The beer landscape has been on a continual journey of premiumisation for a while now, where we’ve seen consumers increasingly willing to spend more to treat themselves to better quality and authentic beer options, which in turn drives increased value in-store.
Even the challenging financial times we’ve been in and are still going through, don’t seem to have dissuaded consumers that this is the path they want to go on, as many still treat premium alcohol as an affordable luxury which they feel is worth paying for.
Consumers are enjoying discovering premium world lagers from all sorts of different places, which are a great option for retailers and wholesalers to stock, as they are bang on trend and can typically be charged at more than other more mainstream options.
“Whilst there’ll always be demand for Mediterranean beers which of course remain popular, I’d encourage retailers and wholesalers to think beyond that and look further afield,” comments John Price, Head of Marketing at Kingfisher Drinks. “There’s certainly considerable current interest in Japanese beers like Sapporo, but I’d also like to mention Indian beers like our very own Kingfisher, which has a crisp and easy-drinking taste that consumers love.”
Recently there’s been a lot of talk about authenticity in the Beer & Cider category, as some consumers place real value in a product that is a genuine import and is brewed in its home country.
However, there is a trade-off that can’t be ignored. Importing beer comes with a much higher cost and undeniable environmental consequences.
“At Kingfisher Drinks, we strive to brew beer in the UK in order to hit the price points our customers expect and reduce the carbon footprint of the finished product,” adds Price. “On our Sagres brand we achieved an interesting halfway house solution where the beer is brewed in Lisbon but is imported in large tankers at higher gravity, we then keg it in the UK.”
But whatever the brewing solution for any beer, what consumers really care about is that it is a genuine brand with genuine heritage, and that if it is brewed in the UK, it tastes the same, using the same recipe, ingredients and process.
“I think wholesalers and retailers should stock a range of formats to ensure they don’t miss out on any sales opportunities,” says Price. “A good selection of four packs is important, as well as some larger pack formats to appeal to those people who are perhaps looking to save money, enjoy a ‘big night in’ or are attending an outdoor event or summer party. And with the Euro’s starting in June, this is another big reason for consumers to be looking for larger formats when hosting friends and family at home to watch the games.”
“I think in general pairing beers with food is still an under-explored opportunity for retailers and wholesalers to consider when trying to drive incremental sales,” continues Price. “With an increasing number of consumers making less visits to pubs, bars and restaurants at the moment due to on-going financial pressures, this almost certainly means more eating and drinking at home, where they will still want to make home meals as authentic as possible, which means matching their beer choice to cuisine. So, for example, if they are eating Indian food, then pairing it with an authentic Indian beer brand like Kingfisher, is a great idea. Retailers should respond to this trend with clearly sign-posted meal deals and inspirational ideas for pairing beers with food.”
“When it comes to beers, I think it’s important wholesalers offer their retail customers a variety of standard and premium brands in a range of formats to ensure they don’t miss out on any potential sales opportunities,” adds Price. “A good selection of larger pack formats is also important for those people who are perhaps looking to save money, enjoy a ‘big night in’ or are hosting friends or a family event.”
Caitlin Brown, Category Executive, BrewDog PLC, comments: “Sales of BrewDog’s core craft range in convenience have been impressive this year, up +8.6% MAT vs a declining beer category down -0.9%. The brand grew even more over the summer in impulse, up +9.7% L12w vs YA vs total beer at +4.6% (Nielsen).
“As an initial offering, we recommend starting with our top two products, Punk IPA and Hazy Jane, which continue to see a lot of love from shoppers. As the number one craft beer brand (Circana), Punk IPA acts as a signpost for the category, so something that shoppers will be looking for when browsing the chiller.”
Multipacks are also a key growth driver for the category and BrewDog Mixed Packs are an important recruitment tool, driving trial. The company’s research shows that 50% of first-time purchases come from multi-packs, and larger mixed formats significantly over index with first time buyers, with 51% of Craft Beer shoppers repeating their category purchase, following their first trial.
The 4-can pack remains the most important Craft Beer format throughout the year with 47.4% share (Circana), however, there has been significant movement in the 440ml single can format, driven by the cost-of-living crisis, so it is important to have a mix of formats available to meet different shopper needs.
