Ryan Bettis

Jewell Kibling

Jack Lowman

GIN

•The supplier is in control.•Only found one Private Label•Found many different sizes

Overview

• Wal*Mart in Pineville, MO

• Macadoodle’s in Pineville, MO

• The Tavern in Siloam Springs, OK

• Sam’s Club in Fayetteville, AR

• Crossover Liquor in Fayetteville, AR

• Dickson Street Liquor in Fayetteville, AR

Liquor Mart and Wine Shoppe in Fayetteville, AR

• The Spirit Shop in Fayetteville, AR

• Friendly Liquor in Fayetteville, AR

• Weddington Liquor in Fayetteville, AR

Audited StoresStores SKU’s

Wal*Mart 22

Macadoodle’s 36

The Tavern 32

Sam’s Club 9

Crossover Liquor 59

Dickson Street Liquor

29

Liquor Mart and Wine Shoppe

45

The Spirit Shop 22

Friendly Liquor 14

Weddington Liquor 29

DisplaysWal*Mart had their Gin displayed from side to side

Macadoodle’s display was from top to bottom.

Demographics

BEEFEATER - GIN GORDON'S - GIN SEAGRAM'S EXTRA DRY - GIN

TANQUERAY - GIN

SIZE - 2 MEM 201.3 178.1 156.4 105.6 119.8 114.3 119.8 111.4

SIZE - 3-4 MEM 21.9 39.5 48.2 123.4 65.9 111.1 54.3 78.4

SIZE - 5+ MEM 10.1 20.0 46.1 5.6 59.5 75.7 34.4 20.6

YOUNGER BUSTLING FAMILIES

3.6 NA 11.9 NA 47.8 NA 28.8 NA

OLDER BUSTLING FAMILIES 21.2 NA 55.1 NA 75.0 NA 65.3 NA

EMPTY NEST COUPLES 178.9 NA 382.4 NA 210.4 NA 117.7 NA

SENIOR COUPLES 563.9 NA 209.0 NA 79.7 NA 61.2 NA

RACE - AFRICAN AMER. 12.4 38.9 57.0 150.5 425.5 530.8 56.4 81.7

Gross Margin by SupplierMFR

WM Pineville, MO, GM%

Mac Pineville, MO, GM%

Tavern Siloam,

OK, GM%

Crossover Liquor, Ar

GM%

Liquor Mart and

Wine Shoppe, Ar GM%

Akay Ltd. Mean 0.32 0.32 0.44    N 2 2 4    

Beefeater Distilleries Mean       0.33 0.35

N       3 3

Bellows and Company Mean       0.21 0.24

N       1 2

Bombay Spirits Company Mean 0.46 0.33 0.53 0.48 0.48

N 3 4 3 6 4

Boodles Distilleries Mean       0.22  N       1  

Booth's Spirits Mean       0.31  N       2  

Heaven Hill Distilleries Mean 0.29 0.29   0.32 0.29

N 3 3   7 2

Hendricks Distilleries Mean       0.47 0.56

N       3 2

Ivanabitch Ltd Mean       0.31 0.32

N       2 2

Gross Margin by SupplierMFR

WM Pineville, MO, GM%

Mac Pineville, MO, GM%

Tavern Siloam,

OK, GM%

Crossover Liquor, Ar

GM%

Liquor Mart and

Wine Shoppe, Ar GM%

James Burrough Ltd Mean 0.32 0.32 0.46    N 2 2 5    

Martin Miller's Ltd Mean       0.2 0.14

N       1 1

Monopolowa Mean   0.32 0.22    N   1 1    

Saceraz Mean 0.2 0.17 0.44    N 1 1 4    

Schenley Diageo Global Mean 0.46 0.35 0.59    N 2 2 4    

Seagram Company Ltd. Mean 0.29 0.24 0.44 0.36 0.41

N 2 6 6 9 6

Tanqueray Gordon & Co. Mean 0.3 0.31 0.46 0.37 0.42

N 4 5 5 7 7

White Rock Distillers Mean       0.34 0.35

N       2 3

Total Mean 0.34 0.28 0.47 0.33 0.36

N 22 36 32 59 44

Gross Margin by Number of Facings

Mac Pineville, MO, GM%Mac Pineville, MO, F Mean N

 

1 .24 112 .26 33 .33 186 .21 4Total .28 36

Tavern Siloam, OK, GM%Tavern Siloam, OK, F

Mean N

 1 .47 32

Total .47 32

Crossover Liquor, Ar GM%Crossover Liquor, Ar F Mean N

 1 .33 542 .37 5Total .33 59

• Bombay Spirits• Seagram’s• Tanqueray

Dominant Brands

Seagrarms

Were in 10/10 stores

13 Skus

31 skus-stores

13/13*10

23.8% Stocking Rate

Tanqueray

Were in 10/10 stores

10 Skus,

20 Skus-stores

20/10*20

20.0% Stocking Rate

“Battle of Brands”

VS

•Tanqueray 70%•Seagram’s Extra Dry 70%•Gordons 50%

Household Penetration

• 13 States carry Private Label gin• Arizona

• California

• Georgia

• Idaho

• Iowa

• Massachusetts

• Montana

• North Carolina

• Oregon

• Pennsylvania

• Rhode Island

• Vermont

• Washington

Private Labels

• Tavern, Siloam Springs, OK• Limit the number of sku’s per

brand• Increase selection in different

brands

• Unnecessary need for Private Labels

Recommendations