Retail News May 2009

May 2009

RSP â‚Ź7.15 Internationally Successful Value Brand Substantial Trade & POS Support Strong Brand Heritage

From 1 July 2009, changes in legislation will affect all those who sell tobacco products to the public.

On 1 July, further provisions of the Public Health (Tobacco) Acts will be commenced.

What does this mean for Retailers?

• No advertising or display of tobacco products will be permitted in a retail premises that sells tobacco products.

• Retailers must ensure that their tobacco products are stored out of view, within a closed container or dispenser only accessible by the retailer and retail staff.

• The retailer may use a pictorial list (in accordance with Regulations) to inform a member of the public aged 18 years and older

who intends to purchase a tobacco product as to the products that are available.

• Retailers must display a prescribed sign at their premises informing the public that tobacco products may be sold at those premises to those over 18 years of age.

• Self-service vending machines are prohibited except in licensed premises and registered clubs and must be operated in accordance with Regulations.

Retailer Register • All those who sell or intend to sell tobacco products by retail, whether over the counter or from a self-service vending machine, must register with the Office of Tobacco Control (OTC).

• A person who prior to 1 July 2009, carries on the business of selling tobacco products by retail must apply to register with the OTC between 1 July and 1 October 2009.

• A person who proposes to commence the business of selling tobacco products by retail from 1 July 2009 must register with the OTC before they can sell tobacco products.

• Register online from 1 July 2009 via www.tobaccoregister.ie Download “Guidance for those selling Tobacco Products” and a printable version of the prescribed sign on www.otc.ie Lo-call Information Line – 1890 333 100

May09Contents

■ inside view Win Tickets to Taste of Dublin

The Supplier Squeeze Tesco’s recent announcement that it is sourcing a large amount of the products for the shelves of its 11 newly revamped border stores directly from the UK may initially seem like good news for consumers.

However, the reality is that it could provide shoppers with short-term gains that will be more than outweighed in the longer term by the lack of choice in the products available on-shelf (meanwhile, freeing the multinational to potentially charge what it likes for a smaller selection of products at a later date).

It’s certainly bad news for Irish suppliers, with the very real risk that some supply companies could be squeezed out of the market. While Tesco Ireland CEO Tony Keohane insisted that the multiple would continue to support its Irish supplier base, the variety of interested parties who examined the shelves of the new-look stores reported sizable reductions in the amount of shelf-space given over to Irish staples, including many category leading products.

While something had to be done to arrest the amount of money that was being haemorrhaged across the Border, there is a big question mark hanging over whether this dramatic manoeuvre on Tesco’s part was the answer. If some of the other big players in the market follow suit, it would lead to a glut of job losses in the supply sector, with some wellknown companies being forced to close their doors. Worrying times, indeed.

Surely the Government needs to act now to protect Ireland’s food and grocery industry from further damage, before it’s too late. Reducing the VAT rate and re-examining excise duties on alcohol products would be the logical place to start, while taking a fresh look at Minimum Wage legislation and the high cost of utilities.

“Over 50 years serving the Irish Kathleen Belton, Editorial & Marketing Director.

grocery trade.”

TASTE of Dublin, the capital’s premier outdoor food and drink festival, returns to the elegant surroundings of the Iveagh Gardens from Thursday, June 11, to Sunday, June 14, 2009.

With 20 of the capitals top restaurants, Michelin star chefs and over 100 exhibitors it creates a food lovers heaven. Come and indulge in the fabulous atmosphere.

The tempting line up of restaurants for 2009 includes Bang Café, Balzac, Chapter One, China Sichuan, Diep Le Shakur, Ely, Jaipur, King Sitric, L’Ecrivain, Locks, Roly’s Bistro, The Saddle Room at the Shelbourne Hotel, Town Bar and Grill, Unicorn, Venu Brasserie and Yo Thai/Chai Yo, all serving samples of their signature dishes.

In the Chef Demonstration Theatre, international and Irish chefs will perform their kitchen theatrics live: the line-up includes Rachel Allen, Kevin Dundon, Neven Maguire, Antony Worrall Thompson, Gino d’Acampo, Atul Kochhar, Kevin Thornton, Ross Lewis, Derry Clarke, Dylan McGrath and Oliver Dunne.

Over 100 hundred carefully selected artisan producers will have the opportunity to present their products and services to a tailor-made audience, tempting taste buds with the freshest creations using organic and home grown produce.

Other highlights include: • • • • •

The Edward Dillon Wine Experience Beer Naturally Academy: matching quality beers with food.

The Taste BBQ hosted by Michelin Star chef, Derry Clarke.

The Dundon Family Food feature.

Ballymaloe Cookery School.

Retail News, in association with Taste of Dublin, are offering 10 lucky readers a pair of tickets to this fantastic event. To be in with a chance to win, simply answer the following question:

Q: Where is Taste of Dublin taking place?

Answers on a postcard, together with your name, address & telephone number to Retail News Taste of Dublin Competition, Tara Publishing, Poolbeg House, 1-2 Poolbeg Street, Dublin 2 or email your answer to retailnews@tarapublishingco.com Closing date for entries is June 5th 2009.

Terms & conditions apply. Judge’s decision is final.

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

johnwalshe@tarapublishingco.com

Chief News Reporter: Pavel Barter

Wine Correspondent: Jean Smullen

Advertising Manager: Aaron Stewart

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

Tel: (01) 2413095. Fax: (01) 2413010.

Web: www.retailnews.ie Email: retailnews@tarapublishingco.com

In association with

Subscription to Retail News: €110 plus VAT Email: tracy@tarapublishingco.com Origination by: Rooney Media Graphics

Printed by: Graham & Heslip

Reproduction without written permission is strictly prohibited.

1

CAN RETAILERS AND MULTIPLES AFFORD TO BE LEFT OUTSIDE? An exciting new initiative is offering retailers in Dublin a competitive edge. The Access Business Directory, recently launched by Dublin City Council, is designed to make the capital more accessible and retailers in Dublin are rapidly joining. Some might find the idea of a Local Authority helping businesses gain a competitive edge unusual, however, the growing partnership between a City Council wanting to improve Dublin and businesses hungry to gain customers is working in Ireland’s capital The Access Business Directory features over 1000 companies that are actively marketing their premises and services as offering accessibility to people who are temporarily on crutches, to elderly people, to mothers with buggies, to those who are visually impaired, to wheelchair users and to all their families and friends.

Supporters of this initiative include the Dublin Chamber of Commerce, Dublin Tourism and the Dublin City Centre Business Association and businesses in the directory range from hotels and restaurants to banks, retail outlets and health centres.

Almost 10% of the Irish population are people with disabilities who influence the spending of others – their families, friends and carers. In addition to an ageing demographic across Europe, the accessible tourism market is one of Dublin’s fastest growing and, with this directory, these consumers can become informed and better able to select a destination or location that meets their accessibility needs.

The Lord Mayor of Dublin, Eibhlin Byrne, is calling on retailers to join the campaign to make Dublin the most accessible city in the world. “This directory will give retailers a competitive advantage over others by reaching this relatively untapped segment of the market. It is a positive initiative and recently through our business canvass in targeted areas of the city an additional 356 businesses have registered for inclusion in the Directory. Improving access for everyone is of huge economic and business importance and will make the city a better place”, she says.

Throughout 2009 the Access Unit in Dublin City Council intends to continue to add new businesses to the Directory.

Sign up for inclusion today and your store will be listed on www.accessdublin.ie as well as on an international website that informs tourists visiting Dublin of the choices available to them.

For more information call (01) 222 67 06 or www.accessdublin.ie

May09Contents

Contents May 2009

News 4 Tesco’s Border Price Cuts

market and the growing salads and dressings sector.

56

Divide Opinion.

Beer Market 41 Irish-owned Richmond

6 SuperValu Store of the Year; Chicken Sales on the Rise; Lidl Launch Major Price Cuts.

19

29

takes place on June 17 and 18, 2009, in the RDS, Dublin.

4 7 Retailers Prosecuted for Failure to Display Prices; Retail Rent Reductions on the Way; Appointments at Barry Group.

Shop Profile 16 The Costcutter Express forecourt in Mayfield, Cork City, owned by Amber Petroleum and operated by Martin Murphy, has been named Costcutter Store of the Year for 2008.

easyFairs® Packaging Ireland 19 The easyFairs® Packaging Ireland show

Marketing has recently secured the contract to import and distribute the US beer brand Miller Genuine Draft in Ireland. Barry Connolly, MD, Richmond Marketing, explains what the new deal means for the company.

Corporate Social Responsibility 20 Gala has committed to raising much-needed funds for the Jack & Jill Foundation over the course of 2009.

47

22

Shelf Life 64 All the latest news and gossip from the trade.

Regulars 10 Industry News 14 Drinks News 63 What’s New

Summer Stocking 22 With a warm summer predicted, we provide a comprehensive guide to the must-stock products for your store over the coming months, including a focus on the €335m barbeque

the increasing popularity of Rosé wines, particularly during summer months, and investigates how new EU regulations could affect the category.

Summer Drinks 42 With a strenghening off-trade gearing up for a busy sunny season, RETAIL NEWS focuses on the brands that matter this summer, across Wines, Beers, Cider, Spirits, Bottled Water and Soft Drinks.

On The Vine 61 Jean Smullen writes on

Sectoral Reports 22 Summer Stocking - BBQ 32 Summer Stocking – Salads & Dressings

36 Tobacco & Accessories 42 Summer Drinks – Wine 47 Summer Drinks – Beers 52 Summer Drinks – Cider 54 Summer Drinks – Spirits 56 Summer Drinks – Bottled Water 59 Summer Drinks – Soft Drinks 3

May09News

Tesco's Border Price TESCO’S decision to cut prices in 11 of its stores in Ireland's border region has been met with mixed reactions from the industry. The supermarket chain reduced prices by, what they claimed was an average 22% on over 12,000 goods in an attempt to stem the tide of shoppers from the Republic into Northern Ireland. However, it achieved these cuts by transferring much of its supplier purchasing to the UK. Furthermore, Tesco Ireland is now seeking to transfer its international supplier agreements from euro to sterling.

“This wasn't a great day for the Irish food industry,” said Paul Kelly, Director of Food and Drink Industry Ireland (FDII). “We think Irish brands are going to disappear from shelves. More British brands, less Irish brands: and that's going to manifest itself in terms of less shelf space, less product range and less prominence. That will ultimately result in fewer sales and it will have a direct impact on jobs.”

Tesco's new purchasing system applies to branded goods such as soups, toiletries, jars, nappies, and baby products. According to Tesco, these product lines are normally imported and fresh products like meat and milk will not be affected.

Nevertheless, the President of the Irish Farmers Association Pádraig Walshe has said that the retailer is using staple food items as loss leaders, calling for regulation of the food sector.

Kelly echoed this call for new legislation.

“In the UK, they are currently devel-

Paul Kelly, Director of Food and Drink Industry Ireland.

4

oping their second code of practice for the grocery retail sector,” he said. “At the moment, they have an ongoing public consultation in relation to a supermarket ombudsman.

The UK Competition Commission carried out a groceries enquiry: one of the things they uncovered was significant evidence of problems in the way retailers deal with their suppliers. There's no reason to believe the situation is any different in Ireland.

“Unfortunately, we have a complete lack of regulation here. All we have is 2006's amendment to the Competition Act that talked about abuses of dominant position, but none of the retailers here have the market share to put them into that zone. The legislation here is utterly inadequate. It needs regulation.

We want to ensure there is a level playing pitch.”

David Fitzsimons, CEO of Retail Excellence Ireland (REI), the representative organisation for around 580 retail businesses, including grocery outlets, in Ireland, believes Tesco's move was designed for the purposes of publicity alone. “There is a lot of smoke and mirrors when it comes to Tesco,” he told RETAIL NEWS. “If they were willing to really tackle pricing issues in the Irish

market, they would have implemented the changes across their entire network of stores. I don't see it being of much benefit to the border counties.”

Tara Buckley, RGDATA Director General, also doubts the validity of Tesco's claims, citing a leaked document about the supermarket's business motives. “I think there needs to be independent verification in terms of Tesco's claims on pricing and sourcing. They tell us things on PR statements and then we see from their business plans and other information, that they're not quite as presented in their PR statements,” she told RETAIL NEWS. “We don't think consumers should be duped by what Tesco have said in their PR spin.”

Buckley also contended that the move could have serious repercussions for the Irish grocery industry. “The issues here in terms of Irish jobs and shops are extremely important, also in terms of Irish food produced and Irish brands. It needs to be made clear exactly what they're doing and what their aim is in terms of the overall trade.

Obviously, the delisting of Irish brands has very serious implications. If suppliers in Ireland are put out of business, that has significant impact on the independent trade. Irish suppliers are doing

May09News

Cuts Divide Opinion

Tony Keohane, CEO, Tesco Ireland.

business with these people and we need to ensure there is a source for independent retailers to buy goods to sell in the shops.”

Nevertheless, Tesco's move could be considered a proactive attempt to combat the doldrums of recession. An estimated €500m worth of sales have been lost to Northern Ireland in the grocery sector in recent times, leaving retailers and the food industry between a rock and a hard place. Meanwhile, Irish suppliers are faced with an exorbitant input cost base, including the price of energy, labour and waste disposal. According to FDII, this has caused Irish imports to the UK to fall 9% year-on-year. In Ireland, retailers are losing shelf space to UK food industry competitors.

Torlach Denihan, Director of Retail Ireland, acknowledged that the threat is very real. Speaking to RETAIL NEWS, he declined to comment directly on the Tesco move, but contended that retailers have become uncompetitive in comparison to their Northern Irish counterparts. Profits are plummeting and action needs to be taken.

“The border regions are suffering,” he said. “It’s incumbent on the retail sector to react as best it can. The strategy that each retailer pursues has to be worked out on a company level. I wouldn't comment about individual strategies, because I wouldn't be well-placed to judge them, but from an industry-wide perspective, the type of thing that are looking for is a reduction in VAT, excise and alcohol.”

REI, for example, recently brought evidence before the Irish Competition Authority, showing a 200% difference between UK and Irish prices on products like biscuits and cereals. “Retention is all about price reduction, which is all about aggressively manipulating the lead you have to hand. One of the fundamental levers that retailers, especially grocery retailers, have to hand are supplier negotiations,” said David Fitzsimons.

In this light, Tesco, who did not respond to our request for interview, are proactively facing the problem. From the perspective of smaller retailers, the argument might also be made that Tesco's price drops keep shoppers from crossing the border, leading to a certain amount of knock-off trade from Tesco stores. But RGDATA's Tara Buckley is having none of it.

“When people go across the border to shop, they may be going to an Asda or Sainsbury, but they're not going into the local town,” she said. “It's the same problem in the Republic. Tesco will say they are going to draw traffic to Dundalk, or wherever, but in general their shops are outside town or on the edge of town, so people shop there and don't go to the town centre or the other retail zones. It doesn't benefit the grocery sector.”

What Tesco might be gaining in consumer confidence, then, they appear to be losing in terms of industry support.

On top of the pricing controversy, the chain is currently embroiled in a staff dispute in their store in Douglas, Cork, where proposals to reduce wages brought workers to the brink of dispute.

Mandate Trade Union are currently involved in negotiations with the supermarket, by way of the Labour Relations Commission.

But despite the controversy, Tesco Ireland sales are blooming. The supermarket reported sales growth of 5.2% to €3,150.2 million in the 53 weeks to 28 February 2009. Of this growth, the most significant increase was recorded in clothing, with core grocery, meat, fish and bakery all performing well. Alcohol, however, showed a decline. As far as Tesco are concerned, any moves to drop prices are in the interest of consumers.

Tara Buckley, RGDATA Director General.

In a statement, Tony Keohane, Tesco Ireland Chief Executive, said: “It has proved to be a challenging year both for us and our customers, as the economic contraction has affected both customer confidence and spending, particularly in the final quarter of the year. We have been adapting our prices and our product range to reflect changing customer shopping patterns and these have helped the affordability of shopping in our stores.”

For the likes of RGDATA, however, Tesco's thirst for profit is occurring at the expense of smaller retailers. “For all the bleating that some of the biggest players have made about their contributions to the Irish economy, the best contribution is made by the independent retailer,” said Buckley. “Tesco are making significantly higher profits here than they are in the UK. I think that everything they do is about increasing their profit share here and taking more profits off Irish consumers. Our State and our Government need to be very clear that the primary motivation for Tesco is Tesco profit. They should be clear that what Tesco does impacts on the rest of the trade and affects the ability of smaller shops to compete.”

5

May09News

SuperValu Store of the Year FLEMING’S SuperValu in Church Square, Monaghan, has been awarded the SuperValu of the Year national title for 2009 at the group’s conference held recently in Killarney.

Over 190 SuperValu stores throughout the Republic of Ireland are adjudicated by independent competition judge, Professor Alan Collins from UCC, as part of the Store of the Year competition. These audits focus on customer care, store presentation, fresh offering, product range, operational standards, store hygiene and local community involvement.

“Fleming’s SuperValu, Monaghan is certainly a worthy winner of this prestigious award,” noted Professor Collins.

“Perfectly located in the heart of Monaghan town, this store performed strongly across all areas and provides the customer with a superb fresh offering and top class customer service. The SuperValu ethos of ‘Real Food Real People’ is truly demonstrated across all aspects of this store, providing its customers with a unique and positive shopping experience. Fleming’s focus on supporting local producers and being an integral part of the community through its work with community organisations

Ciaran Levis, SuperValu Sales Director and Donal Horgan, SuperValu Managing Director congratulate Edna and Gordon Fleming, Fleming’s SuperValu, Monaghan on winning the SuperValu of the Year 2009 title. Also included is Shane Nolan, Eircom, competition sponsors.

and its extensive sponsorship of local initiatives and sports clubs must be commended”.

Congratulating Fleming’s SuperValu, Donal Horgan, Managing Director, SuperValu said “Fleming’s SuperValu is a perfect example of a supermarket that goes that extra mile and ticks all the boxes in terms of its customer requirements.

This award is a testament of the hard

work and absolute commitment of the Fleming’s team to providing its customers with a consistently good value product offering and top class customer service.

Other real proof of the success of Fleming’s and the strength and depth of its value offering, is how well the store is performing against the backdrop of the weakness of sterling and the subsequent lower prices available across the border.”

Chicken Sales on the Rise THE Irish poultry industry has joined forces with Bord Bia to launch a nationwide campaign to encourage consumers to look for the Bord Bia quality mark when purchasing chicken. By purchasing chicken carrying a Bord Bia quality mark, Irish consumers can be confident that the product has been produced to the highest standards and is sourced from quality assured farms.

New figures released for the month of March show a 13% increase in the volume of chicken sold at retail level compared to 2008.

The promotional campaign includes TV, radio and online advertising and is scheduled to run for three weeks.

Lidl Launch Major Price Cuts LIDL have launched wide-ranging price cuts. Under the banner ‘One Country, One Price’, the German discount group say the cuts apply to all the stores “from Youghal to Dundalk” and have not been achieved by shifting business overseas. “Quite to the contrary, we are constantly extending our range of Irish sourced products and would welcome any proposals from suppliers who might have extra capacity after the change in distribution policies recently announced by some of our competitors,” said Lidl spokesperson Aoife Clarke.

6

Pictured are (front to back): Ned Morrissey, Chairman, IFA Poultry Committee; Aidan Cotter, CEO, Bord Bia; Eugene Lannon, Managing Director, Western Brand; Tony O’Neill, Managing Director, O’Kane Poultry Group; Paul Burch, Sales Manager, Moy Park; Peter Fardy, Leinster Area Rep, Shannonvale and Vincent Carton, Managing Director, Carton Bros.

May09News

Retailers Prosecuted for Failure to Display Prices

Ann Fitzgerald, Chief Executive of the National Consumer Agency.

THE National Consumer Agency (NCA) has prosecuted two Galway retail outlets for failing to display the prices of grocery items. According to the NCA, prosecutions for incorrect pricing have risen sharply in recent years, with 30 on-the-spot fines between October 2007 and December 2008. “It is Agency policy to impose fixed payment penalties rather than opting for court action,” said Ann Fitzgerald, Chief Executive of the National Consumer Agency. “In general, it is only in circumstances where a retailer fails to pay the fixed payment penalty that we initiate prosecution. [The Galway stores] were given this option, but did not pay the fixed penalty fines within the 28 day statutory limit.”

New Document to Help Accommodate Disabled Employees DISABLED employees in the workplace can be accommodated without stress or fuss, according to a new document designed to help retailers. The Health and Safety Authority has released a publication offering practical advice on accommodating disability, and implementing certain furniture and technology to assist disabled employees. For more information, visit www.hsa.ie

Retail Rent Reductions on the Way? DERMOT Ahern TD, Minister for Justice, Equality and Law Reform, is exploring the possibility of legislation to allow rent reduction agreements in Ireland, potentially changing the playing field for retailers across the country.

“If the Minister intervenes on lease law in Ireland, it will be the most fundamental and historic decision ever taken in lease law in Ireland. It will be monumental,” David Fitzsimons, CEO of Retail Excellence Ireland (REI), which represents around 580 Irish retail companies, told RETAIL NEWS. “The intervention of Dermot Ahern will greatly affect the tenant's ability to reduce their rent payments.”

