoff: a key volume and profit driver in the Irish market.

Gordon’s Gin offers Irish consumers a high quality brand with a rich history.

As a long cool drinks containing only 135 calories, or two Weight Watchers points, this blend of white wine and exotic fruits is a real alternative to wine, other flavoured alchol drinks and low cal beers. A specially designed long glass has also been produced for West Coast Cooler to complement Baileys continues this refreshing to lead the cream drink, while the liqueurs market brand is in Ireland.

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RN May07Summer Drinks: Spirits ●

Southern Comfort Launches New-Look Advertising Campaign

Stolichnaya: one of the world’s most prestigious vodka brands.

With its cool white bottle, featuring palm trees and the Caribbean sun, Malibu is immediately recognisable on-shelf.

SOUTHERN Comfort has launched a brand new nationwide outdoor ATL campaign with a unique creative designed specially for the Irish market. The execution supports Southern Comfort’s global marketing strategy, aligning the brand with its New Orleans roots, drawing on one of the city’s key landmarks, Bourbon Street.

Southern Comfort is enjoying exceptional sales growth in the Irish market – growing at double-digit rate and clearly outperforming the Young Adult Spirits (YAS) category. In the OffTrade, sales of the iconic Southern Comfort 70cl bottle are growing at over 20%, while in the On-Trade Development Manager, Mary Callanan, brand sales are more than unveils the new look advertising campaign double that of the YAS for the brand.

Category.

Mary Callanan, Brand Development Manager with Edward Dillon & Co. Limited, comments: “This original and exciting execution has been created specifically for the Irish market and continues Southern Comfort’s well-known theme of socialising with friends. Our new ATL campaign will integrate very well with our overall marketing strategy and supports the concept behind our continued sponsorship of the Southern Comfort Crawdaddy Stage at Electric Picnic.”

supported with the ‘Chill With Friends’ advertising campaign on TV. Malibu is an iconic brand that is blended with the finest Caribbean Rums and has a distinct coconut flavour. With its cool white bottle, featuring palm trees and the Caribbean sun, Malibu is immediately recognisable on-shelf.

A special Malibu pack, with a free litre of Cranberry juice, is available across the country for the summer season.

Barry Fitzwilliam Maxxium

West Coast Cooler, performing extremely well in the Irish market.

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Barry Fitzwilliam Maxxium distribute a wide range of premium spirits, including Teachers Scotch, Courvoisier Cognac, Absolut, Rémy Martin Cognac, The Famous Grouse

Finest Scotch Whisky and Jim Beam Bourbon.

The big news from Absolut at the moment is that they hope to join the Irish Top Ten Spirit Brands by the end of the year, such has been its phenomenal growth over the last three years.

New from Asbolut comes a new family member, Absolut Apeach. Not only a different spelling, according to the company it’s a very different kind of taste, made from all-natural ingredients.

A recent addition to the Barry Fitzwilliam Maxxium Gin Portfolio is Plymouth Gin, which has great success internationally and won a Silver Medal at the International Wine & Spirit Competition in 2004.

Also from BFM comes Cointreau – a cool experience on ice with a warm

RN May07Summer Drinks: Spirits ●

afterglow, surrounded by the exotic scent of oranges while maintaining its elegant French heritage.

Bols Distilleries is one of the largest and oldest producers of fine spirits and liqueurs in the world, some dating back to the year 1575.

Many of the unique flavours of Bols liqueurs are made with fruit juices, thereby creating the ideal platform for some of the best cocktails around. The selection of flavours available from Bols is vast and includes Bols Blue, Grenadine, Advocaat, Crème de Cacao, Cherry Brandy, Amaretto and many more.

Sourz is proving to be a phenomenal success and growing dramatically since its introduction to the portfolio last year. It has a unique, dual sweet & sour flavour that is both refreshing and tangy.

Sourz apple is a low-strength (15%) shooter brand that is taking the clubs and style bars by storm. Look out for Sourz Cherry which was recently launched on the market.

According to Barry Fitzwilliam Maxxium, After Shock is the most exciting and innovative product in the Irish shooter market. It’s available in five flavours – After Shock ‘Hot & Cool’ (red), Aftershock ‘Deep Cool’ (blue) and After Shock ‘Thermal Bite’ (green), as well as Aftershock Black and Aftershock Silver.

Jagermeister, the famous German schnapps, is a huge seller in the shooter market, particularly among

student trend setters and is growing internationally. It is a half-bitter German schnapps with a unique blend of 56 herbs and spices.

In the recent global premium spirits league table compiled by USbased monitor, impact two of BFM’s agencies were in the Top Ten, Absolut at No.4 and Jagermeister at No.9, which augurs very well for the future according to Michael Barry.

Cooley Distillery March 19th last saw Cooley Distillery, the independent Absolut Vodka from Irish whiskey distillery, start Barry Fitzwilliam producing whiskey again in the Maxxium is enjoying old Kilbeggan distillery, the phenomenal success oldest licensed whiskey in the Irish market. distillery in the world. This was exactly 53 years to the day since distilling stopped at the old site, which this year celebrates its 250th year in existence. To mark the occasion, a special bottling of Kilbeggan 15 year old whiskey has been released and was unveiled at the launch of the new distillery. This super premium A special bottling of limited edition Kilbeggan 15 year old whiskey will be whiskey has been available from all released and was good off licences unveiled at the launch of the new Kilbeggan in the coming distillery. weeks.

Jagermeister, the famous German schnapps from Barry Fitzwilliam Maxxium, is a huge seller in the shooter market.

WKD Performance in the Off Trade WKD is the number one and fastest growing PPS brand in the competitive off trade PPS market with 34.2% market share (Source: industry data Mat February 2007). WKD Blue and WKD Red are available in 70cl and 275ml single bottle formats and four packs.

The WKD Blue 70cl has maintained its position as the best selling PPS bottle format in the off trade with 18.5% market share (Source: industry data Mat February 2007) and volumes are steadily increasing for the WKD Red 70cl, with sales for the first quarter of 2007 up 84% (Source: C&C Wholesale, January-March 07).

The PPS off trade market has grown by 4% and in order to drive the category and retailer volumes further, C&C Wholesale has developed a programme of promotional activity to take place over the summer months.

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RN May07Summer Drinks: Soft Drinks ●

Fizz-icality Worth close to €300m per annum, the carbonated soft drinks market continues to grow, particularly the low calorie/diet sector.

influencing buyer behaviour. Market data from many countries indicates that consumers are turning to low-calorie foods and drinks to replace products high in fat and sugar. Since 2000, consumption of low-calorie carbonates in Europe has increased by a third and the latest figures confirm their growing popularity, with room for further growth.

