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Allied Domecq
Allied Domecq Spirits & Wine (UK) Ltd (ADUK) is celebrating Christmas following outstanding sales results in its Liqueurs and Cognac portfolio.
In only its second Christmas at ADUK, Malibu Caribbean white rum with coconut was once again the best performing liqueurs brand (excluding cream) with volume and value growth of +29% and 21%*1 respectively over the 8 week period to Christmas. This outstanding performance is set against a market that grew by only 3% in volume and 2% in value terms over the same period. This strong performance has not only seen Malibu drive the liqueurs category (excluding cream) forward, but it has now also overtaken Southern Comfort in MAT volume terms for the first time in over 12 years!!
“Malibu’s accelerated growth is as a result of focused investment and strong partnerships with key retailers which ensured optimum pricing and maximum display over the Christmas period”, says Cathryn Sleight, Marketing Director at ADUK. “With a combination of a strong ongoing TV campaign, a compelling consumer offering and our exciting sponsorship of Mr Lover Lover – Shaggy, we are confident that we can further grow our position and secure the number two position in the liqueurs category!”
Premium cream liqueur brand Tia Lusso also faired well on a MAT basis up to the end of December growing annual volumes by nearly +2%*2. Whilst the 4 and 8 week period sales volume were marginally below expectation the brands performance was credible given the whole category was flat over the same period.
“The cream liqueurs category remains strong with +12%*2 annual volume growth to the end of December and Tia Lusso plays a key role in driving this forward on a year round basis. Our focus remains firmly fixed on shedding the myth that cream liqueurs are only for Christmas and we have aggressive plans to drive consideration of Tia Lusso during spring and summer. Perhaps this year’s flat Christmas period, linked to continued MAT growth, is indicative of de-seasonalisation becoming a reality? Data evidence shows that as a percentage of annual sales the 4 and 8 week Christmas periods have declined by around 5%*3 over three consecutive years. Combined with overall MAT increases in sales suggests that the strategy is working and sales are occurring outside the Christmas periods”, continues Sleight.
Courvoisier cognac continued to consolidate its position as the UK’s number one cognac brand by growing MAT volumes and value by 14%*2 respectively, and stretching its share lead on Martell to over 17%!! Courvoisier now accounts for 45%*2 of the cognac category on both a volume and value basis.
Courvoisier has undoubtedly benefited from an extensive pre-Christmas press advertising campaign and a consumer PR programme focused on highlighting the premium and stylish nature of the brand.
“All the evidence points to a very successful Christmas for our core focus brands with strong performances from Malibu and Courvoisier in particular. What is rewarding is the way that we have been able to drive volume growth without sacrificing margins and the premium brand positioning that our brands enjoy in the minds of consumers. This is a great performance and a positive reflection on both our continued investment behind our brands and the strong relationship we have with our key retail partners”, concludes Sleight.
~Ends~
Notes:
1.Off trade data for all other categories i.e. Sherry, Port, etc. will be available mid February
2.Malibu is the registered trademark of Allied Domecq Spirits USA
3.Tia Lusso is the registered trademark of Tia Maria Ltd
4.Courvoisier is the registered trademark of Courvoisier S.A
5.Data source: A.C. Nielsen Scantrack for multiple grocers only - period ending 27th December 2003:
*1 8 Weeks to 27th December 2003
*2 MAT to 27th December 2003
*3 Percentage of sales that occurred during the 4 and 8 weeks periods preceding Christmas –
2001 to 2003.
For more information please contact:
Mark Hunt
Jefferson Hunt Communication Consultants Ltd.
Tel: 01453 827451 / 07768 145583 (M)
© Copyright 2005 Jefferson Hunt Communication Consultants
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