Brands that increased sales by more than 10%

Major movers: Off-trade – Scotland’s most valuable brands

It’s not uncommon for newly launched products to achieve significant sales or for high percentage growth to be achieved where sales volumes were previously small. But which brands, already strong enough to be in the top 50, showed the greatest sales hikes in 2014?

Fastest-growing beer in the off-trade top 50 was Heineken, which saw sales increase by 27% to £4.7m.
Fastest-growing beer in the off-trade top 50 was Heineken, which saw sales increase by 27% to £4.7m.
IF one thing characterises Scotland’s top 50 off-trade brands list it’s probably its diversity.
Some years ago sales would have been dominated by a vodka, a few whiskies and a collection of lagers and ales.
It’s very different now. These days the top 50 includes half a dozen ciders. And there are four wine brands, a tonic wine brand, a cider and a spiced rum in the top 20.
But which of Scotland’s top drinks lines are showing the greatest growth – the brands winning new fans that they might just encourage to use your shop if you give them prominent display space?
Well it’s important to balance volume and growth.
Barefoot wine had a very good year and turned out to be the top 50 growth champ, notching up a sales value increase of 79% in the Nielsen ScanTrack figures.
However, Budweiser delivered 12% growth in a category in which many of its direct competitors struggled. And that translated into £4.6m worth of extra sales.
That being said, some of the branded wines achieved very substantial growth indeed. And that’s especially important to convenience stores where branded wines often play a very important role in drinks fixtures and chillers.
The Spanish wine Campo Viejo Rioja did well and Chilean brand Concha y Toro also notched up considerable growth to reach almost £8m in Scottish off-trade sales.
And the very well-established Hardys brand grew considerably from an already high base.
Other fast-growing drinks brands that could be staking a claim for more space include the cider Frosty Jack’s and the fruit ciders of Kopparberg.
Jack Daniel’s American whisky is another already strong brand that is adding sales impressively. And Heineken is an established lager brand doing well in a tough category.

Brands that increased sales by more than 10% :

Rank

Brand

MAT £m to w/e 04.01.14

MAT £m to /we 03.01.15

% Change

1

Barefoot

4.0

7.2

79

2

Campo Viejo

3.2

5.6

72

3

Concha y Toro

5.4

7.9

46

4

Frosty Jack’s

4.0

5.4

33

5

Russian Standard

9.5

12.5

32

6

Heineken

3.7

4.7

27

7

Kopparberg Mixed Fruit Cider

5.7

6.7

17

8

Kopparberg Strawberry & Lime

4.3

4.9

13

9

McGuigan

8.1

9.1

12

10

Budweiser

38.3

42.9

12

11

Coors Light

5.5

6.2

12

12

Jack Daniel’s

8.7

9.7

12

13

Hardys

24.6

27.3

11

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Nielsen, data, off-tradeThe figures in Scottish Grocer’s exclusive Scottish off-trade’s most valuable brands guide are provided by leading market research company Nielsen. Figures are Nielsen ScanTrack for total Scottish off-trade and are moving annual totals (MATs) for the year to 3 January 2015 and are compared to the MATs for the previous year – to 4 January 2014.