Sales Strategies for the On‐Licence Trade

Abstract

Identifies that changing lifestyles, economic conditions and a more flexible approach towards granting retail licences have made alcoholic drinks distribution change significantly. Examines the change in drinking at home increasing over drinking in pubs ‐ an increase highlighted by a 65 per cent increase in off‐licence wine purchasing. States that the EEC Regulation 84/83, which released 45,000 tenant publicans from the ‘tie’ system, had also influenced the change somewhat. Posits that the major brewers are trying to bring back the consumer to pub drinking but that marketing techniques will have to be sharpened. Recommends that there are five main points on which to focus and these are itemized and discussed.

Citation

Oxford, P.S. (1986), "Sales Strategies for the On‐Licence Trade", European Journal of Marketing, Vol. 20 No. 6, pp. 5-20. https://doi.org/10.1108/EUM0000000004648