Nisa’s spring Cider Festival drove almost £2m in sales for the business.
The three-week event generated sales totalling £1.84m from promoted lines, surpassing last year’s event by over £1m and providing a 126% sales uplift in the category.
The Cider Festival promotion, which ran from 27 March to 16 April, was designed to help retailers to drive footfall and additional sales through price promotions. The event featured competitive pricing on a selection of ciders, with offers such as three 500ml bottles of Rekorderlig, Stella Cidre and Old Mout ciders for £5.
Strong-performing lines included single-bottle fruit ciders such as Old Mout, Kopparberg and Rekorderlig, which saw an average 180% uplift across the range.
Other particularly strong lines included Thatchers Gold eight-packs, which experienced a 126% uplift, and Kingstone Press 12-packs, which saw sales grow by over £48,000. Sales of single bottles of premium ciders such as Friels First, Henry Westons Vintage and Thatchers Vintage Cider increased by over 36%.
“We are delighted that our Cider Festival once again delivered a fantastic uplift in sales for members by providing them with a unique point of difference against local competitors,” said Leanne Jarrett, trading controller for beer, ales and cider at Nisa.
“More of our members got involved with the event than ever before, which is really encouraging and supports the strength of the Nisa offer and our ability to deliver exciting and relevant promotional activity for our members and their customers.”