ALCOHOL
How you can boost beer and cider sales with new and existing lines ICE CATEGORY ADV BEER & CIDER
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BOOST BEER AND CIDER
16-29 JULY 2024 STRICTLY FOR TRADE USERS ONLY
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finds out what CHARLES WHITTING take their beer retailers can do to next level the and cider offer to
NOT JUST FOR SUMMER
the UK,” says Alexweather across category and WHILE the summer lend ander Wilson, and summer sports beer commercial strategy director UK. “This could themselves to selling need to at Heineken to several reaand cider, retailers po- be attributed more people consider their year-round out of sons, including tential to get the most means looking for smaller multithat these categories. This of cans – formats to national packs perception of better attention paying c de- offer a trends and the specifi local value for money.” of range of mands and requests Having a strong and prices, customers. of the pack formats something a lit“Over the course noticed a alongside past year, we have among tle more interesting to catch a attention, can have shift in buying habits where we people’s t to sales once the adult consumers, benefi real switch has have seen more people beer excitement of summer with . from wine to beer, at 60% worn off penetration sitting
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top trends The latest trends in
beer and cider
demoWorld beer customers, across all of beer, “We have noticed more to explore new styles says graphics, are keen interest in world lagers,” identified including a growing “In fact, research has seeking Heineken’s Wilson. er curious drinkers les, with an opportunity to off interesting taste profi more flavourful and twist.” an accessible premium apple Apple cider UK has identified that “In cider, Heineken of flavoured cider, with precider is growing ahead exceptionally well, even doing mium options also hardship,” adds Wilson. in times of economic cans, Cans shift towards beer in “There is a noticeable 440ml formats,” says Jo in especially craft beer director of Black Sheep Theakston, executive are easier to handle and as Brewery. “These cans al impact than glass, have a lower environment in both retail and wholeit requires less wastage sale channels.” it Chilled cider on impulse, having “When a shopper buys are often more impordrink an chilled and ready to promotions still play tant than price. However, ng value for money important role in communicati customer loyalty,” longer-term that will help to win of marketing at Aston says Calli O’Brien, head Manor Cider. an Food pairing ciders with food is stillto consider “Pairing beers and for retailers says John under-explored opportunity incremental sales,” “Peowhen trying to drive at Kingfisher Drinks. as Price, head of marketing home meals as authentic ple still want to make matching their beer choice possible, which means to cuisine.”