Whiskey and gin brands have increased their presence in Portuguese supermarkets and hypermarkets, according to the Precise POS audit by Marktest Retail.
Whiskeys have almost a third (32 per cent) of share of shelf (SoS) amongst spirits, followed by liqueurs, with 18 per cent, gin, with 13 per cent, cocktails and others, with 11 per cent, and brandy, with 9 per cent.
J&B ended 2015 as the top whiskey in terms of SoS with 8.04 per cent (an increase of 1.35 per cent), while the 2014 market leader, William Lawson's, slipped to second place, with 7.13 per cent.
The Famous Grouse was third, with 6.84 per cent, followed by Grant's, with 6.2 per cent, and Ballantine's, with 6.11 per cent.
When the seven major food retailers (Continente, Jumbo, E.Leclerc, Pão de Açúcar, Intermarché, Minipreço and Pingo Doce) are analysed, J&B emerges as the SoS leader in all stores except two.
The only exceptions are Continente, where most linear space is granted to The Famous Grouse, and Minipreço, which provides more space to William Lawson's.
In recent years, gin has also been gaining popularity among some consumers, placing third in terms of shelf space. The brands that stand out are Bombay and Tanqueray, with 10.3 per cent and 10.1 per cent of SoS, respectively. Third is Gordon's, with 9 per cent, followed by Beefeater, with 5.5 per cent.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
