WKD tracks down sales data

Beverage Brands is unveiling a new category-management initiative to help licensees make the most of space in their fridges.

Based on AC Nielsen's sales data, the system is one of the most extensive ever to be available for pubs.

The aim of the project is to share market data with licensees based on the top-selling bottled products in their region and to come up with a plan determining which brands should be stocked in their fridge.

The information is contained in an interactive computer package, known as "Cat Man," which the brand's sales team can show to pubs during sales calls.

Beverage Brands said it wanted to simplify the science of knowing which brands to stock and had taken a

category approach rather than solely focusing on its own WKD which leads the RTD market.

The Cat Man package incorporates a breakdown of RTD sales by trade sector, together with rankings of most popular flavours. It also covers sales information about the various drinks categories stocked in a fridge. The package will be updated every month with category developments, changing consumer trends and new WKD marketing campaigns.

Beverage Brands brand controller Debs Carter said: "The Cat Man package is sophisticated and modern, incorporating key sales trends nationally and regionally to provide the most up-to-date information for licensees to develop their business.

"The Cat Man package brings together the experience and knowledge of our team in a format that is readily accessible and can be regularly updated."