As it stands, rent reductions have been hard to come by in the Irish market - many commentators believe this is out of step with recessionary challenges.

According to the REI, landlords respond to retail requests for rent reductions with mixed results. While high street retailers have been favourable, with as many as 50% of landlords agreeing to drop rents, shopping centres have been less obliging: fewer than 25% of landlords have budged.

“That's fairly indicative of the landlord's belligerence and their willingness

Dermot Ahern TD, Minister for Justice, Equality and Law Reform.

to hold on to what they think they have,” said Fitzsimons.

With vacancy levels on the rise, as retail businesses close, the REI claim that it is in a landlord's interest to reduce rent in the medium term. “We are about to see a number of national failures, which will hopefully send shockwaves through that community and lead to some kind of rent reduction movement,” said Fitzsimons. As it stands, the market decides new leases, so there are lucrative deals for new tenants - rent free periods, for example.

Appointments at Barry Group THE continued growth of the Costcutter franchise has led to the creation of a new sales and business development team to service new Costcutter stores throughout the country and actively grow the franchise.

The Barry Group announced the appointment of two new regional managers and a new Business Development Manager. Noel Brady has been Pictured are (l-r): Cyril Vickers, new Regional appointed as sales manager for Sales Manager; Commercial Director, John the Northern Region and Cyril McAllen; Jim Barry, Managing Director; Noel Vickers has been appointed for Brady, new Regional Sales Manager; and Oliver the Southern Region, while Savage, new Business Development Manager.

Oliver Savage has been market environment. Cyril and Noel, appointed as Business Development our new regional managers, will be able Manager for the Barry Group. to better serve our retailers and conJim Barry, Managing Director of the sumers and be more efficient in mobilBarry Group, said that the new appointising our sales team and Oliver will conments were designed to meet customer tinue to grow the Costcutter franchise needs in a changing market: “This throughout the country.” restructuring is a result of a changing 7

May09Industry News

Crafty Business at SHOP 09 IRELAND’S biggest food and drink event of the year, SHOP, has a crafty new dimension for the 2009 show with the announcement that Associated Craft Butchers of Ireland will hold its National Sausage and Puddings Final at the show. As ‘the’ show for Ireland’s food, drink and retail solutions sectors, SHOP has gained a reputation for attracting the key companies in Ireland who benefit from a visitor base of 4,000 decision makers in the food and drink sector. This year’s event will take place from September 28-30 at the RDS Simmonscourt, Dublin 4. Joining the National Sausage and Puddings Final will be the International Cheese Awards and popular Product of the Show awards. New additions to this year’s SHOP also include ‘Forecourt @ SHOP’ – a dedicated forecourt and fuel area; the ‘Energy Management Pavilion @ SHOP’ – advising retailers on energy efficiency; and ‘Fresh @ SHOP’ – a showcase of fresh and healthy produce developed in response to changing customer buying habits.

“With an-ever changing marketplace, and suppliers and retailers needing fast solutions to respond to the economic circumstances, SHOP 2009 has been tailored to

Pictured are (l to r): Garret Buckley, Joint Managing Director of Expo Events, Hugh Maguire, President of the Associated Craft Butchers of Ireland, and Pat Brady, Chief Executive of Associated Craft Butchers of Ireland, at the launch of SHOP 2009.

deliver on businesses’ needs. Solutions, such as the new Energy Management Pavilion and the CSNA’s retailers’ advice talks, will be central to SHOP 2009. The sharing of information and building valuable relationships will play a key role for both exhibitors and visitors,” noted Garret Buckley, Joint Managing Director of Expo Events (organisers of the show). To register your interest in SHOP, contact Expo Events on 01 295 8181 or log onto www.shopexhibition.com

SuperValu to Sell €3.8m of Peppers THE first new season Irish peppers are now available in over 190 SuperValu stores throughout Ireland. SuperValu has announced that it will account for approximately €3.8m worth of fresh pepper sales this year and expects to sell approximately 1m loose Irish peppers between now and early October.

Irish-grown peppers are dramatically increasing in market share, thanks to extended growing seasons and new varieties. Martin Flynn of Rush, North County Dublin, holds the contract to supply Irish peppers to SuperValu.

Cork Fashion Student Wins Persil Irish Fashion Awards 2009

SEI Calls on Food & Drink Businesses

JOANNE Power, winner of the Persil Irish Fashion Awards 2009, is pictured with Ruby Wax and Pat Kenny at the award presentation on The Late Late Show, while Joanne’s winning outfit is modelled by Amy Ronning. Joanne, a 26-yearold student from Glanmire, Cork, studying in Dublin’s National College of Art & Design, scooped the €10,000 award. “There really is no better way to communicate the benefits of using Persil to consumers than through this fantastic competition,” noted Dermot Walsh Marketing Manager Persil. “Persil have created the largest students’ fashion prize in Ireland, and it is an incredible opportunity for any up-and-coming designer. This is a very special year as we celebrate 100 years of Persil, and continue to make Irish eyes and Irish mums smile.”

SUSTAINABLE Energy Ireland (SEI) is calling on all companies in the food and drink sector, large and small, to to enter the Sustainable Energy Awards 2009. The Awards, organised

by SEI in association with ESB Customer Supply, recognise the achievements of Irish businesses succeeding in their efforts to cut energy costs and improve environmental performance.

Entrants to the 2008 Awards demonstrated energy savings of over €17m, with some projects delivering as much as 40% energy cost reductions. Last year, St. James’s Gate Brewery and H.J. Heinz Frozen and Chilled Foods Ltd were both winners. For more information, see www.sei.ie/energyawards.

Pictured are Brian Motherway, Head of Industry at SEI; Pat Fenlon, General Manager, ESB Customer Supply, who sponsor the Awards; and PJ Gunn, Managing Director of Crown Paints Ireland, winner of the Energy Efficient Project in the Small User Category at the Energy Awards 08.

8

‘Since I joined Daybreak my store has gone from strength to strength.

The support I receive from the Musgrave team is second to none.’

Stephen Clayton, Daybreak Kilcullen

‘Open up to better profits’ Are you looking to improve the profitability of your store?

If so, then Daybreak is the smart choice. Here are five good reasons to choose Daybreak: Real Value for Money As part of the Musgrave Group, we will enhance your sales and your margins with our competitive pricing and deep cut promotions.

A fresh look at ‘Food to go’ Our new food solutions will drive your profitability.

Saving you money Our development costs are much more competitive than other symbols.

Our team An experienced and responsive team are always at your disposal.

Our vibrant new image We’ve invested substantially to create a fresh new look.

For more information call us on

086 771 4666

May09Industry News

New SuperValu Marketing Campaign SUPERVALU is launching a new strategic marketing campaign to communicate its unique offering to shoppers in the current challenging times. It will communicate ‘Value, The SuperValu Way’ to shoppers. The campaign will consist of television, radio, outdoor, print, on-line advertising, in-store point of sale; and a public relations programme which will combine to a total spend of €4m. The campaign will bring to life the different and better offering that SuperValu and its 196 independent retail partners bring to the grocery market in Ireland, highlighting the price and promotional offers available in SuperValu stores, SuperValu’s unique independent ownership model, the size and scale of the buying power behind the brand and the local ownership and community presence that is uniquely SuperValu.

Cut Carbon, Cut Costs JOHN Gormley TD, Minister for the Environment, Heritage & Local Government, has launched a comprehensive Irish-developed Carbon Management Tool (CMT) for organisations in Ireland to assist them in managing their carbon, cutting their costs and improving their competitiveness. Available at www.change.ie, the Carbon Management Tool is a free online application, developed by the Change campaign as part of the Government’s commitment to tackling climate change and lowering carbon emissions. Pictured at the launch are Dan McCartney, owner of SuperValu stores in Raheny, Talbot Street, Donabate and Killester, with Minister Gormley.

Lidl Expands Degree Programme LIDL Ireland is investing in the future of its Irish retail operations by seeking ambitious and motivated individuals for its unique third level qualification.

Minister for Education and Science, Batt O’Keeffe TD (pictured with two of the current students, Deirdre Keane and Niall McMullan) was on hand to launch Year 3 of Lidl Ireland’s Bachelor of Business in Retail Management in conjunction with Dublin Business School. The programme devotes 50% of a student’s time to classroom based learning in Dublin Business School and the remaining 50% is dedicated to gaining practical experience in a Lidl store up to management, and is accredited at Level 7 on the National Qualifications Framework by the Higher Education Training Awards Council. Lidl sponsors all tuition fees for the participants as well as paying them a salary, which increases as each year is completed satisfactorily. Recruitment for the programme is now open and interested applicants should visit www.lidl-degree.ie for details

Irwin’s ‘Ranks’ at the White House RECOGNISED as an ‘ambassador’ for Irish foods at home and abroad, Northern Ireland’s Irwin’s Bakery has successfully hand delivered a batch of its finest Rankin Selection Irish breads range to President Obama and his family at the White House. After learning of a ‘Best of British Isles’ dinner that President Obama attended earlier this month at 10 Downing Street where he was served ‘Irish Soda Bread’ made in Gloucestershire, Paul Rankin and the team at Irwin’s decided that the President, who is of Irish descent, needed to taste the real thing. Catherine Adamson is pictured outside the gates of the White House in Washington, delivering a batch of Irwin’s Rankin Selection.

10

New Members for AWE KEVIN Ecock and Mary Gaynor have been accepted as members by the prestigious Association of Wine Educators (AWE), a group of independent, professional wine educators. Kevin Ecock has been an active member of the Irish wine trade for the past 25 years, is a WSET Diploma holder and is well known and respected for his wine education initiatives and experience. Mary Gaynor holds the WSET Diploma and the Wine MBA. She has lectured extensively within the Irish wine trade for over 20 years and currently operates Wine Academy Ireland in Thomastown, Co. Kilkenny.

. ŏ ŏ ŏ ŏ ŏ ŏ ŏ& ŏ ?ŏ *,ŏ ŏ> ŏ ?ŏ ŏ ŏ ŏdŏ _ ŏ ŏ7>ŏ ŏ ŏ! ŏ, ŏ* ŏ ] ŏ ŏ ŏ ŏ ^ŏ ŏ ŏ ŏ ŏ ŏ ŏ ŏ ŏ7:ŏ ŏ ?ŏ) ŏ ŏ ŏ ŏ ŏ ŏ ŏ >5?>8?>=ŏ ŏ>5?>;?>=ŏ ŏ ŏ ŏ ?ŏ

ŏ ŏ ŏ ŏ0 .ŏ ?ŏ& ŏ ŏ ŏ ŏ ŏ ŏ ?ŏ. ŏ ŏ ŏ ŏ ŏ ?ŏ ŏ ŏ ŏ ŏ ŏ ŏ ŏ ŏ ŏ ŏ# ŏ& ŏ& ?ŏ

ŏ ŏ

ŏ ŏ ŏ

ŏ ŏ ?

' U $ @ 3 ŏ T ŏ ŏ ŏ ŏ ?ŏ) ŏ ŏ ŏ ?

Purchase Trade-in/ Finance Monthly Term Cost of APR Price Cash Amount Rental Finance `21,810

`6,543

`15,267 `424.08

36

`0

0%

1 å å å å å å å å å å. ?å - å å å å 7> å å å å å _ å

?å 1 å å å å å å å å å å å å å å7:å ? ( å å

å å å# T å å å ?å ! å å å å

å å å å å å å å å å å å å å å 0 å ?

! .

? ?

ŏ ŏ

May09Industry News

Sensations TVNow Awards!

BLACK was the new white at the Sensations TVNow Awards recently at the Mansion House in Dublin. The black tie event reflected the stylish new black packaging of Walkers Sensations crisps. A host of stars from Irish TV and the most popular British soaps came together for the Sensations sponsored event. Big winners on the night included Katherine Kelly of Coronation Street for Favourite Female Soap Star, Tom Lister of Emmerdale for Favourite Male Soap Star and Bill Cullen of The Apprentice for Favourite Newcomer to Irish TV. The Apprentice also walked away with the award for Favourite Reality Show. Bill Cullen is pictured on the night with Nicola Wells, Marketing Manager, Walkers. The sponsorship was a strategic one for the Sensations brand, with Walkers investing a substantial six figure sum.

Pat The Baker’s Bread Lottery PAT The Baker has launched ‘The Bread Lottery’. Each Pat The Baker half pan (Pat’s Pan, Multigrain, 100% Wholemeal and Brown) contains a token on the cardboard end which replaces the heal on one end of a half pan.

When consumers collect seven tokens and send them to Pat The Baker, they’re entered into a monthly draw for €5,000, with a new draw every month. In addition to the token, which appears at the bottom of the card, Pat The Baker has decided use the rest of the space to promote various other national initiatives, the first of which is the promotion of change.ie, highlighting the simple ways consumers can save money while having a positive impact on the environment.

“The Bread Lottery is an exciting new development in our marketing strategy and represents a considerable investment

by Pat The Baker in our rapidly growing half pans. We are very much aware of the need for change and have embraced

that change in all aspects of our business,” noted Declan Fitzgerald, General Manager Pat The Baker, who is pictured with John Gormley TD, Minister for the Environment, Heritage and Local Government, and Oliver Durkin, Brand Manager, Pat The Baker.

New MD at Unilever Ireland CONOR Kilduff has been appointed as Managing Director of Unilever Ireland. Conor has over 20 years experience in the FMCG sector and will replace Ronald Drieduite, who steps down from the role this month. In his new role, Conor will be responsible for developing Unilever’s strategy in Ireland.

HB Supports Down Syndrome Ireland PICTURED launching this year's HB Ice Cream Sunday Campaign for Down Syndrome Ireland are Sarah Hogan, Brand Manager, HB and Ben & Jerry's Ice Cream; ‘Elvis’ aka Ciaran Houlihan; Tim Curran (aged 4) and Lisa Murphy. This May and June, consumers can host a HB Ice Cream Sunday party in their home, workplace, crèche or school and help Down Syndrome Ireland raise vital funds to develop early intervention services for young children, under the age of six, with Down Syndrome. Sunday May 17 saw a special HB Ice Cream Sunday Party fun day held in the Town Square in Dundrum Town Centre in Dublin. See www.downsyndrome.ie for more details.

12

Topaz Hands Over Tanks TOPAZ has handed over control of the company’s landmark tank farm at Galway docks to ‘Let’s Do It Galway’, organisers for the visit of the Volvo Round the World Ocean Race to the city. The move facilitates the preparation of the site for the historic visit of the Race to the city – one of the largest sporting events ever to be hosted in Ireland. Topaz has moved its storage facilities to the Enwest facility outside of the docks area, from where it will supply over 400m litres of fuel to support the economy in the West. Pictured are John Killeen, Chairman of ‘Let’s Do It Galway’, and Eddie O’Brien, Chief Executive of Topaz.

May09Drinks

News

Guinness Gold Cup CLAIRE and John Kennedy, MD, Diageo Ireland, are pictured presenting the Guinness Gold Cup to owners Tillie and Pat Conway, owners of racehorse Notre Pere, winner of the Punchestown Guinness Gold Cup. Also pictured is trainer Jim Dreaper and his wife Patricia.

Viña De Martino Celebrates 75th Anniversary THIS year, Viña De Martino is 75 years old and intends to celebrate in style! In 1934 Don Pietro De Martino Pascualone, whose dream was to produce quality wines with character, first set foot on Chilean soil. It is now four generations since that day and many significant achievements and milestones have been passed along the way, due to a deep passion and plenty of hard work. De Martino has vinified grapes from more than 347 vineyards and, as a result, introduced its 347 range of wines in 2008 to celebrate this achievement.

Cooley Cleans Up At

World Whiskies Awards

COOLEY Distillery has won a record six awards, including ‘World’s Best Irish Single Malt Whiskey’ and ‘World’s Best Single Grain Whisky’ at the World Whiskies Awards in London.

Cooley’s Tyrconnell Single Malt won the ‘World’s Best Irish Single Malt’ award for its Single Cask offering and its Greenore Single Grain 15 Year Old Irish whiskey picked up the ‘World’s Best Single Grain Whisky’ award. The World Whiskies Awards are adjudicated by an illustrious panel of whisky experts brought together by the industry bible,The Whisky Magazine.

Cooley also won four sub categories: “Best Irish Blended Whiskey Age 13-20 Yrs” – Kilbeggan 15 Yr Old; “Best Irish Single Malt Non-Aged” – Connemara Peated Single Malt; “Best Irish Single Malt 12 Yrs & Under” – Tyrconnell 10 Yr Old Sherry Finish; “Best Irish Single Malt 13 -20 Yrs Old” – Tyrconnell Single Cask.

New Code of Practice for Alcohol Retailers RESPONSIBLE Retailing of Alcohol Ireland (RRAI), established by 10 of the major retailers operating in Ireland, whose 2,600 stores account for almost 80% of alcohol sales in the mixed trade retail sector, have launched a new code of practice on the sale and display of alcohol in mixed trading premises.

“This code tasks participating retailers to sell and display alcohol in a significantly different manner than other beverage and food products, thereby supporting ongoing efforts to reduce alcohol misuse in Ireland,” explained Padraic White, Independent Chairperson of RRAI. “The code requires that an independent audit and verification mechanism be put in place to indicate if the code is being effectively implemented.

The participating retailers have therefore formed the RRAI and have provided funding for its compliance monitoring activities.”

The RRAI will be making its first Annual Compliance Report to Minister Dermot Ahern TD this September, which will incorporate the results of an independent audit of a sample of 330 of members’ stores across eight regions nationally by an independent auditing company.

The main provisions in the Code are: - Alcohol to be displayed in only one part of the store, no other displays.

- Alcohol products to be placed where customers don’t have to pass through in order to obtain access to other beverages and food products.

14

-

No alcohol to be displayed in store windows.

No alcohol only advertising by retailers on television or radio.

The summary of the code must be on public display in every participating store.

A clear complaints procedure for members of the public who consider that a store is not complying with the code.

The founding members of RRAI are Musgrave Group, Tesco Ireland, Superquinn, Lidl, Aldi, Marks & Spencer, BWG Group, Londis, Topaz, and Esso.

Pictured at the launch of the RRAI Code of Practice are (l-r): Dermot Breen, Corporate Affairs Director, Tesco Ireland; Torlach Denihan, Director, Retail Ireland; Torlach O’ Sullivan, Director General, IBEC; Padraic White, Chairperson, RRAI; Frank Gleeson, Director, Topaz; Simon Marriot, Director, BWG; and DJ MacAllen, Director, Musgraves.

First Edition 2009

A-Range Your Store Give value to your shoppers With retail sales down on 2008 figures and increasing downward pressure on shopper incomes, 2009 is one of the toughest trading years ever for Irish Retailers. In a recent poll of Irish C-Store retailers, 80% reported a decrease in turnover.

Shoppers are now looking for value everyday in order to stretch incomes and maintain lifestyles & consumption habits. A recent US survey highlighted that shoppers want to trust their retailer to offer value for money & convenience all in one place and once they did, they spent on average 10% more on their shopping and 15% more than average in that trusted retail outlet.

The key areas that affect the level of a shopper's satisfaction and perception of value from your store are Quality & Store Experience, Convenience and Product Availability.

How can you bring added value to your customer and increase their spend?

1) "Make every square inch of floor space work harder"!

By knowing what areas of your shop help attract your shoppers & drive incremental spend and baskets, you can make sure you are maximising available space in your store. In times of recession this becomes even more vital, as what worked for your store 18 months or even 12 months ago may not help you build satisfaction with your shoppers now!

Focus on current growth categories and merchandising opportunities, by tweaking the space afforded to growth and declining categories. For example, categories such as dairy, bread, confectionery, crisps & snacks are all performing well currently. With Crisps & Snacks being up 3% in volume this year and Sharing Bags ahead 21% so far this year!! Crisps & Snacks represent on average 10% store turnover and footfall, but do you have 10% space allocated to the Category?

2) Manage the Range In a recent Italian study, it was found that a 30% reduction in range stocked of categories meant 44% of customers stated that there was now more variety on offer!!

JAMES O’ROURKE James is the Category Manager for Walkers in Ireland. James has been with the company for the past 5 years and has worked in a variety of roles from Territory Manager to Grocery & Wholesale Account Manager.

By reducing the clutter and items stocked, opening up on best selling lines, reducing duplications and merchandising in a shopper friendly manner at the fixture you will drive better availability, convenience and shopper satisfaction and sales.

In February there was 302 different Impulse Bags of Crisps & Snacks sold in Symbols Stores, yet 80% of Value & Volume came from just the top 40 Items! That means 13% of lines sold delivered 80% of the business. By merchandising these top selling lines conveniently & in an appealing way for shoppers you will maximise the sales from that category in your store and also drive customer satisfaction by offering more variety, conveniently and always have the top selling lines on sale.

3) Manage the Facts By knowing the facts about the categories driving your business and which are attractive to your shoppers you can maximise all available opportunities. For example, if you have a strong lunchtime trade, by placing a Crisp Stand by the lunch counter with confectionery you will see additional sales from these categories and repeat business from shoppers satisfied from their trip to your store.

By closely managing the Space in your Store, the Range carried & the facts about the Categories stocked, you can ensure that your shoppers always find the products they want . This in turn will lead to them becoming loyal shoppers who will have multiple positive effects on your business & ensure your prosperity even in these most difficult of times!

