Gold Shelf sets 2016

OVERVIEW

Gold Standards are created as a best fi t for overall Florida • Not meant to be a “one size fi ts all” • Use as guideline for facing relationships/

adjacencies/shelf-position • Regional, Channel, Account differences

should be taken into account

Category Sizes should be based off of a Space to Sales Ratio

Exact # of facings should be determined through account level data combined with days of supply

Where possible, assortment decisions should be based off of account level data compared to market level data • Non Category Leaders 1L sizes should be

eliminated fi rst as space becomes tight (Use IRI/Nielsen data to validate)

Gold Standards are based on 5 shelf gondolas • Adjust accordingly for different sizes

CATEGORY SHARE OF TOTAL SPIRITS

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSVODKA CATEGORY

30 FOOT, 5 SHELF WALL

Prepared By: Category Development Division Southern Wine & Spirits, Florida

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS VODKA CATEGORY


S:\CatData\Set Standards B\Theresa and Evans changes TEQUILA.psa Printed: 12/22/2015 Page: 1 of 1

VODKA

• Overall Set Strategy (30ft X 5 Shelves) - Price Flow with top sellers at eye level

and Base over Flavors (except for Top Shelf brands)

- 29.7% of Total Spirits $ Sales - CWS-6 of Top 30 SKU’s

• SMIRNOFF - #1 Brand in Category - 17% of Category $ Sales - Eye Level Position as Category Identifi er - Base over two shelves of fl avors - More Facings/Space than any other Vodka Brand - Smirnoff Red 1.75L –More facings than any

other item in set - 90/100 Proof-Top Shelf above Red - Smirnoff Red Sizes in Distribution on shelf-

750ml/Traveler 750ml/1.75L/1L - Smirnoff Flavors Map of Flavor Groups-750ml

focused - Smirnoff New Items (Currently Sourced) on eye

level adjacent to Red - Primary Competitor-Pinnacle

RECOMMENDED SMIRNOFF LARGE FORMAT SET

SOURCED:Cramberry ApplePineappleRuby Red Gratefruit

SOURS:Green AppleWatermelonFruit Punch PRIMARY SORBET:Raspberry PomegranatePineapple CoconutSummer StrawberryWhite Peach CITRUS:CitrusGrapefruit SWEET FRUIT:WatermelonPeachCherry

BERRY:StrawberryRaspberry

PRIMARY CONFECTIONS:VanillaWhipped CreamKissed Caramel SECONDARY SORBET:Mango PassionfruitLemon SECONDARY FRUITS:All Other Fruit Flavors – Green Apple, Orange, Blueberry, Cranberry, Pomegranate, Pineapple, Mango, Lime, Grape, Passionfruit, Coconut SECONDARY CONFECTIONS:Cinna-SugarFluffedWild HoneyRoot BeerAmarettoIced Cake

BASE SOURCED

SORBET SECONDARY FRUITS

CITRUS PRIMARY SWEET FRUIT

BERRY

CONFECTIONS SOURS

VODKA

• KETEL ONE - Eye level, adjacent to Absolut - Top 10 Vodka Brand with 4% share of category - Citroen/Orange adjacent to Ketel One Base - In Distribution on shelf: Base-1.75L/1L/750ml,

Flavors-750ml/1.75L - 1.75L is the #13 SKU for Total Spirits in Florida - Primary Competitor-Absolut

• CIROC - Top Shelf, adjacent to Grey Goose - Top 20 Brand in Total Spirits in FL (#17) with

4.2% share of category - Only brand with a fl avor in the Top 30 Vodka

skus - Equal to or greater than Grey Goose in facings - In Distribution-Base: 750ml/1L/1.75L • Flavors(Apple/Pineapple/Peach/Red Berry/

Coconut/Amaretto): 750ml/1.75L • New Flavor: Apple-adjacent to Grey Goose:

750ml/1.75L - Primary Competitor - Grey Goose

VODKA

• BELVEDERE - Top Shelf, adjacent to Grey Goose - In Distribution on Shelf:Base-750ml/1.75L/

