Market research
Maxxium UK has posted a leap in trade over the Christmas period. The distributor of The Famous Grouse today (22 April) announced its strongest growth within the impulse and convenience sectors over Christmas, with sales of the brand increasing by 33% year-on-year in the UK, according to Nielsen figures.
The Famous Grouse took a record 21% share of the market in Scotland, with a 37% increase on the previous year, according to Nielsen. Sales growth in both the on- and off-trade hit 38% for the period.
In UK independents, The Famous Grouse grew by 3%. The market is declining annually by 9%, Nielsen said.
Maxxium UK senior marketing manager for The Famous Grouse, Emma Heath said: "The Famous Grouse's outstanding sales growth shows that we have created real consumer demand.
"Ongoing marketing support has led to The Famous Grouse's strongest Christmas ever and with a series of exciting developments with the brand to deliver more growth through 2005, we're looking forward to another strong year."
The Famous Grouse credited the growth to ongoing investment in marketing activity. In August last year, the brand underwent a makeover of the bottle.
Sectors: Spirits
