THE BRANDS BOOK www.nationaldrinks.com Terms and conditions 1 We will not accept orders where they could breach a beer tie or other contracts that the buyer holds with a third party. 2 This booklet is not intended as an inducement to breach any contract which may exist between a tenant and their Landlord to purchase beer or any other products. In such cases only those products which are excluded from such agreements should be considered. 3 We treat the buyer placing an order with us as the buyer’s confirmation that there is no such tie. 4 E and OE. NDD is a consortium of Independent Licensed Trade Distributors LOCAL who have grouped together to form a strong cohesive National Organisation. NDD represent these carefully selected Wholesalers and Brewers in Selling, Buying and Marketing. SERVICE, Proud of the independent nature of the Members, NDD boasts Your one-stop-shop suppliers From a combination of a wine growing background, many years in NATIONAL Quality of Service as its biggest asset, and investment in Customer for all your licensed trade the hospitality industry and over 20 years of working with hotels, restaurants and pubs . Care is paramount to the aims of the group. Some members have supplies throught been in business for over 100 years. POWER Bedfordshire, Hertfordshire, Wines and Spirits have developed along with a growing reputation of Cask Ale and, in recent years, snacks, glasses, bar equipment, cleaning materials and Northamptonshire, Turnover Over £300 million per annum. optics have taken their place amongst traditional lines. ‘To be a national group of Buckinghamshire, Membership 24 Member Companies. privately owned distributors Depots 30 individual depots covering 90% of the population of England & Wales. Terry and Suzanne Edwards have now been joined by their daughter Stacey who, when working together Oxfordshire, Cambridgeshire, Selling Capable of national deliveries to individual outlets or chains of multiple retailers. and son Graham, maintaining the family tradition. as one, bring added value to Berkshire and inside the Salesforce A combined salesforce of circa 157. other members and added Telesales A combined telesales of circa 114. whole of the M25. Edwards deliver within a 50 mile radius of Leighton Buzzard. value to suppliers, and to the Delivery Vehicles Fleet of circa 312 delivery vehicles. industry as a whole Our comprehensive portfolio of draught and bottled beers, wines, spirits, ’ minerals, gas and dry goods is extensive from all the brand owners and our Account Base circa 18,644 Licensed Accounts serviced on a weekly basis. portfolio is now in excess of 3,600 lines. 12,000 Additional Accounts, Seasonal, Infrequent Purchaser etc. Pubs 43% 7,974 Clubs 18% 3,326 Restaurants 16% 3,082 Hotels 9% 1,734 Off-Trade 2% 296 Late Licence/Bars 6% 1,140 “Owned” 1% 193 Others 5% 899 Our friendly and efficient telesales team will take your order and directly input it, keeping you informed of promotions and answer any queries. Marketing The Group promotes product to the retailer through a Group brochure produced six times per annum as well as the use by individual members companies Unit 5 of “extra pages”, leaflets and flyers. A dedicated fleet of vehicles with experienced staff. Grovebury Place Beer Ale, Lager & Cask Ale - including packaged. Over 50% of NDD Members’ turnover Grovebury Road is in this category and is well over £150 million, showing growth of +8.4% year on year. Leighton Buzzard Cask Ale is promoted via an annual calendar. The Group now does over 97,000 barrels of cask ale annually, and is currently growing at 7% year on year, whilst the Market has Bedfordshire declined by -4%. LU7 4SH Cider Over 6.4% of the Group’s turnover, accounts for more than £19.2m. Wine The group is currently redefining its Wine Strategy, 13 members are members Tel: 01525 370784 LAGER of the Society of Vintners, previously known as the N.W.B.G. Wine accounts for 19% of Fax: 01525 853220 turnover which is over £57m and is seen as an expanding market within the Group and Email: [email protected] CASK ALES growing at 8% year on year. Web: www.edwardsdrinks.com CIDER Soft Drinks 11% of the Group’s turnover, over £33m, is in Soft Drinks and Water, which is growing at 10% year on year. The Group continues to develop this category RTD’S with supplier support. Spirits 12% of the Group’s turnover, £40m, is in the Spirit, PPS, Shots etc category, SPIRITS which is growing at 21% year on year. Again NDD are keen to increase this part of the business and are planning to extend the range currently stocked by the majority SOFT DRINKS of members. WINES The Future By driving the Group’s Strategic Goals NDD will continue to expand to represent the cream of Independent Distributors throughout England & Wales. LAGER THE MARKET Even though lager volumes have inevitably suffered during the economic downturn, it remains the top selling product in the ontrade. It is important to note that the lager category enjoys the highest levels of loyalty and spend per visit. Lager continues to be the mainstay of wet sales in pubs, contributing to no less than 40% of the £13.5 bn that went through the tills in 2012. The average pub sells 18,040 pints of lager per year and standard lager alone generates more cash for the on trade than spirits, wine or soft drinks. In total, 68% of lager sold in the UK is from the five largest selling brands: Carling, Foster’s, Carlsberg, Stella Artois and Tennent’s. The category brings consumers into the beer market so it is the first connection to beer for many ‘new drinkers’. 