Shoppers are set to stock up for at-home occasions big and small this year – even as restrictions lift, predicts Neil Baker, head of category management at Budweiser Brewing Group. He forecasts double-digit growth for the total beer category and increased share of total market for impulse and convenience compared to 2019.
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 (Kantar), creating a huge opportunity for independents to boost sales.
Here are three ways that wholesalers can help convenience customers make the most of the ‘Year for Beer’:
Stock up ahead of the game
There is a clear correlation between how long the England team remains in a football tournament and beer sales (Kantar). 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 (Nielsen).
With a huge summer of football scheduled to take place, wholesalers should prepare for increased customer demand and stock up on a winning line up of beers.
Budweiser Brewing Group will 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 the total category (Nielsen), making these key SKUs to help convenience customers maximise spend.
Published Date: February 9, 2021