Mast Jaegermeister UK, the supplier and distributer of Jägermeister in the UK, is launching a new initiative to change the way retailers think about the shot market in order to boost sales and drive growth within the category.
The convenience sector is becoming increasingly important when it comes to alcohol sales, with ‘a drink before going out’ now the most important off trade occasion for 18-24 year olds- providing a massive opportunity for retailers.
However, whilst the category accounts for 15.2%2 of the total spirits value in the on trade, it only accounts for 1.44% of the total spirits value in the off trade currently.
According to Mast-Jaegermeister UK, if the off trade share was to increase to even half of the on trade share, this would equate to £284m, creating a massive £224m opportunity.
As a result, the German speciality spirit brand aims to help grow this share with its Give It A Shot category initiative – which defines ‘Shots’ as ‘party spirits that are traditionally consumed neat in a shot format, but that also lend themselves to long serves including cocktails due to their complex taste profiles’.
Based on global expertise, local knowledge and insight, Give It A Shot illustrates steps retailers can take to increase their shot spirits sales, taking an almost on trade approach to the off trade.
This will in turn, help to change the current consumer mind set when it comes to off trade alcohol purchases, helping retailers tap into this increasingly valuable profit opportunity.
Key take outs from the initiative include:
A drink before going out is now the most important off trade occasion for 18-24 year olds - providing a massive opportunity for retailers
Fifty per cent of party shots spirits purchases are incremental while shots generally offer better margins than beers, wines or ciders
Creating a ‘Party Shelf’ higher up the spirits fixture and including speciality brands will help drive incremental sales
Sales of fractional bottle sizes are seeing double digit growth as consumers look for a more accessible price point – so retailers should stock a range of sizes of the best-selling brands
Visibility is key – retailers should ensure party shots such as Jägermeister are clearly visible especially during key trading times leading up to the weekend.
And if drinks should be consumed cold then dual site.
Keeping them cold in a fridge or freezer for optimum drinking experience will encourage repeat purchase
Mast-Jaegermeister UK, Customer Marketing & Insights Controller, Jonathan Dennys said:
“As the nation’s drinking habits and palettes are evolving, it’s notable that many retailers are not updating their range or in-store display to tap into this trend.
With consumers embracing the ‘big night in’ occasions more than ever before – whether to enjoy a TV event, party occasion like Halloween or as precursor to a night out – the potential opportunity for retailers to maximise their shot sales is huge.
“Mast-Jaegermeister UK will be investing heavily in this long term campaign with our trade partners by sharing insight and expertise to help them better understand the shot category and ultimately grow consumer penetration and sales.”
The Jägermeister UK sales force will be developing bespoke solutions with their customers and communicating this new approach during visits to ensure retailers are maximising the sales opportunity the category represents.
Best served as an ice cold shot, Jägermeister is a herbal liqueur and the UK’s third best- selling spirit that was developed by Curt Mast from a secret recipe and launched in Germany 80 years ago.
