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.
“It’s fair to say that consumer perceptions of the no and low category have changed considerably in recent years, having gone from being seen as a bit of a fad which doesn’t taste very nice, to something now that is enjoyable in its own right,” comments John Price, Head of Marketing at Kingfisher Drinks. “This is largely down to operators who have successfully refined their recipes as new processes and hop substitutes become available, to offer a high-quality product, as well as being a substitute for its alcoholic counterpart.”
A recent Portman Group’s sixth annual survey in partnership with YouGov revealed that young people are the biggest consumers of no and low alcohol alternatives, with nearly half (44%) of 18-24-year-olds surveyed considering themselves either an occasional or regular drinker of alcohol alternatives, compared to 31% in 2022.
Those 18-24-year-old consumers who are purchasing more no and low now, are more likely to convert to lifelong fans of the brand they choose, whether it is in alcoholic or no and low form. Kingfisher Zero, launched just over a year ago, embodies the quality and flavour of Kingfisher Premium, but without alcohol and without compromising on taste.
Kingfisher Ultra, a super-premium world beer with an ABV of 5%, launched towards the end of last year. To capitalise on this, the brand will be launching in a new 650ml bottle during the summer to add some super-premium exclusivity to the beer aisle.
“When it comes to beers, I think it is 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. 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,” adds Price.
“My advice to wholesalers would be don’t just stock the same old lager brands that you historically have done. We know consumers can often get tired of seeing the same lager brands, so are enjoying discovering premium world lagers from all sorts of different places, which are a great option for retailers 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. 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.”
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Consumers are reassessing their alcohol consumption as they look to live healthier lifestyles. Retailers can create excitement around moderation, wellness, and low-ABV and 0.0% options by stocking new, lower-ABV alternatives to premium favourites such as Birra Moretti Zero and Heineken 0.0.”
Heineken® Original and Heineken® 0.0 – the biggest non-alcohol lager in 2024 (Nielsen) – remain in growth, demonstrating the appetite for premium lager, alongside the need for alcohol-free options from bestselling brands.
Birra Moretti, a world premium lager suited to trading up occasions, especially around the summer and during the festive period, grew in value by 2.1% (Nielsen) last year. This was boosted by the launch of Birra Moretti Sale di Mare in February 2024, which now commands a 0.3% (Nielsen) share of the beer category, designed to offer drinkers seeking more flavourful and interesting taste profiles with an accessible, yet premium twist.
Cruzcampo® has had a very successful launch. Generating £88m in retail sales across the market (Nielsen) and owning a 1.8% (Nielsen) share of beer sales in the Impulse channel, the brand taps into shoppers’ growing demand for more premium continental lagers that still offer value for money.
While Foster’s boasts a 4.6% (Nielsen) market share in the lager category, Foster’s Proper Shandy came to claim a 0.2% (Nielsen) market share, despite it only being launched in February 2024.
HEINEKEN UK delivered £39m worth of growth to the beer category in 2024 (NIQ). This represents growth of +5% value growth and +3.8% volume growth (NIQ). HEINEKEN UK also has the broadest range of beers across brewers in the UK with a balanced portfolio of versatile brands in every segment of the category.
“People enjoy discovering drinks with depth and 2025 will bring huge opportunity for retailers to boost spend by providing shoppers with the opportunity to discover new tastes. Retailers should look to create attractive and dedicated store environments that encourage exploration, such as the use of chilled beer caves or sampling stations. Amplifying the heritage of familiar Mediterranean world lagers like Birra Moretti and Cruzcampo® or creating nostalgia around the classic choices, such as John Smith’s, through shop display is a good way to inspire customers within path to purchase,” adds Wilson.
“Wholesalers need to have a fully stocked display with a good mix of core brands, merchandised chilled where possible, such as Heineken® and Birra Moretti, immersed with newer, trending lines, including Foster’s Proper Shandy and Cruzcampo®, is the best way retailers can retain loyal customers, alongside attracting new shoppers to explore the beer segment for the first time.”
Effective ranging and merchandising also involves focusing in-store displays around key sporting occasions to drive incremental sales. This can be achieved by keeping on top of on-pack promotions and being the first to stock limited-edition lines, and utilising themed-PoS when available.