BrewDog aims to shake up the beer aisle, driving excitement and additional value into craft beer with a new session IPA. Flying into the headline range, with a steady boozing altitude of 4.3% ABV, Wingman, touches down in the impulse channel from this month, following an initial launch into grocery at the end of last year.
In a shift from the brand’s headline design, the new Wingman packs have huge stand out on-shelf. Taking inspiration from US craft beer brands, the new session IPA aims to cater to the modern drinker, while recruiting new ones through its casual light-hearted positioning. It also introduces a new Wingman Eagle character, which will take centre stage across all platforms, making the brand instantly recognisable, aiming to catch shoppers at the point of purchase and drive impulse sales.
The Wingman liquid has received strong rating in consumer testing, delivering a smooth session-strength ride of mellow tropical fruits, piney notes and a sharp citrus aroma. Formats available include, single 440ml can (RRP: £2.50), 4x 330ml can multipack (RRP: £6.25) and 12x330ml can (RRP: £16.50).
On a mission to build brand awareness and loyalty, BrewDog is investing heavily in the launch. City centre sampling, a disruptive OOH campaign and social media form the national £3m+ plan, seeing the Wingman character brought to life across all channels and messaging including ‘Bring out the Wingman’ and ‘The eagle has landed’ – the Eagle will be hard to miss.
This summer, BrewDog is cooling down the beer aisle with the launch of new Cold Beer (3.4% ABV), recognising the growing requirement for low ABV beer, as consumers continue to moderate.
A 3.4% ABV Crisp, Cold, Lager, Cold Beer uses historic brewing techniques from the Kolsch style, fermenting the beer with an ale yeast but at the lower lager temperature, hence the term ‘Cold Beer’. This process adds additional flavour from the ale yeast to the beer, delivering a higher quality tasting product whilst being able to deliver a more sessionable strength brew.
This Spring, BrewDog is offering consumers the chance to win up to £10,000 with its latest cross-channel promotion, DRINK BEER. WIN CASH, available across grocery and convenience retail, BrewDog venues and participating pubs and bars.
Special promotional packs ship out to grocery and convenience between April and June, with the competition promoted on 4-packs of Punk IPA and Hazy Jane and Mixed 8 and 12 packs, as well as Mixed Alcohol-Free 8-packs.
There are 22 cash prizes on offer in total, including £500, £1,000, £2,000 and £5,000, up to the top reward of £10,000. Shoppers will find out immediately if they are successful, with the prize value stickered on winning cans and instructions on how to claim it before 30th August, when the competition closes.
Joel McNally – Assistant Brand Manager – Brookfield Drinks Ltd, comments: “While it might seem simplistic to assert that the primary determinants of purchasing Beer, Wine, and Spirits are solely dictated by price and value for money, the reality is far more nuanced. While these factors undeniably remain pivotal, there exists a myriad of other drivers influencing consumer decisions within these categories, particularly in today’s landscape. Price remains a dominant consideration, especially for convenience purchases, with the appeal of large sharing packs consistently on the rise.”
Premium and value products can help retailers to earn better POR, especially as there seems to be more shoppers either focused on value and reducing spending, or on the other end of the scale willing to pay more for premium, authentic products.
“We anticipate a growing divergence in the factors driving consumer purchasing decisions, with a focus either on premium, artisanal, and special occasion products commanding higher recommended retail prices (RRP), or on products driven by value for money and affordability,” adds McNally. “Wholesalers should ensure they carry brands that cater to these varied preferences, offering products spanning the spectrum from value-oriented to mainstream to premium. Kestrel’s award-winning Lagers offer consumers multiple benefits at attractive price points, making them strategic additions for retailers seeking to appeal to a broad shopper base, especially in limited space scenarios.”
What resonates profoundly with consumers today is the alignment of brands with their values, evident in their marketing endeavours, packaging, and most importantly, their commitment to the brand. Consumers exhibit this by showing a willingness to invest more in brands they passionately support and connect with through communication efforts, all while achieving value for their money.
“As prices increase across the industry, brand loyalty emerges as a significant factor in consumer decision-making,” says McNally. “The perceived risk of trying new brands amid these price hikes leads consumers to opt for familiar and trusted brands. A recent study highlights the enduring loyalty to alcohol brands, with just 11% of participants in the study expressing a likelihood of switching brands to save money (Harpers). British drinkers of premium lagers are increasingly loyal to British beer brands and Kestrel beer, born in Scotland, is an increasingly popular choice.”