Coca-Cola Bottlers Ireland

The

carbonates market in Ireland is showing growth of 1.6% year-on-year and is worth in the region of €295m. The low calorie/light sector is showing the strongest growth, however, at 6% and is now worth €83.6m in retail value. This ties in to Irish consumers’ continued drive towards healthier or functional products.

The latest market data show that consumption of low-calorie carbonates increased right across Europe in 2006. According to Canadean, low-calorie soft drinks broke new ground in the last year as the European market grew in volume to 6.5 billion litres, up 400 million litres from 2005.

An estimated 54% of Europeans are now overweight and reducing energy intake is an increasingly urgent priority for consumers. Life expectancy is reduced by around nine years in obese people and the stark warnings in the media about the dangers of being overweight are 78

Coca-Cola continues to be the number one selling grocery brand in Ireland.

Independent research shows that Coca-Cola Coca-Cola, the holds 34.7% value share of New Coke Zero: biggest selling the total grocery the company’s grocery brand in the biggest brand carbonates category country. launch in over (Source: ACNielsen MAT two decades.

Million Bottles Feb 18, 2007).

Free promotion.

CCBI continues to invest heavily Consumers were given a one-in-10 in supporting the brand. Following chance to win one of a Million Free on from the successful launch of the Bottles of Coke or Diet Coke Coke Side of Life campaign in 2006, instantly. The promotion featured this year Coca-Cola will continue to gold and silver Coke and Diet Coke build momentum with new bottles, in addition to a TV advertising, promotional and incampaign seen by over 500,000 of store activations. There are eight the teen target audience. new TV executions, six new outdoor Coca-Cola continues to bring campaigns and innovative music to life this summer with a promotions, driving growth and huge variety of consumer excitement in the sparkling promotions and sponsorships, beverage category. Coca-Cola has including its global partnership with had a strong performance for the iTunes. first quarter of 2007 and will Coca-Cola is the proud sponsor of continue its focus and investment on Coca-Cola Blast Beat for the second key activities throughout the year. year. This secondary schools project The first on-pack activity for introduces students to the world of Coca-Cola in 2007 was the One

RN May07Summer Drinks: Soft Drinks ●

indications show that Coke Zero has are currently at the music and business. It been very well received in the highest they have been in is a Transition Year market and the prospect of a years. The campaign project, where teams of sizzling summer promises to achieved recognition with students set up mini consolidatate the product in the the Adshell award for music companies, young male market.

Best Outdoor Ad of the organising gigs Sprite is the number one Lemon Year for 2006. featuring student bands & Lime brand worldwide and Diet Coke launched an from around their area. accounts for 2.6% value share of all exciting on-pack offer in Over 140 budding young carbonates and 11% of Lemon & April to meet the needs of Irish bands compete Lime (Source: ACNielsen MAT 18th its large female consumer against each other at Feb 07). Sprite Zero also continues to base, offering them the local, regional and be a huge success story for The Cocachance to win a designer finally at national level Cola Company, taking 1.5% share of handbag of choice every for the Coca-Cola Blast all Carbonates and 5.4% of the day for six weeks. The Beat Award, which Lights category – a category now competition is supported includes a recording worth €83.6m in retail value (Source by an extensive contract.

ACNielsen MAT 18th Feb 07). advertising and Later this summer, CCBI is investing in an extensive marketing campaign, Coca-Cola will support marketing and advertising incorporating radio, various sporting events, campaign for Sprite and Sprite Zero outdoor and in-store including GAA and in 2007. In order to continue to build activity. rugby. Coca-Cola will on the success of the brand to date, Diet Coke will also continue its the company has developed and innovate in the sponsorships as well as activated an extensive programme marketplace again this developing relevant of activity to support the brand summer (August) consumer promotions throughout the course of the with Phase 2 of the and in-store activity. year. A new TV advertising design can Coca-Cola Bottlers campaign consisting of two new initiative, which Ireland will continue to Sprite Zero: a huge executions went live in April, incorporates invest in the most success story for while extensive outdoor advertising on compelling consumer Coca-Cola Bottlers can space.

This advertising will run activation which drives Ireland. initiative was a throughout the course of revenue and value for its great success in 2006 in the year. customers. In particular, the terms of volume and Fanta continues to be an company will pour at all major connection with target important brand on the Irish outdoor concerts and festivals female consumers. market, now worth €14m, during the summer of 2007, In February, CCBI claiming 4.7% share of the refreshing over one million festival introduced Coke Zero to the Carbonates category, fans along the way.

Irish market, the moving to 37.6% value Diet Coke continues to company’s biggest brand share of the Orange outperform other carbonates on the launch in over two beverage sub category Irish soft drinks market, growing at decades. The launch of the (Source: ACNielsen MAT 9.5% in value against a Carbonates new zero sugar Coca-Cola 18th Feb 07 ex Dunne’s & growth of 1.6%, giving the brand drink was supported by an Discounters).

13.6% of the total carbonates intense marketing and The brand continues to market. This continued success in advertising campaign be one of the most 2007 has given the brand 48.4% of focused on attracting innovative and strongest the increasingly important ‘low young males to the brand. performing flavour brands calorie light’, category which grew The ongoing campaign of the last five years, with by 6%. Diet Coke continues to be the incorporates television, the introduction of the new number one brand in this growing outdoor, PR, product ‘splash’ bottle concept in category. (Source: ACNielsen MAT sampling and press 2002, as well as the brand 18th Feb 07 ex Dunne’s & advertising. In addition, extension of Fanta Exotic Discounters). over 450,000 samples of in 2004. In 2006 the first CCBI will continue the hugely Fanta: one of the Coke Zero were given of the Fanta ‘World successful Diet Coke 'Do Your Thing' most innovative and strongest away during the month of Flavours’ was launched, campaign in 2007. The campaign performing flavour February, reaching over Caribbean Apple, and 2007 was a key driver in the volume brands of the last 70% of the target will see the second ‘World growth on Diet Coke in 2006 (+5% five years. audience, and initial Flavour’ in the shape of vs PY) and the brand’s equity scores 80

RN May07Summer Drinks: Soft Drinks ●

running on all 50cl and 2 litre packs with a year-on-year growth of +3%, Pineapple from Africa. 2007 is an across the 7UP range. tremendous given its market size exciting year for Fanta with the 2007 is set to be another great (Source: ACNielsen Market Track launch of a new TV advertising season for the Pepsi brand, with vol MAT, Dec 24 2006). campaign ‘Play On’, featuring four continued growth across the entire The incredible success of 7UP ads, the first of which debuted Pepsi stable, including Pepsi, Pepsi continues to be driven by 7UP Free, recently.

