As football fever grips the nation, independent convenience retailers have also stepped up their game plan with wholesome and engaging in-store displays, branded bespoke and immersive sports-themed theatre, thus setting new benchmarks for customer engagements and brand promotion.
After a comparatively dull span owing to cost of living crisis and harsh weather conditions, this summer has brought a sense of excitement with the ongoing EURO 2024, Wimbledon and the upcoming Paris Olympics.
It’s good news for convenience stores as industry reports forecast a busy summer ahead, starting off with Euro 2024.
As England continued to rise the ranks in Germany and ultimately reaching the Finals, convenience stores back home were translating some of the buzz into vital business benefits by bringing a slice of the excitement inside the store.
One Stop Mount Nod store in Coventry is well ahead in this game with an impressive football-themed atmosphere created in the store owing to “5 meters by 4 metre football pitch” in the centre of the store.
Talking to Asian Trader, retailer Aman Uppal, who runs the store, revealed how this football bespoke is a joint result of his ideas and CCEP’s execution.
One Stop Mount Nod store
He said, “I had it created back to 2021 during the last EURO.
"I am grateful that Coca-Cola believed in me and in my vision that enabled me to create something so extraordinary and powerful. Coca Cola also had competitions for other retailers to win a similar display in their stores.
"I still think it was such a great opportunity where a brand actually listened to me and worked with me.
“In fact, my customers were waiting eagerly this year too for the store to get decked up in football theme. I was surprised that they all remembered my last attempts and the store’s involvements.
“The brands I am using in the display area are all associated with the tournament. For example, Hellmann’s that has got a football makeover. Apart from those, I have also used Walkers range in the display area.”
Uppal did something similar in 2021 and 2016 as well when he got real grass for the front of the store complete with goal posts.
“I even admit it was a bit crazy, but it was just an idea we had. We needed to make use of this front space and it has now evolved into what you are seeing now, which is more practical,” he told Asian Trader.
The store front that leads to store entrance now displays flags of different participating countries with England’s at a prominent spot.
Elsewhere in West Yorkshire, BB Nevison Superstore & Post Office is also buzzing with excitement with football accessories, displays, promotions and offers as the store owner Bobby Singh got some leading brands to support with POS kits, thus bringing a wholesome football-themed theatre effect to the store.
Singh said, “There is a sense of excitement as soon as a customer walks in. Our store’s display and theatre at the moment is all about football. We also have football flags; our staff is also wearing football-themed outfits. It adds up and makes a good atmosphere.
“The beginning of this year has been a bit quiet, maybe due to the gloomy weather. But now that football has started, and the weather is warming up, it is now going brilliant.”
As the official partner of UEFA Euro 2024, Coca-Cola has emerged as a star in helping retailers to tap into the excitement by giving shoppers the chance to win a host of football-themed prizes in the run-up to and during the tournament.
Singh told Asian Trader, "I am thankful to all the brands, especially Coca-Cola and Budweiser, that supported us in creating that buzz and giving us the tools to bring this effect into our store.
“It's amazing how Coca-Cola gave away free branded gifts to customers. Those customers, I am sure, will remember this for a long time to come. They will relate the brand and the gift with pride, happiness and great joy. Even things like glassware from Budweiser have the same connection- people use these things and every time when they look at it, the brand comes in their minds with positive memories.”
Niel’s Premier store in Peterborough is another convenience store that is drenched in football fever.
Retailer Neil Godhania, who runs the place, has installed massive Euro themed vibrant displays throughout the store, along with a small goal post- all this designed to capture attention and generate enthusiasm.
Godhania told Asian Trader, “The tournament has provided us indies a substantial opportunity to boost sales and engage with customers.
“I have always felt that it’s important to maintain good relationships with field sales reps and brand suppliers.
"Their knowledge and insights are invaluable, particularly during these big sporting events. Furthermore, our suppliers have been able to give us eye catching POS, branded packaging, limited edition products, in store activations and strategic promotions.”
Godhania also credited wholesalers for providing access to a wide range of high demand products during the Euros.
"Additionally, we have been able to take advantage of special promotions and bulk buying deals prior to the event. This strategy has allowed us to offer more competitive and attractive prices to our customers. Consistent deliveries have been important during this high demand period, preventing delays that could have resulted in missed sales opportunities,” he said.
It’s a goal!
Football is creating waves on supplier sides too with brands coming up with creative promotions, rebrands and freebies to create more awareness and excitement among customers.
Apart from CCEP and Budweiser, Weetabix and Unilever have also launched their respective football-themed promotions.
