Ask the Collective

What margins do mainstream supermarkets and discount chains typically expect on spirits and mixers?

Supermarket margins on spirits vary significantly by retailer tier and product category. **Mainstream supermarkets** typically expect 25%+ margin on standard spirits, rising to 30% on super-premium ranges. **Discount chains** (Aldi/Lidl) operate on much tighter margins of 10–12%. **Mixers** command notably higher margins at 40–48%. Note that ex-duty spirits can see margins north of 50%, which may affect your commercial model depending on duty status.