May09Shop

Profile

Costcutter Store of the Year The Costcutter Express forecourt in Mayfield, Cork City, owned by Amber Petroleum and operated by Martin Murphy, has been named Costcutter Store of the Year 2008.

Amber

Petroleum-Murphy’s Costcutter Express forecourt in Mayfield in Cork City scooped the Costcutter Store of the Year 2008 award, having been a runner-up in the competition in 2007.

Licensee Martin Murphy has been trading on this Amber Petroleum-owned forecourt site in Cork City for the last decade, following a number of years in the wholesale grocery sector. “10 years ago, I heard about this site. I knew this part of Cork well and I knew the site had a massive amount of potential,” he recalls. ”The economy was very much on the up then and I decided to take the plunge and leave employment to work for myself.”

Martin Murphy approached Amber Petroleum regarding becoming a licensee on the Mayfield site.

At the same time, the Barry Group was taking control of the Costcutter brand and once he met with Pictured outside Costcutter Express, Mayfield, are John McAllen, them, Martin was sure that Costcutter was the Commercial Director, Barry Group, licensee Martin Murphy and name he wanted above the store entrance: “I was Declan Ryan, Account Manager, Barry Group. very excited about the plans the Barry Group had

by Amber Petroleum and the efforts of Martin Murphy in for the brand. They were determined to take over with a providing excellent service to all customers. bang and drive the brand forward.”

Immediately upon opening, Amber Petroleum-Murphy’s Costcutter Express proved a great success. The economy Great Working Relationship was performing very well at the time, but it was also due in “There has always been a great working relationship no small part to the aggressive fuel pricing policy employed between Costcutter, Amber and myself,” explains Martin.

“Over the years, I have seen the professionalism and expertise of both organisations and I receive incredible support from Costcutter and Amber. There is a similar ethic shared by all parties: the Barry Group, Amber and my own business all came from a family-owned business background and we all continue to value that ethic of a very personal working relationship, in conjunction with expertise and professionalism.”

Indeed, the link between the Barry Group and Amber is a strong one, as John McAllen, Commercial Director with the Barry Group explains: “Costcutter and Amber are working together on a number of forecourt sites. It has proven to be a very successful partnership and it is one that we will be looking to further cultivate. Both companies work well together and the two brands complement one another. Both companies are enthusiastic about developing more forecourt

16

May09Shop

sites together to bring quality and value to retailers and their customers.” Gerry Condon of Amber Petroleum agrees, saying, “Amber have found the partnership with Cosctutter to be extremely beneficial and this store is a prime example of this.”

Good Value for Money Providing good value for money is a key concern for both Amber, renowned for competitively priced fuels, and Costcutter, who are working hard to provide their retailers with good value offers, extremely important in today’s economic climate.

As a forecourt shop, the primary focus of Martin’s store is convenience, a focus that was made even stronger last year when the site underwent a complete revamp. Not only did the development include a full face-lift for the shop, but it also meant a redesign of the shop floor, together with a full rebranding on the forecourt to the new Amber Petroleum livery. The ambient grocery offering in the shop was reduced, with the extra space allocated to chilled and fresh food.

Declan Ryan, Account Manager with the Barry Group, was very closely involved in the development. “At Costcutter, we are constantly working to supply support to our retail partners on every part of their business,” Declan notes. “At the Barry Group, we work very hard at raising the standards of the group each year and provide our retailers with a constantly improving package.”

Profile

Developing the Business Apart from the dedication of support staff on the ground, Costcutter has also been raising its standards through the Store of the Year competition. In 2007, Amber PetroleumMurphy’s Costcutter Express was a runner up in the competition, taking the overall prize in 2008, following the completion of the redevelopment. Working closely with staff, including his wife Liz and their children Shane and Rachael, Martin had every aspect of the business closely scrutinised by the independent auditors of the Store of the Year competition.

“We were absolutely delighted when we won the Store of the Year,” he enthuses. “The fact that we were rated as the best Costcutter Express in the country is a tremendous testament to the quality of all the hard work everyone has put into developing the business, coupled with the large investment made by Amber Petroleum on the site.

“Success has been a tremendous boost to morale, but there is more to that in the competition. It is very useful to have an independent auditor come in and examine everything you do. Because the competition goes on every year, you can benchmark your progress and see if you have performed better than previous years: every year, you get a detailed list of any areas of the business that need improvement.”

For Martin Murphy, that list would not be a long one: “The audit not only benchmarks me against best-in-class standards but also provides me with a mechanism to profile my store versus previous audits.”

Amber Petroleum-Murphy’s Costcutter Express forecourt in Cork City has become a fine example of the FA C T F I L E brand to be found in Owner: Amber Petroleum, Martin Murphy the country, Location: Mayfield, Cork City through a combiSize: 1,600 square feet nation of hard Number of work, dedicaStaff: 17 full time & part time tion, investment Opening and the excellent hours: 07:00-23:00, Monday-Sunday. working relationship that exists between all parties.

17

Experts in pa acka aging since e 197 71 A: T: F: E: W:

74 Baldoyle Industrial Esta te, D ublin 13, Ireland 01-839 3144 01-839 3057 info@irishpapers.com www. irishpa pers. com

FOR ALL E NQU I R I E S

Tel: 00353 (0)1 8393144 E -mail: info@irishpapers.com Or visit : www.irishpapers.com

ASTICS-PACKAG GI NG-BAGS-ALU UMINIIUM FOIL PAPER-PLA

PRODUCTS & ESSENTIAL SERVICES PROVIDED Irish Papers is a leading supplier of Aluminium Foil Containers, Pizza Boxes, Paper Carrier Bags and Food Packaging Products in Europe with a reputation for innovation, quality and hygiene. Our comprehensive range of profiles, cover all sectors of the food industry and are at the cutting edge of packaging development. We are constantly introducing new products to meet both market needs and individual customer specific requirements.

FURTHER DETAILS Operating from our sites in Dublin we service markets worldwide by offering a vast range of product choice and a wealth of experience in the packaging sector. Product and market development are the cornerstones of our growth. In order to provide our customers with the widest choice of packaging products we have trading links with other manufacturers Worldwide.

These global alliances, allied to our own sales expertise, ensure that our customers are able to access the finest products and market knowledge to meet the needs of today’s dynamic food sectors.

As a customer of Irish Papers you do not have to demand competitive cost, quality, reliability and service, you have a right to them and you can expect to receive them from our first day of trading. For more than three decades customer satisfaction and reliability have been our watchwords. The result is that we have an excellent reputation throughout the food industry.

Our workforce is committed to the success of our venture and we discharge our environmental responsibilities thoroughly. We are very proud of our business and our reputation.

See our new Light Weight and SKINfoil™profiles at: easyFairs Packaging Ireland 17-18 June 2009 Stand No. 68

May09easyFairs®

Packaging Ireland

‘Standout’ Packaging is Key to Brand Success The easyFairs® Packaging Ireland show takes place on June 17 and 18, 2009, in the RDS, Dublin.

Leading

Irish brand managers see packaging as the number one strategy to attract scarcer recessionary spending and survive the downturn, new research has revealed.

Almost four in 10 (39%) of brand managers questioned by easyFairs® – organisers of a new packaging show coming to Dublin in June – said they planned to boost their packaging budgets over the coming year as they strive for innovative designs to create shelf stand-out.

Promotions was the tactic deemed the next effective to attract consumers, with 33% saying they intended to increase spending there, whilst direct marketing was rated the least effective marketing tool in the current climate, with a quarter saying that activity would be reigned in.

Mathew Benyon, Managing Director of easyFairs® UK & Ireland, said: “With shoppers less willing to part with their money, brands are desperate to create shelf stand-out and differentiation to capture consumer spending.

Packaging innovations and promotions, two tactics that work hand in glove, are seen by brands as the best way to achieve this.”

easyFairs ® Packaging Ireland easyFairs® Packaging Ireland, which

Mathew Benyon, Managing Director of easyFairs® UK & Ireland.

takes place at the RDS, Dublin, on June 17 and 18, will showcase the latest packaging design innovations, ecofriendly materials and sustainable solutions, with additional focus on machinery, printing systems, robotics automation, and converting technology.

Bringing specialised trade shows to the very heart of markets across Europe at a fraction of the cost of normal trade shows, the easyFairs® model is based on delivering all-inclusive and hassle-free stand packages for exhibitors and added value for visitors.

The highly targeted shows are cost and time effective and also focus on providing networking and learning opportunities through the free independent learnShops seminars, where industry experts tackle the hottest topics. easyFairs®, organizers of 20 packaging shows across Europe, interviewed more than 50 Irish managers and product developers working for brands like Country Crest, Hewlett

easyFairs® Packaging Ireland will showcase the latest packaging design innovations.

Packard, Waterford Crystal, Abbot Ireland, and Green Farm Foods. They ranged from those with a turnover of less than €500,000 (5%) to those turning over in excess of €50m.

Encouragingly, more said they were likely to expand (20%) than contract (16%) their operations over the next 12 months, although 22% did say their product range would be streamlined.

More than half (54%) planned to move into new product areas, and 87% said the economic slowdown hadn’t resulted in them delaying any product launches.

Pack to the Future Overwhelmingly, Brand Managers believe packaging is key to success. Six in 10 think packaging is a quick way for brands to innovate, whilst 75% agreed packaging was an “invaluable part of our success”. However, 31% thought it was difficult to assess the Return on Investment (RoI) delivered by innovative packaging. easyFairs® Packaging Ireland’s attention to sustainable packaging developments and eco-initiatives will be welcomed by the country’s top brands.

That’s because 60% of respondents said they find it hard to source commercially viable packaging solutions that improve their environmental performance.

The pre-show research also gathered responses on whether the Credit Crunch was affecting product development decision-making. With ‘budget’ brands performing well in the current climate, 58% of companies said they were looking to develop a low-cost product, whilst almost half (47%) said they believed the role of impactful Point of Sale marketing was more important in challenging economic times in order to capture unplanned, impulse purchases. ® To register to attend easyFairs Packaging Ireland for free, go to www.easyfairs.com/packagingireland and click on the ‘Register Here’ tab.

19

May09Corporate

Social Responsibility

Gala Gives Back with Massive CSR Programme or develop brain damage and who suffer severe intellectual and physical developmental delay as a result. The funds raised will contribute directly to providing home respite and nursing care for the 302 families supported by Jack & Jill today.

Jonathan Irwin CEO of the Jack & Jill Foundation, says, “The home nursing service has made a vital difference to the lives of many families in Ireland coping on a daily basis with the needs of their sick child. As the Pat and Mary Masterson, owners of Gala number of families availing of our Masterson’s celebrate raising €2,300 for the home nursing service surpassed the Jack and Jill Children’s charity with 1,100 mark, there has never been a Eamon Mc Caughey Gala Regional Manager, as well as local customers and more pertinent time for these funds. family members.

We are humbled and very grateful that Gala has chosen the Jack & Jill to the plate to raise funds for the celebrating ten years charity as its partner for the year charity in a series of events. Stores in business last year, Gala announced ahead, especially when corporate supsuch as Masterson’s Gala, the Group’s largest-ever corporate port has never been more important Carrigallen, Co Leitrim raised €2,300 social responsibility programme. All to charities.” through a series of in-store events, 200 stores in the Gala group are parwhile the Mulrooney’s Gala Group ticipating in a fundraising drive for stores in Co. Tipperary raised €3,300 the Jack & Jill Foundation and staff In-Store Promotion by holding coffee mornings in the members have thrown themselves An extensive in-store promotion kickstores as well as other fundraising whole-heartedly into raising the monstarted the campaign whereby €2 pins activities. ey for the deserving Irish children’s were sold in the 200 Gala stores charity. Indeed, Gala is well on its around the country. On-going in-store way to reaching its target of €250,000 collections have also contributed to the Further Initiatives over the course of 2009. thousands of euro already raised by Further initiatives are planned over “We know that people are feeling Gala for the Jack & Jill Foundation. the coming months, with Gala set to the pinch this year but that’s why it’s Demonstrating the true communilaunch its ‘Line up with Gala for the even more important than ever before ty spirit amongst Gala staff around Jack & Jill Foundation’ campaign, that our stores raise vital funds to the country, various stores stepped up whereby customers will be in with the help families with sick children chance of winning a car and holiin their communities,” explains days. A charity challenge for the Gala’s CEO, Gary Desmond.

Jack & Jill Foundation is also “We’re thrilled with the efforts planned, with participants raisthat the staff and customers of ing money for the charity by parGala stores around the country taking in a walk overseas. Gala have made for our charity of will once again be selling charity choice. Even by donating a little, Christmas cards in-store this it means a whole lot to the famiDecember – an initiative that lies supported through this camproved to be massively popular paign.” last year.

Pictured are Grace Kinsella, Assistant Manager; The Jack & Jill Foundation The Gala personality is built Shane Mulrooney, Director; Sean Mulrooney, offers emotional support, finanaround the importance of ‘comManaging Director; Paula Burke, HR Manager; cial help and medical assistance munity’ and Gala’s CSR camMajella Moran, Manager, all from Mulrooney’s Gala, to families throughout Ireland paign will play an integral role presenting a cheque to Jack and Jill Nurse with children who are born with in developing this.

Mags Naughton.

Gala has committed to raising muchneeded funds for the Jack & Jill Foundation over the course of 2009.

Whilst

20

May09Summer

Stocking – BBQ

The Great Outdoors The €335m barbeque market is expected to be big business this year, with the number of BBQ occasions being held projected to top 2.5m for the first time ever.

Once

seen as the sole preserve of America, the barbeque has taken on a special place in the hearts of Irish consumers, whatever the weather.

Whether it’s to celebrate a special occasion or merely as an excuse to have some friends over, the barbeque has become part of the Irish summer.

The fifth Irish National BBQ Week takes place this year from Monday, June 29, until Sunday, July 5. With the combination of the credit-crunch in full swing and a real scorcher of a summer projected to be on its way, there will be a major consumer swing towards ‘at-home’ al fresco, with ‘staying in being the new going out!’ as the majority of consumers struggle to cope with the recession, whilst still wanting to enjoy life to the full.

Projections for this year are indicating that not only is Ireland in for a much deserved sizzling next few months, but that it will also be a real record-breaking ‘Barbi’ summer with the number of BBQ occasions being held topping 2.5m for the first time ever.

The vast majority of consumers still seem to have fully embraced ‘al fresco dining’, with around 1.75 million BBQ occasions being held throughout Ireland last year. Although slightly down on the high of 2006, this still represented an average of 3.9 BBQ’s per Irish household in 2008 ver-

22

sus 4.5 the year before and given the weather, this can reasonably be judged a success.

The overall BBQ market for food and drink is now estimated to be worth in excess of €335m, having shown a year-on-year growth in the region of 10%. Indeed, a significant proportion of this growth can be directly attributed to the annual Irish National BBQ campaign, which has become the focal point for summer promotional activity.

One of the biggest changes in BBQ culture has been the ‘sausage to swordfish and burger to brochette’ evolution, whereby aspirant consumers, whilst still BBQ’ing burgers and sausages at 33% and 29% respectively are increasingly widening their repertoires, being just as likely to gastrogrill seafood and prime cuts as anything else. Indeed, the average basket value for a BBQ meal occasion has moved up from under €25 to nearly €40 over the last four years, although this may decrease slightly this year as more people opt for mid-week Barbi’s.

Another big change has been in the timing of the BBQ occasion. Whereas previously, 87% of barbeques were held at the weekend, now there is an increasing trend towards the afterwork barbeque, which has grown to over 23% of the total. However, in spite of this increased spontaneity,

planned BBQ’s still represent 65% of all BBQ occasions, although this is down from 83% the previous year.

Johnston Mooney & O’Brien Bundys is the number one brand in the hamburger bun and hot dog roll market in Ireland and is a must stock

Bundys is the number one brand in the hamburger bun and hot dog roll market in Ireland and is a must stock brand for barbeque shoppers.

May09Summer

Stocking – BBQ

The Bundys range gives retailers the opportunity to provide the consumer with a full range of fresh top quality buns and rolls daily.

brand for barbeque shoppers. Their full range of buns and rolls complements almost any barbequed food imaginable and is the ideal roll for all summer outdoor dining. Using unique American style baking methods, the Bundy taste and freshness is designed to bring out the best in all types of grilled, roasted, and barbequed meats and is the perfect roll for salads.

chicken, salads; Bundys Hot Dog Rolls, ideal for hot dogs and sausages; Bundys Jumbo Hot Dogs, ideal for super size hot dogs and sausages; Bundys Splitz Rolls, ideal for chicken, barbeque ribs, salads.

Irish Pride The Irish consumer is seeking alternatives to the standard sliced pan and this is a key driver in the growth of the Soft Rolls category as well as the increase in the number of barbeque occasions each year. The Soft Rolls category has grown 5% annually (Source: ACNielsen, March 22, ‘Squeeze More Sales’).

Irish Pride Floury Baps can be enjoyed as a healthy snack throughout the day.

as a healthy snack throughout the day. The Irish Pride Bap range includes both the soft texture of the Floury Bap and a healthier high fibre option with their Healthy Grain Bap.

Super Bundys are ideal for quarter pounder burgers, chicken and salads.

The Bundys range gives retailers the opportunity to provide the consumer with a full range of fresh top quality buns and rolls daily. The Bundys Range includes: Super Bundys, ideal for quarter pounder burgers, chicken, salads; Bundys Original, ideal for regular beef burgers, chicken, salads; Bundys Seeded, ideal for regular burgers,

Johnston Mooney & O’Brien Floury Baps, hugely popular with Irish consumers.

24

Irish Pride’s Bunsters burger bun range is perfect for any barbeque.

For the last year, the Irish Pride brand has been the star performer in the category and following a focused approach to sales development, Irish Pride has become the market leader, claiming a share of 28% (Source: ACNielsen, March 22, ‘Squeeze More Sales’). This success has been built on the superior quality of the soft rolls range, produced by Irish Pride in their state of the art bakery in Taghmon, Co. Wexford.

The Irish Pride range offers consumers both versatility and choice.

Their Bunsters burger bun range is perfect for any barbeque, while the Irish Pride Bap range can be enjoyed

Rib World Rib World is a state-of-the-art processing operation, based in Clonmel, County Tipperary. Following detailed analysis in Europe, the demand for a fully cooked, high-quality, loin rib by the foodservice and retail market was identified. The company has, since the factory opened in September 2004, served more than 9m portions to happy customers across seven European markets, as well as here in Ireland.

The Loin ribs are cooked in a BBQ marinade/sauce and are defatted for a better eating experience. The product can be used both in the oven, garden BBQ or the Micro-oven.

Restaurant Quality Ribs… …at Retail Prices.

Succulent Fully Cooked Pork Ribs Available in a Range of Flavours ®

“Great taste at your fingertips”

Ribworld, Carrigeen Industrial Estate, Clonmel, Co. Tipperary.

T: 052 81863 Email: info@ribworld www.ribworld.ie

May09Summer

Stocking – BBQ

varieties in a 430g squeezy pack.

Lea & Perrins, the original Worcestershire Sauce, provides the ideal base for home-made marinades. The Lea & Perrins Five-Minute Marinade range in Thai & Coriander and Tomato & Herb are also ideal for summer outdoor eating.

Heinz Salad Cream has been popular with generations of Irish conSince opening in 2004, Rib World have served more sumers. Heinz Salad than 9m portions to happy customers across seven Cream offers consumers European markets, as well as here in Ireland. lots of choice with in both regular, light and extra light varieties Their Standard Specification in a range of pack formats including Racks for 500g Loin ribs in BBQ glass, squeezy and Top Down. The glaze, are one rack per sleeve, with 10 Heinz salad cream range also includes sleeves per outer case and 70 cases the highly successful Weight Watchers per pallet. The shelf-life is 45 days for from Heinz Salad Dressing. chilled produce and up to 12 months Heinz also offers a range of versafor frozen. tile condiment sauces to complement and add variety to barbequed foods.

HJ Heinz Heinz Condiment Sauces come in Heinz Ketchup is synonymous with 180ml ready to use bottles and are taste and what better accompaniment for summertime barbeques than the extensive Heinz Tomato Ketchup range. 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 460g, 700g and 910g sizes, offers the benefits of an innovative no mess, no waste, stayclean cap and all the taste of Ireland’s favourite tomato ketchup. Heinz Tomato Ketchup is the number one selling tomato ketchup brand in Ireland, claiming a 60% volume share of the Tomato Ketchup category in ROI (Source: ACNielsen, April 2009).

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. HJ Heinz, the market leader in BBQ sauce with 33.3% volume share (Source: ACNielsen, April 2009), offers two BBQ varieties under the Heinz brand, Original and Hot ‘n’ Sizzling, both in the handy Heinz Top Down format.

Heinz Top Down Tomato Ketchup The HP range of sauces, from HJ offers the benefits of an innovative no Heinz, includes HP Classic BBQ in mess, no waste, stay-clean cap and all 250g glass along with Classic the taste of Ireland’s favourite tomato Woodsmoke and Spicy Woodsmoke ketchup.

26

The hugely popular Original BBQ sauce brand from HJ Heinz.

available in three contemporary flavours: Heinz Garlic & Chive Sauce, Heinz Sun-Dried Tomato, Basil & Garlic Sauce and Heinz Exotic Sweet and Sour Sauce.