During major international sporting events, retailers can amplify their beer range by offering larger multipacks, in anticipation of people hosting gatherings at home, alongside small packs sited in the fridge for those wanting to grab something convenient to enjoy on the go.
Placing beer on the shop floor in clear sight of shoppers, and signalling launches with PoS, such as shelf banners and posters, can draw customers into the fixture, and let them know that they can rely on you to offer an interesting range of beers.
As grocery shoppers continue focusing on sustainability, HEINEKEN UK is testing out a Chill-it unit. Chill-it is a machine designed to cool down a single can from 25 degrees Celsius to an icy -1 degree in just 30 seconds. It is also more sustainable than a regular chiller. With this unit, retailers will be able to ensure selected beverages stored at room temperature can be quickly chilled to be consumed on the go.
Last year, gift with purchase mechanics were increasingly popular. Enhancing the beer category’s appeal in store by elevating the value proposition of key products, these mechanics create excitement for shoppers and give them another reason to buy into the beer category when planning for everyday celebrations.
“In the beer category, core will always remain priority and as such, we suggest retailers start building their range with a few classic lager brands from well-known brands that consumers know and trust,” says Wilson. “For those with more space, we would also then recommend they venture into the premium segment, and consider offering a range of world beers, which will facilitate trade up and a bigger basket spend overall.
Leveraging well-known brands that consumers recognise is always a great place to start.”
Caitlin Brown, Off-Trade Category Development Executive, BrewDog PLC, comments: “Lager is worth 94% of the category (Circana) and is perfectly suited to the warmer months with its refreshing, crisp taste pairing well with summer food. To succeed in the category, retailers should focus on a range that offers well-known light lagers perfect for drinking during long, sunny afternoons – such as Cold Beer and Lost Lager.” Craft beers, especially light IPAs can offer more complex flavours while refreshing, making them great for barbecues and picnics. As an initial craft offering, BrewDog recommends starting with its top two products, Punk IPA and Hazy Jane New England IPA 4 can multipacks, which also continue to see a lot of love from shoppers for their bold, tropical flavours that fit well with summer vibes. Punk IPA and Hazy Jane alone are worth 37% of the category in impulse (Circana).
During the summer months, consumers generally reach for easy-drinking, refreshing beers that do not leave them overly full or sluggish. Session lagers and low-calorie options are perfect for long outdoor events or casual gatherings.
Last year, BrewDog identified a gap for a great-tasting mid-alcohol lager, which not only met the demand for more sessionable-strength beer but also delivered value to shoppers. With its 3.4% ABV making it a more affordable option, BrewDog Cold Beer is a Crisp, Cold, Lager, which 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 adds additional flavour from the ale yeast to the beer, delivering a higher quality tasting product whilst being able to deliver a more session-able strength brew. Its clean and light taste makes Cold Beer an ideal choice that can be enjoyed during peak summer.
With more consumers focusing on moderation or even abstention, 43% are reducing the alcohol content of the drinks they consume, and this does not show signs of slowing (Vypr). This has led to a generational shift, with almost 40% of 18-25s not drinking alcohol at all vs 22% in 2019 (Bespoke Consumer Research). Moderation is now mainstream, with 3 in 4 of us moderating our alcohol intake to some degree and the number of people looking to moderate alcohol consumption is similar in size to the number who consume alcohol once a week (77%, Vypr).
As a result, alcohol-free sales over the 12 weeks to 1st September grew +17.5% value (Circana). With the continued demand, we expect the low and no category to grow further and play a stronger role in shopper’s repertoire, particularly over the summer months when there are more drinking occasions. In fact, as more sober-curious shoppers expand their search for alternatives into additional channels, this subsegment of beer is currently outperforming total beer in impulse (Circana).
“Well-known, established brands such as BrewDog, which holds two of the top 10 sellers within alcohol-free beer and continues to evolve and improve its AF range, as well as product quality, will be key to this success (Circana). Stores will also play an important role in the education of AF by ensuring low alcohol alternatives of their shoppers’ favourite beer styles and brands is available,” adds Brown.
