The William Grant subsidiary says the new on-trade strategy will build on the company’s reputation as leading brand builders and ensure its portfolio of premium spirits brands has a stronger representation in relevant outlets across the UK.
FD has doubled its on-trade team and recruited additional category management specialists. It says it has used its expertise to develop a new ranging and merchandising strategy. In addition, the company has implemented an outlet segmentation programme to allow for a more targeted brand building approach to the on-trade channel.
Andrew Clifton, its recently recruited head of on-trade said: “It’s all about getting the right brands in the right bars, supported in the right way. We are committed to delivering profitable sales growth for our customers and we believe we have the best people, brands and activation in the business to implement this strategy.”