September signals the return of Freshers Week, the start of the term year for university students and provides local retailers with a base of 400,000 new shoppers. Students spend two thirds of their money on alcohol so it’s key for retailers to convince students to shop with them from the very start in order to retain them as loyal customers throughout their time at university.
The 18-24 year old generation of beer and cider drinkers are a social bunch who shop more frequently and want it their way. Retailers need to attract this audience into their store by speaking their language in-store and on social media as well as offering a product choice that suits their occasions.
Desperados (3x330ml and 650ml) and Red Stripe (4x440ml) are some of the most popular beer choices for this audience due to their association with festivals and music. Both brands are taking part in the ‘Find Your Beat’ activation which is offering consumers the chance to win music experiences and gifts throughout September and October making these must stock beers. Retailers should stock up and ensure that their stock is well chilled and easy to find in store to maximise sales.
For more information on how to target the 18-24 generation of shoppers, watch Heineken’s Star Retailer’s ‘Dr Shop’ video – https://youtu.be/WIOfKIjIte8