Smirnoff Red Label tops the vodka and overall spirits category, while Bell’s Original is the leading c-store whisky. Ramesh Shingadia says Smirnoff Red Label and Teacher’s (5%) are the top-selling branded vodka and whisky respectively in his store, but Londis own labels sell equally well. “However, if the brands are on promotion they will outperform the own brands,”
Simon Biddle’s big seller at his Simply Fresh store in Redditch, Worcestershire, is Glen’s vodka in all sizes, based mainly on its low price point. “But if Smirnoff’s on offer it will sell better,” he adds.
The Smirnoff brand has a 28% share of vodka in the convenience channel and is growing at 1.2% in value sales (Nielsen), according to Diageo senior category manager convenience Rosalind Nash.
top -selling brands
Smirnoff Red Label 71%
Bell’s Original 54%
Jack Daniel’s 32%
The Famous Grouse 27%
High Commissioner 15%