1 Keep your lager range fresh and When we look at the gender breakdown, four out of five pints of lager are drunk by men. However, women are gradually but steadily taking a greater share of the market partly because lighter, exciting, with good representation from easier-to-drink lagers such as Fresca, Corona and Carling Zest are all helping to make lager more the big brands in addition to emerging appealing to female drinkers in the UK. products. World beers continue to flourish, driving the market place in a premium direction. The interest in sophisticated world lagers continues to grow, with authenticity, variety and quality the 2 Having attractive glassware is essential watchwords, as illustrated by the success of imported varieties such as the Czech Budweiser to the pub drinking experience. Budvar. Pubs serving good food will benefit from having Belgian beers to pair with food as this World Lagers in particular trade on their will help improve the food and drink experience which is so important to many customers. sophisticated image so clean, branded The Premium Packaged lager category is worth over £900m and accounts for more than a fifth glasses are a must. of the ontrade premium lager market. Lighter tasting, easy-drinking lagers represent an impressive 60% of the PPL category, with brands like Coors and Budweiser performing well. Sunshine brands 3 Use chalkboards to highlight the like Sol and Corona are also selling strongly. 29% of the PPL category goes to the stronger tasting lagers you have available as well as continental lagers such as Stella and Grolsch. Esteem brands associated with occasional drinking, any relevant drinks promotions. for example Kasteel or Tiger, make up 10%, with the remaining 1% comprised of unusual brands that appeal to the lager aficionados. Sales of flavoured lagers are also booming: for example Amigos tequila-flavoured beer sales grew by a staggering 113% in 2012. As with cider drinkers who are moving more to fruit cider, there is a growing market for lagers which have offer something premium, flavoured and different. Clearly, it is essential to get your lager range right. Start with a standard lager and a premium lager and then add an entry level world lager. It is important that lager is clearly visible on the bar top area and well-merchandised. Cold pints provide a smooth and refreshing taste and serving lager in a clean branded glass adds immeasurably to its appeal. KEY LAGER TRENDS World lagers gaining in Attractive popularity glassware essential Sources: Nielson MAT to Oct 31 2012 Morning Advertiser March 2013 3663.direct.co.uk STANDARD LAGER/STANDARDSTANDARD PLUS STANDARD LAGER CARLSBERG STELLA ARTOIS 4 Sizes 30Ltr, 11G, 18G Sizes 11G ABV 3.8% ABV 4.0% Fastest growing lager in the on-trade, with a 12.9% An easy drinking 4% ABV lager with refreshing rate of sale uplift YOY*. Official beer of the England malty sweetness and zesty flavours. football team and Premier League, contributes to The pioneering triple filtered brewing process making this distinct, refreshing, well balanced lager, ensures that every drop is refined for maximum the drinkers preferred choice**. refreshment. * CGA Epos Analysis 2012 **HPI Lager tracking (% of lager drinkers) Dec 2012 FOSTER’S CARLING MCEWAN’S Sizes 30Ltr, 11G Sizes 11G, 22G Sizes 11G ABV 4.0% ABV 4.0% ABV 3.6% Foster’s is a light, golden 4% Carling is Britain’s No.1 lager A full-flavoured, authentic lager with a medium malt brand and sells more beer Scottish session lager character. An easy-drinking than any other lager brand*. with new modern cold lager with a delicate fruity hop Brewed with 100% British dispense delivering quality aroma and a balanced taste, Barley so that the last sip and refreshment. Foster’s rolls off the tongue tastes as good as the first. leaving a clean crisp finish. *CGA Brand Index to 16/06/2011 Volume MAT TY STANDARD PLUS BUDWEISER Sizes 11G ABV 4.3% The ‘Great American Lager’ is a medium-bodied, flavourful, crisp and pure beer with blended layers of premium American and European hop aromas, brewed for the perfect balance of flavour and refreshment.