A major profit opportunity in the spirits market is being missed by most independents who view the sector as an afterthought, said Guinness UDV business unit director Keith Riddle. "Retailers in the category don't understand what they are, what to do with them or how to sell them and see them as expensive items with a slow turnover," he told the Drinksummit conference. "We know a credible spirits offering is critical to consumers' appreciation of an outlet. This a £350m category but spirits have a lower share of independents' alcohol sales than premium packaged spirits or beer." Riddle said the right range which was clearly visible to consumers was vital for the health of the spirits fixture. "The sector is often behind the counter." {{NEWS }}