Kestrel’s premium lagers are experiencing robust sales both domestically in the UK and in export markets, a trend that has persisted since its acquisition in 2012. The brand continues to attract a growing base of younger consumers who resonate with its bold marketing initiatives in motorsport. Notably, the Flying Kestrel Land Speed Record car, the internationally televised series documenting this project, and exclusive lane sponsorship and pourage rights at Santa Pod Raceway contribute to the brand’s appeal among lager enthusiasts.
Each year, over 400k people see and have the opportunity to try Kestrel beers at Santa Pod and their profile is an excellent fit for the wholesale and independent sector.
“For wholesalers, it is essential to offer a diverse inventory that meets varying consumer demands and budget constraints,” suggests McNally. “This should include options like, single cans, four-packs, multi-packs, larger single bottles, ambient multi-packs, and 24-packs for individual can sales. These choices cater to different purchasing habits, from bulk buying to the selection of premium single items for special occasions. Given the rising cost of living, customers are increasingly seeking value for money. Providing a range of price points and packaging options can help make the purchase of alcohol, a luxury item —more accessible and appealing. By aligning your offerings with consumer needs for affordability without sacrificing quality, you can better meet market demands and maintain customer loyalty in a competitive landscape. Kestrel beer and Diamond and Star ciders offer a must stock choice for single can options within their respective categories.”
Alexander Wilson, Category & Commercial Strategy Director, at Heineken, comments: “In the UK, the total beer category has grown to be worth an impressive £5.5bn (Nielsen IQ), driven by increased interest in new formats, innovation and styles.”
Within grocery, the category is worth £3.6bn, while in impulse, including convenience and independent stores, this figure stands at £1.5bn (Nielsen), boosted by brands such as Foster’s, Birra Moretti and Heineken, having combined value shares of over 11% in the beer category (NIQ).
“In the total market, Heineken UK commands an impressive 18.9% (Nielsen IQ) share in value of beer and cider, and in lager specifically – a segment within beer to watch out for this year – a 17.1% (Nielsen IQ) share, amplified by having the largest media spend of out of all the brewers. Over the course of the past year, we have also noticed a shift in buying habits among adult consumers, where we have seen more people switch from wine to beer, with beer penetration sitting at 60% across the UK (Kantar),” adds Wilson.
“This could be attributed to several reasons, including more people looking for smaller multipacks of cans – formats that offer a perception of better value for money, which amid times of economic hardships, can be appealing. We expect this trend to continue over the course of the following year, as many continue to buy into the beer segment, but with a more restricted budget.”
While some people may be moderating their intake and switching to no and low-alcohol alternatives, such as Heineken® 0.0, where it has gained distribution in the impulse channels, alcohol overall remains the biggest contributor to retailers’ total sales, and within the category, beer commands the biggest volume sales. This is particularly important seeing as volume sales in beer are critical for retailers in helping increase footfall and penetration.
“As tastes change and evolve, we have noticed more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers,” says Wilson. “This is where innovation from familiar brands comes into play, as people are gravitating towards NPD from brands they are familiar with – such as Birra Moretti’s new Sale di Mare variant. While classic lager remains a core category for retailers and wholesalers to focus on, and drives purchase, introducing new sub-brands into the mix presents a clear trading up opportunity, especially as we venture into the warmer months.”
In fact, research has identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, with an accessible premium twist.
All pack formats in beer experience a massive jump in sales during peak seasons, including summer occasions, such as sporting events and festivals, alongside Christmas and New Year, where premium nights in come into the spotlight.
“On the back of this, we suggest wholesalers consider stocking a variety of formats to cater for all consumer occasions, whether that be for hosting at-home gatherings with large groups of people, or for grab-and-go and summer festival moments,” continues Wilson.
“We are seeing this growth in smaller and medium pack sizes, especially of cans, being driven by people making smaller, but more frequent visits to stores. Smaller pack sizes are also more accessible for those who are walking to their local store, especially those located in busy town and city centres, where taking home larger multipacks might not be accessible.”
