Drinks Retailer of the Year

Who Can Enter?

Entrants will be considered in the following three subcategories:

Multiple

Companies operating more than 10 stores, be they specialist off-licences or where the off-licence is part of the sales mix in a supermarket or multiple convenience chain.

Entry criteria:

• Allocation of correct space to reflect sales with evidence of future-proofing space and ranges across beer, cider, wines and spirits
• Clear signage for sub-categories
• Clear merchandising of brand and pack types across all sub-categories
• Innovative ways of increasing shopper engagement in the category, such as promotions, sampling, interaction with the fixture
• Clear evidence of driving sales of premium categories

Independent

Retailers with 10 stores or fewer that have off-licence as part of the product mix in-store or that are specialist off-licence stores.

Entry criteria:

• Evidence of stocking the top 15 best-sellers, including a good range of four- and eight-packs
• Clear allocation of appropriate space to sales, especially in relation to cider
• A minimum of two facings on can packs, and three facings on single bottles on-fixture
• Clear pricing displays and good use of price-marked packs
• Innovative ways of promoting the category and involving staff

Beer and cider retailer
This sub-category is open to both multiple retailers and independent stores that have off-licence as part of the product mix in-store or that are specialist off-licence stores

Entry criteria:

• Evidence of allocation of space to sales based on category principles, ie giving space to the fastest selling lines
• Evidence of a tight range of products based on the best-selling brands and packs
• Clear support for the cider category in terms of shelf space and promotional activity
• Clear pricing displays and use of price-marked packs
• Use of chilled displays stocking a good range of beer and cider
• Evidence of maintaining good availability at key trading periods.

Submissions should focus on achievements during the 12 months to 1 April 2012.

Heineken will be providing additional prizes for the finalists and winners.

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