“Looking ahead, we expect that AF will continue to evolve in new ways with the introduction of more specific beer styles – including stout and craft, as well as just lager. There is also the potential, as shoppers become ever more focused on health and wellbeing that we could start to see the role of functional AF products, with added benefits.”
Liam Fidler, Head of Off-Trade at Damm UK, comments: “Consumers are looking to grow their repertoire of beers and demanding more from the category. This is evident through the latest set of data which shows Craft, no/low and world beers are all in growth whereas the mainstream category is having a more challenging time of things.”
No / low is the fastest growing category (+10.9% in Impulse over the last year). Breadth of choice is growing for retailers and their shoppers and it’s really important that space is dedicated.
Estrella Damm remains Damm UK’s top selling brand with its 4x440ml can the most important in this channel.
Damm UK is introducing a convenient 440ml fridge pack (10x440ml) and Damm Lemon will be introduced in a can pack also (4x330ml).
“We’re particularly excited by the launch of Estrella 0.0. We’ll be the first super premium lager in a 4x440ml can format. We have the view that non alc drinkers should still be able to purchase their favourite beer in the same favoured formats,” adds Fidler.
Estrella Damm’s share in the impulse category grew by over 20% in 2024 and the start to 2025 has been equally strong across all channels.
“Continue to offer your retailers strong breadth of choice and the opportunity for suppliers to excite by bringing their brand plans right the way through the line,” advises Fidler.
Limited edition packs are hitting the market through the spring where the brand will be using its relationship with FC Barcelona for the first time. Competitions will be running to see games at the Camp Nou Stadium. The TV campaign will run from June to ensure the brand is front of mind through the key summer period.
Michael Baggs, co-founder of Mash Gang, comments: “The popularity of premium craft beer has been on an upward trajectory for some time now. However, the current economic climate is prompting many consumers to become increasingly cautious with their spending habits. As a result, they are opting for higher-quality beers in smaller quantities to ensure a cost-effective yet enjoyable drinking experience.
Beer remains a leading choice for alcohol consumption in the UK, with 62% enjoying beer regularly (YouGov). While wine has traditionally dominated, affordability concerns have led many consumers to shift their preference toward beer. According to the IWSR, premiumisation is a key driver in the UK beer market, as consumers focus on quality over quantity. This trend is reinforced by the increasing demand for craft beer, which continues to grow despite economic pressures.
“The craft beer industry has also shown resilience, with small and independent breweries focusing on innovation and unique flavour profiles to attract discerning consumers,” adds Baggs. “At Mash Gang, we recognise the importance of producing high-quality, distinctive beers and remain committed to crafting our products to meet these evolving preferences. Chug is our flagship, best-selling pale ale – big tropical hops, assertive but round bitterness, and an extra pale base, with fluffy body. It is easy drinking and crowd-pleasing which is perfect for a BBQ.”
The low and no-alcohol beer market is growing exponentially each year in the UK and is the fastest-growing segment in the beer market, with sustained year-on-year growth of 23%.
This shift is driven by a broader societal move towards moderation, with 87% of UK pubs now offering at least one alcohol-free beer option. The IWSR further reports that the UK’s no/low-alcohol category is expected to grow at a CAGR of 7% between 2022 and 2026.
“Consumers are increasingly prioritising health-conscious choices, and the demand for innovative, great-tasting alcohol-free beers has never been higher,” says Baggs. “We’re continuously innovating to create exceptional no and low-alcohol beers that provide a full-flavour experience while aligning with modern drinking trends. Lesser Evil is our latest beer, a delicious chocolate and cherry stout – thick, rich, and loaded with chocolate and heaps of cherry, it’s cake in a glass.”
April Darrell, Customer Marketing Manager at Kopparberg, comments: “Shoppers are more selective than ever – even when budgets are tight, they’re still looking to trade up and treat themselves to recreate premium experiences at home. We’re seeing this “lipstick effect” play out in the drink’s aisle, where people are trading both up and down depending on the occasion.
