Maxxium identifies £585m potential spirit sales for trade

July 1st, 2016 | Posted in: News

Maxxium UK is embarking on an acceleration campaign to grow the sales of spirits over the next five years in both the on and off trade.
The spirits distributor has used findings from its largest ever category research project to develop ‘A Winning Mixx’ that it hopes will unlock the full potential sales of spirits which it has identified as a £585m sales growth opportunity for the on trade.

Maxxium has invested over £1 million in consumer and shopper research and analysis to identify the barriers to purchase, such as taste, strength, poor knowledge and issues with trial, which it believes can be removed resulting in increased sales. Six growth drivers have been identified; Discovery, recruiting non-spirits drinkers; Adventure: drive value by encouraging confident drinkers to trade up and for all spirits drinkers to broaden their repertoire; Refreshment: provide longer, lasting serves for occasions where  refreshment is the motivation; Sharing: use spirits to bring both small and large groups where socialising is the motivation; Perfect experience: ensure perfect serve both in-home and at-bar; Positive spirits: educating and building the understanding of spirits.

Mark Riley, managing director of Maxxium UK, said, “A Winning Mixx presents a sustainable sales growth opportunity across the spirits industry.”
Part of the ‘growth enablers’ involved brands embracing technology as customers make more purchasing decisions using technology. Maxxium will also be optimising its promotions to establish how to achieve maximum return on promotions by analysing price points and mechanics.

More than 7,000 adults – both spirits and non-spirits alcohol drinkers – were surveyed, focusing on their purchasing behaviour in restaurants, bars and retail outlets. The survey also looked at their attitudes towards alcohol, specifically spirits.


It’s time to vote for Pub of the Year 2019 or to get your customers to vote for you

Thu 18th April 2019

This year the Sunday Mail Pub of the Year Award will go to the ‘best of the best’ at this year’s Scottish Bar and Pub Awards. This... Read more.

Do you think you know the best cocktail bar in Scotland or do you think you ARE the best Cocktail Bar in Scotland?

Thu 18th April 2019

If so why not enter the Tia Maria Cocktail Bar of the Year category at this year’s Scottish Bar and Pub Awards? Judges will be looking... Read more.

Are you a social media savvy business?

Thu 18th April 2019

Social Media is very important when it comes to promoting your business and hollicom and the Scottish Bar and Pub awards 2019 want to hear f... Read more.

Which Scottish beer bar is king?

Thu 18th April 2019

Molson Coors and Judges from the Scottish Bar and Pub Awards are looking for Beer Bar of the Year. will be looking for an outlet with a rang... Read more.

Step forward Scotland’s best new bar

Thu 18th April 2019

Kopparberg is on the lookout for Scotland’s best new bar as part of the Scottish Bar and Pub Awards 2019. The Kopparberg team is looking f... Read more.

Calling all environmentally conscious hospitality businesses

Thu 18th April 2019

Sea Change is a range of environmentally conscious wines that are now being distributed by Inverarity Morton and this year, in the same spir... Read more.

Do you run Scotland’s best Hotel Bar? Would you like to nominate one?

Thu 18th April 2019

Hotel Scotland, Scotland’s only dedicated hotel publication, is on the lookout for Hotel Bar of the Year as part of the Scottish Bar and P... Read more.

We want to hear from you if you run Scotland’s best whisky bar

Thu 18th April 2019

Gordon & MacPhail’s Connoisseur’s Choice range gives a platform to many of Scotland’s single malt distilleries from across all reg... Read more.

We’re looking to crown Scotland’s best casual dining experience

Thu 18th April 2019

The Scottish Bar and Pub Awards 2019 is looking for a restaurant that also boasts a bar, that has created the perfect ambiance and food offe... Read more.

Which Scottish pub excels at customer service?

Thu 18th April 2019

Customer service is paramount when it comes to running a successful business. BII Scotland is on the lookout for a pub, restaurant or hotel ... Read more.

Which Scottish pub wins the woof and wag test?

Thu 18th April 2019

The Scottish Bar & Pub Awards is hunting for a pub that provides a welcome for pet dogs.... Read more.

Desperately Seeking the Greatest Scottish Bars and Pubs

Thu 18th April 2019

Scotland’s home to some of the best pubs and bars in the world but ‘which bars and pubs have made an impression on Scottish cust... Read more.

Do you know a budding Scottish entrepreneur? Are you one?

Thu 18th April 2019

Buzzworks and Flow are partnering to offer one emerging entrepreneur the opportunity to be mentored by one of the industry’s most experien... Read more.

Sue Says! Straight talking from our very own publisher

Thu 18th April 2019

Research from Rotary Great Britain claims that more than half of all UK adults are lonely, particularly when they get home from work. Perhap... Read more.

HIGH FRYERS: SCOTLAND’S CHEF-PATRONS MAKING THEIR MARK ON THE SCOTTISH CULINARY SCENE

Thu 18th April 2019

NEIL FORBES Cafe St Honore, Edinburgh and JUDITH FISH The Applecross Inn, Strathcarron... Read more.

Scottish hospitality industry unites to demand fair rates for all

Wed 17th April 2019

Glasgow’s hospitality industry has been unfairly discriminated against by rates assessors. That’s the view of industry bodies, Scottish ... Read more.

ABERDEENSHIRE GIN WINS GOLD AT WORLD SPIRITS COMPETITION

Wed 17th April 2019

HRAFN GIN  has won a Gold Medal at the San Francisco World Spirits Competition. HRAFN GIN ‘Thought & Memory’, created in 2... Read more.

HIGH FRYERS: SCOTLAND’S CHEF-PATRONS MAKING THEIR MARK ON THE SCOTTISH CULINARY SCENE

Wed 17th April 2019

Here are the first two, FRED BERKMILLER OF l’escargot bleu, Edinburgh and MARK GREENAWAY Grazing by Mark Greenaway, Edinburgh.... Read more.

Star Pubs & Bars extend recycling agreement to leased estate

Tue 16th April 2019

Star Pubs & Bars is offering its leased pubs the same commercial terms for recycling and waste collection it has negotiated for its Just... Read more.

British Embassy adds Edinburgh chef to the menu in South America

Mon 15th April 2019

Edinburgh chef, Barry Bryson, is representing Scotland in a series of  events hosted by the British Embassy in Uruguay, South America, ... Read more.