With shoppers set to stock up for at-home occasions, Neil Baker, Head of Category Management at Budweiser Brewing Group forecasts double digit growth for the total beer category in 2021, 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, creating opportunity for independents to boost sales and footfall.
Here’s how stores can make the most of the Year for Beer:
Stock up early
There’s a clear correlation between how long the England team remains in a football tournament, and beer sales. With a month of Euro 2021 matches this summer, stores should prepare for increased demand.
Bud Light, official beer of the England Men’s Football Team, will support independents with giveaways and POS in the lead up to key fixtures.
Appeal to new shoppers
Sporting occasions bring in new shoppers to the beer category, with known brands out-performing competitors.
Our much-loved brands underline this trend, recording a 43% uplift in the beer category around the 2018 World Cup.
Perfect pack strategy
Last year, mid and large packs grew ahead of total category – a trend set to continue into 2021. Offering shoppers the brands they love in larger pack sizes will help boost spend year round.
Stock up on the nation’s favourite brands here: https://budweiserbrewinggroup.co.uk/site/contact/enquiries/
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