Unilever Hellmann’s, from Unilever, has a vast range of products for all tastes for those great BBQ days, with a portfolio range spanning across mayonnaise, salad dressings and BBQ Sauce.

Hellmann’s mayonnaise is the number one selling mayonnaise in the Irish market and continues to dominate the market with 89.1% value share.

The ever popular mayonnaise comes in glass and squeezy formats for consumers’ convenience.

Consumers also have the choice between real, light, extra light and garlic mayo for their BBQ’s.

Finally, no barbeque would be complete without the addition of Hellmann’s BBQ Sauce. Hellmann’s BBQ Sauce’s tangy taste is a welcome accompaniment to any eating occasion.

May09Summer

Stocking – BBQ

National BBQ Week

Hellmann’s have a range of sauces perfect for the BBQ.

The Hellmann’s brand will be heavily supported throughout the summer season, with strong in-store activation and above the line activity planned.

Kepak Convenience Foods Big Al’s claims leadership of the frozen convenience meat sector with a 41% share (Source: ACNielsen YTD v LY ending February 22, 2009).

Burgers remain one of the most popular barbeque foods, second only to sausages (Source: National Barbeque Association). As the number one frozen red meat brand with a 38% share, (Source: ACNielsen YTD v

LY ending February 22, 2009), Big Al’s products offer retailers the chance to capitalise on the 20% increase on frozen burgers typically associated with the summer barbeque season.

Key products within the 100% Irish Beef Burger range include the Big Al’s Beef Burger and Quarter Pounder. The star performer of the Big Al’s range is aptly named Big Al’s Big Eat Burger, which serves as the standard bearer in the sector and continues to recruit new consumers to the category.

Claiming the three top burger SKUs in ROI (Source: ACNielsen YTD v LY ending February 22, 2009), retailers wanting to capitalise on the key barbeque season are recommended to optimise distribution of the Big Al’s range.

Big Al’s burgers will be heavily supported with a nationwide media and marketing campaign.

BR Foods

The hugely popular Big Al’s range will be heavily supported with a nationwide media and marketing campaign.

French’s mustard is the perfect, all natural way to add flavour to family 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. BR Marketing will support French’s throughout 2009 with

THE fifth National BBQ Promotion 2009 aims to once again increase the popularity of BBQ’ing in Ireland and to encourage gastro al fresco dining and entertaining. Brian George, President of the National BBQ Association says that this year aims to be the best ever, incorporating a range of activities and promotions, including the 5th National BBQ Week (June 29 to July 5), which this year has been moved to a mid summer position to maximise impact; the fifth year of the Ireland’s Best BBQ’er competition, and the first ‘Have a Better Barbi Day’ on Bank Holiday Monday, August 3.

The National BBQ website www.nationalbbq.ie has lots of BBQ updates for the trade and also useful BBQ tips for that perfect BBQ, health & safety advice and BBQ recipes. strong promotional activity and extra fill packs.

Also from BR Marketing, Frank’s Red Hot sauce is made from aged cayenne peppers and vinegar, and is available from Tesco, SuperValu and SPAR nationwide.

Cattlemen’s Sauces use bold, highquality ingredients for sauces that 27

May09Summer

Stocking – BBQ

grab hold of meat to deliver a flavour that makes taste buds tingle.

Available in Classic BBQ and Hickory Smoked BBQ, these sauces provide full bodied flavour for all BBQ fare.

“The barbeque season is an extremely important time for the French’s Mustard has Levi Roots been adding flavour to consumers’ favourite brand,” notes sandwiches and recipes, a spokesperwithout adding any fat, son for BR since 1904.

Foods.

“Caribbean food is intrinsically linked to al fresco eating and we know that consumers are always looking for new and excit-

Calor has BBQ Gas Covered CALOR Patio Gas is a summer essential for the barbeque season. Clean, efficient and easy to use with a Calor Gas Barbeque, there’s no waiting for the optimum temperature. With just one click, consumers are ready to cook their favourite barbequed foods.

According to the organisers of National Barbeque Week, more and more consumers are switching to gas for their barbeque fuel. The ease of use of gas barbeques has been a major contributory factor to the growth of barbeques outside of the prime weekend period.

a unique Caribbean style of ketchup which includes ingredients such as red Scotch Bonnet chillis, allspice and herbs and comes in a convenient ‘squeeze-able’ format making it ideal

Cattlemen’s Sauces use bold, highquality ingredients for sauces that grab hold of meat to deliver a flavour that makes taste buds tingle.

Frank’s Red Hot sauce is made from aged cayenne peppers and vinegar, and is available from Tesco, SuperValu and SPAR nationwide.

ing ways to spice up their home barbeques.”

AB World Foods wanted to offer consumers even more reasons to enjoy a home barbeque and have therefore 28

launched Reggae Reggae Tomato Ketchup with this very much in mind.

Complementing Levi’s original condiments range, which includes Fiery Guava, Love Apple Sauce and the classic Reggae Reggae sauce, all of which are ideal for spicing up a burger, marinating a chicken breast or as a tasty dipping sauce, the new Reggae Reggae Tomato Ketchup is a unique Caribbean style of ketchup which comes in a convenient squeezy format – perfect for barbeques!

Reggae Reggae Tomato Ketchup is

Levi Roots’ Reggae Reggae Tomato Ketchup is a unique Caribbean style ketchup which comes in a convenient squeezy format – perfect for barbeques.

May09Summer

for outdoor eating occasions such as barbeques.

Levi Roots’ first condiment, Reggae Reggae Sauce, has proved extremely popular in the hot and BBQ sauces sector, while the range also includes Love Apple Tomato Ketchup and Fiery Guava Dipping Sauce.

Weber, the world’s leading premium BBQ brand, has been shaping the signature style of BBQs for five decades, and the company has joined forces with AB World Foods, a major player in the world foods and condiments market, to create a new premium BBQ sauce range in three variants: Original, Hot ‘n’ Spicy and BBQ Relish.

Stocking – BBQ

The Chef brand has been helping Irish consumers to enhance their meals since the 1920s with its vast portfolio of sauces and condiments.

appetising and versatile chunky Chef claims the number two spot in tomato relish which is the perfect the table sauces market accompaniment to burgers, sandwichand is brand leader in es, salads and more. many of the segments of this market.

The Chef range of sauces Kerry Foods is a must have for outdoor EasiSingles is the perfect accompadining and the summer BBQ niment to that sizzling barbequed season with its range of high burger, offering the ultimate in conquality and much loved venience for the family. Loved for its products. Chef BBQ Sauce great meltability and delicious taste, is the ideal accompaniment it is an essential ingredient at barfor any barbequed food, beque time. perfect for steaks, burgers, EasiSingles is loved by families chicken wings or throughout Ireland for its unique sausages, with its smoky aroma it is sure to enhance consumers’ taste experience.

The well Weber has joined forces with AB World Foods to create a known and much new premium BBQ sauce range in three variants: loved Chef Original, Hot ‘n’ Spicy and BBQ Relish.

Tomato Ketchup and Sauce are a must have The new Weber BBQ sauces range with their tangy and spicy has been designed to give strong taste, and are now available in stand-out on shelf with a uniquely a convenient Top Down shaped bottle and a large, easily squeezy format. recognisable Weber logo.

Consumers can add some As BBQ and Hot variants are a zest to their summer dining key growth sector within the condiwith Chef Beetroot, Mixed ments market, retailers are advised to Pickles and Silverskin Onions, take advantage of the increased the ideal accompaniment to saldemand during the barbeque season, ads and burgers. Chef Beetroot to drive sales by stocking the new is number one in the market Weber BBQ Sauces range. with 52% value share (Source: ACNielsen, Extended Jacob Fruitfield Food Scantrack, MAT, week ending Group March 22, 2009) The Chef brand has been helping Chef is launching a new Irish consumers to enhance their Loved for its great meltability and delicious Chunky Relish just in time for meals since the 1920s with its vast taste, EasiSingles is an essential ingredient at barbeque time. the summer season. It is an portfolio of sauces and condiments.

29

May09Summer

Stocking – BBQ

taste, texture and convenience.

Claiming a share of 32%, the brand is the driving force in Individually Wrapped Slices, and growing the sector by 20% year-on-year. EasiSingles will be supported heavily throughout the year, with strong bursts of the well loved ‘Cloud Advert’ on television. This media, combined with various PR initiatives and in-store promotion, marks significant activity and investment in the brand in 2009.

Kelkin Ltd 2008 saw the launch of a brand new range of barbeque sauces in the Irish market under the iconic brand of Jack Daniel’s Tennessee Whiskey. Made using the famously smooth taste of Jack Daniel’s Tennessee whiskey, the range of BBQ and grill sauces comes in four distinctive flavours: Smooth Original; Full Flavour Smokey; Rich Honey; Hot Chilli.

Manufactured under license by Baxters Food Group (‘Baxters’) and

Bord na Móna: Fuelling the Barbeque Season BORD na Móna’s 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.

brushed on to meats before grilling, roasting or frying, used as a baste during cooking or as an ingredient in marinades.

Each sauce is virtually fat free, with less than 30 calories per typical 25g serving, making it a tasty and healthy option.

The Rich Honey version is suitable for

vegetarians and the other three varieties are suitable for vegans too.

Geraldine Marks, Licensed Brands Manager of Baxters, comments: “We are extremely proud of this range of classic American style barbeque sauces and believe the legendary Jack Daniel’s brand name adds significant consumer appeal to the BBQ and brown sauce segment.”

Lakeshore Lakeshore, from Boyne Valley Group, has just launched its latest brand

Made using the famously smooth taste of Jack Daniel’s Tennessee whiskey, this stunning sauce range comes in four flavours: Smooth Original; Full Flavour Smokey; Rich Honey; Hot Chilli.

distributed in Ireland by Kelkin Ltd, the range is aimed to reach beyond the traditional table sauce target market by encompassing a broader male audience who identify with the strong masculine appeal of the Jack Daniel’s brand.

The four sauces are incredibly versatile: they can be used as an all round table sauce, a dipping sauce, 30

Lakeshore has just launched a new range of ‘squeezable’ sauces that match the current consumer demand for quality products that offer ease of use and maximum convenience at affordable prices.

May09Summer

extension, a new range of ‘squeezable’ products that match the current consumer demand for quality products that offer ease of use and maximum convenience at affordable prices.

These new Lakeshore sauces come in ergonomic, easy to use, mess-free, squeezable plastic bottles and are sure to be a winner with consumers.

The updated range includes Tantalising Tomato Ketchup, Fruity Brown Sauce, Fiery Chilli Sauce, Woodsmoke BBQ Sauce, Superb Salad Cream, French Mustard, Extra Hot Irish Mustard and Wholegrain Mustard with Honey.

Stocking – BBQ

Superquinn Summer Eating Range SUPERQUINN recently launched its Summer Eating range in the Radisson Hotel, Stillorgan, where model Sara Kavanagh and Miss Universe Ireland Lynn Kelly savoured some of the exciting new flavours and product concepts available for the 2009 summer barbeque season.

The range includes delicious Chilli & Paprika mini Chicken Fillets and Sweet Chilli Chicken Twisters wrapped in streaky Irish bacon, Organic Quarter Pounders made with 100% Irish beef, and Beef Sirloin Grill Steaks with a peppercorn crust, while Pork Chops are given an exciting twist with a Wild Garlic & Honey or Sweet Chilli marinade, and Lamb Grill Steaks are a real treat with a Lemon & Herb crust.

New mixed meat packs will make barbequing for a group even easier, and include a Beef Burger & Lamb Kebab pack and a Pork Chops with BBQ marinade & Beef Grill Sticks pack.

A range of BBQ and picnic accessories are also available, including the seaside polka dot range of dish washer safe plates, salad bowls, and cool bags.

Light Up Your Barbeque Sales!

THIS summer, why not light up your barbecue sales by offering customers the perfect al fresco dining accessory, the BIC MegaLighter?

The BIC MegaLighter is a practical and attractive alternative to matches or regular lighters, and is sure to generate extra interest from consumers looking for the perfect utility tool over the BBQ period.

This new generation BIC MegaLighter is compact and elegant, and offers consumers a convenient lighting solution that features: • A consumer friendly push button for ignition; • A curved body shape for comfortable handling; • A medium sized wand (6 cm) for convenient use; • A hanging mechanism for easy storage; • A visible level of gas; • 750 number of lights under normal conditions of use.

The BIC MegaLighter is available to buy in either black or green, in a single blister pack or as a counter display of seven. The recommended selling price is €3.89.

Today, 5m BIC lighters are sold in the world every day. With a wide range of sizes, colours and designs to choose from, people can make a fashion statement. BIC also manufactures a multipurpose lighter for fires, candles, barbecues, hobs and camping stoves.

For more information about the BIC Megalighter, or any other products in the BIC range, log onto www.bicworld.com.

31

May09Summer

Stocking - Salads & Dressings

Salad Days The summer sees a seasonal surge in salad sales as consumers embrace their health credentials.

The

move towards healthy eating and concerns over rising obesity levels are helping the growth of the salads sector, particularly as the warmer summer weather hits our shores. Salads are seen by consumers as healthy, easy to prepare and, most of all tasty, with new product development in salad dressings, marinades and sauces helping to grow the sector, which perfectly complements the rise in barbeque culture.

Mayonnaise and salad cream enjoy huge penetration levels in Ireland, while new product development in both dressings/sauces/marinades and in prepared salads ensures the market continues to grow and develop.

promotions and will also be supported during the summer months with a heavy above-the-line spend. Finally, no barbeque would be complete without the addition of the Hellmann’s BBQ Sauce.

The Hellmann’s brand will be heavily supported throughout the summer season, with strong in-store activation and above the line activity planned.

HJ Heinz Hellmann’s continues to dominate the mayonnaise market.

and squeezy formats for consumers’ convenience. Consumers also have the choice between real, light, extra light and garlic mayo for their BBQs.

Hellmann’s range of 2-step dressings are helping to drive category growth.

Hellmann’s also claims leadership of the salad dressings Unilever market, with a value Hellmann’s has a vast range market share of of products for all tastes for 36.3%. The those great BBQ days out, Hellmann’s dresswith a portfolio range spanings range includes ning across mayonnaise, seven varieties salad dressings and BBQ which are firm Sauce.

Irish favourites, Hellmann’s mayonincluding Caesar, naise is the number one Italian and selling mayonnaise in the Balsamic.

Irish market and continHellmann’s Salad ues to dominate the market, claiming a phenom- The new range of Hellmann’s luxury Dressings are being supported enal 89.1% value share. salad dressings will be supported with a heavyweight TV and in-store with The ever popular maypress campaign. strong consumer onnaise comes in glass 32

The HJ Heinz portfolio boasts a large range of dressings and accompaniments which are ideal for salad days.

Heinz Salad Cream has been popular with generations of Irish consumers, offering lots choice with both regular and light varieties. The extensive range of Heinz Salad Cream is available in glass and squeezy packs and also in a 460g Top Down 460g. The Heinz salad cream range also includes the highly successful Weight Watchers from Heinz Salad Dressing.

In addition to the Heinz salad dressings portfolio, Heinz also offer a range of three versatile condiment sauces to complement and add variety to summer foods and salads.

Heinz Condiment Sauces come in 180ml ready to use bottles and are available in the three contemporary flavours: Heinz Garlic & Chive Sauce, Heinz Sun-Dried Tomato, Basil & Garlic Sauce and Heinz Exotic Heinz Salad Sweet & Sour Cream has been Sauce. popular with generations of Heinz Baby Irish consumers.

Beetroot, Crinkle

0OPg ZSOT

4`SaVZg QOcUVb

6SZZ[O\\¸a

5]]R W\U`SRWS\ba [OYS U]]R T]]R BVOb¸a eVg 6SZZ[O\\¸a Wa [ORS eWbV T`SS `O\US SUUa dW\SUO` O\R ]WZ bVOb Wa \Obc`OZZg `WQV W\ ][SUO !

EP O PEIA BKN NA=H BKK@

May09Summer

Stocking - Salads & Dressings

Cut Beetroot and Silverskin Onions are all available in 440g jars to add that extra zing to salad days. The range of Heinz pickles, including Ploughmans, Piccalilli, Mild Mustard and Tangy Tomato, complement any salad.

Florette Florette, the prepared salad specialist, continues to demonstrate its strength and investment in the bagged salad sector with the launch

Florette’s ‘Deliciously Crunchy’ mix has been launched to deliver a more diverse crunch, thanks to a blend that features Little Gem whole-leaves and Red Batavia.

of two new products, including a market first, designed to re-invigorate some of the most popular salad categories.

The two new products – ‘Crispy Combination’ and ‘Deliciously

‘Crispy Combination’ extends Florette’s crispy franchise by blending the popular crispy mix of leaves with beetroot and chive to create an even more compelling crispiness.

34

Crunchy’ - have been launched to inspire existing customers and engage and attract new consumers to the category, ahead of a summer season that will be vitally significant to the sector.

Florette’s Commercial Director, Sandy Sewell, explains: “NPD is essential to retaining a loyal customer base and to year-on-year sales growth, so no surprise that we will be leading the field again in 2009 with a dynamic NPD programme.

Whilst value continues to be a key driver, as consumers continue to feel the pinch, experimentation and diversity are equally important to securing growth in the current climate. We believe that this season will provide clear opportunities for the category and our two new products are designed to maximise these.”

The Florette brand claims a 28.6% share of Irish salad sales, making it Ireland’s number one salad brand listed across all major retailers, according to Sewell.

The new products have been borne out of dedicated research with bagged salad and wholehead buyers to understand what consumers’ needs from the category are. Florette’s research highlighted the importance of crunch. Consumers are passionate about crunchy leaves because it readily delivers a freshness, quality and taste message. So the new ‘Deliciously Crunchy’ mix has been launched to deliver a more diverse crunch, thanks to a blend that features Little Gem whole-leaves and Red Batavia. Incorporating a whole leaf into the bag creates a strong point of difference on the shelf, because it isn’t something that is currently available in the crunchy sector, which is largely made up of cabbage and carrot-based products.

Research shows that consumers are attracted to the versatility of the mix of crisp lettuce leaves because it is ideal for serving as an accompaniment to any meal base. ‘Crispy Combination’ extends Florette’s crispy franchise by blending the popular Crispy mix of leaves with beetroot and chive to create an even more compelling crispiness. The new range guarantees the same Florette quality and freshness, but is bolstered with

new tastes and flavours. This enables Florette to target the more adventurous consumer looking to bring additional interest to their salad, but still with the minimum of effort and expense.

Both mixes will be available in 180g pack sizes. ‘Crispy Combination’ has an RSP of €2.59, while ‘Deliciously Crunchy’ has an RSP of €1.99.

The Florette brand will be supported through a TV advertising campaign, together with in-store promotional activity, to increase brand penetration and frequency of purchase.

BR Foods Kühne has been a family run business for 10 generations, placing great importance on tradition and innovation. Kühne products are made with the highest quality ingredients without using additives or preservatives.

Kühne is synonymous with the summer BBQ/salad season, offering consumers a wide variety of products to choose from. No salad is complete without Kühne salad dressings.

Kühne Salatfix offer full flavoured dressings 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 are a must-have this summer.

Also included in the range are Kühne Sauerkraut, Gherkins, Pickled Onions, Beetroot, Mixed

Kühne Salatfix offer full flavoured dressings in a range of flavours.

May09Summer

Stocking - Salads & Dressings

Superquinn Potted Lettuce Trio

Kühne Pickled Gherkins come with 17% extra free.

Pickles and a selection of traditional German Mustards. For the summer season, BR Marketing are supporting the Kühne brand with strong promotional activity, with extra fills, multi-buys and tasting demonstrations and display solutions.

SUPERQUINN have introduced a new lettuce product, perfect for consumers who want the freshest possible lettuce which will last even longer at home. The ‘Potted Lettuce Trio’, grown by Mark Long of Long Life Plants in Co. Dublin, enables consumers to pick their own leaves fresh every day from the three varieties of lettuce contained in the pot - Lollo Rossa, Lollo Bionda and Oak Leaf Red. Each of the varieties has its own distinctive flavour - Lollo Bionda is a classic green lettuce with pretty ruffled leaves and a sweetish nutty taste, Lollo Rossa has a mild flavour and adds great colour and texture to any salad, while Oak Leaf Red has crisp tender leaves and a sweet flavour which works great with any vinaigrette dressing. The Potted Lettuce Trio is available from all Superquinn stores now, priced at €2.99.

Energiser’s Summer Essentials When you’re out and about, a quick freshen up leaves you revitalised especially if you (or the family) feel hot, tired or grubby. Wet Ones, from Energizer, are cool, clean and refreshing, and are kind to sensitive skin, and they now come in useful packs to fit in easily with consumers’ lifestyles, leaving them to get on with life.

Also from Energizer comes the Wilkinson Sword range. The company has an impressive track record in hair removal product innovation, with Quattro for Women, the first four-blade performance razor, Intuition Plus, the first allin-one razor, and Quattro Titanium Precision, the first 3-in-1 men’s razor to shave, edge and trim.

Now Wilkinson Sword are bringing another world first to the female category, in the shape of Wilkinson Sword Quattro for Women Bikini, a razor and bikini trimmer in one girly gadget, which is both shower safe and easy-to-clean.

35

May09Tobacco

& Accessories

A New Era in Tobacco The advent of new legislation on July 1 will forever change the way tobacco products are sold in Ireland.