Retailer Niel Godhania
To catch retailers’ attention, Bestway Wholesale launched a Euros campaign across its nationwide depots and online. Apart from “tailored top deals” to optimise retailers’ profits and margin, Bestway Wholesale depots’ entrances were transitioned into football stadium entrance tunnel leading to a football pitch-themed warehouse.
Retailers were invited to join in the fun by showing off their own football skills as well as bagging themselves some bargains.
All this excitement and the retailers’ efforts are now showing encouraging results at the till.
Neil’s Premier saw uplift in sales as well as positive change in consumer behaviour.
Godhania told Asian Trader, “These efforts have created a festive in-store experience that’s helped attract more customers, drive footfall and boost sales.
Retailer Bobby Singh
“The response has been great, we have had an uplift in sales and change in consumer behaviour. Our increase in sales has come from key categories such as drinks, alcohol, snacks, and ready to eat meals, this has all been driven by fans that are purchasing to take home to watch games with friends and family.
“Sales have increased significantly, and we’ve used the event to our advantage by enhancing our customer engagement through our in-house promotions. These include exclusive offers on beers, ciders and drinks which we will run until the Euros are over.
“Additionally the warm weather and the success of other European countries in the tournament have contributed to increased footfall and improved customer retention,” he said.
Sales got a boost at BB Nevison Superstore too, thanks to the excitement.
Singh said, “All this excitement enhanced our sales. And it's just a great atmosphere. Families and friends are watching tournaments like this together and food and drink are a big part of that. Such events and seasonal things are brilliant and it definitely, from my experience, brings a spike in sales, if done wisely.”
The sale of Coca Cola in the One Stop Mount Nod store climbed by “175 per cent” in the two weeks of the tournament, Uppal said, calling it a “significant growth in itself”.
“It's a mainstream product and not even a NPD so that is proof of how powerful these efforts can be,” he said, adding that Budweiser sales increased by “250 per cent”.
Uppal told Asian Trader, “I know for a fact I would not have achieved such encouraging sales without one of three things- display, branded gift and cooperation from One Stop. Those three things have come together perfectly.
"My customers love it. I get comments from customers that the store has such a nice, colorful and vibrant vibes and they feel happy to visit it. It means a lot to me that my customers are happy to shop with us, which is more important than itself.”
Scoring big, everytime!
After a tough year with the cost-of-living crisis and bad weather, this sports-packed season can just be the game-changer that the channel needed. Stores like One Stop Mount Nod, Neil’s Premier and BB Nevison Superstore are leading the way, showing that a little sports spirit can go a long way.
In fact, due to the combined effect of Uppal's quick thinking and creative support from Vertical Vendors, the beer stand in the store got a new graphics at a very short notice, soon after England made it through semi-finals.
Uppal said, "A special mention to Ben Jones-Fenleigh for his support in creating some bespoke graphics for one of my Vertical Vendors Ltd stands. I reached out to him and asked if there was any chance there was something he could do with the phrase 'Are you match ready?'. And within 3 days I received a reversible England and generic Euros themed POS kit that can be used on different matchdays."
Bespoke beer stand by Vertical Vendors
Going beyond Euro 2024, Uppal is well-prepared for Wimbledon as well as the Paris Olympics.
He said, "This summer is the biggest, I think in many years because it is the summer of sports. I have the proper strategy for each event as I am very mindful of what I do and how. I have got for Wimbledon too like I will be promoting strawberries and cream.
“For the Olympics, I have a vision in my mind; I am going to create a podium for display where I will place my ‘golden offer’ on the first podium, ‘silver offer’ on the second and the next best on the third place. I have already got an Olympic flag. These are very cost-effective things as they cost just a few pounds but add a lot of fun,” he said.
Uppal has also been able to help other retailers by getting them connected or by simply sharing ideas.
“I am a big believer in shared experiences. The work we are doing now will benefit other people later and make all these things more accessible for all,” he said.
Retailers’ attempts to bring in excitement are not just boosting sales but are also creating vibrant, community-centered retail environments.
Encouraged by the response, Singh wants other retailers too to give a try at such display strategies.
Singh said, “I would like to encourage other retailers who don’t participate in such displays to give this a try. Because obviously we've got our core business and we're all comfortable but great business can be done from these events too.
“Apart from business aspects, such activities are great for community as well as this is common topic which everyone is talking about and that too very passionately. Sports, especially football, bring people together and I am happy to be a part of it in some way for my community.
