SF-October-2020

specialityfoodmagazine.com 37 questions we are asked is ‘what is new?’ Customers wish to be guided, but guided by someone they trust.” Keeping your selection fresh and staff engaging is key. “An exciting range is one that is continually evolving, and the independent retailer has to be able to offer advice on matching their drink of choice with food.” Independents can stand apart from restaurants by offering daring suggestions. “At restaurants some people prefer to play safe, choosing something they know. The independent wine retailer can lead you out of your comfort zone and take you on a path you would otherwise miss,” explains John. Take it online As with many events across the UK – and world – right now, online is the way to go. “Virtual home tastings have really helped us over the lean months,” says Stephen. “For Hedgepig, our range of foraged fruit gin liqueurs, we created a kit with 5cl miniatures enabling people to sample the four flavours at a reasonable price point, whilst being tutored on the botanicals and taste experience in a fun online format. Similarly, there’s opportunities for independents to run festive virtual tastings across a selection of products, giving people the chance to experiment before trading up. As a pudding gin, Hedgepig pairs deliciously with cheese, so occasional in-store sampling (with the necessary protocols in place) could be a thought too.” Don’t overlook non-alcoholic options “Like many food and drink producers across the UK, who supply the on-trade, the sudden COVID business hit was something that we weren’t prepared for,” says Pev Manners, MD of Belvoir Fruit Farms. “However, we have also seen positive outcomes from the effects of lock down in other areas of our business. For example, Belvoir Fruit Farms’ cordial range has been a real winner as consumers switch their out of home consumption to in home, with category sales averaging 22% growth versus 2019 [source: IRI Total Market, Volume Sales 52we 18.07.20]. Our natural flavours - Elderflower, Ginger and Blueberry & Blackcurrant – have all seen a surge in popularity this year as people transfer their on-trade treats to at home treats.” Whilst this data trend shows itself in the grocery sector, it supports independents too. “Retailers who adapt their ranges to suit this nationwide trend and support shoppers’ new buying habits will certainly see the benefits,” Pev explains. While many retailers sit alcoholic beverages separately from non- alcoholic, considerately positioning complementary products together could work well. “As this trend is set to continue, retailers could think laterally about where to place their ranges in-store, to help influence purchase,” agrees Pev. “Siting Belvoir’s drinks alongside chilled soft drinks at the front of store as well as within the cordials and soft drinks aisle works well. But equally strong is a placement amongst the mixers range alongside alcoholic beverages.” Doing so also taps into the increase in consumers opting for non-alcoholic options. “We’re seeing People have a thirst for knowledge, and a wine selection can be exciting and interesting if you have someone advising you, who loves the product and is infectious (excuse the pun) with his/her passion consumers drink less alcohol, but this doesn’t mean they should drink anything less delicious.” The brand’s latest launches are a great example of this. Its new flavours, Alcohol- Free Passionfruit Martini, Sparkling Ginger & Lime and Strawberry Lime & Mint Cordial, ”are designed to emulate the UK’s favourite cocktails or make perfect ready-made mixers so consumers can tap into the cocktail bar feel at home,” he concludes. An exciting range is one that is continually evolving