Shoppers are set to stock up for at-home occasions big and small this year, even as restrictions lift. Neil Baker, Head of Category Management at Budweiser Brewing Group forecasts double digit growth for the total beer category, and increased share of total market for impulse and convenience compared to 2019.[1]

At the heart of this at-home opportunity is the return of the summer of sport. At-home beer consumption rockets during major sporting events,[2] creating huge opportunity for independents to boost sales.

Here’s three ways wholesalers can help convenience customers make the most of the Year for Beer:

Stock up ahead of the game 

There’s a clear correlation between how long the England team remains in a football tournament, and beer sales.[3] Budweiser Brewing Group brands delivered a 43% uplift in the beer category during the 2018 World Cup, 3.2 times higher than any other brewer.[4]

With a huge summer of football scheduled to take place, wholesalers must prepare for increased customer demand and stock up on a winning line up of beers.

Get customers excited

We’ll be helping retailers get into the spirit of a summer of sport through limited edition packaging and giveaways. Bud Light, official beer of the England Men’s Football Team, will have great giveaways and POS support on offer in the lead up to key fixtures.

Wholesalers should start building momentum and awareness with their customers now around top-selling brands, such as Budweiser, Bud Light and Stella Artois.

Perfect pack strategy 

Wholesalers are key to helping independents stock the right brands, in the right format, at the right time.

Last year, in the impulse channel, mid and large packs grew far ahead of total category,[5] making these key SKUs to help convenience customers maximise spend.

Stock up on the nation’s favourite brands[6] here: 

[1] Budweiser Brewing Group Category Forecasting 2021

[2] Kantar Alcovision; WE 31 December 2020

[3] Kantar Worldpanel; 8 WE Comparison of World Cup 2014, Euros 2016 & World Cup 2018

[4] Nielsen Scantrack; 8 WE 14 July 2018

[5] Nielsen Scantrack; Total Coverage; 52 WE 26 December 2020

[6] Nielsen Scantrack: Total Liquor Data WE 26.12.20

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age
Get Wholesale Manager delivered to your inbox for FREE
Join over 15k subscribers