Data just released by AC Nielsen confirms that TEACHER’S Scotch whisky is the fastest growing premium Scotch in the UK off trade.
Off trade sales data for the bi-month to March/April 2002 shows that TEACHER’S volume grew by +18% compared to the overall market which declined by -1.8%. A strong performance, given the UK’s number one and two blended Scotch whisky brands declined by –5.4% and –3.5% respectively over the same period. “This is an outstanding performance in an increasingly competitive market, particularly when combined with the value growth (15%) that the brand is delivering”, says Jeremy Hill, Senior Brand Manager at brand owners Allied Domecq Sprits & Wine Ltd.
“However this is indicative of TEACHER’S recent performance with the latest results coming on the back of consistently strong growth over the past 12 months. TEACHER’S has grown 21.5% in volume and 15.9% in value terms in the year to April 2002*. Both of these increases are by far and away the most significant in the Blended market, with the brand significantly outperforming the market and key competitors.
I’m also reassured as the growth is not solely derived from the brands traditional area of strength, England and Wales but it is truly national affair”, continues Hill.
In Scotland, TEACHER’S has almost doubled its annual volume with the latest MAT delivering a blistering 79.8% increase in sales - making it the fastest growing blended Scotch whisky north of the border. The blended Scotch whisky market in Scotland grew by +0.2% over the period.
“Built on the back of a single minded approach to communicate with existing Scotch whisky consumers, our current performance very much reflects the strong working relationships we have built with retailers. Our partnership approach in maximising promotional effectiveness is clearly delivering volume and value growth to the brand and category as a whole”, concludes Hill.
Notes
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TEACHER’S is the registered trademark of Allied Domecq Spirits & Wine Ltd
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* Source Nielsen data March April 2002