Max and Diet Pepsi. Last year, the which leads the way in the nonSchweppes claims leadership of brand grew by a phenomenal 8% sugar Lemon & Lime sector. Nonthe Irish mixer market, and is also (Source: ACNielsen Market Track sugar variants are now propelling the only mixer brand to offer vol MAT, Dec 24 2006). the €295 million CSD market, and consumers a 12x150ml Party Pack.

And as the summer fitness 7UP Free enjoys a 12% yoy growth, In 2006, Schweppes mixers grew season ensues, consumers are and a commanding 86% of the their share by +10.4% versus mixer demanding more non-sugar, betteroverall non-sugar lemon and lime category growth of +4.9% (Source: for-you soft drinks to quench their sector (Source: AC Nielsen Market ACNielsen MAT 18th Feb 07 ex thirsts, evidenced by Pepsi Max’s Track vol MAT, Dec 24 2006).

Dunne’s & Discounters). Latest 35.3% growth MAT (Source: The summer also brings market data shows that ACNielsen Market Track vol MAT, the return of 7UP Free with Schweppes claims 69.4% of the Dec 24 2006). Pepsi Max is driving Xtra Bite. Launched to Mixer Market, gaining 3.4 share the growth of the Pepsi brand, enormous success last points (Source: ACNielsen MAT which is now firmly established as summer, this sassy drink 18th Feb 07 ex Dunne’s & the number two player in the cola features an extra bite of Discounters). market with an 8.2% market share. lime, giving it that extra Nestea is CCBI’s still drink And with the entire non-sugar CSD edge of refreshment. range that specifically targets category growing by 4.1% yoy, Pepsi Strong marketing and adults. The brand is available Max is strongly positioned to make advertising campaigns in a proprietary 500ml PET even more of an impact this year. have been keys to the bottle in two flavours, Red This summer, Pepsi will repeat brand’s success, and 7UP Fruits and Lemon. In 2007, its hugely successful under-the-cap, demonstrates its CCBI will invest heavily in an instant win promotion. With mobile commitment to growing integrated marketing phone top-ups to be won market share campaign including every hour all through even further. advertising, PR, and extensive June, this exciting It is the sampling as well as in-store promotion will run in the second biggest activation to drive Nestea 50cl, 75cl and 2 litre packs brand brand awareness and trial. across the Pepsi range. advertiser in Appletiser is a 100% lightly The total Pepsi brand the soft drinks sparkling apple juice, with no will also undergo a major market, with a added sugar, preservatives or new packaging design over 20% share of additives, with stylish the next months. The advertising packaging and a pure ergonomically designed 2spend. champagne-like litre grip bottle and four eye2007 also appearance. April 2007 saw Pepsi Max is catching new labels feature sees a whole the first ATL campaign for driving the growth of the Pepsi brand, designs that are reflective of new look for the brand in the Republic which is now consumer lifestyle trends. the 7UP range. of Ireland, which will be firmly established Eye-catching reinforced with the as the number two new labels continued global C&C player in the cola have been sponsorship of Friends in Club, Ireland’s favourite market. created to 2007. Appletiser is now orange drink, has lots reinforce the brand’s available in selected outlets in a happening in 2007, where it natural refreshment 275ml and 750ml bottle and a 330ml will continue to invest credentials, and are can. strongly in the soft drinks certain to make 7UP and category. The secret to 7UP Free stand out onClub’s success is its great PepsiCo shelves. 7UP builds on taste and quality. Club uses Claiming an 82% share of the the incredible success of over 11% fruit juice and Lemon & Lime market, 7UP is the the last two summers’ contains real orange bits, number two overall soft drink in the under-the-cap, instant making it a premium and Irish market, and enjoys a 22.1% 7UP Free leads the win promotions, with great-tasting product. share of the entire soft drinks way in the non-sugar hourly draws to win Club is also all about market. The brand continues to Lemon & Lime sector. mobile phone top-ups, variety – the range move from strength to strength, 81

RN May07Summer Drinks: Soft Drinks ●

competitor to the leading includes Club Orange, Club names in the soft drinks Lemon, Club Rock Shandy, Club sector.

Pomegranate and Cranberry and Club Apple. Club will continue its fun and exciting Gleeson Group TV advertising in summer – The Finches range of soft part of the brand’s drinks made a dramatic heavyweight annual impression on the trade marketing investment in in 2006, with an excess of €2m. innovative new look and 2007 will focus heavily strong price promotional on Club Diet, launching a offers, which proved a great new formulation for favourite with both Club Diet Orange and Club consumers and the trade Diet Lemon and a great new alike. Finches soft drinks look. Club Diet has 11% real are available in four great fruit juice and real fruit bits tasting flavours, all with but has no artificial colours high juice content, in 2or flavours, no added sugar litre and 50cl sizes: and no caffeine. Club Diet Orange, Orange Light, will be launched in a Rock Shandy and Lemon, fantastic new 2-litre bottle along with the 1.5L mixer shape. The modern look range in Soda Water, and feel of the new pack Tonic Water, Tonic Water design is sure to capture Light & Ginger Ale. consumers’ attention, The Gleeson Group supported by an exciting continue to invest Cidona has been new €1m outdoor strongly in the Finches rebranded with a campaign and a growing brand, which new logo and eyecatching metallic diet sector. has enjoyed The secret to Club label on all packs.

Club’s Diet range is enjoying Cidona, Ireland’s increase Orange’s success is its a great new formulation and favourite sparkling apple drink, has market share and great taste and a new look. quality. been rebranded with a new logo and presence in 2006, and eye-catching metallic label on all is set to grow further packs, to bring the design into the in the coming year.

21st century and enhance the apple and refreshment cues.

Designed by The Vard Partnership, the bottle shape on the 2-litre and 50cl is changing to a contoured design which looks great and is easy to hold: the 50cl even has apple embossing.

According to Sian Price, Brand Manager, Cidona, “C&C has invested substantially in the brand and has succeeded in building on the popularity of Cidona, thus bringing it to a whole new generation of discerning drinkers. In addition to the pack redesign, Cidona will once again hit the airwaves with a series of summer promotions and competitions to include public relations support.”

New packs hit stores in April, with consumer and trade promotions prominent during the summer. The ability of the brand to constantly reinvent itself ensures that Cidona The Finches range of soft drinks made a dramatic impression on the trade in will continue to be a serious 2006, with an innovative new look and strong price promotional offers.

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RN May07Summer Drinks: Juices ●

Set the Juice Loose More and more Irish consumers are reaching for juices instead of carbonated soft drinks.

Despite

signs of maturity in some sectors and slowing rates of growth in certain areas, the market for juices continues to develop, thanks to the launch of new, innovative products. More exotic flavours, updated imaging, new juice blends and ‘functional’ juices, which are enriched with vitamins and minerals, and the advent of smoothies and juice-milk mixtures are the latest trends to drive market growth.