Steve Young, Sales Director at Asahi UK, comments: “Within chilled beer (excluding ale), 96% of sales are lager, 2% is stout, 1% is craft and 0.7% is no- and low-alcohol beer (Nielsen).
“We recommend retailers dedicate 40% of their range to large single bottles and three- and four-packs. Large single bottles are worth £254m, while three- and four-pack bottles are worth £95m. These should be merchandised at eye level/the middle of the fixture.”
There are three growth opportunities wholesalers should be aware of. The first is no- and low-alcohol beer (worth £10m and growing at 13%). The second two come from both ends of the value scale. Premium four-pack cans are worth £96m and growing at 14% (Niesen), while four-pack pint cans are worth £269m.
“We expect four-pack pint cans to continue to grow in the coming months as the rising cost of living leads to more shoppers consuming beer and socialising at home, rather than in pubs and bars,” adds Young. There are two segments in decline that retailers should still dedicate fixture space to. Economy/mainstream four-packs is the second biggest segment in beer, worth £245m, but is declining at -18% as consumers trade up into premium.
“Craft beer is worth £25m and is declining at 17% (Nielsen). We recommend retailers dedicate 10% of their fixture to each of these segments.”
Calli O’Brien, Head of Marketing at Aston Manor Cider, comments: “While Beers, Wines and Spirits have remained in decline (-5.0%) over the past 52 weeks (Nielsen), the cider category (-7.4%) has continued to outperform ales (8.2%, Nielsen). Meanwhile, over the past 12 weeks, data suggests Cider (-6.0%) and Lager (-5.8%) are performing similarly to Beers, Wines and Spirits, sitting at -4.7%.
“While the cider market is generally performing similarly to Beers, Wines and Spirits, it’s worth noting that flavoured cider is down -13% and declining ahead of the total market (Nielsen). This suggests that drinkers are moving away from flavoured ciders in favour of more traditional recipes. A prime example of this is Crumpton Oaks, which is the number one value apple cider brand in GB impulse (Nielsen).”
Larger multi-packs are important to ensure shoppers not only have a greater variety of choice, but also can keep their home supply stocked up. Product packs, such as the pint cans in the Crumpton Oaks four-pack, are a popular option to enable consumers to keep their supply topped up with single-serve options.
“Notably, a third of shoppers only ever buy cider in cans (Mintel), so it is important that wholesalers stock both bottles and cans to provide retailers choice for consumers,” adds O’Brien. “Frosty Jack’s and Crumpton Oaks Cider come in both pack formats and we recommend retailers dual stock plastic bottled products alongside cans to help attract more footfall. Crumpton Oaks is available in a four pack pint cans variant for £4.99, offering value for money and reassurance to the shopper with price marked packaging.”
Also offering more affordability to customers as they look to tighten their belts is the new range of Frosty Jack’s pack formats. The new packs come in at a number of different recommended retail price points to help provide shoppers with better value without trading down on quality. This is especially important given that rising food and drink prices is the top concern for almost half (49%) of shoppers (Levercliff).
The Frosty Jack’s RRSP range includes a 1L bullet bottle price marked at £2.99, a 1.5L bottle price marked at £3.99, and a larger 2L offering price marked at £4.99. Non priced marked options are also available. The price marked packs provide reassurance that shoppers are not being overcharged (DCS), further strengthening Frosty Jack’s reputation as the market leader in high strength cider.
Building on the success of Aston Manor’s extensive range of world-class ciders, Knights Cider is now the UK’s number one strong amber cider brand (Nielsen). The strong amber brand has also recorded over 12 million cans sold annually, with Knights seeing a 54% increase in shopper numbers year-on-year (Kantar). To put this achievement into context, it comes at a time when total cider sales have declined by 7%.
It’s been well documented that as a nation we’re already facing challenging times due to the cost-of-living crisis. Consumer confidence stabilised, but remained negative, with an improvement from -25 to -8 from December 2022 to December 2023 (IGD). Households are still concerned about the cost-of-living crisis and, as a result, decision making around expenditure is being heavily impacted.
Therefore, it is no surprise that 72% of UK households are now impacted by the rising costs of food and drink (Levercliff). 1.3m households are also at risk of falling below the poverty line, as analysts report that household costs for families with two children have risen by £400 a month (The Guardian).