“There’s a real shift happening towards healthier, more mindful drinking, especially with Gen Z and Millennials. They want options that fit their balanced lifestyles without compromising on taste or experience. That’s why trusted, premium brands like Kopparberg do so well in this space. People know they’re getting something that tastes great, whether it’s alcoholic or not. It’s a bit like the idea of “zebra striping” – alternating between alcohol and alcohol-free depending on the moment.”
Bringing a fresh new taste to the apple cider category, Kopparberg Crisp Apple strikes the perfect balance between a traditional apple cider and the brand’s signature sweet profile. Premium, refreshing, and approachable, this cider is aimed at attracting new shoppers to the apple cider category, offering an alternative to traditional, drier ciders. As apple cider sees a resurgence, Kopparberg Crisp Apple is designed to meet the evolving tastes of today’s consumers. It is available in 500ml bottles and cans, and on draught in pubs and bars.
A fresh, tropical twist is landing just in time for summer, as Kopparberg introduces its latest fruit cider flavour: Mango. This vibrant newcomer blends the exotic sweetness of ripe mango with Kopparberg’s signature apple cider base, offering a refreshing escape with every sip. With consumers actively seeking new and exciting flavour experiences in the category, Mango answers that demand – delivering something bold, fruity, and unmistakably Kopparberg. Available in 500ml bottles, as well as 500ml and 330ml cans, it’s the ultimate summer serve for BBQs, beach days, and everything in between.
Launching as the latest addition to Kopparberg’s popular Vintage range, Sweet Vintage Apple delivers a bold new twist for cider lovers. Sitting alongside the fan-favourite Sweet Vintage Pear, this 7% ABV cider combines the depth and character of a traditional vintage apple cider with Kopparberg’s unmistakable sweet finish. Perfect for those seeking a richer, fruit-forward taste, it’s available in a convenient 500ml can – ideal for enjoying a premium, high-ABV cider experience with every serve.
“Stock the bestselling brands – shoppers are drawn to names they recognise and trust,” advises Darrell.
“Use pack formats that suit the channel – whether that’s single bottles and cans, 4-packs, or larger multipacks. Single cans are ideal for on-the-go missions, impulse purchases, or chillers in convenience and forecourt settings. 4-packs work well for small social gatherings or top-up shops where shoppers want a ready to share option without committing to a larger pack. Think about when they’re most relevant, just like our variety pack is great for both the summer months and Christmas, as it has something for everyone and perfect for social occasions, such as picnics, BBQs and festivities.
“Think about depot presence – standing out in-depot really drives decision-making. And don’t forget the on-trade, where relevant. Ensuring you have formats that fit to those need states, as well as promotions/giveaways that cater to this channel.”
Darryl Hinksman, Head of Business Development at Westons, comments: “Premiumisation remains the driving force behind value growth, as shoppers increasingly prioritise quality over quantity.
“This is particularly evident in the cider category, where crafted apple ciders, like our best-selling Henry Westons Vintage, are thriving. Made from locally sourced apples harvested in a single year, Henry Westons Vintage embodies the authenticity and heritage that consumers are seeking in their beverages, much like craft beers, artisanal spirits, and boutique wines.”
The latest Westons Cider report highlights just how significant this shift is. While total cider sales have seen only marginal growth at +0.1% YOY, crafted cider is surging, with a remarkable +14.6% increase in convenience alone (Circana). As drinkers continue to seek out premium options that deliver on quality and heritage, premium crafted ciders are becoming a must-stock for wholesalers looking to secure long-term success.
As the UK’s best-selling cider SKU, Henry Westons Vintage 500ml is growing 8.2% YOY in convenience (Circana), with one bottle sold every 0.75 seconds across the UK.
This year marks an exciting milestone for Westons as the brand celebrates its 145th anniversary. To honour this legacy, Henry Westons 1880 Vintage has been introduced, a permanent addition to the £98 million bestselling Henry Westons range.
Westons continues to be a major player in the cider category, worth £113.3 million in the off-trade and experiencing year-on-year growth of +7.6% (Circana). This upward trajectory has seen the brand add more than £8 million to the cider category since December 2023 (Circana), reinforcing its position as a key driver of value and momentum within the sector.