However, the market for pure fruit juice remains extremely healthy.

The fact that Irish consumers are increasingly health conscious has been well documented, with growing numbers of Irish men and women reaching for drinks that are either functional or low in sugar, calories or carbohydrates, hence the continued growth of the juice sector.

GlaxoSmithKline Ribena is set to further develop the brand’s No Added Sugar range with the launch of new Ribena Really Light No Added Sugar Blueberry Concentrate in both a 1-litre and 600ml bottle. The move will develop the phenomenal success to date of Ribena Really Light No Added Sugar Blueberry 500ml, which has fast proven a very popular performer in the brand’s Ready to Drink portfolio since its launch last year. With a delicious Blueberry flavour, the new product is certain to appeal to younger consumers and adults alike.

The new product represents a 84

natural extension to the Ribena range. Ribena’s original formulation is derived from blackcurrants - a nutritionally dense ‘Superfruit’ full of the intrinsic goodness of antioxidants and Vitamin C. Bursting with goodness, blueberries also enjoy Superfruit status and as such, the new Concentrate flavour is destined to attract new consumers to the brand.

Cementing the new product’s appeal and spelling added reassurance for parents, Ribena Really Light No Added Sugar Blueberry Concentrate is also friendly to teeth.

The new product has researched exceptionally well with consumers to date.

Ensuring a head start on the marketplace, Ribena Really Light No Added Sugar Blueberry Concentrate will be supported by a comprehensive programme of marketing activity, designed to create awareness and drive trial and purchase.

New Ribena Really Light No Added Sugar Blueberry Concentrate is being launched in both a 1-litre and 600ml bottle.

Capri-Sun The number one single serve ready to drink juice drink in Ireland, Capri-Sun continues to enjoy strong growth in the competitive juice market, claiming 18% value share (Source: ACNielsen February 2007). Not only are they a favourite amongst kids, but parents are also happy that the Capri Sun’s new 330ml pouch drinks, drinks are made with natural available in Orange and Tropical flavours, juice and contain no artificial have a re-sealable cap and are the perfect onflavours, colours or the-go juice drink. preservatives.

Appealing to a slightly older The new 330ml pouch drinks, market, the larger 330ml pouch is available in Orange and Tropical seen as “original, practical and cool” flavours, have a re-sealable cap and – they simply sqeeze and reseal the are the perfect on-the-go juice drink.

RN May07Summer Drinks: Juices ●

pouch, making it perfect for teens out and about.

Also available in the Capri Sun range is the 200ml pouch in orange, tropical, apple, wild berries, blackcurrant and strawberry variants as well as the 100% juice range in both orange and apple flavours.

product that has good nutritional balance through a great tasting fruit juice.

A massive support programme, including TV and an in-store campaign, commenced this month, with Peter Stringer, the Irish and Munster scrum-half.

Fruice

Kelkin

Coca-Cola Bottlers Ireland’s juice brand, Fruice, is the fastest growing ambient juice brand on the Irish market with growth of 19.6% YOY (Source: ACNielsen MAT Oct 06 ROI).

The Fruice range comprises of take home and impulse packs which include pure juices, juice drinks and smoothies. Fruice Orange claims top spot in the 330ml juice sector in Ireland (Source: ACNielsen MAT June 06 ROI).

The first summer burst of Fruice advertising will break at the end of May with an outdoor campaign on six-sheets, featuring the standard Fruice range and launching the new Fruice Vital Lights campaign. Fruice Vital Light Orange and Fruice Vital Light Apple have been developed with the calorie-counting consumer in mind. They are reduced calorie versions of the brand’s standard Orange and Apple juices with all the flavour of the standard range.

The creative is fresh, contemporary and clearly communicates the products’ intrinsic benefits, which will appeal in particular to female consumers.

Further bursts of advertising throughout the summer will reinforce the health benefits of the Vital Lights products.

Kelkin has developed an extensive range of fruit and vegetable juices including an organic selection, so that consumers can make healthy choices within the Kelkin range of top quality juices.

The Fruice brand is being supported with heavyweight advertising Kelkin NFC (Not From throughout the summer months.

Concentrate) Orange Juice (1 litre) has been a major success for the company since its introduction last year and will be available in a handy 330ml impulse from this month. It is a 100% pure juice product which contains no added sugar and no artificial colours, flavours or preservatives, giving that ‘just squeezed’ taste straight from the bottle. It is also rich in anti-oxidants, folate and potassium, which have been shown to protect against heart disease.

Organic choices include juices New AdeZ, a delicious combination of fruit such as Organic Carrot Juice, juices and Soya with vitamins and Organic Red Grape Juice and minerals, comes in three varieties: Organic Vegetable Juice. New Blackcurrant & Raspberry; Mango & additions to the range are Apricot; and Pineapple & Passionfruit.

Organic Tomato Juice and Organic Carrot & Orange Juice. All come in 750ml glass bottles.

The Kelkin range also includes family favourites such as Kelkin Multivitamin Drink (1litre), Kelkin Apple Juice (1litre) and Kelkin Cranberry Juice (1litre). Both the Cranberry Juice and Multivitamin Drink are also available in a handy 200ml lunchbox size. Kelkin Pomegranate and Apple Juice (750ml) contains high levels of potent, naturally occurring polyphenols and phtyonutrients to help to protect against disease.

With the exception of Kelkin Cranberry Juice, Kelkin juices have no added sugar, no preservatives, no artificial colours, are low in calories Kelkin NFC (Not From Concentrate) and rich in antioxidants. Just one Orange Juice has been a major 150ml glass of Kelkin juice amounts success for the company since its to one of the five recommended daily introduction last year. servings of fruit and vegetables.

AdeZ AdeZ, from Unilever, is a delicious combination of fruit juices and Soya with vitamins and minerals which help maintain a strong body. Each glass (250ml) of AdeZ contains soya protein and 35% of the recommended daily allowance of Calcium, Magnesium, Vitamin and B6.

Adez comes in three varieties: Blackcurrant & Raspberry; Mango & Apricot; and Pineapple & Passionfruit.

AdeZ makes healthy choices easier for consumers by delivering a 86

RN May07Summer Drinks: Bottled Water ●

Clear Winners Despite recent controversy over pricing, the bottled water sector continues to thrive.

Bottled

water has been in the news recently for all the wrong reasons. A cost survey by the Consumer’s Association of Ireland found that bottled water is more expensive than orange juice, milk, carbonated soft drinks and petrol.

Prices ranged from just 22c per litre to a whopping €2.18, with flavoured waters, particularly those with perceived health benefits, operating in the upper echelons of the price spectrum.

