Sparkling sales performance from Shloer

Wednesday, 20 January 2010

Shloer, Britain's biggest-selling adult soft drinks brand, is celebrating a record-breaking Christmas performance having sold a staggering 6.9 million bottles during the four weeks in December, boosting it's share of Adult Soft Drinks (ASD) category sales at Christmas from 47% in 2008 to 52%2 in 2009.

The brand turned in a star performance with sales up by 18% - three times the total ASD category increase of 6%2.

One of the key contributors to Shloer's bumper Christmas sales was the addition of the new Shloer Rosé flavour which was launched in October enabling retailers to capitalise on the natural uplift in Shloer and ASD sales during the festive period.

In the eight weeks leading up to Christmas, the newly-launched line sold over three quarters of a million bottles catapulting Shloer Rosé into the seventh best-selling SKU in the ASD category.

"And," says Amanda Grabham, Marketing Controller at Shloer, "the real plus point is that seven out of every 10 bottles of Shloer Rosé sold were incremental sales for Shloer and the category, indicating that Shloer Rosé brought new consumers into the category rather than cannibalise existing sales.

"We also expect spring and summer to be key sales periods for Shloer Rosé - to have performed so well at Christmas is an added bonus and demonstrates just how big the potential for the new line is."

Grabham adds: "This Christmas, and indeed 2009 as a whole, has been a real success story for Shloer. The brand has performed well throughout the year - the annual sales volume is up by 20%; and while we always see big uplifts in sales at Christmas, which is traditionally a peak sales period for Shloer, this December the weekly rates of sale went through the roof.

"In the two weeks before Christmas, Shloer was selling between seven and eight times the average weekly volume sales during the rest of the year - that's almost double the uplift of its nearest competitor."

Source: Shloer

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