Diageo RTM category manager Paul Downing told the FWD Drinksummit that the time had come for retailers to stop trialling the PLOD (Putting Leaders on Display) initiative and adopt the practice full time.
The 100 stores which have taken up the scheme, which involves putting security-capped spirits bottles on shelves so customers can browse brands and sizes, have seen impressive volume growth, Downing said.
In addition, those that had moved OTC medicines to the space behind the tills where spirits had previously been displayed had seen an increase in that category of up to 60%.
"Stop trialling PLOD," Downing said. "It works. The growth these stores have seen shows that people want to buy alcohol from your store. Seizing
category initiatives such as this are the only way to grow sales."