Flavors-750ml - Primary Competitor-Grey Goose - Flavors in Distribution • Peach Nectar/Wild Berry/Mango/ Pink

Grapefruit/Citrus

• POPOV - Bottom Shelf in price fl ow - Equal to or greater in facings than any other

Economy Vodka

• GORDONS - Bottom Shelf or better in price fl ow

VODKA DATA

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSRUM CATEGORY



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS RUM CATEGORY



RUM

• OVERALL SET STRATEGY (20FT X 5 SHELVES) - Price Flow with best sellers at eye level and Base

over Flavors - 12.8% of Total Spirits $ Sales - CWS- 7 of Top 30 SKU’s

• CAPTAIN MORGAN - #2 brand in category - CM OSR 1.75L-#1 sku in category/ CM White 1.75L-Top

16 Sku - 28% of Category $ Sales - Eye Level position as Category Identifi er - Adjacent to Bacardi - Eye Level Shelving order: White/Cannonball/Original/PB

Coc & 90 - 3rd Shelf-CM White Flavors (Pineapple/Coconut/Citrus)

Lime Bite/Silver/PB Flavors - Top Shelf-CM 100 (adjacent to SJ)/Private Stock/Black - OSR facings should be greater than Bacardi Light - In Distribution on Shelf: CM OSR-750ml/

Trav/1L/1.75L,Silver-750ml/1.75L, CM 100 Proof-750ml/Trav/1.75L, Lime Bite-750ml/1.75L CM White & Flavors-750ml/1.75L , Cannonball 750ml

- Primary Competitor-Bacardi

RUM

• PARROT BAY - Parrot Bay Coconut adjacent to Malibu on

eye level - Parrot Bay Flavors adjacent to Malibu

fl avors on 3rd shelf - In Distribution on shelf: Base, 90PF,

Flavors-750ml - Primary Competitor-Malibu

• ZACAPA - Top Shelf in price fl ow - Top 15 Rum Item in Florida

• NAKED TURTLE - Third Shelf below Bacardi Light - In Distribution on shelf: 750ml/1.75L

• MYERS - Shelved in sales zone of Bacardi - In Distribution on Shelf: Dark/Platinum-

750ml/1.75L

RUM DATA


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS CANADIAN & BLENDED CATEGORIES



CR

OW

NR

OYA

L N

OB

LE75

0.00

ML

BEHIND THE COUNTER SELECTIONS

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSCANADIAN & BLENDED CATEGORY


NORTH AMERICAN WHISKEY-CANADIAN/AMERICAN BLENDED

• Overall Set Strategy (8ft X 5 Shelves) - Price Flow with best sellers at eye level - NAW-23.3% of Total Spirits $ Sales - CWS-14 of Top 30 SKU’s

• CROWN ROYAL - #1 Brand in Canadian Whiskey and NAW Categories - 21% of NAW Category $ Sales (Almost 50% of

Canadian $ Sales) - Eye Level Position as Category Identifi er - Facings greater than any other NAW brand - CR Apple-Adjacent to Base on eye level (2 facings/size

when possible) - CR Maple-Adjacent to Apple on eye level - CR Black/CR Special Reserve-Top Shelf above Base - CR Base: In Distribution on shelf-750ml/

Traveler/1L/1.75L - Primary Competitor-Jack Daniels

NORTH AMERICAN WHISKEY-CANADIAN/AMERICAN BLENDED

• SEAGRAMS 7 - #1 American Blend Brand with 62% share of category $ sales - Reach Shelf below Crown or Eye Level - More Facings than any other American Blend - In Distribution on shelf-750ml/Traveler/1L/1.75L - 7 Crown Spice/Apple/Honey adjacent to base brand

• SEAGRAMS VO - Top Shelf above Crown Royal - 1.75L-Top 10 Canadian Item - VO Gold-Top Shelf adjacent to Base - In Distribution on shelf-750ml/Traveler/1.75L - Primary Competitor-Canadian Club

