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Heinemann own-brand whisky shifts 600k bottles

Gebr. Heinemann’s own-brand blended Scotch Royal Park sold more than 600,000 bottles in 13 months as part of the travel retailer’s strategy to grow the spirits category in the lower-value border store channel.

Gebr. Heinemann’s own-brand Royal Park whisky

The €9.90 (US$10.50) whisky has been available since February 2016 and is produced on behalf of Heinemann by Quality Spirits International in the UK.

The expression meets the needs of value-driven customers, Kay Spanger, Heinemann executive director for purchasing and logistics said.

“Own brand will be and should be a future solution in spirits,” he said, confirming Royal Park was targeting “low-spending or no-spending” spirits consumers, along the lines of Aldi, Lidl and Carrefour.

“We have to differentiate ourselves to the ‘maybe’ consumer,” he continued, identifying this segment as separate from shoppers who plans purchases in advance, and those which hurry through the store with no intent to spend.

“The next idea is brandy, vodka and maybe gin,” he continued.

When asked if the retailer would consider more higher-value spirits exclusives, such as single cask bottlings, Spanger said: “Yes, but it has to have a reason. We will continue to do and push them even more, but they have to have a real reason.”

Spanger was speaking at a Gebr. Heinemann press day, held earlier this week, when the retailer announced its 2016 group turnover climbed 5.6% to US$4 billion.

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