This survey comes at a time of continued growth for the bottled water sector, however, with a range of social and economic factors driving the market forward over the course of the last decade, not least of which is the acceptance of buying water as a mainstream activity, combined with changes in work practices and the adoption of healthy lifestyles.

Bottled water can be segmented into the following categories, which are governed by strict guidelines: Natural Mineral Water, Spring Water and all other waters.

Natural Mineral Water is microbiologically wholesome water, originating in an underground source, protected from all risk of pollution and emerging from a spring, tapped at one or more natural or bore exits. It is clearly distinguished from ordinary drinking water by its nature (mineral

88

Volvic continues to make an impressive impact on the Irish bottled water market with its flavoured range Volvic Touch of Fruit.

content and trace elements) and by its original state. Only very limited treatments are permitted. For a water to be declared a mineral water, it must comply with European Commission Directive 80/777/EEC. Spring Water is a description reserved for water which is intended for consumption in its natural state, comes from an underground source, protected from all risk of pollution and is bottled at source. Only very limited treatments are permitted.

Water which does not meet the requirements of a natural mineral water but is a spring water must comply with natural mineral waters legislation and with the rules on drinking water.

Water which is intended for human consumption and is not a natural mineral water or a spring water and is placed on the market in either bottles or containers must be free from any micro-organism and parasites and from any substances which in numbers or concentrations, constitute a potential danger to human health.

Volvic Volvic, from Danone, plays a key role in the development of the bottled water category with a value growth of +36% (Source: ACNielsen, Total Enhanced Scantrack, Sales Value MAT March 25/07). The ‘Volvic Regenerates’ campaign won the Large Format Silver Award at the OMA Outdoor Advertising Awards, which were held in the Mansion House at the end of April. Volvic Natural Mineral Water is the official water of the Irish Tag Rugby Association (ITRA) and commenced a new three year sponsorship deal of Volvic Tag Rugby in 2007. This new sponsorship will include the Volvic Tag Rugby spring and summer leagues, as well as the Volvic Tag Rugby one day blitz events.

“We at Volvic are delighted that the brand is going to continue this association with Tag Rugby and we look forward to a very successful 2007 campaign,” noted Nuala Beecher, Volvic Brand & Sponsorship Manager.

“Volvic Tag Rugby is the fastest growing recreational sport in Ireland, it’s open to everyone and is a great way

RN May07Summer Drinks: Bottled Water ●

to enjoy sport during the summer.”

Volvic Natural Mineral Water has the unique benefit of being the only natural mineral water to be filtered through layers of volcanic rock. In 2007, the ‘Volvic Regenerates’ campaign continues the “bringing to life” of Volvic’s volcanic origin and its unique volcanic mineral composition.

Volvic will be heavily supported both above and below the line.

Volvic continues to make an impressive impact on the Irish bottled water market with its flavoured range Volvic Touch of Fruit (available in three flavours: Lemon and Lime, Strawberry and Orange and Peach).

Volvic Touch of Fruit has grown by an impressive +136% in value year on year (Source: ACNielsen, Total Enhanced Scantrack, Sales Value MAT March 25/07).

Evian

Deep RiverRock flavoured water range now comes in new packaging, in response to consumer and trade feedback.

Deep RiverRock have just launched new improved packaging for their flavoured water proposition, in response to consumer and trade feedback.

Deep RiverRock flavoured water will now be offered in a clear bottle, with clear plastic labels reflecting the purity of water. The new labels have a clean, highly impactful design. They are strongly linked to the already successful Deep RiverRock brand, with blue for still and green representing sparkling variants. The labels depict Deep RiverRock real fruit images that appear Claiming brand leadership to be “floating” in the water. of the Irish bottled water The 500ml range is available market in Ireland, Deep in four flavours that are RiverRock, from Coca-Cola readily identifiable at a Bottlers Ireland, continues glance, Lemongrass and to drive the water category Forest Fruits in Sparkling, in both volume and value and Pear and Peach in Still (+13.3% & +13% MAT). variants. The Lemongrass, Deep RiverRock 2-litre Evian: the number Pear and Peach flavours are sales were up 71% versus one natural also on offer in a 1.5 litre 2L market which grew at mineral water in format.

9.4% (Source ACNielsen the world.

Having recently won a Total Market Volume and Gold ADFX award for its long-term Value MAT 8 W/E Feb ’07). advertising campaign, Deep Following the highly successful and RiverRock’s ‘Purer Than You’ adverts well received nationwide New Year’s continue to attract consumers. Having Detox campaign, the brand will the most appealing advertising, Deep continue to meet ongoing consumer RiverRock is the most likely brand to demands by innovating within all be purchased among 18-35 year olds, is water consumption categories.

Also from Danone, Evian is the number one natural mineral water in the world. Evian is purified through a natural filtration process that spans over 15 years in the town of Evian-Les-Bains. Many people say “you are what you eat”, but as 60% of your body is water, and this water is renewed every 6 weeks with what you consume, what you drink is just as important.

90

the water to be seen drinking, is growing in popularity and is the choice of younger people (Source: Research Solutions, September 2006).

This year, Deep RiverRock continues its corporate partnership with UNICEF Ireland, with particular focus on providing education on the global importance of water in developing countries. Deep RiverRock also recently signed a three-year deal to be Title Sponsor for the Belfast City Marathon, one of the most prominent events in Northern Ireland’s sporting calendar.

Vittel Also from Coca-Cola Bottlers Ireland, Vittel Mineral Water, one of the leading global bottled water brands, invested a massive €20m in a ‘panEuropean’ ‘ReVITTELisez Vous’ relaunch programme last year. This saw the introduction of a new Vittel 750ml sports cap bottle to Ireland. This summer, a new Vittel 500ml bottle will be launched with a similar reshape - a sleek, dynamic, premium packaging solution set to literally revitalise the Irish bottled water market.

As a strong premium competitor, the Vittel brand aims to appeal more than ever to the discerning consumer wanting a stylish, high quality mineral water brand. The move away from the former square design bottles into a more rounded, dynamic and

RN May07Summer Drinks: Bottled Water ●

hint of fruit is a great way to support those looking for a healthier option with an interesting twist,” said Jane Fortune of Ballygowan.

“Because Ballygowan is drawn from a single, natural underground source, we have been able to bring the same, high quality, pure Irish water to our new flavoured products.”