Henry Westons Vintage is worth £83.7 million and maintaining its position as the fastest-growing cider within the top five cider brands (+6.5% YOY). Not only is Henry Westons Vintage thriving, but it is also outperforming the wider cider market (+0.1% YOY), highlighting its ongoing strong consumer appeal.
Westons is ramping up its outdoor media, aiming to reach over eight million people per burst with Stowford Press and over 10 million with Henry Westons. Plus, it is bringing video-on-demand into the mix to engage new, younger audiences.
Henry Westons’ annual on-pack campaign – a proven sales driver, with nearly 140,000 entries last year – is back and bigger than ever this summer. To celebrate its 145th anniversary, shoppers can win a ‘Luxury Escape’ for four to Iceland, Hanoi, Kenya, or Marrakesh, and there’s additional prizes up for grabs every day. Running from April to August across 14 million bottles and 4.5 million multipacks, this is a golden opportunity for retailers to boost summer sales.
“As always, to maximise sales, wholesalers should stay ahead of the key trends driving category growth. Traditional apple flavours and crafted propositions continue to lead the way, as highlighted in our latest Westons Cider report. The crafted cider category, in particular, is thriving, growing 14.6% YOY in the convenience sector. This surge is largely driven by the ‘drink less but better’ trend, with consumers increasingly seeking high-quality, premium ciders,” adds Hinksman.
“With this in mind, wholesalers should prioritise premium, crafted SKUs to meet growing demand. A must-stock is Henry Westons Vintage 500ml, the UK’s number one cider, which outperforms the next bestselling product by £22.4 million. Its consistent success makes it a proven profit driver, ensuring year-round sales growth.
“Beyond this, wholesalers should also be mindful of making the most of every moment. Cider sales peak on the warmest days, so with summer approaching and cider season in full swing, now is the time to stock up. Stowford Press 10-packs are up 50.1% YOY and consistently perform well during bank holidays and major sporting events. Ensuring strong stock levels, particularly in the summer months, will help maximise sales and reduce missed opportunities during these high-demand periods.”
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, comments: “One of our best-selling products is Knights Cider. In the last quarter, the Knights brand experienced 72% (TWC) growth – becoming the number one alcohol brand driving volume growth in the UK’s convenience channel (TWC).”
Another strong product is Crumpton Oaks, which continues to be the number one value cider brand in the impulse channel (Nielsen). Popular for its mighty refreshing taste and blend of British apples, the Crumpton Oaks brand is in +6% growth (TWC) despite the rest of the category facing a slight decline.
Finally, Frosty Jack’s remains a firm favourite for UK cider fans – selling 1.1 million single 500ml cans in the past year, representing a sales increase of +5.6% year on year (Nielsen).
Aston Manor recently added two brand new flavours to the Crumpton Oaks range: Crumpton Oaks Strawberry and Crumpton Oaks Berry. The launch comes in response to the booming popularity of flavoured cider, with 40% of cider consumers now on the lookout for new flavours (Dram Scotland).
Carrying a RRP of just £1.50 per can, the expansion of the range promises to provide cider lovers with affordable and great tasting summer drinks, whether they’re heading to outdoor events or hosting a family barbecue.
Whilst the cider category in general has seen a slight decline, Aston Manor brands are growing ahead of the category and continue to drive success for retailers. With household budgets remaining tight, a growing trend of budget-conscious consumers are switching from spirits to cider (Kantar).
As a result, Knights Cider has become the number one alcohol brand driving volume growth into the UK’s convenience channel (TWC), solidifying its position as a leader in the cider market amidst a challenging industry landscape. The brand, crafted with expertise and rooted in Herefordshire’s cider tradition, has seen 72% growth year-on-year (TWC), with a significant 67% increase in volume growth for its 500ml can range (TWC).
Gee Lilwall, Non-Executive Director at Kicking Goat Cider, comments: “At Kicking Goat we are a producer of craft Cider and see the same trends that other categories are experiencing – consumers drinking less but demanding better quality.
“There is a demographic that gravitate to canned cocktails and RTDs, but these are not the consumers we see entering the craft Cider category.”
Kicking Goat has two regional ciders from its own orchards in Somerset and Kent and in both instances the medium dry variants are the most popular as these are a perfect balance of flavour and drinkability. The brand has just launched its Kent range and is looking at low alcohol.
