Published on: January 17, 2022
Trading update…
Distil’s trading update continues to reflect the impact of distortions from Covid-related lockdowns and consumer stockpiling. The company has also moved from a predominantly promotional discounting stance in the UK to one of more premium price positioning. This marketing shift includes retail selling price increases, which both reinforce the premium positioning and mitigate the cost pressures accruing in an inflationary environment. These increases may impact short-term performance but should underpin a more premium brand positioning and longer-term shareholder value creation.