The new range of Ballygowan fruity flavours is available in 500ml packs or a 1.5litre family pack and is perfect for those wanting H2OH! a healthier, maximum taste H2OH! is new a sugar-free, drink that has no added lightly sparkling water sugar, no artificial colour refreshed with a hint of and no artificial sweetners fruitiness from 7UP, which or flavourings. is available in three “Irish consumers are flavours – Lemon and H2OH! is new a sugar-free, lightly very sophisticated and are Lime, Apple and Citrus sparkling water refreshed with a hint of Vittel Mineral fruitiness from 7UP, which is available in acutely aware of the health Fruits. H20H!, from Water invested a three flavours – Lemon and Lime, Apple benefits of drinking water,” PepsiCo., comes in two pack massive €20m in a and Citrus Fruits. ‘pan-European’ renoted Jane Fortune. sizes, 500ml and 1.5 litre, launch programme “We are confident that the new “Awareness of the growing and is set to heat up the Ballygowan range will appeal to both bottled water segment this last year, which saw obesity problem in Ireland is the introduction of adults and children,” said Jane, significant and ongoing media summer. a new Vittel 750ml “particularly as so many parents prefer attention has ensured that Research shows that sports cap bottle to Ireland. to offer their children a water option consumers are aware of its whilst most people know either in school or at home.” main causes. they should drink two litres of water a day, they find it difficult and boring. Combining the benefits of water and the fun of a CSD, H2OH! makes getting the daily requirement easy and, most importantly – fun.

H2OH! is heavily supported with a huge, €1.7m consumer programme, including extensive TV, outdoor, public relations, sampling and promotional activity. And with the quirky “Have Fun with Water” tagline, the possibilities are endless for trafficdriving consumer events, promotions, and in-store activities taking place all summer long! contemporary model has researched superbly well amongst consumers, with no less than 84% consumers preferring the new pack shape (source Etude Ipsos, France, April 2005).

Vittel is also available in 1.5ltr ‘take home’ pack.

With Vittel in-store activation and the outdoor campaign in Ireland, retailers will certainly see sales being ‘reVITTELised’ this Summer.

Ballygowan Ballygowan has introduced a new range of flavoured waters. With just a hint of fruit, Ballygowan has bottled its pure, original water with three combinations from which to choose: Orange & Mango, Strawberry & Cherry or Cranberry & Lime.

“Our research shows that people do want to drink more water as part of a healthy, daily routine, and adding a

Ballygowan has introduced a new range of flavoured waters in three flavours: Orange & Mango, Strawberry & Cherry or Cranberry & Lime.

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RN May07Summer Drinks: Energy & Sports Drinks ●

Unleashing the Energy The energy and sports drink sector is showing the most dynamic growth of the entire soft drinks spectrum.

The

energy drinks category is estimated to be worth in the region of €80m annually, with Lucozade leading the category, followed by Red Bull. According to figures from ACNielsen, the energy category showed strong growth in 2006, with the market running at 7.1% growth over 2005 (Source: ACNielsen MAT, Feb 18 2007, ex Dunnes Stores & Discounters).

Lucozade Energy Lucozade Energy from GlaxoSmithKline continues to set the pace in the Energy Drinks sector as the leading brand with 65% value share and 13% growth year on year (all figures, Source: ACNielsen, ROI, Market Track, Groups, Sports and Energy, MAT Value, 8 w/e 18 Feb 07).

Perfectly meeting consumer requirements for refuelling on the move, Lucozade Energy’s portable one shot bottle format is phenomenally popular and is the number one pack (0-650ml) in the Energy and Sports Drinks sector, claiming 29% share.

In addition to the Lucozade Energy Original variant, the Lucozade Energy 380ml range includes a choice of great-tasting fruit flavours to cater to varying consumer taste preferences – Orange, Lemon and Citrus Clear; a refreshing combination of lemon and lime. The range also includes Lucozade Energy 500ml – perfect for extra energy requirements on the move.

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Lucozade Energy’s high profile ‘Bears On The Run’ promotion, in association with Today FM, gives listeners the chance to win a share of €150,000.

As the latest addition to the product range, the Lucozade Energy Charger 250ml can has already provided another boost for the brand’s leadership status in the Energy Drinks sector, delivering incremental sales in the relatively short period since its launch.

The best-selling Lucozade Energy brand is available in a Lucozade Energy range of formats to suit all consumer tastes. also offers a choice As the peak summer sales season of large and multipack formats to approaches, the brand’s distinctive meet in-home energy requirements.

‘Teddy Bears’ advertising campaign GlaxoSmithKline have further will be further developed, driving strengthened the brand’s presence in home Lucozade Energy’s energy the take-home sector with the transforming properties loud and recently launched Lucozade Energy clear.

Charger multi-pack of four 250ml Running during May, a major new cans. This move represents another promotion features the now familiar superb opportunity to grow the brand, Lucozade Bears, which appear in given that can multi-packs continue current advertising for the brand. to experience a strong demand within Building upon the phenomenal the Energy drinks sector and have success of last year’s award-winning grown 87% year on year.

‘Energy Quest’, this year’s promotion Set to spell further success for the is equally interactive. Activity brand, an exciting programme of revolves around four bear characters marketing activity continues to roll on the run complete with a new stash out. Ensuring a high profile on TV of cash to be won daily in association screens around the country, Lucozade with nationwide station Today FM Energy remains the sponsor of the during the month of May, with a phenomenally successful ‘Lost’ series generous prize pool of €150,000 to be on RTE, with memorable new stings shared amongst listeners who follow capturing the imagination of viewers the clues and track down the bears far and wide.

RN May07Summer Drinks: Energy & Sports Drinks ●

with their loot in their various hideout locations around the country.

The promotion will continue to be extensively supported through-theline by a significant investment, ensuring maximum uptake and impact. Massive airtime dedicated to the cross-station promotion is complemented by a novel website, complete with GPRS tracking, to facilitate consumers locating the bears, plus other fun, interactive elements.

The campaign has also been visually extended with a heavyweight outdoor campaign across poster and public transport sites, while an on-street presence includes random appearances by the bear characters in public places – generating extra hype and ensuring that consumers constantly remain ‘bear-aware’. Clever use of ambient media is also serving to further strengthen the overall campaign impact too.

Driving the promotion at trade level, tailored activity continues to run across all grocery channels.

Retailers can also avail of an impactful range of Point of Sale material. Creating additional instore theatre and excitement, consumers can pick up a cool free game kit linked to the promotion with every two bottles of Lucozade Energy Original 500ml purchased.

Lucozade Sport Adding further variety to the Lucozade Sport product portfolio, two delicious and refreshing new flavours are introduced this month. Both Lucozade Sport Raspberry and Lucozade Sport Tropical, from GlaxoSmithKline, retail in a 500ml bottle and will deliver all the benefits of the brand’s clinically proven formulation, which has been scientifically demonstrated to keep top athletes going 33% longer than water (Journal of Sports Science 1995, 13, 283-290).