CANADIAN & AMERICAN BLENDS-DATA

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSBOURBON CATEGORY



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS BOURBON CATEGORY



NORTH AMERICANWHISKEY-BOURBON

• OVERALL SET STRATEGY(11FT X 5 SHELVES) - Price Flow with best sellers at eye level - Single Barrel/Small Batch-Top Shelf - NAW-23.3% of Total Spirits $ Sales • BULLEIT - Top Shelf adjacent to Knob Creek - 750ml-Top 20 Bourbon item - In Distribution on Shelf-750ml/1.75L - Bulleit 10Year/Rye-Top shelf adjacent Bulleit Bourbon

• GEORGE DICKEL - Reach shelf or better in the Jack Daniels sales zone - In Distribution on Shelf: #8/#12-750ml/1.75L - Shelf Order #8/White/#12/Rye - Barrel Select-Adjacent to Base

• STUDEBAKER - Manhattan/Old Fashioned 750ml - Adjacent to Dickel in Jack Daniels sales zone

BOURBON DATA


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS SCOTCH



OB

AN

SC

OTC

H S

ING

LEM

ALT

LIT

TLE

BAY

750

.00

ML

JOH

NN

IE W

ALK

ER

SC

OTC

H D

OU

BLE

BLA

CK

1.7

5 LT


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSSCOTCH


SCOTCH

- Primary Competitors: JW Black-Chivas/JW Red-Dewars

• J&B - Reach Shelf adjacent to JW Red - Top 20 Scotch item• BUCHANANS - Eye Level adjacent to JW Marques - Masters - Top 11 Scotch Item• PINCH - Eye level adjacent to Chivas - Top 25 Scotch item• OLD PARR - Top Shelf - Top 25 Scotch item• SCORESBY - Bottom Shelf or better - Top 15 Scotch item• HAIG CLUB - Top Shelf

• Overall Set Strategy (13ft X 5 Shelves) - Price Flow with best sellers at eye level - Single Malts-Top Shelf - Adjust as necessary for SFL based on Market Data - 10.2% of Total Spirits $ Sales - CWS-13 of Top 30 Blended Scotch SKU’s - CWS-9 of Top 30 SM Scotch SKU’s • JOHNNIE WALKER - #1 Brand in Category with 30% of category dollar

share - Eye Level position for JW Black (Category Identifi er) - JW Black-adjacent to Chivas with greater facings

than Chivas - JW Red-adjacent to Dewars and equal in facings - JW Marques(Double Black/Rye/Green/Gold/

Platinum/Swing)on eye adjacent to JW Black - In Distribution on Shelf: Black/Red-

750ml/1L/1.75L, Marques-750ml - JW Double Black-Adjacent to JW Black (750/1.75L) - Primary Competitors: JW Black-Chivas/JW Red-

Dewars

SCOTCH-DATA

SINGLE MALT SCOTCH

• GLENMORANGIE - Top Shelf with Single Malts and adjacent to Macallan - One of the fastest Growing Single Malt in US/#1 Single Malt in Scotland

• ARDBEG - Top Shelf between Lagavulin and Laphroig - Smoky/Peaty fl avor from Islay

• DIAGEO SINGLE MALTS - Top Shelf together-Caol Isla/ Cardhu/Clynelish/Cragganmore/Dalwhinnie/

Glenkinchie/Oban/Oban Little Bay/Talisker/Talisker Storm/Lagavulin - 4 in the Top 20 Single Malts

SINGLE MALT SCOTCH-DATA

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS IRISH MODULE


IRISH WHISKY

• Overall Set Strategy (3ft X 4 Shelves) - Price Flow with best sellers at eye level - 1.3% of Total Spirits $ Sales - Adjacent to Scotch or Bourbon


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS IRISH MODULE

3 FEET, 5 SHELF WALL


IRISH WHISKEY-DATA

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSCORDIAL CATEGORY



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS CORDIAL CATEGORY



PIE

HO

LE P

EA

CH

WH

ISK

EY

750.