“I would also urge other brands to do more such promotions and activities during such seasonal events and support us as we retailers are the ones who are ensuring that ultimate experience reaches customers. It’s a great investment for all of us,” Singh said.
As summer progresses, the lessons learned and the momentum gained hopefully keep tills ringing well beyond the final whistle.
Snacking giant pladis has announced David Murray, currently leader of its UK and Ireland enterprise, will transition to the newly created position of global chief commercial officer.
After five years at the helm of pladis UK&I, Murray’s new role will see him take ownership of the company’s global platform and brand strategy along with its commercial transformation.
Mete Buyurgan will become the new managing director of pladis across Britain and Ireland effective 6 April.
Buyurgan, a pladis veteran of eight years, joins the Anglo-Irish division of the company from its Turkish, Eastern Europe and Central Asian operations which he ran since 2016.
Under his stewardship, pladis Türkiye, Eastern Europe and Central Asia grew revenue and profit despite significant headwinds and positioned itself at the forefront of the sustainability debate.
“While our brands like McVitie’s and Ülker have been part of peoples’ lives for decades, pladis is still a young business having started life nine years ago,” Geraldine Fraser, chief human resources officer, said.
“We have made tremendous progress together on our mission to build one of the world’s fastest growing snacks companies. Today, we take another step on that journey to evolve our business and position us for continued growth in an ever-changing retail and consumer landscape.”
Founded in 2016, pladis’ 16,000-strong team makes food across 27 bakeries and factories in 11 countries with its brands, like McVitie’s, Ülker and Flipz sold in more than 110 nations. pladis group revenue topped £2.7 billion in its most recent financial year ending 2023.
More than £20,000 worth of illicit tobacco and vapes were seized from multiple premises in an one-day operation in Meir by Trading Standards team along with officers from Stoke-on-Trent City Council and Staffordshire Police.
The operation is the latest across the city that resulted in 13 shops being closed in the last 12 months, and forms part of Operation Cece, which is a National Trading Standards initiative in Partnership with HMRC to tackle illegal tobacco.
Under the latest one day action, officers raided three shops in the area after reports of underage sales of illegal vapes and tobacco to children as young as 12.
The significant operation seized 1,084 packets of cigarettes, over 1,500 vapes and 165 large pouches of rolling tobacco.
The retail value was estimated at more than £20,000, plus more than £12,000 in evaded duty. Officers also seized 12 key rings that were either unsafe or had trademark issues.
Several people with no right to work in the UK, and other immigration issues, were found and their cases passed to the Home Office.
Councillor Amjid Wazir OBE, Stoke-on-Trent City Council’s cabinet member for city pride, enforcement and sustainability - said, “We will not tolerate the sale of illegal tobacco and vapes, which put residents at risk and cheat the taxpayer out of public money.
“Our Trading Standards teams are working round the clock to get illegal tobacco and vapes off the streets, and out of the hands of children. All forming part of corporate strategy and specifically helping to reclaim our streets.
Inspector Rebecca Price, from the Stoke South local policing team, said, “We’re working closely with the city council and wider partners in Stoke-on-Trent to tackle issues affecting local communities as part of our ongoing Making Great Places initiative.
“Retailers not complying with the law and putting local people at risk of harm are being targeted robustly on a proactive basis as part of this commitment, and I can assure local communities that similar enforcement alongside our colleagues will continue.”
The premises are now under investigation, and are facing possible criminal prosecutions including under the Licensing Act.
The Trading Standards work forms part of the city council mission to be a cleaner, greener and safer city for all who live, work and visit Stoke-on-Trent.
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Don Julio Tequila, owned by Diageo. The spirits giant sells billions of dollars worth of tequila and Canadian whisky in the US.
Photo by Anna Webber/Getty Images for Flipper's Boogie Palace
Spirits giant Diageo has suggested the US government consider tougher rules of origin requirements in trade agreements as an alternative to tariffs, a letter to the US Trade Representative showed.
In the March 11 letter, Diageo, the world's top spirits maker caught in the crossfire of US president Donald Trump's effort to remake global trade, argued that new rules of origin could support his aims and benefit the industry.
Such rules could give preference to goods, including alcoholic drinks, in which all ingredients and subcomponents are substantially sourced within the US or via its key trading partners, Alden Schacher, vice president of government relations at Diageo North America wrote.
This would deepen US supply chains, prevent "foreign adversaries" from using US trade partners to circumvent tariffs and support the administration's policy objectives such as growing the US economy, said the letter, one of hundreds published by the USTR from firms and trade associations about tariffs.
