.png)
The beer, wine and spirits market is changing fast! Consumers' desires are changing, with a strong demand for ethical, organic and responsible products, driving quality upwards.
In-store alcohol sales still have a bright future ahead of them: not everyone drinks exclusively on the terrace. However, the sale of alcohol in supermarkets has its own specificities, and must comply with strict regulations.
Let's take a look at what you can and can't do as an alcoholic beverage brand, and discover our 5 tips for increasing your sales in this article.
The sale of alcohol in French supermarkets is strictly regulated by law, to protect consumers and limit the risks associated with excessive alcohol consumption.
Like bars, supermarkets need a license to sell alcoholic beverages. All establishments wishing to sell alcoholic beverages on a takeaway basis must have either a "traditional" license or a "small takeaway license". Supermarkets are no exception to this rule. A specific license(PVBAN) is required to sell alcoholic beverages between 10pm and 8am.
It's important to note that local authorities, often the prefecture, may restrict the hours of sale of alcohol in supermarkets to suit local conditions. This also applies to drive-through services, which must respect alcohol sales hours and ensure that products are not delivered to minors.
The Évin law, passed in 1991, strictly regulates the content of advertisements for alcoholic beverages in order to protect the public, especially young people, from the risks associated with alcohol consumption. Point-of-sale advertising (POS) is authorized, but must comply with the rules of the Évin law.
Advertisements for alcoholic beverages must be limited to objective and factual information, such as :
Advertising, including point-of-sale advertising, must comply with the following prohibitions:
All advertising must include a health warning about the dangers of excessive alcohol consumption: "Alcohol abuse is dangerous for your health, consume in moderation. This statement must be clearly visible and legible.
Visuals should remain sober and not evoke conviviality, celebration or drunkenness. Images should focus on the product itself, its packaging and its consumption conditions. This is why most alcohol brands focus on the product alone.
Promotions on alcoholic beverages are permitted, but they must be carried out responsibly and not encourage excessive consumption. For example, "1 bottle bought, 1 bottle free" promotions are prohibited.
In-store alcohol tastings are permitted, but must comply with certain rules, notably concerning quantities served and supervision by trained staff. Typically, wine tastings are limited to around 5 cl per glass, beers to 10 cl, and spirits to 2 cl per serving.
Of course, alcohol tastings are strictly forbidden to minors. Staff must check the age of participants to ensure they are at least 18, as their responsibility is at stake.
Now that you know the legislation and what you can and can't do, let's move on to the optimization tips.
Assortment has a considerable impact not only on your sales, but also on your investments, inventory management and production costs.
The first issue of assortment is linked to distribution strategy: even if you can sell your products at each of them, you won't offer the same assortment. Note that it is also possible to reserve certain products for e-commerce or for your retail salespeople.
To define your brand's offer in supermarkets, I invite you to read this article.
A good assortment strategy makes it possible to assign specific objectives to different products:
Select targets according to your business and market strategies. It's crucial that your assortment responds to consumer and consumer trends. Otherwise, you'll find it hard to sell. Optimizing your retail assortments is therefore essential to your commercial success and that of your store.
However, finding the right balance between meeting consumer expectations and maintaining high profitability can be a complex task. To optimize your product assortments in supermarkets, several criteria need to be taken into account: understanding your retailers' objectives, managing shelf space, optimizing stocks, and regularly adjusting your assortment.
A good assortment evolves throughout the year, although when selling spirits, it remains relatively stable. Here are a few criteria to consider:
This last point is all the more important, as shopping habits can vary significantly depending on the location of a supermarket, sometimes even down to a few streets. To better identify them, we recommend you refer to the store strata.
Let's take an example. You are a beer brand, listed at Franprix Quai de Jemmapes, Paris. You are present in several departments of this supermarket: both in the chilled department (at the entrance to the store) and in the drinks department (at the back of the store).
You have two different assortments: beer in cans and single bottles in the chilled section, and 6- and 12-packs in the drinks section.
Beer consumption is mainly concentrated on chilled drinks, as the canal is nearby. This means that the chilled section has more floor space than the other sections, including the drinks section. Franprix thus has at least two different strata: one for the store as a whole, and one for the chilled section.