00 M

L


CORDIALS

• Overall Set Strategy (16ft X 5 Shelves) - Set by Cordial Type with best sellers at eye level - Segment Blocked (Coffee, Cream, High Energy,

Ingredient) - 7.7% of Total Spirits $ Sales - CWS- 4 of Top 30 SKU’s

• BAILEYS - # 2 Brand in Cordial Category sales (#1 at certain

times) - 11% of Category dollar share - Eye Level position adjacent to Kahlua - Facings equal to or greater than Kahlua - Flavors to right of base - In Distribution on shelf: Base- 750ml/1L/1.75L - 4 Flavors: Salted Caramel/Vanilla Cinnamon/

Chocolate Cherry/Espresso - Primary Competitor-Kahlua

• GOLDSCHLAGER - Eye Level Shelf - Adjacent to Jagermeister

• PIE HOLE/JEREMIAH WEED - Below Fireball

CORDIALS• GRAND MARNIER - #1 Super Premium Cordial/#1 Orange Liqueur/#3 Cordial Brand - 7% of Category dollar share - 750ml-#3 sku in dollar sales in Cordials - Eye level Shelf - Facings equal to or greater than any other SP Cordial brand - In Distribution on shelf-750ml/1.75 - Raspberry Peach-750ml

• ROMANA SAMBUCA - Top Shelf above Jagermeister - Top 25 Cordial Item

• GODIVA - Top Shelf above Baileys - Chocolate/White Chocolate/Dark Chocolate

• BLACK HAUS/RUMPLE MINZE - Eye Level, adjacent to Goldschlager or Top Shelf

CORDIALS-DATA

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSTEQUILA CATEGORY



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS TEQUILA CATEGORY



DE

LEO

NTE

QU

ILA

ANEJ

O 7

50.0

0M

L


TEQUILA• Overall Set Strategy (11ft X 5 shelves) - Set by price fl ow - 5.1% of Total Spirits $ Sales - CWS-3 of Top 30 SKU’s

• DON JULIO - Eye Level adjacent to Patron - In Distribution-Silver/Anejo/Reposado/70- 750ml - 1.75L in Distribution on shelf/Behind the Counter - Primary Competitor-Patron

• PELIGROSO - Top Shelf - Cinnamon/Silver/Reposado/Anejo

• DELEON (ULTRA PREMIUM) - Platinum/Reposado/Añejo 750mls-Top Shelf in Price Flow

• DELEON (LUXURY) - Diamante/Extra Anejo/Leona - Behind the Counter

TEQUILA-DATA

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSBRANDY AND COGNAC6 FOOT, 5 SHELF WALL


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS BRANDY AND COGNAC 6 FOOT, 5 SHELF WALL



BRANDY-COGNAC

• Overall Set Strategy (6ft X 5 shelves) - Price Flow with best sellers at eye level - High Priced Luxury Items behind the

counter - 5.1% of Total Spirits $ Sales - CWS- 8 of Top 30 Cognac SKU’s (All

Hennessy)

• HENNESSY - #1 Cognac with 46% share of category

sales (64% of Cognac alone) - Outsells next largest brand more than 4 to 1 - #10 Brand in Total Spirits in FL /#3 Brand in

the World! - Eye Level Shelf (Category Identifi er)/

Minimum-50% of Shelf - More facings than any other brand in

category - Brand Flow-VS/Black/Privilege(VSOP) - Primary Competitors-Patron/Grey Goose

COGNAC-DATA

BRANDY-DATA


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS GIN CATEGORY



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSGIN CATEGORY


• Overall Set Strategy(6 ft X 5 shelves) - Price Flow with best sellers at eye level - 3.7% of Total Spirits $ Sales - CWS- 6 of Top 30 SKU’s • TANQUERAY - #1 Brand in Category - Tanqueray 1.75- #1 Sku in Category - 20% of Category $ Sales - Eye Level position (Category Identifi er) - Facings equal to or greater than any other premium Gin brand - Rangpur on eye level adjacent to Base(750ml/1.75L) - Ten on Top Shelf above Base (750ml/1.75L) - In Distribution on shelf: Base-750ml/1L/1.75L - Primary Competitors-Beefeater/Bombay• GORDONS - Knee Shelf or better - #4 Brand in Category/1.75L is #4 sku - Facings equal to or greater than any other Econ/Mid priced Gin(except Seagrams)

