GET SUMMER READY
Reap the rewards of a packed sporting calendar with these top tips P32 7-20 MAY 2024 betterretailing.com
ICE CATEGORY ADV SUMMER SPORTS
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MAXIMISE THNE G 2024 SPORTI SEASON
7-20 MAY 2024 STRICTLY FOR TRADE USERS ONLY
es how retailers can TAMARA BIRCH explor this summer’s packed take advantage of and achieve bumper sales sporting schedule
G THE KEY SPORTIN EVENTS THIS YEAR
FAILURE TO DELIVER
GB. off-trade at Diageo Games (28 August“To tap into popular with Paralympic THIS summer is packed occasions, it is meaning a 8 September). British sporting sporting occasions, to stock relevant, There’s also the opportuniabout in important that series of high sales Grand Prix to think high-quality drinks the Men’s Cricket T20 lend themselves to these ties for retailers. consider July and in the Caribbean. The first event to Cup Cup final World sport is moments.” to retailers, alis the Women’s FA Wemb“A summer of According at corner and retailers cohol sales will increase, but being held 12 May by the around the events, followed the through ley Stadium, that plan ahead of linked purchases on 25 May. and conas an opportunity men’s FA Cup final snacks, soft drinks events using them Other key sporting Foot- to inspire shoppers to create fectionery will help boost will events are the Men’s European June- quality moments at home, spend as most sporting p (14 reap the benefits,” result in social occasions with ball Championshi (1-14 be able to head Wimbledon Lauren Priestley, 14 July), in Paris advises for friends and family. July), the Olympics and the of category development (26 July-11 August)
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Goran Raven, Raven’s Budgens, Abridge, Essex football always alcohol because also brings “WE bring in more the door. Football brings people throughwe might do more in store if we and friends together, post about our group stages and make it out of the the stacks of beer media, specifically . We always see ranges on social have an uplift but not we have as they always when England plays, an uplift in the Euros or Wimbledon. Snacks might Olympics so much the to what you stock.” but it comes down increase slightly,