© CLAVIS INSIGHT
‘TAKING A CATEGORY VIEW OF CHRISTMAS ONLINE PERFORMANCE’
UK BEERS, WINES & SPIRITS ANALYSIS
CLAVIS INSIGHT INDEX, CI2
John Neilson is Marketing Director - Global Products & FMCG Thought Leadership at Clavis Insight.He has over 10 years experience and expertise in the fast moving consumer goods (CPG) retail and insight industries, having worked for Kerry Group, Unilever, and dunnhumby. In his current role, John is responsible for driving actionable insight and providing thought leadership to our CPG partner clients, helping them win online.
TODAY’S PRESENTER
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WHO WE ARE…
The Industry Leader of Online Retail Store Analytics forConsumer Packaged Goods Manufacturers & Retailers
…analyze everything the
customer sees…
…technology to visit online stores
around the world…
...deliver insight solutions, analytics and consultancy…
HOLIDAY SHOPPING TRENDS
While overall sales of alcohol in the UK have been declining, online sales are bucking the trend…online shoppers are ready to splash out for Christmas and New Years!
2013 UK alcohol spend was £14 billion ($22
billion), a figure declining since 2007
Online alcohol sales continue to grow, with Nov & Dec 2013 sales
up vs. year prior
Christmas see the Alcohol category drive
significant traffic to store
+16%particularly champagnes and sparking wines!
Office of National Statistics, IMRG Capgemini retail index and Grocer
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SCOPE & APPROACH
• Market: UK
• Categories: Beer & Cider, Spirits & Liqueurs and Wine & Champagne
• Stores: Asda, Ocado, Sainsbury and Tesco
• Brands: 100+ brands, over 1500 SKUs
• Time Period (inclusive): • ‘Pre’ Period Nov 24th – 28th
• ‘Post’ Period Dec 22nd – Dec 26th
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PRE-CHRISTMASCI2 TOP 10 BEER & CIDER
Pre Christmas CI2 Beer & Cider
Brand Name Brand CI2 Rank CI2
Guinness 1 120
Bud Light 2 119
Carlsberg 3 119
Foster's 4 118
Beck's 5 116
Carling 6 116
Budweiser 7 114
Desperados 8 113
Grolsch 9 113
Bulmers 10 113
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CHRISTMAS WEEKCI2 TOP 10 BEER & CIDER
Christmas Week CI2 Beer & Cider
Brand Name Brand CI2 Rank CI2
Stella Artois 1 113
Carlsberg 2 112
Budweiser 3 110
Strongbow 4 110
Guinness 5 110
Bud Light 6 109
Budvar 7 109
Bulmers 8 108
Grolsch 9 108
Old Speckled Hen 10 108
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PRE-CHRISTMASCI2 TOP 10 WINE & CHAMPAGNE
Pre-Christmas CI2 Wine and Champagne
Brand Name Brand CI2 Rank CI2
Freixenet 1 124
Blossom Hill 2 124
Echo Falls 3 122
Black Tower 4 121
Oyster Bay 5 115
Wairau Cove 6 114
Gran Familia 7 114
Vina Abali 8 114
Arniston Bay 9 114
Yellow Tail 10 113
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CHRISTMAS WEEKCI2 TOP 10 WINE & CHAMPAGNE
Christmas Week CI2 Wine & Champagne
Brand Name Brand CI2 Rank CI2
Moet & Chandon 1 120
Calvet 2 116
Freixenet 3 114
Lanson 4 114
Ogio 5 113
Oxford Landing 6 113
Black Tower 7 111
Jacob's Creek 8 110
Oyster Bay 9 109
Veuve Clicquot 10 108
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PRE-CHRISTMASCI2 TOP 10 SPIRITS & LIQUEURS
Pre Christmas CI2 Spirits & Liqueurs
Brand Name Brand CI2 Rank CI2
Bacardi 1 120
Glenmorangie 2 119
Glenfiddich 3 119
Bombay Sapphire 4 118
Famous Grouse 5 116
Bushmills 6 116
Glen Moray 7 114
Glenliviet 8 113
Whyte & Mackay 9 113
Captain Morgan 10 113
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CHRISTMAS WEEKCI2 TOP 10 SPIRITS & LIQUEURS
Christmas Week CI2 Spirits & Liqueurs
Brand Name Brand CI2 Rank CI2
Bacardi 1 113
Dalwhinnie 2 112
Arberlour 3 110
Bombay Sapphire 4 110
Talisker 5 110
Glenfiddich 6 109
Glenmorangie 7 109
Monkey Shoulder 8 108
Old Pulteney 9 108
Jack Daniels 10 108
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• Continuous measurement, and monitoring of online presence is key to success
• Be aware of ‘pressure points’ (seasonality, metrics and stores)that can dictate your brand’s performance
• Set goals and targets, to beat the competition and drive uplift for your brands, & the category
RECOMMENDATIONS…
FOR FULL PRESENTATION
John Neilson Marketing Director -
Global Products & FMCG Thought Leadership
CLICK HERE TO ACCESS THE RECORDING AND FULL PRESENTATION