“Craft products have to deliver flavour and experience,” adds Lilwall. “Make sure you focus on this.”
The brand is leaning heavily on PR/word-of-mouth, supported by liquid on lips at events.
Jo Taylorson, Head of Marketing and Product Development at Kingsland Drinks, comments: “Price sensitivity, value and quality reign supreme for UK consumers who – more than ever – are watching their spend. Value and the right product mix across beers, wines and spirits in depot are essential to keep customers moving up the price ladder while catering for their shoppers who will invariably looking for household names alongside more interesting products capable of driving interest.”
Campaneo – hailing from Spain and backing lesser-known regions such as Campo de Borja – has built real momentum and a cult following of shoppers and wine critics who appreciate its quality credentials and accessible price point. It’s an excellent example of a win ‘off the beaten track’, developed specifically for the value end of the market. Campaneo wines have the look, feel and taste of a premium wine brand, but at an affordable price point (SRPs start at £6 for the 75cl bottle and from £16 for the 2.25l bag in box). Campaneo’s brand proposition – centred around its outstanding reviews, affordability, and exceptional quality liquid – helps cement its place on drinks fixtures as an accessible, quality branded option.
“On the spirits side, challenger brands and start-ups are really resonating with consumers who value what they offer and enjoy the feeling of buying something unusual, unique, or more exclusive to access,” adds Taylorson. “They bring a sense of excitement and an element of social currency to their drinking occasions. Our work with challenger brands has allowed us to understand this audience more deeply as we see younger drinkers moving away from conventional or mainstream products and seeking brands with a unique proposition that fits into their lifestyle. In smaller format stores and venues, it’s this shopper that will branch out from favourites and household names and try new, interesting products – often at a higher price point.”
David Heathwood, Commercial Director, Campari, comments: “Changes to the UK’s drinking culture and increasing concern for health and wellness (now the #1 concern for households) are certainly affecting BWS sales, most notably in the low-and-no sector; it saw growth of 14% in Off Trade and a massive 58% On Trade (NIQ). Brands such as Crodino offer an adult alternative for those that want an enjoyable drink, but without the alcohol. Crodino’s new recipe means that each bottle is just 20 calories, so health-conscious shoppers will find it hard to ignore.”
Consumers are really buying into cocktail-making via RTD products thanks to the convenience – they provide an exciting drink without the need to buy lots of ingredients. That was partly the reason for the category’s uplift over the Christmas period, an impressive +10% (Kantar). Range expansions and secondary space gains mean that they now claim a lot of shelf space, and for good reason.
Magnum Tonic Wine is the number one Jamaican tonic wine in the UK, experiencing over £53m in sales annually (TWC). It accounts for 92% of Jamaican tonic wine sales and welcomes new entrants to the ever-expanding category. It has seen massive growth over the last year with more than 95% of its annual 13.4 million bottles sold through convenience (TWC).
Wray & Nephew has grown sales in a declining spirit market and is now the #2 white rum in the UK, following the launch in June of its first above the line campaign ‘Reach for the Wray’. Wray & Nephew continues to partner with convenience and grocery stores alike to further amplify campaign awareness.
Spritz brands have grown by over £48 million in two years (TWC), and that’s predominantly through Aperol; an Aperol Spritz is the number one most searched for cocktail online and has elevated ‘spritz’ into the #3 cocktail position (CGA). Mainstream celebrity and influencer features this year have continued to build the brand in the on-trade, and shoppers are now growing confidence in making their own at home. Expect to see further investment into above the line and experiential activity, matched with continued shopper investment to further cement the brand in shoppers’ baskets.
In the brandy and cognac category, Courvoisier leads the way with a 23.4% value share (TWC). This is split between a range of sizes – the 70cl bottle has 54% but there’s also 22% for the 35cl and 18% for the 20cl. New for the UK market from April 2025, Aperol is launching a pre-mixed version of its iconic Aperol Spritz cocktail. Sold in 200ml bottles, these full-strength 9% spritzes are perfect for picnickers and partygoers alike.
