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According to Alice Baker, senior research analyst at Mintel, “A friend/family recommendation would make 32% of category buyers choose one white spirit over another,” demonstrating that word of mouth is a valuable tool for sales – and one which independents can readily cash in on.
Tasting sessions are also key. “People love to taste and this is the best tool to use where you can,” says Dawn Davies, head buyer at The Whisky Exchange. “If not, a simple serve suggestion with a display can spark someone’s imagination. People buy with their eyes so visual merchandising is really important.”