William Grant & Sons UK is launching a convenience exclusive campaign which will see one retailer win a year’s worth of stock.

The alcohol giant is encouraging convenience retailers to maximise sales in the run up to Christmas with its latest ‘Get your sales on the move’ campaign which will allow shoppers to win ‘ultimate party experiences’.

The campaign includes a wholesaler incentive for those stocking leading brands from the family-owned distiller’s premium portfolio including; Glenfiddich, Grant’s, Russian Standard, Sailor Jerry and Three Barrels. The main prize will see one retailer win William Grant & Sons UK stock for a year (up to 70 cases, worth around £5,000), and is supported by several instant win and prize draw competition pools. William Grant & Sons UK will also have a team of merchandisers who will roadshow the campaign in these depots.

Promotional bottles will include an on-pack consumer competition, ‘For Whatever the Night Brings’, offering shoppers the chance to win 1 of 10 ultimate party experiences with a group of friends, plus 1000s of other prizes (£1million prize pool including home party kits and branded glassware).

Martin Silver, customer marketing manager, William Grant & Sons UK said: “This campaign allows us to build on our existing relationships with our convenience partners, and increase the distribution of our portfolio in the run up to Christmas, a major period for both brands and retailers. The activity also aligns to a trend identified in the 2017 William Grant & Sons UK Market Report, which shows that consumers are increasingly looking to host at home and are searching for premium ‘home-tertainment’ experiences.”

This strategy is linked to a rise in impromptu social occasions, driven by the insight that most spirits purchased within the convenience/impulse channel are consumed within one hour of purchase. For example, when shoppers are heading to meet friends, attend house parties, or a last-minute dinner party.

Martin Silver, customer marketing manager at William Grant & Sons UK, said: “We want to encourage convenience outlets to use these brands from our portfolio and the ‘For Whatever the Night Brings’ campaign to achieve excellent sales in their store. The brands involved in the campaign are some of the strongest within the convenience spirits sector. According to the 2017 William Grant & sons UK Market Report, blended whisky and vodka are the largest categories, accounting for almost half of value sales in the market; with flavoured/spiced rum being one of the fastest growing categories within spirits, up 12.7% since 2016.”

To be in with a chance of winning a year’s worth of free stock retailers need to buy any promotional 70CL case of alcohol then display the free POS kit provided. Retailers can then claim their prizes by entering the unique code printed on each case.

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