The new products are certain to extend the success of Ireland’s number one Sports Drink’s highperforming 500ml still range and will reinforce the brand’s leadership status in the Sports Drink sector (Source: ACNielsen, ROI, Total

Confectionary, Sports Drinks, Value Sales, 8 WE 17 Feb 2007).

Lucozade Sport Raspberry and Lucozade Sport Tropical have researched exceptionally and are certain to prove popular choices on-shelf. The new flavours will also feature a new valve cap, ideal for on-the-go consumption during sport.

To fully support this launch, GlaxoSmithKline will devote considerable marketing support activity, including Point of Sale and trade press advertising.

BPM Energy Since its launch in January 2003, Coca-Cola Bottlers Ireland’s BPM Energy has firmly established itself as a key player in the energy drinks category in Ireland, taking the No.3 slot in value share at 3.7% behind Lucozade & Red Bull (Source: ACNielsen MAT 18th Feb 07 ex Dunne’s & Discounters).

BPM is now available in 80% of convenience stores throughout the country.

Over the past number of years, CCBI has invested heavily in high impact advertising, packaging innovation and trade marketing for BPM Energy, which will continue through 2007 and beyond.

New Lucozade Sport Raspberry and Lucozade Sport Tropical retail in a 500ml bottle.

Cullen, who is training for the Dublin City Triathlon in August 2007 and has become the new face for Powerade in Ireland. The brand is also working with Ireland Rugby International, Paul O’Connell to support the overall campaign.

Powerade continues to be the Official Sports Drink for many of Ireland’s top teams, where the team doctors and physios recognise the benefits of prehydrating with Powerade Powerade before sport.

Also from CCBI, Powerade is Powerade is currently the the number one sports drink sports drink of choice for the brand in Europe and the Irish, Leinster, Connacht & brand proved to be an instant Ulster Rugby Teams and success in Ireland when many GAA County Teams – launched over three years among them All-Ireland ago. Powerade now claims Hurling Champions, Cork, 14.6% of the sports drink Dublin, Down and Wexford. market in Ireland (Source: Powerade is also actively ACNielsen MAT 18th Feb 07 involved in sport as a ex Dunne’s & Discounters).

Powerade is the grass-roots level, with a For 2007, CCBI is number one team of people visiting investing in the largest ever sports drink clubs and gyms support programme for brand in Europe. throughout the country, Powerade in Ireland. getting Powerade involved in club Following extensive consumer activity, and preaching the benefits of research, the company has activated prehydration. Powerade is also the the ‘Never Give Up’ campaign, which title sponsor of the Powerade will run throughout the course of the Leinster Schools Cup. year, following the progress of Will 93

RN May07Update ●

AdeZ Launches in Ireland PICTURED are(l-r): Alan Byrne, Marketing Manager for AdeZ, model Roberta Rowat, Ireland’s favourite rugby scrum half, Peter Stringer, and Marketing Asistant for AdeZ, Sarah Hogan, at the official launch of AdeZ, a new fruit juice and soya drink from Unilever. AdeZ is a unique blend of fruit juices, soya protein and other essential nutrients that help maintain a strong body.

Lyons Tea Master Class THE Lyons Tea Master Class took place at the Shelbourne Hotel, recently, where tea expert Justin Panton conducted a tea-tasting session, where many interesting facts emerged, such as: tea is second only to water in terms of contributing to your recommended daily fluid intake; or a standard cup of tea contains less than half the level of caffeine of a typical cup of coffee. Lyons Tea has recently launched a new advertising campaign focusing on the extraordinary qualities of tea, particularly its naturalness, and highlighting the fact that there is nothing added but wind, rain and sunshine. Tea expert Justin Panton is pictured with Keith Farrell, Marketing Manager for Lyons Tea, and model Karen Fitzpatrick.

Heineken Goes Interactive THE latest ad campaign from Heineken is the largest scale production ever commissioned by Heineken Ireland and features a cast of almost 300, from Brazil, London and New York. The ‘Memory Hotel’ campaign was shot on location in Hotel Quitandinha in Brazil in February 2007. The ad, directed by award winning director, Gary McHendry, features characters as diverse as bodyguards, rugby players, motorcyclists, stiltwalkers, air hostesses, skiers, Japanese tourists, Brazilian bands and hitch hikers.

The ad airs on TV and interactive TV, with outdoor, online and cinema executions being rolled out this month. Digital TV viewers will have the option of watching the story of the commercials by clicking the red button on their remote controls.

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SuperValu Help Fuel €1m Getaways CAROLINE McNiece from Delvin in Co. Westmeath was the lucky 1 millionth shopper to take a SuperValu Getaway Break. She booked her break in the Talbot Hotel in Carlow. Caroline shops in Buckley’s SuperValu Mullingar and was celebrating as she was presented with a free Getaway Break for this year and the next three years, plus a €500 shopping voucher from local SuperValu retailer Jimmy

Buckley. The 2007 Getaway Breaks promotion runs in SuperValu’s 180 stores until June 9.

Speedy Delivery from Eastern Data Group FERMANAGH Food Distribution, a family-run organisation involved in the preparation and distribution of convenience foods to supermarkets, c-stores and customers’ homes, recently upgraded their out-dated, paper-based system for recording stock levels, customer receipts and invoices, changing to an electronic system. The Mobilise Van solution, designed specifically for van delivery operations, was supplied by Eastern Data Group, a market leader in FMCG route accounting, with over

10,000 mobile solutions in the field. The software was installed onto Itronix rugged Q200 handheld computers which were integrated with O’Neil MF4t thermal belt printers, communicating via Bluetooth.

RN May07Update ●

McVities’ Share the Goodness McVITIE’S have launched a nationwide ‘Share the Goodness’ campaign, which encompasses in-store promotions and displays, a nationwide door drop, outdoor advertising and a print advertising campaign. The campaign highlights the goodness in the range, with brands like McVitie’s Chocolate Digestives containing 45% wholemeal and wheat goodness and McVitie’s HobNobs containing 60% oat and wholemeal goodness.

Pictured at the launch of the McVitie’s ‘Share the Goodness’ campaign are Darren Abbott, Group Brand Manager, McVitie’s Ireland, with model Roberta Rowat as ‘Daisy Duke’.

Footcare on the Catwalk…

CATWALK coach, fashion expert and celebrity judge on ‘America’s Next Top Model’, J Alexander was in Dublin recently to launch Compeed Style SOS, a new range of foot protection from Johnson & Johnson. The range consists of three essential foot saving products including: Compeed Style SOS Gel Cushion; Compeed Style SOS Little Toe Protector, and Compeed Style SOS Invisible Blister Cushion. Pictured are (l-r): Fanchea O'Byrne, Marketing Director, Johnson & Johnson; J Alexander; Caroline Morahan; and Helen Archer, Senior Brand Manager, Johnson & Johnson.

