Spar UK looks to replicate 25% cider growth with second in-store campaign


Spar UK is launching its second national Cider Event in stores following the success of its debut promotion in August 2011.

From 8-28 March 2012, Spar will be running the cider promotion in stores across England, Scotland and Wales.

According to the retailer, the promotion will see a host of key brands available at competitive prices in Spar stores.

Andy Burt, Spar UK marketing manager, said: “Following our inaugural Cider Event last year, we are keen to build on the commercial success of the campaign, whilst providing our customers with some great deals on cider.

“The Spar cider category grew a staggering 25% during the campaign in August, massively outperforming the market, which experienced an increase of 4.1% during the quarter (7.4% MAT) and generating significant cash profit for our stores,” he said.

Last year Spar ran a retailer incentive programme to encourage retailers to create an attractive display, leading to some innovative use of themed promotional materials.

The winner of the best display, Spar retailer Ram Sundavadra, said: “There was an increase in sales of about 25% during the promotion and customer reaction was very positive. In-store displays and promoted ciders encouraged the customers to try something different. It was an absolute success.”

Spar said retailers will receive supplier-funded POS kits in March to highlight the promotion, which will be supported by Spar Live Radio; and an online presence on the website plus a consumer competition to win a 42in TV, with 10 Amazon Kindles as runner up prizes.

“Significant contributions have been made by our cider suppliers, which will enable SPAR retailers to create theatre to support this promotion at no extra cost,” said Burt.