First Drinks has unveiled a spirits category strategy aimed at increasing penetration for the convenience and wholesale channel.

The How Convenient initiative provides solutions on how to activate the five key channel drivers: fractionals, versatility, seasonal events, gifting solutions and premium growth, said First Drinks.

The strategy, which will be communicated through a leaflet and PR activity, would help the convenience and wholesale channel boost penetration, which is currently 1.2% [IGD November 2012], said business unit director John Moore.

“Our aim is to make life easier for retailers, providing impetus to maximise sales opportunities and give consumers more reasons to buy,” he said.

First Drinks had amplified its support for the channel with new head count, convenience shopper-targeted product development, increased marketing support and dedicated channel category management, said Moore.

Owned by William Grant & Sons, the First Drinks portfolio includes the Rémy Cointreau portfolio and Illva Saronno’s Disaronno and Tia Maria.