Final tip: choose a varied and attractive range. Consider introducing new references and limited editions to stimulate the interest of your end-customers and distributors. Don't forget to offer complementary products such as beer glasses, corkscrews or gift sets, to increase the average basket.
Point-of-sale layout plays a crucial role in alcohol purchases. Wine cellars, beer cellars... supermarkets and chain stores are investing in the alcohol section. Indeed, alcoholic beverages and wines are major sectors, generating over 12 billion euros in sales. That's why wine, beer and whisky fairs are multiplying.
These departments also help to attract new, often younger, customers.
However, the layout of these departments is often managed by the supermarkets themselves. Brands therefore need to get actively involved to stand out from the crowd. To do this, invest in small POS (point-of-sale advertising) items such as shelf-stoppers or posters, to attract attention and inform customers.
Facing is also crucial: make sure you negotiate the visibility of your products in supermarkets. Optimal product layout maximizes visibility and accessibility.
We also aim to dramatize the point of sale. Create thematic and seasonal displays to liven up the sales area, using visual elements that evoke the world of your products (for example, barrels for wines, mini-distilleries for spirits).
Think of high points, such as sporting events or the end-of-year festivities, to further accentuate the appeal of your dramatization.
Discover 7 theatrical techniques to sell more in supermarkets.
As mentioned above, animations and tasting sessions are possible at points of sale, provided certain rules are respected, particularly in terms of quantities served and the target population.
In-store alcohol tastings are an excellent way of promoting products and educating consumers, but they must be organized responsibly and in compliance with current regulations. Tastings are ideal for showcasing new products and engaging current and potential customers.
At tastings, beyond the stand or location (gondola head), success depends on the host. Hiring brand ambassadors, sommeliers or spirits experts offers customers a direct experience of the product, and provides quality customer service to advise and guide buyers.
Here are a few keys to a successful sales event: use your prospects' senses, put people at the heart of your event, and make sure your staff are well trained.
Influencers can also give your events a real boost if you can get them to come into the store. They can attract a population outside your usual clientele that will also delight the store.
As long as they don't encourage excessive alcohol consumption, promotions on beer, wine or spirits are perfectly acceptable.
Promotions on alcoholic beverages are authorized in supermarkets and hypermarkets:
To ensure the success of your promotional strategy, we recommend highlighting products with a strong identity, interesting production stories and recognized quality, rather than basing the promotion solely on price. You should also take advantage of festive periods or special events to offer appropriate promotions, such as the end-of-year festivities, Father's Day, and so on.
It can also be interesting to collaborate with brands. Work with brands to offer joint promotions that may include gifts or accessories related to alcohol consumption (glasses, corkscrews, etc.).
In stores, use clear, informative signage for in-store promotions. Signs should include all legal and health information.
Equipping your sales force witha business CRM will enable you to meet the specific needs of your business sector, and thus boost efficiency and productivity.
What's more, having a CRM will help you, on the management side, to analyze performance, identify customers at risk and adjust strategies accordingly. Because, depending on your customer portfolios, you won't necessarily develop the same strategy. One way of knowing how to approach each opportunity is to get help.
Instead of asking the whole world all the time, use the power of consolidated data! Every time you are in the field, record the information you gather at the point of sale. Keeping regular records will help you understand sales trends for you and your competitors.
Do you work in a team? Your joint efforts will be all the more valuable if you can all consult them in one place. You will be able to manage your risks better, and conversely your opportunities will become clearer than ever!
When choosing your future CRM solution, look for a mobile CRM. They offer an army of product functionalities at your service. Take photos of products in store, deposit useful documents, last places visited, frequency of visits based on the status of your contacts... Leave nothing to chance in these sectors, which don't offer general, stable trends... Based on geographical zones, you'll be able to organize your rounds much more efficiently.
The dashboards will then update and give you a global view of your sector and your short and medium term possibilities. What was in your blind spot yesterday will be obvious to you today, tomorrow and the day after tomorrow...
Your competitors are already on the case, it would be a shame not to take advantage of it! We offer a mobile CRM adapted to your needs: it has been designed based on the reality of the field and in discussion with many experienced professionals!
