This summer, craft beer brand BrewDog aims to broaden the appeal of craft beer, by delivering value to shoppers and consistency for retailers with its first price-marked pack.
Leading with BrewDog’s top-selling skus, Punk IPA and Hazy Jane, promotional 4 x 330ml-can multipacks will be priced at £6.99, rolling out from the end of June and throughout July, exclusive to wholesale and convenience customers.
Price-marked packs are growing ahead of beer +28 per cent in value sales, vs just four per cent for total beer, and are now worth 27 per cent of total beer in the convenience channel, increasing to 52 per cent of the four-pack category. This indicates that stocking price-marked packs of best-selling beer products, presents a huge opportunity for retailers to drive category sales.
“Craft Beer is still a relatively new category to the impulse channel and selling prices vary significantly as retailers explore its positioning,” said Jonny Leece, Head of Impulse at BrewDog. “This has potentially been a barrier to purchase, with shoppers looking for value and stores struggling to compete with supermarkets.
“We’ve recognised the opportunity to help retailers drive ROS with a consistent price across our best-sellers, whilst also delivery value to the end consumer. With 88 per cent of total beer four-packs sold at under £7, we think £6.99 is a compelling price for both stores and shoppers and hope it will encourage more retailers to pick it up in-depot and ultimately more people to try craft beer for the first time.”
BrewDog Hazy Jane