KittenSoft Gets Sensitive GEORGIA Pacific Ireland has just launched New KittenSoft Sensitive in the Irish market.

KittenSoft Sensitive carries a gentle cleansing balm enriched with camomile, which makes it the perfect KittenSoft choice for those with sensitive skin. Three layers of ultra soft tissue provide superior comfort and luxury for all. This launch is being supported ATL on TV with a newly created Irish ad, entitled ‘Fireman’, which carries the tagline ‘Because we all have our sensitive side’. Pictured are (lr): actors Charlotte and Fred with Oisin the kitten on location at the KittenSoft Sensitive TV ad shoot.

Big Brands Blooming KEELINGS, Tesco, Pfizer Healthcare and Fáilte Ireland have been announced by Bord Bia as the premium partners for Bloom 2007, the biggest and most spectacular gardening event ever to be staged in Ireland. Bloom is set to see over 50,000 garden enthusiasts swarming to the 70 acre Phoenix Park Visitor Centre site over the June bank holiday weekend. Bord Bia will also use the event to showcase the best of Irish food by hosting a largescale food market and a specialty food pavilion. Pictured at the Bloom launch alongside the flower children are (l-r): Paul Merrins, Tesco; John McCarthy, Pfizer Healthcare; Minister for

Agriculture and Food, Mary Coughlan TD; Angela Kennedy, Chairman, Bord Bia; Caroline Keeling, Keelings; Ciaran Tuite, Fáilte Ireland; Minister of State at the Department of Finance, Tom Parlon TD; and Aidan Cotter, CEO, Bord Bia.

Bright Spells for Avonmore AVONMORE will mark the second phase of its sponsorship of WeatherLine, with a suite of new creative executions and an extension of the broadcast deal to include TV3 and TG4, in addition to RTE 1 and 2.

Avonmore is directly benefiting as a result of a medium (TV), which offers high visibility to a large percentage of its customers, at high frequency rates. Over an average month, Avonmore will reach 89% of all Adults 20 times, making Avonmore

the heaviest advertised food brand in Ireland. The new suite of creatives – ‘Nature knows Best’ - while in keeping with the style and tone of phase one, evolves into active demonstration of usage occasions for the brand.

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RN May07Shelf Life ●

Shelf Life A BRAND new magazine has hit the shelves of Limerick, LIMERICKnow, a glossy fashion and lifestyle magazine. The first issue features interviews with Limerick DJ and solicitor Will Leahy, comedian Des Bishop and some of the top students of Limerick School of Art and Design. Pictured is Katriona Dillon, Senior Sales Executive, LIMERICKnow; 2fm's Will Leahy and Elaine Divilly, Group Marketing Manager, Golden Egg Productions.

EU Food Law’s 16th annual European Food Law Conference, takes place on June 12 and 13, 2007, in the Renaissance Hotel, Brussels, with the theme ‘Food Labelling and Food Safety’.

Speakers include European Commission representatives, members of the European Parliament, leading industry figures, food safety experts and lobby groups.

ACCENT Communications has been chosen to run the press office for Ireland and the UK for the Bureau National Interprofessional du Cognac (BNIC), the French organisation which looks after the interests of all the professions involved in the production of Cognac, as well as promoting it throughout the world. The new website (www.cognac.fr) is now available in English.

OWENS DDB have announced a number of new appointments. Their client service team has been strengthened by the arrival of Irene Chaney (previously O&M), Natalie Hopkins (previously Hunter Redcell) and Rachel Delaney (previously Rain Communications). Also, Ruth Drury Byrne joins their TV production unit (from Blinder), while Simon McDermott (previously DNG) has been appointed as Studio Designer.

RETAIL Solutions, the leading exhibition for the UK’s retail technology market, takes place from June 5-7 at the NEC, Birmingham, where representatives from the top 500 retailers come to learn about the latest technology, source suppliers and compare vendors. In addition to over 250 of the biggest and most innovative solutions providers, some of the industry’s leading retailers will be speaking about how they have utilised technology to grow their business. Ivan Brooks, Vice President and Chief Information Officer, McDonalds will talk about exploiting technology for a dynamic customer experience. Michael Lucking, Project Manager, Support Office for the Productivity Department, Tesco, will reveal how Tesco uses intelligent queue management to build sales. For more information, see www.retailsolutions2007.com.

20% of Dublin businesses are considering relocating due to traffic problems, according to ISME. Other issues cited in the survey include increased transport costs, late deliveries, staff turnover and reduced productivity. ISME have called for the introduction of a national transport management agency to oversee the delivery of efficient traffic flow, both locally and nationally.

FLOGAS Ireland has announced two new appointments. Michael Murphy (right) is the new Area Sales Representative for Co. Kerry. Michael will be responsible for sales development and consolidating existing business within the Bulk LP Gas and Bottled Gas market sectors. Technical Sales Engineer Brian Murphy (left) is now based at the Flogas terminal in Tivoli, Cork. Brian, who joined Flogas in 2005, had been previously based in Drogheda. Brian will now be responsible for technical sales support, including new business development and technical advice to existing and new customers in the bulk gas market in the Munster region.

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McWILLIAM’S Wines has won the Most Successful Exhibitor Trophy at the Royal Sydney Wine Show for the 13th consecutive year, an unprecedented achievement in Australian wine history, which demonstrates the strength of family-owned wine companies.

McWilliam’s also claimed 15 gold medals for wines across its portfolio.

CONGRATULATIONS to Shalvey Poultry Ltd, who won the Small Firms Association (SFA) National Small Business 2007 Award in the Food and Drink category. Based outside Cootehill, Co. Cavan, Shalvey Poultry is a family run business, which has been operating since 1949, specialising in the production of cooked poultry products. Shalvey supply many of the large supermarket chains in Ireland, as well as Sainsbury’s in the UK, with own brand products. Gabriel and Carmel Shalvey of Shalvey Poultry are pictured receiving their Award from An Taoiseach, Bertie Ahern TD.

Wake up to the smell of success. The all new MACE. We see it all around us, a constantly evolving consumer, an increasingly dynamic retail environment and increased prosperity. How can you be a part of it?

Mace are happy to announce the shop of the future. A totally new shop designed to respond to consumer needs and guaranteed to be a winner with today’s demanding shopper. From changeable window graphics to clutter-free counters for greater access, from a new deli to a customer services centre, Mace have thought of everything.

Early in the morning is a good time to make a great decision, so pour the coffee, wake up to the smell of success and get one of Ireland's finest retail packages working for you now. And into the future.

www.mace.ie Contact: Brian O’Toole on 087 2599282