Meena Gore
Gore Off Licence, Birmingham

Since re-laying the store, Meena has found that every item has increased in sales. She added: "Thanks to the Blueprint our total business has grown year-on-year by 40%. The FWD Blueprints are designed specifically for our benefit and the rewards are clear to see." Scottish Courage.


BLUEPRINT FOR ALES LAGERS & CIDERS - THE PLAN

In the past, the Take Home Blueprint has always produced a planogram for each TV region. However, research we have carried out, has highlighted that many of these TV regions are in fact, quite similar in terms of what beer brands they sell and how popular they are. Therefore, this year we have combined some TV regions so that they will have the same planograms, resulting in 4 regions across the UK.
These are :

Please use the links above to download the relevant plan.

This more straightforward approach will make it easier for you to implement the correct range, thus maximising availability and providing a fixture that meets your customers’ demands. We have provided recommendations for two fixture sizes. Use the appropriate planogram for your TV region and fixture. Also, each planogram has been featured inside a dairy deck chiller - the ideal self chilling method.

Use choice to your advantage

Where there are spaces on the planograms allocated for regional recommendation, just add some of these brands to your range and ensure that your customers are aware that you now sell some of their favourite premium bottled ales. In the fixture layout for ales, lagers and ciders, you will see the category symbols shown left. In these spaces, you should feature your wholesalers’ exclusive brands, regional and local strong sellers and special offers. Use your "Choice" to tailor your offering to your local area.

Take advantage of your customer profile
For example if your store is located in an area highly populated by Afro-Caribbean communities then Guinness Foreign Extra Stout should be considered. In areas populated by Chinese communities you should consider Tsingtao lager. In areas populated by Indian communities you should consider Kingfisher and Cobra lager.

For the retailer choice areas inside the PBA sections:

Consider in the London, Meridian, Anglia, Harwest and Central region –
Fullers London Pride, Marston’s Pedigree, Spitfire or Theakston Old Peculier.

Consider in the Granada, Yorkshire and Tyne Tees region-
Black Sheep Special, Marston’s Pedigree, Spitfire or Theakston Old Peculier.

Consider in the Scotland region-
Belhaven Export, Caledonian Deuchers IPA, McEwans Champion Ale and Theakston Old Peculier.

For the retailer choice areas inside the canned ale sections:

Consider in the London, Meridian and Anglia region –
Marston’s Pedigree, Ruddles County, Tetley Original and Webster Yorkshire.

Consider in the Harwest and Central region -
Banks’s Bitter, Banks’s Original, Bass Ale and Marston’s Pedigree.

Granada, Yorkshire and Tyne Tees region -
John Smith’s, Marston’s Pedigree, McEwans Export and Newcastle Brown.
Scotland region -
Calders Cream and Tartan Special.