Alpha Retail toasts liquor promotions

Tina Milton

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The company’s premium liquor promotions at Manchester and Birmingham airport stores exceeded expectations with sales reaching 13% above target

Liquor promotions with Jameson Irish whiskey and Morrison Bowmore malt whiskies have exceeded expectations for Alpha Retail at Manchester and Birmingham airports, with sales reaching 13% above target.

Alpha aims to increase liquor sales by encouraging passengers to try new ways of drinking whisky, promoting the different tastes of premium whiskies and malts, and providing product offers.

The front of shop Jameson Irish Whiskey tasting event ran from mid-July to the end of August and staff invited passengers to try unusual whiskey mix combinations including cranberry juice and ginger. Sales of Jameson Irish whiskey almost doubled compared with the previous year.

The Morrison Bowmore promotion, featuring its Bowmore, Auchentoshan and Glen Garioch malt whiskies, will continue to run until the end of the month. It offers both duty-free and duty-paid customers the opportunity to purchase any two Morrison Bowmore malt whiskies for £36 ($73). This is supported with tasting sessions to highlight the difference between Islay, Highland and Lowland premium malt whiskies. Half way through the promotion 65% of the sales target has been achieved.

Alpha Retail international director Martin Petchey said: “Our overall strategy is to educate customers about the variety of whiskies and malts available and encourage them to consider brands at the more premium end of the market. By providing customers with good advice and attractive incentives, these promotions have given us an impressive sales uplift and proved to be very successful in driving greater footfall in our liquor departments.”