The reality is we are all making savings to varying extents. Not just to make ends meet, but to also be able to afford the things we value most. As a result, 94% of consumers have stated they would consider switching to a cheaper alternative (Levercliff).
“Aston Manor’s ethos is all around affordability,” says O’Brien. “We are here for shoppers, helping them to save with our affordable cider, allowing them to focus their spend on what really matters. Our range provides shoppers with an affordable, great-tasting solution, so they can be assured they are not compromising when needing to spend a little less cash on cider.”
Daniel Wheeler – Category Manager, Kopparberg, comments: “In today’s economic climate, with the rising cost of living and inflation, brand loyalty holds greater significance than ever. With less disposable income at their disposal, customers want assurance that their purchases will bring them enjoyment and satisfaction. Hence, opting for a trusted brand becomes paramount.”
Kopparberg is the UK’s most loved cider brand (Savanta) and has more customers than any other cider brand (Kantar). In Convenience and Wholesale, 4 packs are key in cider with 41% of cider sales through 4s. “However, the on-the-go mission is also key, during summer, single bottle sales jump up to 35% of fruit cider sales, so having the right range available for hot weather is key, even better if they’re in a fridge/chiller (IRI),” adds Wheeler.
Kopparberg Strawberry & Lime & Mixed Fruit 500ml are the best-selling fruit single bottles in the market. Strawberry & Lime sells 78% more than the next biggest competitor single bottle (IRI).
Kopparberg is the no.1 fruit cider brand in the market with 42.8% share of sales. Vs last year Kopparberg (+2.6%) is growing ahead of the market (+0.96%), adding over £3.8m to the fruit cider category over the last 52wks (IRI).
“We’re gearing up for an enormous above-the-line (ATL) campaign set to launch during the second May bank holiday weekend, extending its reach all the way through to the end of summer,” says Wheeler. “Spanning across various platforms including TV, social media, and out-of-home advertising, this campaign promises to make a significant impact. With its playful, tongue-in-cheek tone, the ad carries a subtle yet impactful message of responsibility. It’s cool, fun, and perfectly aligned with the vibrant spirit of the summer season. We’re incredibly excited for everyone to experience it firsthand!”
Sally McKinnon, Head of Marketing at Westons Cider, comments: “As always, wholesalers should take note of the trends currently driving category growth, which, according to our recently published Westons Cider report, is traditional flavours and crafted propositions.
The crafted sub-sector in particular is experiencing phenomenal growth, now accounting for 21% of total market share and growing 12.2% YOY .
“As these cider sub-categories continue to lead the charge, wholesalers would be wise to prioritise bestselling crafted, apple ciders to increase their profit margins, such as Henry Westons Vintage which is now the UK’s number one cider,” adds McKinnon.
“Plus, as summer marks a time for entertaining, wholesalers should consider stocking up on 4 and 10 multipacks of Stowford Press, which offers fantastic opportunity for wholesalers, with entertaining during a summer of (hopefully) brilliant weather and fantastic sport in mind. As well as being an easy space-saver, the sales seen within multiple retailers shows the potential for wholesalers to capitalise on this as well, with the Stowford Press 4 pack growing +38.4% and the ten pack +39.9% within the total market (Circana). However, distribution in convenience remains low, so we see this as a key area of opportunity.”
“Wholesalers should also be mindful of making the most of every moment – taking advantage of the big occasions and cider moments,” suggests McKinnon. “Ensuring you’re well stocked, especially in the summer months, means there will be fewer lost sales opportunities.”
“Finally, with summer on the horizon, stocking refreshing fruit cider – alongside classic apple variants – is essential. While there’s been a shift toward traditional apple cider in recent years – +5.6% YOY and now accounting for just under two-thirds (64%) of off-trade sales – fruit cider remains a stable and profitable segment of the category. That said, wholesalers should weight stock in-line with fruit cider’s market share.” Henry Westons Vintage 500ml is consistently the hero of the Westons range, growing +10.5% year-on year (Circana). In fact, more than one bottle is sold every second across the UK, with sales figures £13.9M (Circana) ahead of the next best-selling product on the market.
