By Andy Young

The Liquor Marketing Group is rolling out a 10-pack merchandising unit throughout its Bottlemart stores, to help take advantage of the rise in 10-pack sales.

The 10-pack merchandising unit is a small-footprint, extendable unit that can be altered to suit any store size. 

LMG’s general manager of merchandise and marketing, Damien Page, told TheShout: “We’re in the process of rolling out about 300 across the network now. We trialled it and they’ve been really well received and we’ll probably be ordering a couple of hundred more. Everyone’s really excited about it.”

LMG developed the unit in association with a company in China in order to give its members the best opportunities for meeting the rise in popularity of the 10-pack.

“Ten-pack sales are becoming a segment on their own, so we had to do something about it," Page added. "The volume of 10-pack sales and their growth is the main reason that we are rolling these out.”

The unit is constructed from metal and is suitable for use in both ambient and coolroom environments. The units can also expand and contract with side shelves, plus a bottom shelf which can be pulled out to increase the footprint of the unit.

As Page also pointed out the unit also contains side panel graphics and a large header card, which can communicate promotions and the availability of 10-packs in the coolroom.

“The 10-pack is becoming more popular because there are times when a four- or six-pack isn’t quite enough but a case is too much. They are just right for sharing occasions.” Page said.

Rob Lees the owner of Bottlemart in Maroubra, which is one of the first stores to use the new display unit, said: “People want the right product, at the right temperature and in the right amount of time and it’s as simple as that. We can show them what we’ve got with this unit and it’s easy for them to go straight to it and straight to the PoS and they are done.

“We’ve put ours in the centre where it’s got maximum appeal and it’s backed up with the merchandising in the coolroom saying 'icy cold 10-packs', so it’s working for us. It’s a great idea.”

At full capacity the new unit is capable of holding 17-19 different SKUs and is shoppable from 360-degrees.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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