Maxxium highlighted six potential drivers for the sales increase

Maxxium highlighted six potential drivers for the sales increase

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.

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.