Unirea brandy focuses on small store

Euroavipo Grup, a major producer of alcoholic drinks, is shifting the promotion strategy for its Unirea brandy to traditional shops as rival promotions have inundated the shelves of modern retail stores. “All the modern retail stores are full of promotions and brands are no longer very visible on shelves, so we decided to create a programme to boost sales in small stores,” stated Florian Radu, Unirea brandy brand manager. Radu’s decision is also supported by the fact that the brandy segment, the biggest on the alcoholic drinks market, is among the few posting over 35% of sales in small stores, three times more than sales in supermarkets and hypermarkets, a MEMRB survey shows.