The

face of tobacco retailing is set to change irrevocably on July 1, when new regulations are introduced banning all tobacco advertising and product display from retail premises, including change mats on counters and backdrops, and requiring retailers to introduce a closed container or dispenser for all tobacco products – the product cannot be visible to the customer.

The legislation also introduces a retail register, whereby retailers need to register with the Office of Tobacco Control between July 1 and October 1, 2009, and to apply for a license to sell tobacco. Such a license will be allocated to a retailer, rather than a store (i.e. if a retailer owns multiple stores, he/she will still only be required to obtain one license) and there is a onceoff payment of €50 for registering.

Failure to comply with the new legislation will lead to a retailer being banned from selling tobacco products for up to 90 days. If a retailer fails to register with the OTC by October 1, they will also be effectively prohibited from retailing tobacco products and will be treated as a new retailer when they do apply for the license after that date.

Both retailers and the tobacco industry are hugely concerned about the legislation leading to a rise in illegal cigarette and tobacco sales, which are already estimated to make up 2036

JPS, an internationally successful value brand, is being launched onto the Irish market in May 2009, competitively priced at €7.15.

25% of the market. Ireland has the highest tobacco prices in the EU, so is a major target for smugglers, who are directly targeting our tobacco industry – two consignments of Irish brand, John Player King Size were discovered recently, having arrived from China.

“This illegal trade is undermining government regulations and revenues, and at the same time is damaging the livelihoods of hard working local retailers across the country,” Chloe Campen, the corporate affairs manager with cigarette firm PJ Carroll, told the Irish Independent recently. “This illegal trade is undermining government regulations and revenues, and at the same time is damaging the livelihoods of hard working local retailers across the country.”

The Irish Tobacco Manufacturers' Advisory Committee has repeatedly called on the Government to stamp out the smuggled trade by redeploying public sector workers to support customs officers, going on to note how “There is a real danger that price no longer depresses consumption: it merely displaces consumption from the regulated to the unregulated market.”

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. In Ireland’s €1.9 billion cigarette market, JPS market share has grown to 36.6% and is also the only tobacco company in growth at 0.6% (all market share figures are sourced from ACNielsen Convenience/Multiple/Forecourt Scantrack (Vol), Feb. 22, 2009). JPS share of groups stands at 38.8%, multiples 35.2% and forecourts at 33.7%.

John Player King Size is the company’s flagship brand with a market share of 18.5%, growing at 0.7%. The brand family also includes John Player Bright Blue, offering the consumer a smoother choice, and John Player 100’s, offering some extra value to the consumer. ‘Blue’ has consistently shown its strength as a brand favourite since it was launched over 32 years ago in 1976, becoming one of those rare brands that have become an Irish icon.

The brand also has a Twin Pack

The new Limited Edition Superkings range on the market: there is a range of seven animal skin images across the Superkings brands, bringing a fresh look and engagement to the brand.

Thank you for contributing to the success of Marlboro Menthol and Marlboro Silver

12%

Get margin on all orders placed between April to June 2009* * This offer is based on the sale of Marlboro Silver KS 20s and Marlboro Menthol KS 20s at RRP and are only available through our distributor John Player & Sons Ltd This advertisement is for the information of tobacco traders only

SMOKING KILLS

May09Tobacco

& Accessories

variant. This pack of 20 has 2 x 10 packs to offer the consumer more convenience and as an aid to help them control consumption. The product is unique to the Irish market with non crushable hard packs of 10 and is proving a real winner with consumers. It has consistently sold double the amount of packs than its nearest rival in the Twins sector.

JPS, an internationally successful value brand is being launched onto the Irish market in May 2009.

Competitively priced at €7.15, JPS is available in five SKU’s, namely JPS Red King Size, JPS Red 100s, JPS Silver King Size, JPS Silver 100s and JPS Green 100s, a high quality American blend tobacco, it will satisfy all consumer wants from full flavour to smooth and menthol variants.

Also, JPS has strong brand heritage from the house of John Player.

In these difficult economic times, consumers are looking for value even more, so now is the perfect time to launch this successful brand.

JPS is one of the most successful ‘value’ brands available in Europe and was successful launched in the UK in 2008. The brand has all the attributes of a premium brand but at the most competitive price available on the market. It will be supported with strong trade and in-store POS and also a very attractive trade promotion.

Launched in Ireland in 1984, Superkings continues to dominate the longer length sector with over 60% share. Its market share is at 6% from ACNielsen Scantrack (Jan. 25, 2008) and is growing at nearly 4% vs last year. The family includes Superkings Blue and Superkings Menthol which is growing at 10% year on year with a share of the Menthol sector at 35%, making it the number one in the menthol sector.

Superkings has just launched a ‘Limited Edition’ range across all variants, featuring seven different animal skins on the packs. This added interest for the consumer continues to position Superkings as the premium 100s brand at a value RSP. Marlboro, another high profile brand in the John Player range, is the biggest selling cigarette in the world.

It grew at over 3% and currently 38

this international brand, which is the accounts for 10.9% of the market. number one brand for papers around Gold is particularly strong with 8.8% the world. Rizla will sell over 35 bilshare and Red at 1.5%. Marlboro lion leaves of paper this year worldMenthol was launched two years ago wide. JPS will be consistently supand has been a big success. The range porting this brand in the trade was further enhanced in 2008 with through dealer loaders, which will sigthe introduction of Marlboro Silver, nificantly boost already high trade offering the consumer more choice if margins. There will also be support they want to come down in strength. with trade gifts and full POS support.

The value segment is growing but still small at 5.4%. This increase is due to high duty increases in last few JTI Gallaher budgets. L&B was relaunched last The tobacco market, with retail sales year into a modern more dynamic value of €1.9 billion is the number pack and has grown consistently over one category in value terms for retailthe last couple of years. As market ers. Gallaher remains number one in leader in Northern Ireland, L&B is a the category, accounting for almost key seller in outlets in the northern 50% of the cigarette market. half of the country, and also in outlets The iconic brand of Benson & that attract UK tourists as it is the Hedges is led by B&H Gold, claiming number one brand in the UK. 18% of the market, with over 1 billion John Player & Sons dominate the sticks sold in 2008. The brand family roll-your-own sector, claiming over also offers B&H Silver, which appeals 64% market share and growing at to a young adult demographic and the 21%. The RYO sector is growing very ever-popular 100s, which continues to strongly at 23.9% as consumers look show both growth and increasing relefor more value. Drum is the number vance in today’s market. one brand at over 33% and Golden Benson & Hedges consistently Virginia is a strong number two at proves to be the brand of choice for all 31% and growing at 34%. Currently, new, young adult smokers, with 23% Golden Virginia claims one in four of choosing B&H Gold as their first all RYO consumers with the 25g varibrand of choice. The recent update of ant and now with the convenient the pack design emphasises the 12.5g pouch and the introduction of brand’s commitment to modernity the new convenient Combi pack with with collections of limited edition Rizla papers included, the brand is growing strongly.

John Player & Sons also claims leadership of the cigar sector with over 38% share and growing at over 3% in a sector down 1%.The Henri Wintermans range is up 5.1% versus last year. The range includes Henri Wintermans Half Corona and the Café Crème range, which is growing significantly at over 5.5%.

Classic cigars complete the company’s cigar portfolio.

Currently, Rizla claims a market share of nearly 80% and growing at nearly 20% on last year. Rizla Green with Cut corners is the number one SKU with 37% of the market, with Rizla Red at number two with 25%. With 62% for these Silk Cut Superslims are the newest addition to two lines alone, it demonthe family, offered in two variants – both classic strates the massive appeal of Purple and introducing new Menthol.

May09Tobacco

& Accessories

The Winston range, priced competitively at €7.80, is now available nationwide in two variants, Winston Red and Winston Blue.

Established in 1975, More is a well known international brand, with high levels of brand recognition in Ireland recorded. The newcomer in the More family is a Virginian blend king size cigarette, aimed at delivering a high quality The Smoking brand of rolling papers offers excellent product with an intervalue to both retailers and consumers, with higher national origin. margins on offer to the retailer and 20% extra leaves for Rolled out in the catethe consumer against competing brands. gory since January, this king size cigarette is designed to Ampersand attract the value conscious adult Ampersand have an extensive assortsmoker, and is priced competitively ment of cigarette papers available at €7.14. within their tobacco accessories Every second cigar smoked in range. Since the launch in 2006, the Ireland is a Hamlet, which can be Smoking brand of rolling papers has attributed to the brand’s high awarebeen a great hit with the trade and ness and the diversity of the Hamlet roll-your-own consumer. Smoking family, which appeals to the wide offers excellent value to both retailers ranging needs and tastes of today’s and consumers with higher margins cigar smoker. The Hamlet range on offer to the retailer and 20% extra includes Medium Cigars offered in leaves for the consumer against comvarious increments (singles, 5’s and peting brands.

10’s), and Small Cigars offered in In addition to Regular and King varying flavours (Miniatures, Smooth, size booklets, Ampersand also offer and Filters). some specialist lines such as Smoking The RYO Category Hemp, Smoking Eco, Smoking Rolls, continues to be Ireland’s Smoking Double Pack, and Smoking most dynamic tobacco Master. Today the Smoking brand is category. Demand in marketed in more than 30 countries this segment is accelerworld-wide by Miquel y Costas, who ated by JTI’s Amber continue to develop new varieties of Leaf, which is offered in papers and booklets capable of satisa crush proof box – perfying the most demanding smoker. fect for RYO trialists In more recent times, Ampersand and those seeking conhas also gained the distribution rights venience. Old Holborn for Zig-Zag Papers since acquiring the and Rolled Gold continagency in May 2008. Zig-Zag has a loyue to be long estabal following in Ireland and is the numlished favourites of this ber two cigarette paper brand in the growing category.

UK. All Zig-Zag cigarette papers are The success of JTI made from only the finest ingredients Gallaher products in and with over 100 years of committhe Irish pipe market ment to providing superior quality, Zigcontinues with Condor, Zag papers take pride in continuing to The Winston range, priced competitively at €7.80, is now Mellow Virginia and offer their consumers a consistent slow available nationwide in two variants, Winston Red and Winston Blue.

Clan. burning smoking experience.

packs ensuring that dynamism remains at the heart of the icon.

The Silk Cut brand family is Ireland’s largest, accounting for over 1 in 4 cigarettes purchased in this country. Well-recognised as the low tar and nicotine category leader, Silk Cut is constantly innovating to bring new pack and brand experiences to smokers, with limited edition packs and exciting new products.

Silk Cut Superslims are the newest addition to the family, offered in two variants – both classic Purple and introducing new Menthol. The brand is presented in a distinctively unique and elegantly sophisticated perfume pack to provide a truly differentiated proposition for Ireland’s discerning, young adult, female smokers.

Having established leading positions around the world through a truly desirable offering, Winston has now been launched in Ireland. Winston is currently one of the fastest growing global cigarette brands, with this year marking the brand’s ninth consecutive year of double digit growth, making it the number two cigarette brand in the world.

Winston was first launched in 1954 in Winston-Salem, North Carolina, and became the largest selling filter cigarette in the US within that year, proof of the brand’s potential. Its ability to always exceed consumer expectations has been established as the reason behind the brand’s continued growth.

40

May09Beer

Market

Barry Connolly, MD, Richmond Marketing, on what the Miller Genuine Draft contract means for the Irish-owned company.

Richmond Marketing Secure Miller Distribution Contract Irish

-owned Richmond Marketing has recently secured the contract to import and distribute the US beer brand Miller Genuine Draft in Ireland.

Barry Connolly, MD, Richmond Marketing, explains what the new deal means for the company.

How did you secure the contract for Miller Genuine Draft?

As the result of a competitive, pitch Richmond Marketing take over the distribution from Heineken Ireland, who inherited the brand from Beamish & Crawford in their recent acquisition.

The planning and preparation for the deal has been in development for nearly 12 months and went live on May 1.

What will such a prestigious account mean for Richmond Marketing?

This substantial contract confirms Richmond Marketing as the third force in the beer category in Ireland and cements our position as the fastest growing indigenous beverage distribution company. As a direct result of this contract, Richmond Marketing is in the enviable position in the current economic climate to be recruiting staff to bolster their current team of 105 employees to service the new brand. 20 new positions in distribution, sales, technical service and marketing will be created, which are a much-needed boost to the industry.

Do you think it will change the way Richmond is perceived in the Irish marketplace?

Richmond Marketing has built a reputation for a creative and innovative approach to marketing and distributing premium brands. We are confident that this deal with Miller will bolster this reputation and give the market confidence that there is now genuine choice to the trade and consumers.

How do you plan to grow Miller’s share in the Irish market, particularly the off-trade sector?

Currently Nielsen figures value the turnover of MGD Beer in the trade at €134m, representing approximately 7% share of the lager category. MGD currently enjoys a loyal following in the off-trade, but we are currently developing plans to offer increased service and innovative marketing incentives to increase this share.

How does the addition of Miller complement your existing portfolio?

Richmond Marketing distributes and markets a formidable portfolio of premium brands, including Red Bull, Evian, Volvic, Kopparberg Cider, beers such as Tiger, Peroni Nastro Azzurro and Pilsner Urquell, and now, Miller.

As a premium ‘value’ brand, Miller will fit comfortably into the current

portfolio and continue Richmond’s strategy of working with quality innovative brands.

Alcohol consumption is falling in Ireland, with consumption levels declining by 5.9% in 2008: why do you think this is?

Business has always been tough: operating in the alcohol distribution sector has never been easy but we believe the time is right for us to expand our successful stable of brands and continue to grow Richmond Marketing. We are mindful of market climate but are venturing in to this with cautious optimism. Richmond Marketing as the third force in the beer category can only be good for the trade and consumers alike and it is a positive move to see an Irish-owned company succeeding in such a competitive and challenging environment.

What are your plans to ensure Richmond Marketing’s continued success in Ireland?

Our strategy is to continue to identify and bring innovative brands to the Irish consumer; we work with brands that have longevity and relevance to the market. We will continue to lead market trends and are confident that we will be able to deliver the premium products our customers are looking for and at the best prices.

41

May09Summer

Drinks - Wine

The Wine Inspiration The summer is an important trading period for wines, as consumers seek out lighter varietals and fruity wine styles.

Wine

sales in Ireland have remained pretty consistent, despite the economic climate. However, now more than ever, the retail trade in Ireland must remain focused on giving the customer the best value possible, with consumers often seeking out cheaper wines, perhaps in bulk packages.

However, according to NOffLA’s Jim McCabe, there is also an opportunity to sell wines that aren’t price sensitive, using their quality as a selling point.

“Sales are starting to flatten out, but I don't see them decreasing,” McCabe noted. “The culture change and socio-economic change has led people to enjoy a glass of wine with their food or in the evening.”

This is good news for the retail trade, particularly with the advent of the busy summer season, where consumers tend to opt for lighter, fruitdriven wines, perhaps to accompany a salad or barbeque, with white wines and rosé proving particularly popular.

Findlater Wine & Spirit Group This year sees Arniston Bay wines move to a modern, contemporary style, with the introduction of new varietals, a new screw cap closure and an evolving label design to reflect a more premium position for the brand.

42

The new 2008 blends, Chenin Blanc Chardonnay; Pinotage Rose and Cabernet Sauvignon Merlot, are sure to drive consumer demand and trial.

New screw cap packaging replaces the existing flange packaging, as research shows that the consumers prefer them for a variety of reasons, including convenience, freshness, resealability and because they eliminate the “corked” and oxidation problem which has become an issue for the industry in recent years.

This summer will also see the roll-out of Arniston Bay wines move to a a strong on-pack conmodern, sumer offer with contemporary Arniston Bay. Free style, with the introduction of wine charms which help identity cona new screw cap closure and sumer’s individual an evolving wine glasses will be label design to available with every reflect a more purchase of Aniston premium position for the Bay. There is a choice brand. of six charms available. This promotion will have strong shelf stand-out with the help of strongly branded point of sale materials. It is a unique offer to encourage the consumer to try the wines and is destined to increase sales.

This summer, Arniston Bay convenient pouches, which are light, convenient, easy to carry, easy to pour packaging formats, are sure to be a hit with consumers who are on the go. These light-weight pouches are ideal for picnics, music festivals and many other outdoor activities.

“With new packaging and strong marketing support, we are confident that these changes will be successful in driving sales and attracting new customers to the brand in 2009,” noted Rosemary Lyster, Marketing Manager

at Findlater Wine & Spirit Group.

“Arniston Bay is one of the best-selling international brands in the United Kingdom, the Far East and parts of Europe and has proved very successful on the Irish market.”

Following the success of 2008’s promotion, Sutter Home is once again teaming up with Peter Mark, Ireland’s largest and best known chain of hair salons, to offer consumers the chance to win a €100 Peter Mark voucher everyday for 100 days to August 31. This daily prize is also coupled with the first 1,000 entrants, who will also receive a €10 euro off voucher of any Peter Mark Salon services The highly prized, value added promotion will be run in-store through an off shelf display unit, neck collars and a text to win mechanic, which has proved extremely popular with young consumers. The promotion will support the entire Sutter Home Range, the ideal choice of wines for the summer Sutter months – light Home White refreshingly and sur- Zinfandel was prisingly enjoyable – recently named and will be supported the number one by an extensive mar- pink wine in the USA. keting campaign, which includes a national radio campaign, online media and consumer trade coverage.

Rosemary Lyster said, “We are delighted to be teaming up again with Peter Mark for this stylish promotion which directly appeals to both our target audiences. Sutter Home and Peter Mark is a great match as both provide style and quality at a good price. Last year, we received a great upsurge in sales and we hope to match that suc-

May09Summer

cess again this year.”

In 2008, the Trinchero Family Estate, home to Sutter Home, was the overall winner of the USA Wine Producer of the year, with Sutter Home White Zinfandel named the number one pink wine in the USA. This summer, Findlater Wine & Spirits Group is launching a convenient new screw top format for the Mateus range. An iconic global wine brand represented in over 125 countries and in Ireland, Mateus is enjoying a popular resurgence, with sales last year up Findlater Wine 40%. The number one Portuguese wine & Spirits Group is brand is driving the launching a popularity of convenient new Portuguese wines, screw top which have seen format for the strong demand over Mateus range, while Mateus the last year.

Rosé Sparkling From July, Mateus is also Rosé will has a new launched here screw cap closure.

This new closure eliminates the possibility of cork taint, ensuring that the products fruity and slightly fizzy fruity characteristics will be fully retained. It also provides the convenience of easy opening and re-sealing for customers to enjoy. This new cap opening will be neck-collared to communicate the benefits to consumers.

Sales of Rosé climb significantly during the warm weather, so look out for strong growth this summer for one of Ireland’s favorite rose wines.

Mateus Rosé Sparkling will also available for the first time this summer to Irish consumers and is certain to have popular appeal to a wide audience.

“Mateus Rosé has been a huge success in Ireland with the polar bear television commercial proving to be a huge hit, recruiting young Irish consumers to the brand and we anticipate a similar upsurge in sales growth in summer 2009,” said Rosemary Lyster.

Drinks - Wine

Gilbeys of Ireland There is lots of activity planned around Gilbeys wines this summer.

Gilbeys have announced that Blossom Hill has recently become the number one wine brand in Ireland (Source: ACNielsen, February 09, Quarter versus February 08) and to celebrate this tremendous achieveBlossom Hill are offering a neck-collar ment they are launching ‘The Promotion which will give consumers the Blossom Hill Summer Season’. chance to win a Pure Indulgence Day at Blossom Hill will be the Official House of Fraser, Dundrum, worth €1000.

Wine of Wimbledon and closer to in June which will be formerly introhome, the Official Sponsor of Ladies duced at the Press Day at the Fáilte Ireland Dublin Horse Launch of Ladies Day in Show in August.

July. This new range of To celebrate these events, Blossom wines is from countries Hill are offering a neck-collar around the world and it Promotion which will give consumers includes a Shiraz from the chance to ‘Glam It Up’ for ‘The South Africa and a Pinot Blossom Hill Summer Season’ by winGrigio from Italy with ning a Pure Indulgence Day at House an RRP of €9.99. of Fraser, Dundrum, worth €1000. This Like their Classic includes a personal shopping experirange, these styles ence with a €500 gift card, a make-over are made from a sinwith the make-up brand of your choice, gle grape variety, pampering treatments in the Clarins and are all about Skin Spa and a luxurious Clarins hampure, intense fruit per, with a delicious cool glass of aromas. Their wineBlossom Hill to top it all off. maker selects only Neck-collars will feature on the highest quality Blossom Hill Merlot, Sauvignon Blanc fruit, so consumers and a Wimbledon ‘Special Edition’ can taste the grape in White Zinfandel which will feature an all its glory. The image of a tennis ball. This promotion above neck-collar prowill also be supported with price activimotion will also be ty, available from June. made available to Blossom Hill will also be rolling out these lines and will the ‘New International Range’ to trade Blossom Hill Wimbledon be supported with ‘Special price activity, availEdition’ White able from June.

Zinfandel Santa Rita is the features an third best selling image of a tennis ball. wine in Ireland, and leader in the Chilean category (Source: ACNielsen Feb 09, qtr v previous). The Santa Rita 120 range is undergoing a re-launch this summer. New packaging highlights the 120 number on the label, and reinforces the story of 120 patriots who fought for Chile’s Independence, and who took shelter in the Santa Rita cellars.

