CASE STUDY: Award-Winning Artisan Distillery Festive Pop-Up Shops in Shopping Centres Achieve Sales of £70,000
BACKGROUND
- Great Glen Distillery is a small and newly established distillery based in Inverness. The distillery retails a selection of carefully curated craft gins including a pink gin variety and miniature gin gift sets.
AIMS & OBJECTIVES
- Open on-mall Great Glen Distillery pop-up shops in two of Scotland’s prime shopping centres; Braehead Centre and The Centre Livingston in the run up to Christmas.
- Increase sales of gift sets and gins and raise brand awareness of the gin range.
EXECUTION
- The pop-ups traded from prime, high footfall areas within Braehead Centre and The Centre Livingston for a 6-week period (mid-November until the end of December).
- Samples were on offer for their award-winning gins and a selection of full size and gift sets were available to purchase.
RESULTS OF THE ACTIVITY
- The kiosk achieved sales of £45,000 in Braehead (~2,250 units) and £25,000 in Centre Livingston (~1,250 units). Sales were up 50% compared to the previous Christmas when the brand had one pop-up kiosk in Inverness.
- Customer demographic was approx. 65% female/35% male with an even spread of ages.
- Facebook posts about the pop-up shops on the brand’s page before and during the trading time period had excellent engagement, with people asking for more information.
- Achieved coverage in local newspaper to The Centre Livingston, West Lothian News.
- Brand awareness increased as a result of the pop-up shops and festive online sales from customers in the surrounding areas was noticeably higher than usual – this has been attributed to word of mouth from people having seen the pop-up kiosks in situ.
“We were delighted with the reception and interest we had in our two Great Glen Distillery pop-up shops in Braehead and The Centre Livingston. It was the first time we had opened pop-up shops in these locations and found mall kiosks in shopping centres to be a great way to reach new customers in the run up to Christmas”
– Daniel – Great Glen Distillery
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