In 2024, the brand is ramping up its outdoor media once again from April through to December with six bursts of nationwide activity for both Henry Westons and Stowford Press. Ranging from large scale OOH formats in key cities, to bespoke hand-painted murals, each of the bursts is expected to reach an average of 10 million people, driving consumer and, in turn, retailer demand.
This will be supported by national Stowford Press partnerships across key sports and music venues to encourage trial and drive year-round awareness. More than 600,000 pints will be poured across 50 music festivals and 11 sponsorship grounds, including Edgbaston and Lord’s, reaching an estimated 2.5 million people.
Throughout 2024, the brand expects to reach around 60% of UK adults with its marketing activity, in the process, recruiting drinkers and ensuring Henry Westons and Stowford Press are front of mind for cider shoppers up and down the country.
In depot, bespoke activity is running to grab attention and drive sales, such as at-shelf signposting, shippers, pallet wraps and bus stops.
“We’re committed to investing time in our cash & carry customers, making sure they have the most up to date information for stock and category advice. Ensuring they are well informed to provide a better service for their customers ultimately creates success throughout the supply chain,” says McKinnon.
“Maintaining strong relationships with wholesalers is key to our continued success. Investing time in our wholesale customers and making sure they have the most up to date information for stock and category advice, ensures they are well informed to provide a better service for their customers and ultimately creating success throughout the supply chain.”
James Middleton, National Account Director, Loch Lomond Group, comments: “The primary driver for purchasing remains taste preference so being able to meet, and exceed, consumers’ appetite for quality at affordable prices means we expect to see a continued increase in demand.”
Consumers are still influenced by brand reputation and recognition with established brands with a strong presence instilling trust and loyalty among consumers, leading them to choose familiar brands over others. “Over the last three years, Glen’s Vodka has forged fresh relevance with both loyal consumers and those new to the brand, with quality better reflected in our refreshed look and feel,” adds Middleton. “A series of on-pack promotions and impactful partnerships have also put Glen’s ‘front of mind’ in terms of category purchasing decisions.”
From forging long-term rewarding partnerships with the Scottish Professional Football League (SPFL) and the British Rugby Super League, to executing special on-pack promotions, Glen’s is at the heart of the community. This, coupled with launching UK-wide OOH media campaigns, building social media presence and producing an ongoing line of NPD has resulted in record levels of success for the brand, keeping it significantly above the category average.
For Glen’s the key for vodka is stocking a good variety of the popular pack sizes (20cl, 35 cl, 70cl and Litre) at a good variety of price points.
As the second largest vodka brand in the country with a 30% share of vodka in the impulse channel, all the key sizes have amongst the highest rates of sale in the category. “It’s because of these high rates of sales and popularity of the brand that we believe our NPD in flavoured vodka and in RTDs will add even more value to retailers,” says Middleton. “We firmly believe. We entered the ‘Ready to Drink’ (RTD) category in 2022 by launching our Glen’s Vodka with Pink Lemonade and Glen’s Vodka with Cola.”
Glen’s Vodka remains the second-best selling vodka brand in the UK off trade and the clear first choice amongst value brands with over 13% total market share.
Glen’s recorded the largest growth in UK off-trade value of any sprits brand in 2023 – ranking third overall in the Beers, Wines and Spirits category. This success continues in 2024 as Glen’s has reached a total volume market share of 13.7% across the GB market, outperforming major competitors in the vodka category by on volume and value.
This success follows a major brand update, in which the packaging design across the full Glen’s product range was refreshed in a bid to strengthen market position with clearer quality and heritage messaging. A bolder brand with better standout gives us the opportunity to create greater product recognition and generate even more colourful communication off pack with a wider consumer base.
“We’re reaping the rewards of operating with packaging which now reflects our product offering and I do believe continuing to put a focus on increasing consumer appeal is key to our success,” continues Middleton.
Over the last three years Loch Lomond Group has increased its investment in the Glen’s brand with a commitment of quality to customers, while remaining quintessentially ‘Glen’s’, to hold this favourable position in the market.
In line with a partnership with the Scottish Professional Football League (SPFL), Glen’s embraced the appeal of Britain’s best loved sport to launch a new (SPFL)-inspired on-pack promotion, ‘Golden Goal’, giving on and off-trade consumers the chance to win cash prizes and exclusive football merchandise.