The re-launch will include an Blossom Hill’s new international range, extensive media campaign available from June.

43

May09Summer

Drinks - Wine

One of Australia’s most for its “Gooseberry, passion fruit and and below the line activirespected and innovative winelime characters…clean and bright ty in trade. makers, Peter Lehmann crethroughout, leaving your mouth The Terra Andina ate wines that delight wine refreshed and more than willing to Reserva range from Chile lovers around the globe. accept the next sip”. is being relaunched at Winemaking operations Viña Caliterra works in harmony €9.99, which repreare carried out at a with the environment and the resisents excellent valsingle site located dents of the Colchagua Valley place ue for this near Tanunda, in the emphasis on their Chilean roots range of awardheart of the internaand the purity of nature in every winning wines. tionally famous bunch of grapes picked. By working Reserva Barossa Valley, under a sustainable philosophy, Carmenere South Australia. they demonstrate care for the envi2007 won a Good wine can only ronment and commitment to the Silver Medal be made from good community. Gently in Decanter grapes and Peter crafted in a unique magazine’s Lehmann’s friendgravity flow winery World Wine ship with his growin the Colchagua Awards in ers is reflected in Valley, these wines 2008 and the quality of the reflect the excellent Reserva fruit delivered to soils and climates of Sauvignon the Weighbridge Chile’s finest vineBlanc was each vintage, yards. All awarded 85 The Santa Rita which ensure that Caliterra points by the One of Chile’s 120 range is the magic of the Reserva variUSA’s prestiforemost Established in undergoing a regrape is transformed producers of etals are availgious Wine 1883, Trapiche launch this top quality into the magic of a able in packs of Enthusiast is the most summer. varietals, Peter Lehmann wine.

6 x 75cl while magazine. widely Undurraga’s is recognized the Reserva celebrating its Argentinean Sauvignon Comans Wholesale Febvre tenth year as wine producer & Co. Ltd One of Chile’s foremost producers one of Ireland’s Blanc, Cabernet in the world. leading Sauvignon and of top quality varietals, introduced Two Oceans, one of Chardonnay are in Ireland in 1998, this is Undurraga’s South Africa's most wide- Chilean wine brands. also available in tenth year as one of Ireland’s leading ly distributed wine quarter bottles.

Chilean wine brands. Cabernet brands, not only continCaliterra Reserva Sauvignon, Merlot, Sauvignon Blanc ues to swell sales in Ireland and Sauvignon Blanc and Chardonnay are just some of the in key international markets but 2008 was recently excellent grape varieties produced in has come home with an A-grade awarded 89 points in the various wine regions of Chile, report card from one of the Two Oceans, Wine Enthusiast including Maipo Valley and Rapel. world's most influential wine one of South and was chosen as Undurraga is available at the price critics. Robert Parker's Wine Africa's most one of the magapoints from €6.99 up to €29.99 Advocate has praised a pair of widely zine’s “Best Buys”. through Comans Wholesale. its most popular varietal distributed wine brands, Drostdy-Hof, Established in 1883, Trapiche wines. The 2007 Shiraz was more than any other has received an is the most widely recognized awarded 87 points and A-grade report South African wine, Argentinean wine producer in the Parker sang its praises in card from embodies the world. Located in Mendoza at the Wine Advocate: “amazing valRobert Parker's essence of the Cape. foothills of the Andes mountains, ue shames the international Wine Advocate.

The Drostdy-Hof Trapiche has some of the most cast of inexpensive but misrange is well known for its inviting extensive landholdings in the erable bottlings of Syrah that flavours and upfront fruitiness. area, with over 2,500 acres of its have flooded the marketplace Drostdy-Hof wines are bold and confiown vineyards. Trapiche is also in recent years…soft, generdent, while displaying more than a the most exported bottled wine ously juicy, and surprisingly touch of classical refinement. From the brand from Argentina and, polished-textured” and “domioutset, the secret of Drostdy-Hof wines' through Comans Wholesale, offers Peter Lehmann nated by ripe black raspbersuccess has proven two-fold: selection excellent wines from each price ry fruit, with notes of chocoWines was named and blending. This has always been bracket. late, black pepper”.

Australian supported by the cellarmaster's dedicaPeter Lehmann Wines was The 2008 Two Oceans wine producer tion to create New World wines of connamed Australian wine producer of of the year for Sauvignon Blanc scored 86 sistent quality for lovers of everyday the year for the third time recently. the third time points and was highlighted recently.

44

May09Summer

drinking wine. DrostdyHof Cape Red and Steen are available in 75cl and 187ml formats.

Cassidy Wines Founded in 1970 by Enrique Forner, in Cenicero in the heart of La Rioja, Bodegas Marqués de Cáceres has today become a reputed brand of international renown. From the very beginning, the bodega has always been an innovator with the one constant goal of creating high quality wines with great personality. By selecting the One of the most best vineyard sites popular in Rioja Alta, workChilean wines ing closely with the in Ireland, Viña Caliterra growers and works in installing the very harmony best with the equipenvironment. ment to ensure the meticulous vinification and ageing of its wines, Marqués de Cáceres has developed a range of wines that are outstanding in their complexity, finesse and elegance. Today, Marqués de Cáceres is still a family run company and the family motto, ‘Wine means everything to us’, explains why it has remained a top ambassador for the wines from Rioja around the rest of the world.

From the moment they produced their first wine in 1929, Drostdy-Hof the Candido family wines are bold have effectively and confident, become the world’s while displaying wine ambassador for more than a the Salento area, the touch of peninsula region of classical Puglia. The climate refinement.

here is Mediterranean with low rainfall. Ripening takes place slowly, due to the striking contrast between day and night time temperatures, resulting in a strong development of aromas, richness and concentration. The vines themselves are at the heart of the production process of Candido wines and represent a heritage which the company studies, preserves and upholds. Each phase of production, from the planting of the vines right through to bottling, is followed with care and dedication, using experience, Marqués de research and someCáceres: a top thing else which comes ambassador for the wines from their hearts, a love and respect for the from Rioja throughout Salento region. the world.

Barry & Fitzwilliam Michael Barry of Barry & Fitzwilliam claims that they now 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, Jolivet Loire Wines and Preiss-Zimmer Alsace wines complete their French portfolio.

From Germany, Blue Nun is still an old favourite for this time of year.

Candido wines have become From Australia, the world’s McGuigan wines conwine tinue to out perform ambassador for the market. The range the Salento will have strong above area, the peninsula the line marketing region of support, particularly

Drinks - Wine

on radio. The Tyrrell’s Moores Creek range is gathering momentum and the Old Winery range does extremely well in the premium category, while Brown Brothers wines are very popular with the Irish consumer.

Barry & Fitzwilliam have an impressive Californian portfolio too, including the ever-popular Glen Ellen range, as well as Concannon and

Rosemount Success AS one of Ireland’s leading wine brands, Rosemount, from Edward Dillon & Co., offers consumers a range of cleanly styled wines to suit every taste and budget. Rosemount’s passionate and established winemakers ensure that consumers experience accessible fresh, bright wines that deliver intense fruit flavours. This distinctive style and quality has made Rosemount a favourite with Irish wine drinkers over the last 20 years. Rosemount was one of the first major wine brands to adopt screw cap closures which prevent cork taint, ensuring that the wine tastes just as the winemaker intended.

This summer, Rosemount will continue to offer consumers exceptional value through price driven activities in-store. Visitors to Taste of Dublin (June 11-14) will be able to learn about the craft of winemaking, food pairing and sample wines from the creative and award-winning Rosemount range.

Puglia in Italy.

45

May09Summer

Drinks - Wine

Bonny Doon, while the company is expanding its range of American Wine this summer with the addition of Columbia Crest from Washington State, Chateau St. Michelle and the iconic Stags Leap.

Their South African range includes Boschendal and Hutton Ridge, while their Maven range from New Zealand, includes Sauvignon Blanc, Chardonnay and Pinot Noir.

From Chile comes MontGras, a former “Chilean Producer of the Year”.

From Spain, Beronia Rioja wines from Gonzalez Byass and Raimat from Penedes are two exceptional ranges which have developed a cult following here, and Barry & Fitzwilliam are about to launch an additional range, ‘The Spanish Quarter’, which is a Chardonnay / Albarino blend and a Cabernet / Tempranillo blend, which they expect to retail for under €10.

Santa Julia/Zuccardi from Argentina produce excellent wines at all ends of the spectrum.

Barry & Fitzwilliam also carry Charles Heidsieck and Piper Heidsieck champagne, as well as Codorniu

Celebrate with Moët & Chandon FOR over 260 years, Moët & Chandon has been the symbol of fabulous celebrations, turning the ordinary into the extraordinary with the pop of a cork. As the world’s leading champagne house, Moët & Chandon, distributed in Ireland by Edward Dillon & Co. Ltd, brings magic and celebration to the world.

Since 1743, Moët & Chandon has produced moments of celebration in times of prosperity and crisis, and the current financial context is no exception. A bottle of Moët is an affordable luxury in the context of the luxury sector.

In March 2009, Moët & Chandon introduced Scarlett Johansson as the first celebrity face of a champagne brand. Given the landmark initiative, Moët sought out an icon that reflects the brand’s identity as the symbol of celebration and the champagne of cinema.

Scarlett Johansson was the obvious choice because she, as with Moët, has a magical story to tell and makes people dream through her prestigious film career and iconic star power.

sparkling wine. Barry & Fitzwilliam have a very strong line up in the fortified wine Sector for summer. The com-

pany represents Harvey’s Bristol Cream Sherry, Croft Original Sherry, Tio Pepe Sherry, Cockburns and Taylor’s Port.

Customer Service: Heineken Ireland, Murphy Brewery, Leitrim Street, Cork. 1850 514455 46

May09Summer

Drinks - Beer

Top Beer Make sure you’re stocked up on the big players in the beer sector this summer.

The

total beer market in Ireland now stands at €3.18 billion. The ontrade still dominates, accounting for 68% of the overall sector, with the offtrade accounting for the other 32%.

Lager commands a 61% share of the Irish beer market, with stout arresting previous rates of decline and holding at 33 %. In the off-trade, lager commands 88% of beer sales, while stout accounts for 10%.

The Irish brewing industry employs over 2,000 people directly and up to 100,000 indirectly. The sector contributes €960m to the economy in tax and duty each year. Indeed, 63% of beer consumed in Ireland is manufactured locally.

Ireland’s three leading brewers – Diageo, Heineken and Inbev – recently joined forces as part of the Irish Brewers Association to launch a campaign aimed at encouraging Irish consumers to revaluate their perceptions of Ireland’s favourite alcoholic beverage, beer. The campaign, which will be rolled out over the next three years, will initially focus on beer as the perfect accompaniment to food.

Overall, the campaign is intended to inform the consumer that beer is a product of many different styles and a rich diversity of different tastes.

A dedicated campaign website has been created (www.beernaturally.ie) where visitors can learn about the history of beer and brewing, the many beer styles on offer today, beer and food matching, tips on how to enjoy the perfect beer, brewing facts and lots more. For the trade, initiatives

include a biannual Beer Naturally newsletter, branded glassware and drip mats and a Beer Naturally awards scheme.

However, all is not rosy in the beer market, with Irish brewers and stores suffering from the continued exodus of shoppers to Northern Ireland. Rosemary Garth, Director, Alcohol Beverage Federation of Ireland, ABFI, recently estimated that 6% of the off-trade in the South has directly gone North. “We estimate that additional sales of about 800,000 litres of spirits The Gleeson Group are making huge efforts to grow Bavaria, through trade promotions, and ten million litres of beer consumer promotions and a new TV advertising have been made to shoppers campaign. from the Republic in the North in 2008,” she noted. years of expertise in every drop’, due “The Government must wake-up in summer ‘09. to the fact that while alcohol is still Brewed in the province of being purchased by Southern conAntwerp, Duvel, the Belgian-style sumers, our high alcohol taxes and golden beer is extremely fragrant and high costs of doing business are has flavours reminiscent of orange encouraging people to travel North zest, pear brandy and green apples. with a resultant loss of revenue to the Put simply, Duvel is considered to be State,” Garth argued. “They must one of the finest, if not the finest beer begin to consider a range of measures in the world amongst beer experts. to address this – including a cut in Duvel, the Flemish for ‘devil’, was VAT and excise – as they are losing founded in 1871 and is a truly classic vital revenues that are instead accrubeer… Duvel has a fruity dry aroma, ing to the British exchequer.” owed to the finest hops. Its dry but still alcohol-sweet flavour makes the

Gleeson Group Bavaria has been brewed in Holland since 1719 using the finest natural ingredient; natural mineral water from their own wells and malt from their own malting house. Available in Ireland from the Gleeson Group, Bavaria is a superb tasting beer and in recent independent taste tests, it ranked as number one.

Priced very competitively, Bavaria offers consumers a real alternative to mainstream beers. This year, the Gleeson Group are making huge efforts to grow Bavaria, through trade promotions, consumer promotions and a new TV advertising Duvel is considered to be one of the finest beers campaign to follow from ‘300 in the world amongst beer experts.

47

May09Summer

Drinks - Beer

beer an excellent thirstquencher, with a pronounced hop aroma.

Thanks to the balance between a fine aroma and subtle bitterness, this beer occupies a unique position in the rich Belgian beer tradition.

Another interesting fact about Duvel is the unique glass - the first tulip-shaped glass to allow a full 330ml bottle to be poured into one glass.

The glass is completely attuned to an even more complete experience of the beer: the round shape releases Warsteiner is one of the best- Duvel’s heavenly known and flavours and aromas. well-respected As the glass narrows lager brands towards the top, it in Europe and helps to keep the is among the head and also allows most popular beer brands in a better division Germany. between beer and froth in the same glass, where a classical glass would leave only froth. The inner circle inside the bottom of the Duvel glass also causes the subtle sparkling of the beer up to its luxurious head.

Warsteiner is one of the bestknown and well-respected lager brands in Europe and is among the most popular beer brands in Germany. This pilsner-style beer, which is brewed using select ingredients and especially soft water from the company’s own Kaiserquelle (‘Emperor’s Spring’), is brewed in the town of Warstein in Germany and dates back to 1753. All beers are brewed in strict accordance with the German Purity Law of 1516 (no chemicals, additives or preservatives). This guarantees that Warsteiner is of the absolute highest quality.

Warsteiner 4.8% Premium Verum is a pilsner-style beer with a fresh, clean, perfectly-balanced taste crowned by a frothy head and a mild, crisp hop finish. 2009 will be a big year for Warsteiner in Ireland as the brand has recently been launched on draught across the country.

48

Heineken Ireland Heineken is experiencing an excellent performance in the off-trade, with a 15.2% share of the off-trade lager market (Source: ACNielsen February, MAT), growing year on year. The offtrade is hugely important to the Heineken brand and as a result, Heineken has comprehensive plans in place to deliver on packaging and SKU innovation and differentiation at the point of purchase in 2009.

Heineken continues to invest heavily in key brand platforms of Heineken Cup Rugby, Heineken Music and UEFA Champions League.

Heineken recently launched a new TV advertising campaign based on a new

Heineken is experiencing an excellent performance in the off-trade, claiming a 15.2% share of the off-trade lager market.

in the UK Festival Awards earlier in the year, Oxegen moves from strength to strength. As always, Heineken will have a strong presence pouring at all the bars and the GreenSpace tent will be making a welcome return for weary revellers to enjoy a cold beer in comfy seats in the shade or shelter, depending on the weather.

The recent May Bank Holiday weekend was a rugby filled weekend as Ireland became the focal point of rugby in Europe, with both the Heineken Cup Semi Final between Munster and Leinster and also the very successful Heineken Kinsale 7’s taking place.

Foster’s continues to grow in the challenging Irish beer market. In May, Foster’s launched its latest trade offering, the new 50cl can six-pack flashed at €9. The new “6 for €9” pack reflects Heineken Ireland’s continued focus on Foster’s as a quality product at an affordable price. This, coupled with the fact that people are drinking at home more and for many that “staying in is the new going out” highlights the relevance of the new “6 for €9” pack.

This is the first of a number of new initiatives by Foster’s in 2009 that will position the brand as a highly competitive contender in the offtrade sector.

The ultimate in user-friendly packaging makes the product compact and easy to carry, adding to its allround convenience. The blue ice design emphasises the super chilled brand imagery. The price point is

campaign idea, ‘Live Every Last Drop’. The communication features stories and experiences, told from the perspective of the Heineken bottle, that will give consumers an insight into the full and interesting life that Heineken bottles live.The first TV commercial aired in March: ‘One Green Bottle’ features the classic Shirley Bassey showstopper, ‘This Is My Life’ as the soundtrack to the Heineken bottle’s life.

Heineken are proud to continue in their position of title sponsor of the Oxegen festival in July this year. Voted the Foster’s has launched its latest trade offering, Number One European Festival the new 50cl can six-pack flashed at €9.

20 million cans in production this year, rain or shine.

Now that’s a brilliant forecast.

No matter what the weather, you’ll need to make more room to keep Bavaria Crown on the shelf with this year’s refreshing forecast. After all, we’ve been brewing this great tasting beer since 1719 using the finest natural ingredients of malted barley, hops and the purest mineral water.

For more information about our full range of high quality products, visit us online at www.bavaria.ie

Bavaria ® Premium Pils 300 YEARS OF EXPERTISE IN EVERY DROP Enjoy

Responsibly. Visit

May09Summer

Drinks - Beer

fiery fragrant note. The highlighted in red and instantly perfect accompaniment stands out. This new and improved to nachos and a spicy packaging will also be introduced salsa or any Mexican for the 8-pack later this summer. dish, Sol is the ideal The Foster’s brand will be supthirst quencher on ported by a new regional radio camlong hot summer paign that will be launched in line nights. with this new “6 for €9” pack. The Sol was intro‘Foster’s Brothers’ campaign will duced into the Irish focus on Foster’s Australian brewmarket by Heineken ing tradition and how this has Ireland in mid-2006 developed into a quality product and has sold at a competitive price. The since radio campaign will be delivenjoyed ered in a humorous way, reinrapid success forcing Foster’s fun brand perin both on-and-off sonality. trade channels. Heineken Foster’s is synonymous with Ireland is currently in the Australia and the outdoor process of a nationwide rolllifestyle that appeals to the 18out for the Sol brand in the 25 market. Foster’s is a off trade, and consumer reacuniquely Australian beer, tion to the brand has been brewed with precision to give hugely positive. The brand the brand its clear, crisp and is being supported by an refreshing taste. Today, extensive below-the-line Foster’s is the seventh biggest campaign. beer brand in the world, With an ABV of instantly recognised by beer 4.5%, Sol’s drinkers in over 150 countries Diageo Ireland presentation in a worldwide.

2009 sees the celebration of distinctive clear The Foster’s brand has 250 remarkable years since ‘flint’ bottle experienced significant growth magnifies warm Arthur Guinness made the rays of vibrant in the Irish market over the momentous decision to sign sunshine yellow, past five years in both draught a 9,000 year lease on the which gives the and package formats. In the famous St. James's Gate beer its distinctive off-trade, Foster’s is outperbrewery, Dublin. To mark summer flavour – especially when forming the lager market, this anniversary, there will served with a lime according to ACNielsen data, be a year-long global celewedge. and in specialist off-licences bration; all the while lookin-particular, Foster’s is growing at ing forward to the next 250 years. +0.2% versus the lager market which The off-trade marks this remarkis declining at -1.1% (Source: able year with the adoption of an eyeACNielsen, MAT Sales January catching new Guinness 250 identity 2009). from the end of March on all standard Consumers nationwide are set to primary and secondary packaging experience a true taste of Mexico’s across 330ml and 500ml Guinness heritage this summer, as Sol - the draught cans and also all standard original Mexican beer, gets set for a multipacks. nationwide on- and off-trade roll-out.

The Guinness 8 x 500ml fridge Born in 1899, with an ABV of pack will have four different unique 4.5%, its presentation in a distinctive pack base panels which highlight varclear ‘flint’ bottle magnifies warm ious elements of Guinness heritage. rays of vibrant sunshine yellow, which These include the signing of the lease gives the beer its distinctive summer in 1759, the iconic Gilroy characters, flavour, especially when served with a which appeared in advertising camlime wedge. Sol’s exquisite aroma, paigns between the 1930s and 1950s light flavour and hoppiness make it and innovations in the off-trade deliciously refreshing and by adding a around the widget in 1988. slice of lime, an aromatic oily pine nut In early May, Guinness launched a character is unleashed, accessing a very special, exclusive promotion for 50

Guinness is running a promotional pack, with consumers receiving eight cans for the price of seven.

the off-trade, giving one very lucky Guinness drinker the chance to win a ‘Remarkable Year with Guinness’.

From the Galway Races to the Cork Jazz Festival to the Guinness series Autumn Internationals and the All Ireland Senior Hurling final, the winner will win a pair of tickets for themselves and a mate to attend all of Guinness’ major events for a whole year, as well as €2500 towards accommodation and transport.

Promotional packs will be in market from May, detailing how to enter at www.guinness.com. The competition will be supported in-store with innovative POS, as well as online advertising and PR to further drive competition entries.

The brand is also celebrating its rich legacy of iconic advertising with a new heavyweight advertising campaign paying homage to 80 years of Guinness advertising, with some of the much loved, historical Guinness TV ads making a welcome return.

