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Understanding of the UK Spirits Market

27/01/2014

Get a detailed overview of what it takes to grow your spirits brand in the UK spirits market from John Jeffrey. John has worked with premium brands like Stolichnaya, Smirnoff, Bells, Gordon's, Johnnie Walker and Guinness.

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BTN Interviews John Jeffrey on how spirit brands can navigate UK drinks market. 

John has over 24 years experience working with premium Beer, Wine and Spirit Brands like Stolichnaya, Smirnoff, Bells, Gordon’s, Johnnie Walker, Guinness, John Smiths, Tetley, Fosters and Castlemaine.

1. What are the normal margins for small spirit brands that distributors keep?

• About 20% after storage and transport costs. (Direct delivery to an outlet, they would make more as no intermediaries)


• Margins are however specific to the Channel the goods will be sold in and whether they are delivered direct or through a wholesaler or retailer. Multiple Retailers will want to make about 26% POR on Premium Products, but they will also need to be promoted, £1.50 off


• A brand needs to choose an Recommended Retail Selling Price (RSP) in Multiple Retail and work back from there.

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