“The brand will invest heavily in above-the-line and experiential activity, along with continued shopper engagement, to solidify Aperol’s position in consumers’ baskets,” adds Heathwood. “Ensure you stock them in the fridge so that those looking for a spritz cocktail can enjoy right away.”
Magnum Tonic Wine has recently launched a unified label design across the UK and Jamaica, reinforcing its authenticity as a Product of Jamaica and ensuring a consistent consumer experience. Magnum has seen massive growth over the past year, the West Midlands growing +7.4% (TWC) and London seeing a unit rate of sale (UROS) of 20 and above in the convenience channel.
This change unites the Magnum Tonic Wine brand globally ensuring consistency in product packaging and branding. For the UK, the new label brings a bright, bold new look helping to improve product visibility and stand out on the shelf. This harmonisation reinforces Magnum Tonic Wine’s authenticity by strengthening its ties to Jamaica and dissolves any misconceptions that the product might be different between the two markets.
Campari Group UK is the 5th largest On Trade and 8th Off Trade supplier in the UK Spirits market.
“Emerging trends in UK drinking culture, particularly around Low & No and RTD, could be exploited to improve things. Catching a customer’s eye with NPD can really help. For Liq & Special, a little bit of hand holding – serving suggestions, extra product detail, even recipes – could encourage customers to add something new to their basket,” adds Heathwood.
“More generally it’s important to make products easy to shop, displaying them clearly and with pricing on the shelf. This helps consumers shop with confidence, knowing they are being charged the correct amount.” Aperol is offering lots of above-the-line and experiential activity to support the launch of its new RTD product this spring and to solidify Aperol’s position in consumers’ baskets. Shoppers who purchase the promotional packs and enter via the QR code will be in with a chance to win a Smeg Aperol fridge every day from 20th May 2025 to 30th June 2025, with 50 x £100 Aperol merchandise vouchers up for grabs, too. “Getting the word out about NPD is crucial, so always communicate the big new launches to the relevant retailers through your digital marketing streams and Whatsapp channel. Give NPD your prime fridge space so that any marketing activity is maximised and customers are drawn in to try it out,” says Heathwood.
“The success of the Reach for the Wray campaign, highlighting the rum punch serve, proves that offering an enticing, simple and adaptable serving suggestion can really get products into baskets. Make sure that fractionals are available and visible as well as full size SKUs – a lot of shoppers are now trading down into smaller sizes due to cost, and preference.
“A lack of inspiration when it comes to serving suggestions can be a barrier to purchase, but suppliers can help with the relevant POS, from aisle fins to bottle room FSDUs. Install it all as soon as it’s relevant to make additional purchases irresistible to your shoppers.”
FUNKIN COCKTAILS, the UK’s leading cocktail brand (Nielsen), is shaking up the industry once again with a vibrant new addition to its bestselling nitro cocktails offering. Introducing, FUNKIN COCKTAILS Apple Sour Martini.
As Gen Z gravitates towards eye-catching colours and bold fruit flavours in their drink choices, and apple soars in popularity, growing a third across the soft drinks category in the last year (Nielsen), the launch taps into the flavour trend set to soar this summer, allowing retailers to cash in on the booming RTD category that has grown 11% since last year (Nielsen).
With half of all cocktail serves containing vodka (CGA) and the martini format continuing to dominate the scene making up a fifth of all cocktails (CGA), there is also a rising demand for drinks with a citrus flavour profile, with apple experiencing a large growth (+4%) over the last year (CGA).
The FUNKIN COCKTAILS Apple Sour Martini puts a fresh twist on the classic fruit flavour, infused with nitrogen for an irresistibly smooth, velvety texture and a perfect pour – just in time for the warmer months. FUNKIN COCKTAILS’ Head of Brand, Ashley Birch-Ruffell, comments: “FUNKIN is always creating new trend-flavours that lead the way and tap into the tastes of today’s drinkers. Consumers are looking for bold, innovative flavours – and that’s exactly what our new Apple Sour Martini delivers.
“With the flavour apple soaring in popularity, perhaps thanks to last year’s Brat summer, we saw the perfect opportunity to introduce a fresh, exciting cocktail, that we know Gen Z drinkers will love – just in time to welcome spring and the warmer weather.”
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