Richmond Marketing Brewed in the USA since 1855, Miller Genuine Draft is now sold in over 80 markets worldwide and is the 12th largest global beer brand. Miller Genuine Draft is now the fourth largest premium everyday lager brand in Ireland and since May 1, it is distributed by Irish company Richmond Marketing.

Miller Genuine Draft currently accounts for 7% of the total lager mar-

May09Summer

Miller Genuine Draft, now distributed

by Richmond Marketing, is introducing Ireland’s first ever twist-off beer bottle cap this month.

ket, on-and off-trade (Source: ACNielsen, 2008). MGD is a genuinely innovative brand with a great taste that can be enjoyed on all occasions.

Miller Genuine Draft will introduce Ireland’s first ever twist-off beer bottle cap available from May 2009, offering a beer with convenience of opening, especially for outdoor summer drinking occasions. Distinctively light and subtle, crisp, clean, refreshing, yet satisfying, Miller Genuine Draft is priced as an everyday premium lager.

With an iconic 330ml stylish clearglass bottle, Miller Genuine Draft has mass consumer appeal, primarily attracting 21-34 year olds to the brand. Miller Genuine Draft can be enjoyed on all occasions, encourages consumers to trial, leading to increased outlet beer sales.

Tiger is raising the bar throughout what will hopefully be a great summer. The Tiger Full Moon Party Tour continues to travel around the country, with nine events already taking place and another 20 to come. The Tour features Tiger Beer taking over clubs and giving an authentic Full Moon experience to people, which is backed-up with lots of local off-trade activity in each area and also trips to Thailand! Tiger also launches a special limited edition 20pack for the summer, targeted at festival and BBQ goers.

Drinks - Beer

Karpackie premium Polish beer, in its stand-out flashed pack at 4 cans for €5, is proving extremely popular in the Irish market.

Rzeszow, Poland. Karpackie, in its stand-out flashed pack at 4 cans for €5, is breaking all records in terms of beer brand growth in the Irish market, according to Comans.

Barry & Fitzwilliam

Dutch Gold just launched a new pack flashed at 6 cans for €7.50.

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 poster campaign with the theme ‘A Refreshing Slice of Life’. The new TV campaign is based on a ‘Lost’ island and can be viewed on YouTube if you search for “Corona Lost”.

Comans Wholesale

The Tiger Full Moon Party Tour continues to travel around the country, with nine events already taking place and another 20 to come.

Dutch Gold just launched a new pack flashed at 6 cans for €7.50. Customers will know there has been no price increase for Dutch Gold and still remains the best value beer on the market. Dutch Gold was growing at over 5% last year in a declining market.

This brand leader in its category will continue to bring value and quality to the consumer over these difficult economic times.

Also from Comans, Karpackie premium Polish beer is a 5% ABV product brewed and canned in

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.

51

May09Summer

Drinks - Cider

The Summer Essential Summer is a key trading period for cider.

The

summer months are hugely important for the cider market in Ireland, with hordes of consumers reaching for what is seen by many as the ultimate refreshment during the warmer weather. Heavy advertising and promotional spend by the big players has ensured that cider remains top-of-mind with consumers, with high profile campaigns and product launches, such as the recent introduction of Bulmers Pear, sure to keep cider in the spotlight this summer.

Bulmers Ltd March 2009 saw an exciting new product launch to the Irish drinks sector as Bulmers Ltd introduced new Bulmers Pear. With more than 70 years of heritage producing and marketing ciders, Ireland’s only cider manufacturer is confident that the quality and taste of Bulmers Pear is a truly unique offering which will expand the cider category.

A Bulmers Pear Road-show showcased the brand to hundreds of guests in Dublin, Cork and Galway; where guests enjoyed the refreshingly light taste of Bulmers Pear in the surrounds of specially recreated pear orchards, resplendent with pear trees.

“We are absolutely thrilled about this new product launch and firmly believe that Bulmers Pear will be the most successful brand extension in the history of our company,” enthused Michael Merrins, Managing Director, Bulmers Ltd. “Pear is a natural and exciting progression for Bulmers Ltd, and this new move is indicative of our commitment to develop and grow the cider category in Ireland in this difficult market climate. This launch demonstrates the brand’s leadership in terms of responding to consumer needs and revitalizing the drinks market.

52

Bulmers Ltd are confident that the quality and taste of Bulmers Pear is a truly unique offering which will expand the cider category.

“We have spent considerable time developing a first class pear product and it is the refreshing, light pear taste that appeals most to Irish consumers,” he continued. “Our research revealed that these consumers are ready for a new fruit-based alternative from a credible, quality brand and Bulmers Pear will match that need perfectly.”

Bulmers Pear is available in 568ml pint bottle, 330ml long neck bottle and 500ml can, and its launch is being supported by a heavyweight marketing campaign, including extensive sampling opportunities for consumers, as well as a comprehensive communications campaign, which will include TV, outdoor, radio, press & online communication and a dedicated PR programme.

The Bulmers brand is heavily supported with sponsorships, including the Bulmers All Ireland Cups and Shields, the biggest and most successful competition on the Irish amateur golf calendar, which is now in its 18th year of sponsorship. Now in its sixth year, the Bulmers International Comedy Festival has been firmly established as one of the most success-

ful comedy festivals in the world. The festival has played host to the cream of international and Irish comedy talent, including Chris Rock, Ricky Gervais, Little Britain, Denis Leary, Lenny Henry, Dylan Moran, Jimeoin, Lee Evans, Bill Bailey and many more. This year, the festival, which will run from September 1-21, will be bigger and better than ever with a stellar line up.

Sponsorship of the Magners League has been extended for a further two years. The sponsorship renewal comes at an exciting time for the League with Celtic Rugby confirming at the start of the season that a play-off structure will be introduced from 2009/10. The Magners League now commands huge respect in European and World Rugby and as such, Magners will continue to invest in its ongoing development by engaging rugby fans, the teams and media.

Comans Wholesale Druids Cider, from Comans Wholesale, is the biggest growing cider on the Irish market, according to the company . Now claiming the clear number two position, Druids Cider, with a top quality recipe designed specifically for Irish consumers’ taste buds, will continue to offer value at €1.59 per can and on promotion during the summer at six cans for €8.

Druids Cider will continue to offer value with its summer promotion of six cans for €8.

embracethepear.com

May09Summer

Drinks - Spirits

The Spirit of Summer Spirits are an essential ingredient in cocktails, the must-have drinks for this summer’s barbeque season.

Ireland

is really embracing cocktail culture and not just in the ontrade. The proliferation of cocktail bars around the country has encouraged consumers to sample their favourite cocktails in the comfort of their own homes, with houses up and down the country becoming real ‘movers and shakers’ when it comes to cocktails.

Indeed, this fact has been recognised by the major drinks manufacturers and distributors, who are actively engaging with consumers, through product development, marketing and advertising campaigns, promoting the ‘mixability’ of their products.

For off-licences, the message should be the same. Highlighting big brands, value offers and promoting cocktail culture should help to boost the spirits sector, which is under pressure thanks to a combination of high tax levels and the cross-border shopping phenomenon. That said, when it comes to spirits, Irish consumers love their big brand names, the blockbuster brands that will retain their premium positioning in the market despite the economic circumstances, and highlighting the premium nature of these brands should ensure their, and the category’s continued success.

Edward Dillon & Co. Ltd In 1862, in Santiago de Cuba, Don Facundo Bacardi Masso revolutionised cocktail making with the cre54

The limited edition Bacardi Mojito kit, priced at €29.99, gives consumers everything they will need to make their very own Bacardi Mojito at home.

ation of the first premium aged white rum. The original mojito recipe used a blend of freshly squeezed lime juice, unrefined sugar, bruised mint, soda water and a splash of Bacardi to bring this refreshing drink to life. The limited edition Bacardi Mojito kit, priced at €29.99, gives consumers everything they will need to make their very own Bacardi Mojito at home. All that is needed to complete this crisp cocktail is fresh mint, lime and ice.

Barry &Fitzwilliam

The ever-

Barry & Fitzwilliam popular Bacardi brand, distribute a wide a clear winner range of premium with Irish spirits, including consumers.

Teacher’s Scotch, Courvoisier Cognac, Rémy Martin Cognac, The Famous Grouse Finest

Scotch Whisky, Jim Beam Bourbon, Vladivar Vodka, Boru Vodka and now Stolichnaya, which has recently been added to the portfolio. Also from B&F, Courvoisier have recently launched a series of very high end cognacs with one Courvoisier l’Esprit expected to retail for €5,000.

Taste, price and availability considered, Stolichnaya is one of the best everyday vodkas available - a gentle sipper and a wonderful cocktail base all in one. The red label is the flagship, or the foundation, of the brand as a whole and is available almost anywhere. This Russian vodka is distilled four times from wheat and rye, mixed with artesial water from the Kalingrad region and filtered through quartz, sand, activated charcoal and woven cloth before bottling at 80 proof. The bottle of Stolichnaya is a great example of what to expect from good vodka from Russia and retailing at around €24.99 a bottle, it's still affordable.

Cocktails, chamStolichnaya is pagne and shooters one of the best will be top of the bill everyday vodkas this summer and available - a leading brand names gentle sipper and a within Barry & wonderful Fitzwilliam are ready cocktail base to cater for all, such all in one. as Cointreau, Bols, Sourz, Jagermeister and a new addition, Tickled Pink.

Cointreau is a cool experience on ice with a warm afterglow, surrounded by the exotic scent of oranges while maintaining its elegant French heritage. Cointreau is the perfect partner for cocktails, renowned for livening up a Margarita, making a long drink even longer with 7UP or the stylish party Cosmopolitan cocktail.

May09Summer

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 The hugely popular VK range, growing at over many more.

200% year-on-year.

Among the classics, Bols Triple Sec Curacao is essential in a Cosmopolitan and Bols Crème de Irish market and the VK brand is Cacao (brown) in a Brandy Alexander. hugely successful, growing at over More Bols cocktail recepies are avail200% year on year in a sector which able on www.bolscocktails.com. is declining. This great product is Bols Vodka, which is a leading available nationally at the special player on the Polish market, is now promotional price of five bottles for available here. Bols will also be spon€10 across its flavour range. soring the Bols Cocktail Bar of the Year.

Cooley Distillery Sourz is proving to be a great sucFrom Cooley Distillery comes cess. It has a unique, dual sweet & Tyrconnell Single Malt Irish Whiskey, sour flavour that is both refreshing a historic Irish whiskey brand from and tangy. Sourz Apple is a lowthe 1900s, named after a very famous strength (15%) shooter brand that is racehorse that won a legendary race taking the clubs and style bars by at odds of 100 to 1. Tyrconnell's beaustorm, including Sourz Cherry and tiful fresh, fruity bouquet, smooth the recently launched Sourz sweet taste and delicate dry finish Blackcurrant. make it a classic Irish malt with its According to Barry & Fitzwilliam, own distinctive character.

After Shock is the most intriguing 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 and is ideal served chilled.

Comans Wholesale VK featuring Mojito is a top-performing ready to drink pre-mixed spirit brand from Comans Wholesale, which is set to capitalise on the popularity of the Mojito. Indeed, the product has already trialled well on the

Tyrconnell Single Malt Irish Whiskey: a classic Irish malt with its own distinctive character.

Drinks - Spirits

Jameson Lifts Top Award IRISH Distillers Pernod Ricard’s Jameson Rarest Vintage Reserve was voted ‘Best Irish Blended Whiskey’ at the 2009 World Whiskey Awards.

Since its release in 2007, Jameson Rarest Vintage Reserve has received numerous international accolades and achievements, including Irish Whiskey of the Year in the highly acclaimed 2009 Whiskey Bible, Irish Whisky of the Year at the 2008 Malt Advocate Awards. It was also voted ‘Top Irish Whiskey’ and awarded Double Gold at the prestigious 2008 San Francisco World Spirits Competition.

Barry Crockett, Jameson Master Distiller, commented: “We are thrilled and honoured to receive these accolades. Jameson is loved all around the world for its smooth and accessible taste and with Jameson Rarest Vintage Reserve, we have used our oldest and rarest stocks to create and showcase the ultimate expression of Jameson craftsmanship.”

This year’s competition saw more than 150 whiskies put through their paces during three rounds of tastings to win the coveted titles of “Best in the World”.

The judging panel included some of the most respected whiskey critics in the world, including Dave Broom, Dominic Roskrow and Martine Nouet.

55

May09Summer

Drinks - Bottled Water

Clear Winners Bottled water sales continue to rise, thanks to consumers adopting healthier lifestyles, with summer sales particularly important.

The

trend towards a healthier lifestyle and demand for products that satisfy this requirement have led to increased sales of healthy or low-calorie soft drinks, with bottled water one of the main beneficiaries. Rising health awareness is not only attracting new consumers, but also encouraged existing drinkers to increase their bottled water consumption.

Whilst Irish consumption levels still lag behind those of continental Europe, they are expected to continue rising as more consumers switch to bottled water as a healthy and convenient option. Indeed, bottled water has been experiencing strong growth within soft drinks market for over a decade (Source: Canadean 2008), and the summer is a key trading period for water brands, with still flavoured waters showing impressive value and volume growth.

Tipperary Natural Mineral Water At the beginning of 2009, five-time Gold Medal winning Tipperary Natural Mineral Water, from the Gleeson Group, launched the ‘My Bottle’ campaign, highlighting the 56

huge range that offers bottle size and formats for all consumer and occasions.

Tipperary Water have also recently launched the new flip top cap for the 500ml Tipp Active range. The bottle top is not only innovative but more environmentally friendly. The Tipp Active 500ml range will also be expanded this year, with a number of pack developments to be launched in early summer.

Launched in Tipperary Water 2003 and available have recently launched the new in standard 10 flip top cap for packs or singles, the 500ml Tipp Tipperary Kidz conActive range. tinues to lead the way in the kids’ water category, investing in TV advertising and a new innovative bottle design in 2009. With the launch of the 15-for-10 pack earlier this year, Tipperary Kidz will continue to be the water of choice for Ireland’s kids.

Crystal Springs, from the Gleeson Group, claims leadership of the 5-litre water category.

Deep RiverRock Deep RiverRock from Coca-Cola Bottlers Ireland (CCBI) is a high

Crystal Springs Naturally filtered for over 50 years through 100 meters of sandstone, Crystal Springs (also from the Gleeson Group) claims leadership of the 5-litre water category. This summer, Crystal Springs will continue to offer consumers real value for money, as it always has done.

The 5-litre bottle is ideal for busy households and the Crystal Springs twin-pack flashed at €4.00 has proved hugely popular and is a ‘must stock’ item. Coming into the summer months, 5-litre water sales continue to grow. Crystal Springs is available in single 5-litre bottles, 5-litre twinpacks and single 10-litre packs.

Deep RiverRock’s 6x1.5L pack offering has been a great success for the brand, helping to increase Deep RiverRock’s share of the multi-serve market in both value and volume.

My Right at the heart of the action bottle Part of you

May09Summer

Drinks - Bottled Water

lucky winners won a trip to the quality, pure Irish water and is Royal Evian Resort in Evian Les bottled from source in Bains last February.

Tullynacross, Co. Antrim. It con“We are delighted to be spontains essential minerals such as soring the 'Health and Beauty' Calcium, Magnesium and segment of Xpose for 2009,” Potassium, all naturally occurring explained Kerry O Sullivan of within the source, also referred to Danone Waters. “Many of the as an aquifer. The highest possible world’s most well-known celebrinational and international quality ties credit their looks to drinking standards are exceeded in the proplenty of water and as Xpose is duction of Deep RiverRock water. one of Ireland’s key programmes Deep RiverRock has increased Vittel 1.5L is included in the top five future for all things celebrity, fashion and its share of the bottled water marconsumption 1.5L packs sold in the Republic of ket. Latest results show that the Ireland, showing the brand’s growth in the bottled beauty, this sponsorship is the perwater market. fect fit.” brand’s value share has grown Over the past year, celebrities the top 15 immediate consumption from 13.6% to 13.8%, while volume such as Madonna, Justin Timberlake, packs in the Republic of Ireland (all share has also increased from 11.6% Paris Hilton and Ashley Olsen have figures source from ACNielsen, ROI, to 11.7% (Source: ACNielsen ROI, all been photographed drinking Evian 8WE, February 22, 2009). Vittel 1.5L MAT, 8WE February 22, 2009). water, with Cameron Diaz saying that is also included in the top five future Deep RiverRock is continuously she only washes her face in Evian! consumption 1.5L packs sold in the innovating to meet consumers’ needs.

Evian is available in many differRepublic of Ireland, showing the Last summer in July 2008, Deep ent formats such as 50cl, 75cl & 1.5L, brand’s growth in the bottled water RiverRock launched its new 6x1.5L so there is a bottle size to suit every market. Latest figures show that pack offering. Still plain water repreconsumer and every occasion.

Vittel increased its value share from sents the largest segment of the water 1.9% to 2.0% and its volume share category, representing 81.6% of volfrom 2.8% to 3.1% in the bottled water ume (Source: Amarach Research Q.4 Volvic market.

2008). The 6x1.5L pack has been a Also from Danone Vittel is the official sponsor of the great success for the brand, helping to Waters, Volvic is the annual Tour de France cycle race, the increase Deep RiverRock’s share of number two brand in third biggest sporting event in the the multi-serve market in both value the bottled water world. The event is attended by and volume: from 7.1% to 7.4% in valcategory. Volvic approximately 15m spectators every ue and from 8.7% to 9.0% in volume Natural Mineral year, with live TV coverage broadcast (Source: ACNielsen ROI, MAT 8WE, Water has the in 168 countries around the world.

February 22, 2009). unique benefit of This year’s Tour de France takes place The new lifestyle imagery used on being the only natufrom July 4-26. the 6x1.5L pack design has increased ral mineral water to shelf shout, with strong purity cues be filtered through and pack contents clearly communilayers of volcanic Evian cated. rock. This April saw Evian, from Danone the launch of the Waters, is the number very first Volvic 14 one natural mineral water Vittel Day Challenge. To in the world. Evian is Vittel, also from CCBI, one of the fill their body with purified through a natleading global bottled water brands, deep volcanic hydraural filtration process has been bottled at its source in tion, consumers simthat spans over 15 Vittel, a town in the heart of the beauply drink 1.5L of years, deep within tiful Visages region of France, since Volvic every day for the French Alps.

1864. Sold in over 80 countries, Vittel April saw the 14 days to hydrate Evian Natural comes from a spa that is highly launch of the their body and mind very first Volvic Mineral Water regarded for its health-giving properand help them funcannounced a new ties. With a unique balance of essen14 Day Challenge, tion better. For a sponsorship for 2009 tial minerals, including calcium and whereby tasty hydration, conof the ‘Health and magnesium, Vittel offers a revitalising consumers sumers can try the Beauty‘ segment on and refreshing taste, replenishes skin simply drink Volvic Touch of Fruit 1.5L of Volvic TV3’s successful cells and provides optimal hydration. range, which is show ‘Xpose’. The Vittel is available in three pack every day for 14 Evian is the days to hydrate available in three launch kick-started sizes, 500ml and 750ml on-the-go number one their body and flavours: Lemon & with a strong focus packs and 1.5L take home pack. Both natural mineral mind and help on the Evian ‘Detox water in the world. Lime, Strawberry Vittel 500ml and 750ml immediate them function and Orange & Peach. ‘ campaign and two consumption packs are included in better.

58

May09Summer

Drinks - Soft Drinks

Soft Sells The soft drinks sector is one of the most valuable areas in your store, particularly during the summer period.

The

soft drinks market includes comes of the biggest brands in the entire Irish grocery market. Indeed, soft drink companies have some of the most well recognised brands globally and own some of the most advertised products. Here in Ireland, the soft drinks market declined in volume terms in 2008 (Source: Drinks Industry Group of Ireland), but is still worth in the region of €590m per annum.

The move towards healthy drinks continues, thanks to growing fears of overweight and obesity levels, with manufacturers reporting a trend towards products which are free from artificial flavours, colourings and preservatives and increased sales of diet or low-calorie soft drinks.

Finches will continue to offer retailers and consumers great value this summer with the 2-litre twin pack flashed at €3.

mer time cocktails and are available in Tonic, Tonic Light, Soda Water, Ginger Ale and White Lemonade.

The continued success of Finches 500ml highlights consumer desire for

Gleeson Group Finches will continue to offer retailers and consumers great value this summer with the 2-litre twin pack flashed at €3. The pack offers customers a great tasting premium product at a terrific price. The Finches 2L twin pack is always hugely popular and looks great on-shelf. Packs are available in Orange, Orange Light and Rock Shandy.

Finches 1.5L mixers offer fantastic value for consumers. Finches is a half litre larger than other mixers availFinches 1.5L mixers offer fantastic value able, but at a great price. Finches for consumers, and are ideal for refreshing mixers are ideal for refreshing sumsummer time cocktails.

quality, Irish products. Available in Orange, Orange Light, Rock Shandy and Lemon and now Orange price flashed at 99c.

Also from the Gleeson Group, Country Spring is Ireland’s leading 3L soft drink, offering fantastic value of 3 litres for the regular price of 2 litres. Made with pure Irish spring water, Country Spring is available in seven flavours: Orange, Cola, Boost has recently Lemon & Lime, been re-branded Red Lemonade, using a high impact White black and blue colour-scheme.

