December in-store display activity proved once again that the category leaders dominate the display floor. As might be expected, Vodka was the category leader with 93% of stores featuring vodka displays. Smirnoff was displayed in 71% of stores, in the number 2 position was Absolut with 61% and rounding out the top 3 brands, Stolichnaya with only 48% display activity. Following the trend, Smirnoff garnered the largest displays, with an average display size of 15 cases. Absolut followed with an average display featuring 12 cases, and Stoli displays were only about 1/2 the size of Absolut's with an average of 6 cases in the display.
The second most displayed category was a winter favorite, North American Whisky, with displays in 92% of stores - a mere one point less than the Vodka category. Proving its brand strength, Jack Daniels was displayed in 75% of stores with an average display consisting of almost 11 cases, fractionally smaller than in December 2008. Crown Royal ranked number 2 with 59% display presence and an average of 9 cases in each display. Jim Beam pulled up in third place with 51% of stores showcasing the brand. Interestingly, the number 3 brand stood tall among its competition with an average of 10 cases on display.
The Rum category ranked third in December display presence. Stalwart Bacardi coveted the number one slot with 71% display distribution with an average of a whopping 14 cases in each display. Captain Morgan trailed with the brand on display in 59% of outlets with an average size of 11 cases. Third place was relegated to Malibu with only 33% of stores featuring the brand and an average size of a mere 6 cases.
Data provided by Promotrac, a monthly in-store display tracking service provided by Beverage Information Group. Promotrac is executed in 24 metro markets and visits over 900 outlets.