Winning with World Beer
Understanding the World Beer Market
World Beer has a 12.4% share of the total lager volume within convenience outlets and is outperforming the market with +12.8% volume growth (vs. +8% in total market). This means there is a significant opportunity for more growth in the channel.
Make sure you are stocking the best brands to make the most of this growing category:
Source – IRI, MAT Volume 19.07.14
Understanding Convenience Shoppers
World Beers demand an average of a 47% price premium to standard lager and convenience shoppers are less price-sensitive.
World Beer drinkers have a convenience mentality when shopping, generally topping up for a meal for tonight. Overall basket spend can be increased by attracting World Beer shoppers into your store – they spend more than double the average shopper time browsing. Pairing World Food and World Beers helps shoppers create authentic dining experiences, so ensure your range includes cuisines such as Italian and Indian.
World Beers shoppers are looking for a point of difference to the product range available and are willing to spend more when satisfied by the choices on offer.
Also, remember most lager purchased in convenience outlets is consumed within 1 hour, so it’s vital that best-selling, premium products are available chilled.
Source: HIM CTP 2012, Kantar WPO 2012, Kantar Alcoshop 2010, IRI, MAT Volume Price in Convenience 19.07.14
Understanding Range and Space
Shoppers in convenience outlets want ease and speed and are more likely to visit again if their demands are met. They require:
- A range of packs and brands that match their needs
- Products that are easy to find/ where they expect them to be
- A sensible price hierarchy that offers value, however much they want to spend
- Relevant / eye catching promotions.
A range should be laid out based on the decisions a shopper is making in store – these 3 factors should be combined to create the perfect layout:
Source - Miller Brands (UK) 2013, Path to Purchase research.
Understanding World Beer Segmentation
Shoppers segment World Beer into subcategories, depending on perceived beers styles, cuisines and occasions and so where possible World Beer should be segmented as follows on fixture:
Source - SPA Beer Categorisation July 2013
Understanding the Basics
Driving visibility of beer in store is very important – with very few words being read per shopping trip and many shoppers on autopilot, you need to catch their attention where possible and increase visibility of the brands you want to sell:
- Minimum of 2 facings per product to drive visibility
- Secondary siting near relevant categories that are bought with beer – especially ‘meal for tonight’, to drive overall spend
- Locate in high footfall areas to encourage pick up
- Chilled stocking wherever possible near high penetration categories to drive consideration
- Clear pricing and impactful point of sale.
Get in touch...
For more information about World Beer, top tips on Category Management or to discuss stocking a winning portfolio of World Beers in your outlet, please contact firstname.lastname@example.org, visit www.millerbrands.co.uk or call 01483 264118 today.
You can download all of the information on this page in pdf format: Winning with World Beer