1Minimise confusion by helping shoppers navigate their way around the category, using 'beacon' brands to denote sectors and keep merchandising simple and neat. 2Think about running in-store tastings, which can really bring an aisle to life and attract consumers as well as stimulating curiosity in the category. 3Rely less on price promotions at Christmas by concentrating on the opportunity for gift purchasing. Think about increasing this all year round, too, by permanently stocking gift boxes and bags for example. 4Educate your staff. There is a genuine lack of knowledge among shoppers about the different categories, brands and styles. Giving your staff information means they can advise and help customers. 5Strive to involve and inspire your customers. Interest them with new ways to enjoy different categories by providing simple drinking ideas, suggested food pairings or cross-category displays.