- Asahi UK evolves range to protect convenience retailers from the decline in mainstream brand multipacks, launching 440ml can multipacks across its biggest premium brands
- Small-pack 440ml cans are up by +9%, with premium 440ml cans driving the most growth – up by +29% through distribution and rate of sale gains
Asahi UK is evolving its multipack strategy to help retailers combat the sharp decline in traditional 330ml and mainstream brand formats. By launching new 440ml can packs across its premium brands, the brewer aims to protect retail sales and profits while aligning with shifting consumer needs.
The move sees Peroni Nastro Azzurro, the most-loved premium lager brand, offering an appealing and valuable new format with a 10x440ml pack. Asahi Super Dry, the fastest growing premium lager brand, meanwhile, is tapping into the big night in opportunity with a 4x440ml pack.
With small-pack 330ml cans currently suffering a -26 per cent decline in value sales as shoppers demand more for their money, Asahi UK’s new range is strategically positioned to help retailers recapture that spend. While mainstream brands’ 440ml cans have seen a -4.6 per cent decline year on year, the premium 440ml segment is bucking the trend with double-digit category growth (+29 per cent).
“Premium 440ml multipacks are the single biggest opportunity for convenience retailers’ take-home lager sales,” said Rob Hobart, Marketing Director at Asahi UK. “The evolution of our multipacks marks our commitment to giving our retail partners the tools they need to drive sales and profits in a changing economic landscape.”
Asahi UK’s multipack revamp comes at a time when the can format is demonstrating long-term growth in convenience market share, reaching almost 74 per cent in the latest year.
Asahi Super Dry 4x440ml and Peroni Nastro Azzurro 10x440ml are launching in Bestway, Dhamecha, Parfetts, Booker, Filshill in March, and will launch in Co-op, Nisa and Costcutter in April.