With 28% of annual off trade alcohol sales taking place over the festive period, Diageo has extended its My Store Matters advice to help retailers tap into the sales opportunity.

An extension of the ‘Inspire, Display, Sell’ initiative, the advice sets out to highlight how retailers can drive sales across the Christmas period, including tapping into the ‘last minute’ opportunity presented by early supermarket closures on Christmas Eve (Sunday).

One of the key sales drivers identified by Diageo is the growing trend for premiumisation. With two in five premium spirits purchased in the 13 weeks before Christmas, and premium spirit sales in the impulse category currently seeing significant growth, Diageo says it is crucial retailers get their premium range right and merchandised correctly in the run up to Christmas.

Claire Kendall, Diageo senior customer category manager, impulse and wholesale, commented: “The timings of Christmas this year provides retailers with a great opportunity to maximise sales. While 23rd December is likely to be the busiest day in the supermarkets, Christmas Eve will be affected by early closing for a Sunday. This is likely to result in increased footfall in the convenience channel, with customers frequenting their local store to make last minute purchases - therefore it’s more important than ever that retailers ensure that they have perfected their range to help boost sales during this key time.”