Beverage Brands is working on a re-merchandising initiative to reorganise independent retailers’ alcoholic drinks fixtures in an effort to revive the flagging ready-to-drink category.
Debs Carter, brand controller for WKD, part of Beverage Brands, said the project, which focuses on top-selling SKUs, had been launched in Mills Group stores. And she said WKD was currently discussing the initiative with Stars News stores.
“There’s still growth out there for RTDs. Our merchandisers have been visiting stores, looking at opportunities for better brand blocking. The new ranging will make the fixture easier to shop. It may involve streamlining products, but will mainly mean reducing the number of different flavour variants.”