CAPITALISE ON CRAFT BEER

Ranging Effectively

CRAFT beer shoppers spend more in store than any other beer shopper on their total basket, highlighting the key opportunity for retailers. By having the right range, retailers can add incremental sales to their business, driving shoppers to more premium products. The amount of craft beer lines recommended for a store’s range is dependent on space retailers have dedicated to total beer.

For maximum profit opportunity, BrewDog recommends

Three Tips For Ranging

that for approximately every 10 beer lines stocked, retailers should include one craft beer product. BrewDog holds the top seven craft beer products in impulse, with the can four-pack the most important format throughout the year1. BrewDog Punk IPA 330ml four-pack is the UK’s number-one craft beer, followed by BrewDog Hazy Jane 300ml four-pack at number two and BrewDog Lost Lager 440ml four-pack, the fastest-growing craft beer2.

1

2

3

Leverage the strength of familiar brands to help shoppers navigate busy fixtures. BrewDog is the signpost for craft beer3 so should be displayed at eye level and brand blocked.

Location is key. When buying craft beer, 76% of men want chilled beer from the fridge in convenience stores4, so place these at eye level to capture their attention and drive sales.

Focus on multipacks. This is true as value becomes more prominent as costs continue to rise. The fourpack can is the most important format for craft beer and BrewDog shoppers5.

Supplier View

“WE know that craft beer shoppers are extremely valuable to the category and likely to increase total basket spend when in store, so getting the range right is vital to capturing those significant incremental sales.

“As the signpost to the category, ranging topperforming craft beer lines, such as BrewDog Punk IPA, Hazy Jane and Lost Lager four-packs, as well as multipacks at eye level in the chiller, will help drive customer trial, upweight purchase and encourage repeat custom.”