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Maxxium calls on UK spirits industry to unlock US$1.4bn opportunity

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Maxxium UK has said the UK spirits category can increase sales by 10% over the next 14 years, with more than half of the growth coming from the on-trade.

Maxxium highlighted six potential drivers for the sales increase

Maxxium highlighted six potential drivers for the sales increase

The group, a distribution JV between Edrington and Beam Suntory, said that by 2020 spirits in the UK can add GBP942m (US$1.38bn) to a category currently worth GBP9.3bn. GBP585m of the sales opportunity is in the on-trade, Maxxium UK said.

In a report called A Winning Mixx, Maxxium UK highlighted six growth drivers for UK spirits that can help unlock the sales boost. They are: 

  • Discovery: recruiting non-spirits drinkers to the category
  • Adventure: encouraging confident drinkers to trade up and all spirits drinkers to broaden their repertoire
  • Refreshment: finding the optimum balance for spirits' share of occasions where refreshment is the motivation
  • Sharing: finding the optimum balance for spirits' share of occasions where socialising is the motivation
  • Perfect experience: ensuring every serve in-home or at-bar is perfect
  • Positive spirits: educating and building the understanding of spirits

According to Kantar World Panel data cited by Maxxium, only 61% of UK households purchase spirits, of which 35% buy only once a year. The data also showed that the UK spirits' share of alcohol serves lags behind the US at 22% versus 34%.

"Interest in premium spirits is at an all-time high and we look forward to turning our category vision into reality as we embark on a journey with customers to unlock future spirits growth," Maxxium UK's MD, Mark Riley, said.

Maxxium UK last month lost its account with Berry Bros & Rudd, which decided to take distribution in-house.


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