UK. Alpha Retail is to launch a whisky campaign called ‘Alpha Whisky Bravo’ to promote whisky products to new customer groups and increase sales.
Each store’s whisky selection now features a taste guide to help customers identify and select their favourite whisky. The objective is to raise customers’ awareness with a booklet explaining the types, tastes and origins of whisky. Whiskies are scored from 1 (delicate) to 7 (powerful).
The retailer wants to increase sales by educating customers about the various types of whisky, not only through discounts. The promotion is being targeted at the 18-35 age group. The educational literature is supported by striking signage at point of sale, using phonetic language suggested by the words ‘Alpha’ and ‘whisky’, and the link to airlines. Straplines for the POS material include ‘Alpha Whisky Bravo – You’ll love it. Don’t let anybody else drink it’ and Alpha Whisky Romeo – Only for people you really love’.
Alpha Retail liquor, tobacco and confectionery buyer Martin Bowley commented: “Whisky can be a confusing category for consumers. We wanted to take the drink to new customers but still provide interesting information for the more experienced drinker.”
Alpha Retail stocks over 50 types of whisky at its Manchester store alone. It has 150 retailing and catering outlets at 69 airports in 11 countries in the US, Europe and Asia.
Alpha Retail works with advertising agencies but the campaign was devised by its in-house marketing team. Alpha Retail spokesperson Natalie Cotton said: “The whisky promotion is part of a calendar of promotional activity covering all product categories. Some, such as “Two for £X” run year round on key items, and some are designed to target specific products and time frames, such as this promotion.”
Cotton said it is too early for Alpha Retail to give details on the promotional costs and the estimated additional revenue. “We are looking to influence buying habits over time so we cannot easily put a time frame on the promotion in which to measure these factors,” she said.
The company has a good marketing record. In 2003, the “Two for £30” Johnnie Walker Black Label promotion pushed sales of the deluxe sector by +60%. Sales of blends rose +5% and malts +10%.
MORE STORIES ON ALPHA RETAIL AND SCOTCH WHISKY PROMOTION
Alpha Retail thanks its sponsors – 17 February 2004
Alpha Retail unveils new Bookbound concept – 12 September 2003
