Winning the shelf. How brands secure Off-Premise relevance.
- Drinks Provisionist
- Sep 8
- 2 min read
Updated: Sep 15
Step into any bottle shop in December and you’ll see the same story: limited fridge space, crowded shelves, and a consumer who feels overwhelmed and defaults to what they know. Success in the off-premise isn’t about last-minute POS, it’s about foresight, planning and partnerships secured well before the heat hits.
In Europe and across the US, we’ve seen how premium RTD’s, multipacks, and luxury-positioned spirits have commanded visibility, often through clever use of secondary displays and packaging that leaps off the shelf. These aren’t just about merchandising wins, they’re about brand-building moments that make consumers feel like they’ve bought into something bigger than just a drink.
Here are a few thought-starters for brands considering how to show up in the off-premise this summer:
The Shelf as Stage
Your packaging and visibility compete with dozens of other brands. What cues of quality, relevance or excitement are you giving your shoppers in those critical few seconds of decision-making?
Fridge Space = Market Share
Chilled RTD’s are increasingly the impulse buy of choice. Have you secured the right space in the right doors, or will you be left fighting for whatever is available after competitors have claimed their ground?
Seasonal Shopper Missions
From Footy Finals backyard BBQs to picnics in the park, the Australian summer shopping basket changes. Are you tailoring your formats and activations to align with these occasions, or relying on a one-size-fits-all approach?
Sampling Cuts Through The Noise
Choice overload is real. Faced with a wall of brands and little time, most shoppers default to what they know. N-store sampling remains one of the most effective ways to break that cycle, giving consumers permission to try, taste and switch. A well-executed sampling program not only drives trial, it builds confidence and accelerates repeat purchase. The question is: are you treating sampling as a tactical add-on, or as a central part of your off-premise strategy?
If you’re serious about winning the shelf this summer, now is the moment to move. Drinks Provisionist partners with brands to turn shopper insights into off-premise activations, from sampling programs that convert trial into choice, to activations that drive velocity and visibility. Don’t wait for wait for your competitors to claim the space, brief us today and let’s secure your share of summer sales.
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