Retailer is awarded Multiple Spirits Retailer of the Year at top industry awards
Morrisons Beers, Wine and Spirits team have reason to celebrate this week as they were declared Multiple Spirits Retailer of the Year at the recent Drinks Retailing Awards ceremony in London.
Having tailored the range of 188 different spirits to reflect changing customer trends, seasonal occasions and specific store demographics, the range was praised for “demonstrating both a high degree of specialism in spirits and broadening the appeal of the wider spirits range, prioritising great value and customer choice.”
Judges at the Drinks Retail Awards commented, “The retailer has upped its game on spirits and is beginning to see the rewards. The chain worked more closely with suppliers on joint business plans and category reviews and this has seen Morrisons become one of the key players in the spirits market and put it increasingly first in line in the multiple sector to receive new products coming on to the market”.
Mark Cox, Spirits Trading Manager for Morrisons said, “We have focused on identifying and ranging the key products that signal drinks expertise and our innovation and distinctive spirit range have obviously been recognised and rewarded whilst maintaining our responsible retailer approach and so encourage our customers to make responsible choices.”
The Drinks Retail Awards are renowned for recognising excellence among both independent and multiple retailers now in its 8th year it is and one of the most prestigious awards for the drink industry.
Morrisons were also short listed for:
Supermarket of the Year:
Judges commented; A constant mission to bring new and exciting product to consumer has driven Morrisons’ BWS sales to new heights over the past year.
The company has increased its focus on award-winning wines, locally-sourced ales, exclusive vintages and new-to-market spirits, while tweaking the range as a whole to remove products that might compromise its position as a responsible retailer.
A dedicated drinks section, with news on range additions and tips on food and wine matching appears in the chain’s free customer magazine, and the inclusion of tasting notes on in-store point-of-sale for wines and bottled ales puts it ahead of many of its rivals.
Drinks Buying Team of the Year:
Judges commented: Morrisons sets out to show its individual character by sourcing products that have genuine point of difference in the marketplace. Select parcels that are too small to list as regular lines have been bought for wine of the month promotions, while seasonal and guest ale programmes ensure that the beer aisle is always kept fresh.
A major focus for the year was developing simple in-store communication with tasting notes, clear pricing and responsible drinking messages across all categories.
The drive on sensible drinking also saw an increase in no and low-alcohol products and a reduction in listings for superstength lagers and shot drinks.
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Notes to editors:
About Morrisons
• Our buying teams constantly strive to bring new and interesting tastes to the range; consisting of new products, exclusive vintages, locally-sourced ales, award-winning wines and a comprehensive range of low/no alcohol beverages – something for everyone.
• 592 different wines
• 69 different fortified wines
• 36 wines with 10% or less alcohol, including no alcohol
• 206 different beers
• 188 different spirits
• 46 different ciders
• 44 pre-mixed drinks