Lemonade, American Cream Soda and Apple. Look out for an exciting fresh rebrand in June 2009, with a series of specially commissioned artworks on each label, designed by young Irish artists.

Since it was established in August 2001, Boost has proved to be a huge success in Ireland. Recently, Boost has been re-branded using the high impact colours, black and blue. The new bottle will boost sales and continue to offer a great profit margin in an increasingly growing and competitive sector. As the demand for functional energy drinks accelerates, Boost is a must have for convenience retailers.

Boost is available in 500ml and 1L resealable silver PET bottles and 250ml cans, making it a one of a kind.

With added energy releasing B vitamins, caffeine and amino acids, such as taurine, Boost drinks work alongside the existing natural metabolites found in the human body to provide an extra boost of energy when needed most.

59

May09Summer

Drinks - Soft Drinks

Coca-Cola Bottlers Ireland Coca-Cola continues to perform well in Ireland, despite a downturn in the food and beverage sector, and remains Ireland's biggest grocery brand.

Indeed, the iconic brand increased its total regular drinkers by 128,000 in the past 12 months (Source: B3, All Adults, ROI, March 09 12MMT v PY) and grew its volume share of total CSDs by 1% to 32% (Source: ACNielsen, MAT, Feb. 22, 2009). Coke has also increased its household penetration in Ireland from 42.2% to 45.7%, (Source: TNS Panel 22 March 2009 v PY).

Coca-Cola continues to perform well in Ireland and remains Ireland's biggest grocery brand.

Coca-Cola launched its spectacular new advertising campaign, 'Open Happiness' in January 2009. The campaign invites people to welcome small moments of happiness into their lives and to open their hearts and minds to a positive outlook on life.

The latest advertisement in the campaign series is the magical, 'Heist' which sees animated insects and wildlife 'heisting' a Coca-Cola from a sleeping picnicker. Coca-Cola will continue to invest heavily in the brand throughout 2009.

Sprite is performing well in Ireland, despite the economic downturn, and remains the number one lemon & lime drink in the world.

After last year’s launch of the ‘Thirst Never Wins’ advertising campaign featuring JD Quench, 2009’s campaign is bigger and better. “A new TV 60

Ad, based on JD Quench’s battle with the evil ‘Thirst’ gang, launched in March featuring more action and danger, more ladies and more squirting,” enthused a company spokesperson.

With 10% more TV exposure planned for this year versus 2008, over 600,000 consumers will see the campaign this summer.

The company have also launched a series of new JD Quench outdoor posters - mimicking famous film posters from the 1970s. JD Quench has also come to life through a dedicated Bebo.com/sprite website and heavyweight digital advertising and social networking.

Sprite Zero was the fastest growing drink in the lemon & lime category in the Republic, so in 2009 Sprite Zero will sponsor two key programmes watched by 25-39 year old females, including ‘Hell’s Kitchen’ on TV3.

‘Energy has a taste’ is the new tag line for the Burn brand in 2009.

Indeed, this year has brought a huge investment behind the brand in TV, billboard and radio advertising across Ireland and multiple high-profile sponsorships in the licensed sector, such as the Burn Beach Club bar venue and Burn Roller Discos in Tripod, as well as many more across the country.

Burn also has a brand new bebo profile - http://www.bebo.com/burn with over 10,000 views and nearly 400

The Sprite brand is being supported with heavyweight activity around the JD Quench character, including outdoor posters which mimic famous film posters from the 1970s.

The Burn brand is being supported by a massive campaign, including TV, billboard and radio advertising across Ireland.

friends in its first four days. Bebo-ers will be engaged on the Burn profile through the weekly free ticket giveaways at Burn licensed premises, music quizzes, fun polls and blogs. The key is to drive even greater awareness of Burn amongst its core target audience of male energy drinkers, making Burn the brand of choice amongst this audience.

Britvic Ireland Club, Ireland’s favorite orange drink, is a top grocery and convenience brand. The secret to Club’s success is its great taste and quality.

Club uses over 11% fruit juice and contains real orange bits, making it a premium and great tasting product. Club is also all about variety – the range includes Club Orange, Club Lemon, Club Rock Shandy, Club Pomegranate and Cranberry and Club Apple.

Club Orange uses The brand will be over 11% fruit juice supported with lots of and contains real new exciting activity orange bits, making it a premium and and advertising this great tasting summer. product.

RN

May09On

The Vine

Rosé Wines for Summer Jean Smullen focuses on Rosé, one of the most popular summer wine categories.

Rosé

wines hit the headlines this month after draft EU regulations emerged that will allow European Rosé wines to be made by blending red and white wines together. This controversial legislation immediately caused uproar in the European wine world. The French immediately countered by saying that they will ban Rosé made from mixing red and white wine, even if the EU sanctions the practice. The legislation, which was due to be ratified on April 27, has now been delayed after the World Trade Organisation requested more time to assess the changes. It is expected that the new law will be voted on in June 2009.

France is one of the world's leading Rosé producers and the French make Rosé by crushing red grapes and leaving the grape juice in contact with the skins in order to take a little colour from it. They then filter off the juice before it becomes too heavily coloured and finish the fermentation process in the same way they would with a white wine. This is the traditional method used to make this wine style in European wine producing countries. It is interesting to note however, that in the Champagne region, they have been using the practice of mixing red and white wines to make Rosé for quite some time.

The Brussels proposal only concerns non-appellation wines: the EU are trying to introduce reforms which will allow European producers to produce Rosé wine in the lowest price segment so that they can complete with the new world producers on the global export market.

In the new world, producers are allowed to blend red and white wine to make commercial Rosé wines. The

new world Rosé market is a very strong one and Rosé wines from South Africa, California and Chile tend to sell well on the Irish market.

Rosé wine is a great seller in the warmer summer months.

This pink coloured wine goes particularly well with spicy food and is best served chilled. Many Rosé wines are made in the off dry style with a good amount of residual sugar left in situ, which means that the wines are easy to drink and are particularly good as a food match when served with sweet and sour dishes, exotic and spicy foods, ham, salmon, shellfish, berry fruits and any pudding that is not overly sweet.

European Rosé Brands

area worth taking a look at for Rosé is the area known as Anjou in the Loire Valley. In this famous Château country, vines bearing grapes for ‘Rosé d’Anjou’ grow on terroir adjacent to the river Loire and its tributaries and, more particularly, on the hilly areas and banks of the river Layon.

The Cotes de Provence in the South of France is also a well known source of good quality Rosé wine styles. The style here tends to be slightly drier, with less residual sugar. Many of these wine styles are available from specialist wine importers whose focus is on quality appellation wines.

Febvre & Co, Wicklow Wine Co., Tyrrell & Co., Searsons, Mackenway, Karwig Wines, Le Caveau, Probus, and Mary Mateus Rosé, one of Pawle are all worth making the best known contact with in this regard.

Sogrape produces one of the Rosé wines in the best-known European Rosé world, recently brands in Portugal. Mateus New World Rosé introduced a highly Rosé is one of the best known Turning to the New World, successful Rosé wines in the world and Febvre have a wonderful Sparkling Rosé. this year the brand is 67 years old. new Rosé wine from South Africa curRecent packaging revamps have modrently available. Slowine Rosé is ernised the iconic bottle shape and made by a young winemaker called the company have also recently introPaul Cluver from a blend of 58% duced a very successful sparkling Pinotage, 28% Pinot noir, and 14% Rosé. The Findlater Wine & Spirit Shiraz. Slowine is an easy-drinking Company distributes Mateus Rosé in range of happily affordable wines.

Ireland.

One of the best selling Rosé wines Another well know Portuguese currently on the Irish market comes Rosé wine brand is Tagus Creek. from California. Since brothers Using a blend of indigenous and Ernest and Julio Gallo began to turn international grape varieties, their their dream into reality nearly 75 Rosé wines are made in the drier years ago, the roots of the Gallo famistyle but are definitely worth a look. ly tree have extended deep into the Tagus Creek is distributed in Ireland winery. The Gallo family still believes

by Classic Drinks. family ownership is the most effective France is another great source of way for the winery to continue as a good quality Rosé style wines. One world leader in the wine industry.

61

May09On

The Vine

Blossom Hill is Set for Summer PARTICULARLY popular is the White Zinfandel from Blossom Hill (Gilbeys Wines). With its gorgeous aromas of fresh ripe strawberry and juicy watermelon, this medium-bodied and delicious wine is perfect as a food accompaniment or simply on its own. This summer, Blossom Hill are launching ‘The Blossom Hill Summer Season’. Blossom Hill will be the Official Wine of Wimbledon and closer to home, the Official Sponsor of Ladies Day at the Fáilte Ireland Dublin Horse Show in August.

To celebrate these events, Blossom Hill are offering a NeckCollar Promotion which will give consumers the chance to ‘Glam It Up’ for ‘The Blossom Hill Summer Season’ by winning a ‘Pure Indulgence Day’ at House of Fraser, Dundrum, worth €1,000. Neck-Collars will feature on Blossom Hill Blossom Hill’s Merlot, Sauvignon Wimbledon Blanc and a ‘Special Wimbledon ‘Special Edition’ White Blossom Hill are offering a NeckEdition’ White Zinfandel Zinfandel .

Collar Promotion which will give consumers the chance to ‘Glam It which will feature an Up’ for ‘The Blossom Hill Summer image of a tennis ball. This promotion Season’ by winning a ‘Pure will also be supported with price activiIndulgence Day’ at House of Fraser. ty, available from June.

Today, E&J Gallo Winery is the world's largest family-owned winery.

Irish Distillers/Pernod Ricard distributes the Gallo wines in Ireland.

The Gallo White Grenache is a good Rosé to consider for the summer months. Grenache is the French name for the Spanish grape Garnacha, although the name Grenache is more common.

Californian Rosé wines, like their French counterparts in Anjou or the Portuguse Mateus Rosé, are made in the sweeter style, with a good amount of residual sugar, which tends to be more appealing to the novice wine consumer.

California is a great source of good quality, commercially priced Rosé wines which are guaranteed to sell well during the summer months and barbeque season. Made from a range of grapes including Grenache and Zinfandel, brand names worth taking a look at include Glen Ellen (Barry & Fitzwilliam); Fetzer (Edward Dillon); Sutter Home (Findlater Wine & Spirit Co); Mondavi (Allied/Constellation); and Blossom Hill (Gilbeys Wines).

62

Australian Rosé Finally, we turn to Australia and one of the best value celebration wines currently available on the Irish market. The Jacob's Creek Sparkling Rosé. The new world, and in particular this well known Australian winery, have jumped at the chance to make sparkling Rosé wines. Jacobs Creek Sparkling Rosé is a non-vintage bottle fermented sparkling wine made from two grapes, one red and one white.

The red grape is Pinot Noir and the white grape is Chardonnay.

Interestingly enough, these two grapes are also used in the Champagne region in northern France to make their sparkling wines.

Pinot Noir gives the wine strawberry and summer pudding flavours, while the Chardonnay adds the tropical fruit tones. This is a great value sparkling wine, which is ideal for parties and special occasions. It is very reasonably priced and offers very good value. This Rosé version from Jacob's Creek is perhaps one of the best value sparkling wines currently available on the Irish market. Irish Distillers/Pernod Ricard distribute Jacobs Creek Wines in Ireland.

The market for Rosé wines has grown to 5% of the total Irish market of 7.9m cases. The style tends to be seasonal and purchased more during the summer months.

However, there are a huge number of wines available on the market as we approach the summer season and I hope that some of the recommendations which I have suggested will help increase your sales during summer 2009.

Dates For Your Diary SUNDAY, MAY 17 TouchWine Ireland 09 A Charity Touch Rugby day to raise funds for Focus Ireland and The Victorian Bushfires Appeal. Venue: Monkstown Rugby Club/Pembroke Cricket Club, Sydney Parade, Sandymount, Dublin 4. Rugby 2.30pm - 5pm. Wine tasting. 4pm 7pm. John Wilson and Martin Moran will present their 1st 15 Australian Wine Rugby teams.

BBQ 5pm-7pm.

MONDAY, MAY 18 Wine Australia Tasting 2009 Hogan Stand, Croke Park, Jones Road, Dublin 3. Tasting 11am - 5pm.

Winemakers Choice: an opportunity for each winemaker to identify the one wine in their portfolio that is distinctive for them, the wine that they feel a wine shop should stock, a restaurant list or journalist write up. Wine writers Choice Some of Australia's most respected wine journalists select their star performers. Trade only.

For more information contact John McDonnell at Wine Australia on 065 7077264 or email: ireland@wineaustralia.com WEDNESDAY JUNE 3 New Zealand 2009 New Release Tasting Fallon & Byrne, Exchequer Street, Dublin 2. Time: 11:00 -18:00. Trade Only.

For more information, Tel: (01) 274 5955 or email: jean@jeansmullen.com

May09What’s

Avonmore Lactose Free Milk PROVING its ongoing commitment to growing the milk category by catering for all consumer needs, Glanbia Consumer Foods has launched Avonmore Lactose Free Milk. This delicious new offering provides shoppers with all of the taste and goodness of Avonmore Low Fat milk, but without the lactose, catering for the 13% of the Irish population who believe they have an intolerance to milk or other dairy products, and the further 19% who are unsure. Avonmore has developed an innovative way to remove all of the lactose from milk without removing any of the taste or nutritional benefits. The launch of Avonmore Lactose Free Milk is being supported through the Avonmore’s flagship sponsorship of Weather-Line across RTE, TV3 and TG4, as well as promotional activity in press and a strong in-store presence.

Cadbury Chocolate Bag Range THE new Cadbury chocolate bag range consists of four large, re-sealable pouches including Cadbury Clusters, Cadbury Raisins, Cadbury Peanuts, offering an array of different textures and ingredients coated in Cadbury chocolate, and Cadbury Dairy Milk Giant Buttons. Cadbury Clusters is a surprising and scrumptious blend of three ingredients with crunchy cornflakes and juicy raisins combined with the great taste of Cadbury milk chocolate, and will also be available in a single pack for the impulse channel.

Heavyweight promotional and marketing activity will support the launch, including a new TV advert, sampling, POS and in-store merchandising, with a total investment of €1m.

New

Ambrosia and Hartley’s Lunchbox Campaign ‘TASTIER Lunch Next Stop!’ is the theme of Premier Food Ireland’s Ambrosia and Hartley’s new lunchbox campaign which has been devised to drive sales of single pots of Ambrosia Custard and Rice Pudding, as well as Hartley’s Ready to Eat Jelly for the lunchtime occasion, in a fun and engaging way. The promotional lunchbox pack contains a variety of four pots from Ambrosia, along with two free pots of Hartley’s Ready to Eat Jelly and two ‘money off your next purchase’ coupons. The striking yellow bus promotional pack is supported by a comprehensive point-of-sale, advertising and online campaign.

Ambrosia and Hartley’s will also be sponsoring the parenting section of national newspaper website www.independent.ie.

McVitie’s Snakz Appeal McVITIE’S Snakz is a lightly salted cracker full of ‘moreish’ good taste that can be enjoyed on its own or with a favourite topping. Low in calories, just 24 per cracker, Snakz is the perfect alternative for a light savoury bite and will be enjoyed by all the family, as a lunch time snack or picnic treat. According to consumer research from McVitie’s, 1 in 7 biscuit buyers prefer savoury biscuits and each year we consume a staggering 3.8m kg of savoury biscuits in Ireland.

McVitie’s Snakz are available in stores nationwide, retailing at approx €1.75 per pack. The combination of great taste and excellent value to consumers stays true to the McVitie’s brand promise.

Sqeez: Love Every Drop IN summer 2009, Sqeez will launch a new advertising campaign that captures the simplicity and purity of Sqeez Pure Orange Juice, with a mouth-watering TV ad that symbolises how Sqeez choose the juiciest oranges to deliver a fabulous natural juice, which could only be Sqeez. This new campaign, entitled ‘Love Every Drop’ will be heavily supported to re-enforce this Irish produced brand’s position in the Irish market.

Carlsberg Interactive Beer Mat CARLSBERG have launched Ireland’s first ever interactive beer mat, which allows consumers to solve riddles and access lots of unexpected comedy content while having fun with friends in their local. The new beer mats encourage curious customers to free text CARLSBERG to 50422 for an instant text back with a MMS picture riddle message. Those who can’t guess the answer can simply text the word REVEAL for the riddle’s solution and for another Carlsberg Curious Challenge, people can text the word CARLSBERG again. Consumers can find these unique interactive beer mats in over 5,100 pubs in the Republic of Ireland and in 1,200 pubs in Northern Ireland.

63

May09Shelf

Life

Shelf Life THE Burgundy region of France maintained its wine exports to Ireland in 2008 despite the economic downturn. Ireland was the 11th biggest importer of Burgundy wines last year, with sales over €12m (up 1.6% on 2007), with 2.33m bottles sold (down by 0.4% on 2007), and the region benefits from the strong reputation of certain appellations such as Chablis and Pouilly-Fuissé. Thanks to its reputation, its quality wines, its professional winegrowers and its realistic approach to the current difficulties it faces in its markets, Burgundy is well prepared to face the economic crisis.

TOPAZ has become a sponsorship partner to the Rose of Tralee which will see the company sponsor the festival dome. The venue for the televised Rose selection will now be known as the ‘Topaz Dome’. Selection host Ray D’Arcy and 2008 Rose of Tralee Aoife Kelly are pictured with Oisin Masterson from Topaz at the announcement of the partnership. Among the events that will be taking place in the Topaz Dome are: the International Rose Ball on August 21, the Rose of Tralee Fashion Show on August 23 and the Rose of Tralee Selections live on RTÉ television on August 25 and 26. The Rose of Tralee International Festival celebrates 50 years this year.

SAFEFOOD hav announced two new appointments.

Dr Gary A. Kearney, BSc, MSc, MA, PhD, has been appointed Director of Food Science, while Dr Aileen McGloin has been appointed Scientific Support Manager. Dr Kearney leads the chemistry/toxicology and microbiology disciplines within safefood, and has lead responsibility in managing safefood’s research programme and specialised laboratory services, and served as a member of the Board of the Food Safety Authority of Ireland from 2000-2006. Dr McGloin has held a number of roles in academia and in the food and communications industries. These include working as the Nutritionist with the Dairy Council for Northern Ireland, the Nutrition Manager with eDiets, the online weight loss company, lecturing in nutrition in Trinity College Dublin and running her own nutrition consultancy business.

THE Wine Board of Ireland has announced revised pricing on all WBI Courses from Summer/Autumn 2009. One-day wine appreciation courses now cost €135; the full wine appreciation courses now cost €225 ; the WSET Intermediate Wine Appreciation Course costs €425 and the WSET Advanced Wine Appreciation Course costs €695. The Wine Board of Ireland has also opened a host of new country centres, including locations in Cork, Galway, Kildare, Limerick, Kilkenny, Waterford, Athlone and Mayo. For more information, see www.wineboard.ie.

MARKS & Spencer has announced the appointment of Matt Knibbs as manager of its new store in the Showgrounds Shopping Centre, Clonmel, Co. Tipperary. Matt has worked in Marks & Spencer for the past eight months as manager of the Mullingar store. Previously, he worked as Regional Compliance Manager with another leading retailer.

64

SPEAKING on Newstalk’s ‘The Right Hook’ show, Ben Dunne provided the following unique take on the groceries sector: “Until Lidl and Aldi came into this market, there was a kind of a cosy cartel in Ireland, and everybody was happy but all of a sudden, when you leave margins too high, you attract predators, and Lidl and Aldi saw an opportunity. They came in and they’ve taken a good slice of the market, and they’ve put people like Tesco and Dunnes under enormous pressure.”

Dunne professed that there are always ways “if you try hard enough, to reduce prices”. Describing the recession as a means to “get rid of fat”, he offered the following advice: “You’ve got to make your organisation leaner, cut prices, pass that on to the consumer. Remember wages are dropping, the price of electricity is dropping... Prices must fall toothat’s the bottom line.”

DELICIOUS, the Corkbased gluten-free bakery, recently participated in European Coeliac Awareness Day on May 16 by offering a special hamper of tasty treats for coeliacs. The €25 hamper, which included Delicious’ on-the-go range, a tea brack and a jar of honey, included delivery to anywhere in Ireland. Delicious’ products are available through stores nationwide including Avoca, Fallon & Byrne and Donnybrook Fair in Dublin and SuperValu stores throughout Cork.

For more information, see www.delicious.ie.

Since launching in 1998 and now with over 300 stores open, the Gala Group is maintaining its number 1 position as Ireland’s fastest growing retail symbol group. Operating under three brands, Gala, Gala Superstore and GalaXpress, the Gala retail team have a unique knowledge of the needs and ambitions of retailers and place a strong emphasis on retailer profitability. So, if you want to connect with Ireland’s most dynamic retail group, make sure you call Gala first, on Callsave

1850 600 100.

Your local market

Proud sponsors of the Gala All-Ireland Senior and Junior Camogie Championship

We deliver on Time.

We deliver on Service.

We deliver on Margins.

If you think it’s time to maximise your business potential, it’s time you switched to Costcutter.

Find out why many leading retailers have already moved to Costcutter. Call Oliver Savage now on 086 603 6142 to find out more!