[ BEERS ]
On a winning streak As lockdown restrictions are being lifted in stages, beer sales through the convenience channel are expected to remain strong. What’s more, the return of international sport – including the Euros – will be a strong driver of at-home beer consumption this summer.
D
uring the pandemic, the forced closure of pubs and bars moved many drinking occasions into the home, triggering substantial growth in the beer category. Although hospitality outlets are now reopening, ongoing restrictions mean that it will be some time before on-trade beer sales return to pre-COVID levels. Consquently, so far this year, beer is continuing to perform well through the off-trade. “We have seen sustained demand so far this year, with beer category sales growing by 37% year on year (Nielsen),” reports Jessica Markowski, wholesale sales director at Budweiser Brewing Group UK&I.
‘Last year, premium lager and world beer contributed the most absolute value growth to the beer category’ Jessica Markowski, wholesale sales director, Budweiser Brewing Group UK&I “We’re forecasting that 2021 will be another huge year for beer, with the total category growing by double digits and the convenience channel set to grow ahead of the market compared to the last year of regular trading in 2019 (BBG).” The premiumisation trend accelerated in 2020, she notes. “Last year, premium lager and world beer contributed the most absolute value growth to the overall beer category, so wholesalers should ensure that both segments are well represented in their depots,” she says. “Offering a strong range of premium beers, such as Stella Artois, Budweiser and Corona, will help stores cater to this premiumisation trend.” Until mid October, Corona is being supported with a campaign titled ‘From the Natural World’, which looks to inspire people to rediscover the joy of their local natural environment. The campaign is running across TV, video on demand, digital out of home, online, social media and audio.
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www.cashandcarrymanagement.co.uk
To underline the brand’s links with nature, Corona packaging now bears the message: ‘Brewed with 100% Natural Ingredients: Water, Barley, Hops, Maize. Beer carbonated before bottling’. As three out of five beers are now consumed with food (Kantar), there is an opportunity for the trade to capitalise on this trend by cross-merchandising. “Wholesalers can advise customers to create bundles, such as beer and pizza meal deals which proved popular last year,” suggests Markowski. The rescheduled Euros will result in a big summer for beer in the off-trade, and the Budweiser family will play a major part in this, she adds. “Bud Light is the official sponsor of the England Men’s Football team, and given that 55% of shoppers are more likely to opt for ‘official sponsor’ brands over their usual beer choices (WAA), this presents a unique sales opportunity for wholesalers,” she says. C&C Group has kicked off its largest ever off-trade promotion for Tennent’s Lager, which has renewed its partnership with the Scottish FA. Consumers buying promotional 10, 12 and 15-packs of Tennent’s have the chance to win one of over 4,500 prizes, including personalised Tennent’s football tops, mini footballs, captain’s armbands, and vouchers for the Tennents.co.uk online store. Consumers scan an on-pack QR code, which takes them to a microsite where they can enter the competition and find out if they have won a prize. In another football-themed promotion, Carling, the UK’s No.1 lager brand (CGA & Nielsen) from Molson Coors, has teamed up with Umbro to give people the chance to win one of 10,000 limited-edition football shirts.