GIN

GIN-DATA


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS READY TO DRINK CATEGORY



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSPREPARED COCKTAILS CATEGORY


PREPARED COCKTAILS• Overall Set Strategy (9ft X 5 shelves) - Type/Price Flow with best sellers at eye level - Creation of Pouch Section (Parrot Bay/Club/Malibu) - 1.2% of Total Spirits $ Sales - CWS-1 of Top 30 SKU’s

• CAPTAIN MORGAN LONG ISLAND ICED TEA - Eye Level - #6 item in category

• PARROT BAY COCKTAILS - Pouches (3) on top shelf above Malibu - Bottles(1.75) on top shelf

• CLUB COCKTAILS - Pouches (3) on bottom shelf - Bottles (4) on 4th shelf

• COCKTAIL TIME - Key Lime/Strawberry Margaritas 1.75L - Eye Level Shelf

PREPARED COCKTAILS-DATA


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS SPARKLING CATEGORY

6 FOOT, 5 SHELF GONDOLA/WALL



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSSPARKLING CATEGORY

6 FOOT, 5 SHELF GONDOLA/WALL

CHAMPAGNE/SPARKLING WINE• Overall Set Strategy (6ft X 5 shelves) - Type/Price Flow - CWS-6 of Top 30 SKU’s

• VEUVE CLICQUOT - #2 brand in Category - Shelf Position-Top Shelf - In Distribution-Brut Yellow Label/ Rose/Vintage/Demi Sec

• MOET CHANDON - #3 brand in Category - Shelf Position-Top Shelf - In Dist-Brut Imp/Rose/Ice/Nectar Imp/Rose/ Brut Vintage

• CHANDON - Top 10 brand in Category - Shelf Position-Eye Level - In Distribution-Brut Classic/Rose/Blanc D’ Noir/Riche/Etoile

• RUINART/KRUG/DOM PERIGNON - DP-Top 15 Brand in Florida - Behind the Counter

CHAMPAGNE/SPARKLING WINE-DATA


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS MIXER



ZIN

G Z

AN

GB

LOO

DY

MA

RY

MIX

64.

00 O

Z

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSMIXER

4 FOOT, 5 SHELL WALL

NON-ALCOHOLIC MIXERS• Overall Set Strategy(6ft X 5 shelves) - Type/Price Flow with best sellers at eye

level• SMIRNOFF BLOODY MARY MIXERS - 3rd Shelf or better with other Bloody Mary

Mixers• STIRRINGS - Eye Level/Top Shelf - Rimmers/Ingredients over Mixers


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS SUGGESTED COLD BOX ITEMS

6 SHELF DOOR



FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS SUGGESTED COLD BOX ITEMS

6 SHELF DOOR


COLD BOX• Overall Set Strategy - Type/Price Flow - Bottom 2 Shelves RTD Top Selling Items - 3-4 Shelves of Assorted Spirits that sell cold - For any Cold Box Space under 5 shelves-First

Priority is RTD’s

FLORIDA 5 SHELF GOLD STANDARD SCHEMATICSBEHIND THE COUNTER, HIGHT THEFT, LUXURY ITEMS

12 FOOT BEHIND THE COUNTER SECTION


FLORIDA 5 SHELF GOLD STANDARD SCHEMATICS BEHIND THE COUNTER HIGH THEFT & LUXURY ITEMS

12 FOOT BEHIND THE COUNTER SECTION


BEHIND THE COUNTER SET• Overall Set Strategy - Top Shelf Luxury items not on shelves in category - Gold Standard is for distribution purposes only • Shelf position is not relevant

Gold Shelf sets 2016

Documents

Transcript of Gold Shelf sets 2016