allan peart, somerfield's product group manager for PPs
"Innovation in premium packaged spirits is not only coming from new brands entering the market such as Bambao, Mike Hard Lemonade and Gordon's Edge. It is also coming from new variations like Smirnoff Black Ice, Bacardi Breezer Grapefruit, Reef lemon and lime, WKD Silver and Red Square Wolfberry.
"Innovation hasn't always come from new products or variants, however. It has come as well from increasing pack sizes with formats such as party packs.
"And clearly parent spirit brands add weight to a PPS. The success of Smirnoff Ice and Bacardi Breezer would support this.
"We are also seeing an extension to the PPS category in the form of shots where Sidekick has played a major part."
established for the longer term
henry stephenson, sainsbury spirits buyer
"The PPS sector has seen continual innovation with the most successful brands usually under an established spirit brand umbrella, eg: Bacardi Breezer, Smirnoff Ice etc. There are now signs three or four of the main brands are establishing themselves for the longer term. PPS sales are still small compared to the spirits sector, partly due to the retail differential, but at the current growth rate this may be a different story in a few years' time.
"Spirits is an established market with less obvious innovation. Most of the focus is on protecting and growing established brands. There are, as always, exceptions, for instance the new Tia Lusso from Allied. However, cost of entry into the market is often prohibitive."
{{FOCUS ON }}
"Innovation in premium packaged spirits is not only coming from new brands entering the market such as Bambao, Mike Hard Lemonade and Gordon's Edge. It is also coming from new variations like Smirnoff Black Ice, Bacardi Breezer Grapefruit, Reef lemon and lime, WKD Silver and Red Square Wolfberry.
"Innovation hasn't always come from new products or variants, however. It has come as well from increasing pack sizes with formats such as party packs.
"And clearly parent spirit brands add weight to a PPS. The success of Smirnoff Ice and Bacardi Breezer would support this.
"We are also seeing an extension to the PPS category in the form of shots where Sidekick has played a major part."
established for the longer term
henry stephenson, sainsbury spirits buyer
"The PPS sector has seen continual innovation with the most successful brands usually under an established spirit brand umbrella, eg: Bacardi Breezer, Smirnoff Ice etc. There are now signs three or four of the main brands are establishing themselves for the longer term. PPS sales are still small compared to the spirits sector, partly due to the retail differential, but at the current growth rate this may be a different story in a few years' time.
"Spirits is an established market with less obvious innovation. Most of the focus is on protecting and growing established brands. There are, as always, exceptions, for instance the new Tia Lusso from Allied. However, cost of entry into the market is often prohibitive."
{{FOCUS ON }}
No comments yet