31 Dover seeks new brands as online sales soar

Online retailer 31 Dover is looking to partner with spirits brands that have lost their on-trade custom after witnessing a 158% surge in sales during the second half of March compared to February.

Online retailer 31 Dover saw a 158% spike in sales during the second half of March

Following UK prime minister Boris Johnson’s announcement that the UK would go into a state of lockdown on 23 March, 31 Dover noticed a significant change in consumer purchasing habits.

During the prime minister’s televised speech, the company’s sale rose by 400% compared to normal trading.

Additionally, the firm has noticed increased demand for its next-day delivery service, 31 Delivered. In March, consumer use of 31 Delivered rose by 325% compared to February.

As a result of these changes, 31 Dover is now looking to collaborate with businesses who have previously relied on the on-trade, to help them reach a broader consumer audience during the covid-19 pandemic. In particular, 31 Dover is encouraging smaller brands to get in touch regarding the partnership.

Laura Riches, CMO of 31 Dover’s parent company DMD Ventures, said: “Sales in our on-trade business, Vanquish, have slowed right down, so we understand first hand the profound impact that coronavirus is having on the industry.

“We’re fortunate that 31 Dover provides us with a platform to sell directly to consumers, so we’re keen to share this lifeline with the wholesalers and brands who were solely reliant upon the on-trade.

“For our customers at home during lockdown, it’s a fantastic opportunity to taste hidden gems, which were otherwise only available in premium bars and restaurants.”

For more details about the partnership, contact Riches at laura@31dover.com.