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COPYRIGHT 2005 Financial Times Ltd.
(From Off Licence News)
With two top winter festivals fast approaching, now's the time to cash in on promotional opportunities
Summer is over, the prospect of another long, cold winter looms and with Christmas still a long way off retailers may see trade fall deadly quiet. But Halloween and Bonfire Night are just weeks away and it's a perfect time for fireworks, parties and hiding under the sofa from gangs of five-year-olds brandishing water bombs. All ideal occasions for a drink or two.
Many general stores are stocking shelves with rubber Frankenstein masks and plastic broomsticks but what is the spirit (wine and beer) world doing to take up the opportunity to resurrect winter sales?
With the off-trade currently under pressure to show commitment to responsible drinks retailing, some believe there is a potential conflict between what might be perceived to be a child-oriented event and Halloween-themed alcohol promotions.
Ian McLernon, Unwins marketing and sales director, says the company does well sales-wise at this time of the year but stops short of in-store displays.
'Halloween for us is about focusing on keen beer deals for the big brands. It's...
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