Shape up to survive in 2008.

(From Off Licence News)

Price hikes, duty fears, supplier-retailer tensions and concerns about economic slowdown - it must be the start of a new year. The trade faces some real challenges in 2008, both economic and regulatory. Even robust Majestic registered disappointing November sales, with chief executive Tim How blaming increasing consumer caution.

A good number of wine and spirits suppliers have worked to persuade consumers that wine is an "everyday product" rather than a luxury - and luxuries are the first products to go in a downturn. Let's hope that key brands are embedded deeply enough in consumers' minds to keep moving off the shelves in 2008, whatever the economic outlook.

Retailers will have to be more responsible than ever as police and Trading Standards turn to surveillance to monitor stores, while the government will review everything from pricing and promotion to labelling in the industry.

While the industry waits for official Christmas trading figures to be published, some good news is filtering through from the independent sector. Several of OLN's key independent contacts, particularly those who have carved a niche for themselves, have enjoyed their best festive sales yet. It seems that good old-fashioned customer service and genuine choice still reap rewards.

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