The Golden Goal campaign is supported by out of home and digital advertising worth almost half a million pounds. Starting the journey in-store with a modified label design and branded POS displays, the off-trade promotion transcends the traditional ‘buy to win’ mechanic with consumers taking the game online – with no purchase necessary – to compete for a place on the real-time leaderboard. The promotion is also supported on-trade with scan-to-play coasters, posters, and tent cards in participating bars, allowing the wider public to take part.
“Developing strong relationships with suppliers is crucial for wholesalers to secure favourable pricing, terms and product availability. By collaborating on marketing initiatives, wholesalers can strengthen their supplier partnerships and in turn, enhance their competitive position in the market,” suggests Middleton.
“Getting the basics right is key to wholesale distribution sales. We are able to offer wholesalers a quality product at a great price point, so to maximise sales, we need to ensure our product availability is advertised to wholesalers through well-funded marketing and sponsorship packages.”
“Wholesalers and cash and carries can expect to see a big uplift in demand for Brothers Cider this summer,” says Nicola Randall, head of marketing at Brothers Drinks Company, owner of the Somerset-born brand. “With the brand’s biggest ever relaunch this spring, an exclusive tie-in with June’s famous Glastonbury Festival, and our most significant package of marketing support ever running right across the summer, demand from independents and convenience retailers will step-change in the coming months.”
With new liquids, new packaging and new flavours, coupled with a new creative identity, Brothers Cider will look, taste and communicate differently. The brand’s research revealed that consumers are more motivated nowadays by sessionable, easy-drinking flavours, and quality, authenticity and sustainability than by quirky flavours so, Brothers is focusing on a core range of four permanent flavours going forwards.
App-Solutely Pear-fect is a refreshing apple and pear cider that’s a sip of pure orchard goodness.
Un-Berrylievable comprises crisp apples dance with juicy blackberries and raspberries in a flavoursome fusion that will tickle taste buds.
Best of the Zest is an orange and lemon combination which awakens senses and delivers a surprise in every sip.
Berry Sub-Lime is a playful union of tangy lime and refreshing raspberry that sets taste buds giggling.
Randall explains: “This all-new range of recognisable flavours presented in enticing new combinations successfully embodies both the brand’s heritage in interesting flavour development and the consumer need for familiar, appealing products which really deliver refreshment. To accompany our new flavours is a transformative pack redesign which better communicates the brand’s free-spirited personality. The bold and disruptive new look breaks category norms, using playful illustrations and vibrant real fruit depictions on clean, white cans.”
Mirroring both consumer preferences and environmental benefits, all new take home variants will be available in cans only. All flavours will be sold as single 500ml regular format cans, single 330ml sleek-style cans and 6 x 330ml sleek-can multipacks.
To match the brand’s new positioning targeting consumers seeking refreshing, sessionable fruit-flavoured ciders, three of the four relaunched Brothers Cider products will be available at the new level of 3.4% ABV. In a nod to the brand’s original Glastonbury Festival cider, the App-Solutely Pear-fect variant will be offered at 7.0% ABV, aligning it to comparable apple and pear flavour competitors and representing great value for money to shoppers.
To support the relaunch, a major campaign of consumer activity commences in May and runs throughout the summer. The marketing package comprises, video on demand, 6-sheet advertising, festival-related activation, consumer PR, and a major social media campaign. There will also be significant, impactful relaunch POS support for both depots and retailers.”
“One key pillar of our 2024 support package is our close association with Glastonbury Festival,” says Randall. “We signed a new contract to continue our long-standing status as the Official Cider of Glastonbury Festival, the world’s largest greenfield music and performing arts festival. Brothers Cider will once again be in the spotlight at June’s 100-bar, five-day event at Worthy Farm, just three miles from our cider mill in Shepton Mallet, Somerset.
“It is 29 years since Brothers Cider was first served at the world-famous festival – and it has featured at every gathering since – and the association has thrived over the decades. We know that our link with Glastonbury Festival really cuts through; anyone who has ever been is aware of the association and, more importantly, while most can’t attend year after year, they can recreate the festival vibe in their own home or at social gatherings year-round by buying Brothers from independents and convenience stores.”
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