Diageo's proposed rules of origin would require that plants or grains used in the production of imported alcohol come from the US or the territory of a strategic trade partner - any country that has a trade agreement with the US, such as Mexico and Canada.
The company also suggested that the rules ensure the distillation also occurs in the US or the territory of the same partner, with any barrels used in ageing also sourced from one of those places.
Diageo sells billions of dollars worth of tequila and Canadian whisky in the United States. Executives have warned Trump's threatened 25 per cent tariffs on Mexico and Canada could deal a $200 million hit to operating profit in the company's second half alone, before mitigation measures.
In the letter, Schacher wrote that trade in distilled spirits is largely reciprocal and therefore actions to address imbalances are not necessary.
Schacher pointed out that Diageo employs thousands of US workers, has 11 US manufacturing sites, and spends $650 million every year on US inputs including barrels, glass and cans.
(Reuters)
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Asda Express stores offset sales dip at the supermarket
Asda on Friday reported a decline in its annual sales for the 2024 financial year, but the retailer has seen profits rising on margin gains.
The supermarket chain said its total revenue for the year to 31 December 2024 declined by 0.8 per cent to £21.7 billion, while like-for-like sales (excluding fuel) were lower by 3.4 per cent.
Asda grew adjusted EBITDA after rent by 5.8 per cent to £1.14bn during the year, driven by improved gross margins, particularly in non-food reflecting the strength and scale of its George business, as well as a full year of profit from the 356 Asda Express convenience stores and forecourt sites acquired from EG Group.
“Everyone is focused on making Asda the number one choice again for busy hard-working families who demand value. This is what’s driving all of our actions across pricing, ranging, merchandising and every part of the business,” Allan Leighton, Asda’s executive chairman, said.
Since the year end, Asda stepped up its investment in value by bringing back its Rollback to Asda Price proposition. Launched at the end of January, with an average reduction of 25 per cent across 4,000 popular products, Rollback has now been expanded to roughly a quarter of Asda’s entire range.
Asda said it will add thousands more products to Rollback at regular intervals during the year as part of its strategic shift to move its entire product range to a new low ‘Asda Price’ by the end of 2026.
Asda delivered £0.6bn in free cashflow during FY24, which helped reduce net leverage to 2.9x (FY23: 3.0x). The retailer said this enables it to invest in new value propositions like Rollback and Asda Price.
During the year Asda refinanced the vast majority of its 2025 and 2026 maturities of £3.2bn, including paying down £0.3bn from cash. This pushed out all the remaining maturities into the next decade.
“Looking ahead we still have plenty of work to get our business firing on all cylinders again,” Leighton said.
“While regaining customers’ trust will take time, we will undertake a substantive and well backed programme of investment in price, availability and the shopping experience to deliver this. This will materially reduce our profitability this year, which we expect to reverse as our market share recovers and improves over time.”
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Henry Westons Vintage 500ml is the number one cider SKU in the convenience channel
The unstoppable rise of crafted apple cider is setting the benchmark for success in the UK’s £1.1 billion off-trade cider market, according to the latest Westons Cider Report.
The leading cider producer advises that convenience retailers who prioritise premium products and strategic ranging will be best placed to drive sales in 2025.
Despite crafted cider thriving across the broader market, its share in convenience still lags slightly behind (20% vs. 24%). This gap presents an exciting opportunity for convenience retailers to tap into the premium crafted cider trend and unlock significant revenue.
Westons Cider’s milestone report reveals that, while total cider sales have edged up by just 0.1 per cent YOY, crafted cider is experiencing remarkable growth with a significant 14.6 per cent surge in convenience alone.
As consumers increasingly seek authenticity, quality, and heritage, premium crafted ciders are becoming essential for retailers eager to drive long-term success.
A decade of transformation in cider
Westons Cider predicted the rise of crafted cider in 2018 and, seven years on, the numbers prove just how transformative this shift has been. Back then, crafted cider made up just 9 per cent of apple cider sales — today, it accounts for nearly a quarter of the total cider market, adding an impressive £26.3 million to the category in the past year alone.
While the overall cider category has edged forward (+0.1%), crafted cider has surged ahead, growing at ten times (11.1%) the rate of the total market. This unwavering momentum cements crafted cider’s place as the fastest-growing segment in the industry.
This shift reflects a fundamental change in consumer preferences. A decade ago, cider was a broader, more fragmented category, featuring more brands and greater variety. Today, the focus has shifted — fewer brands, stronger premium offerings, and an emphasis on quality over quantity.
Crafted cider: A major untapped opportunity in convenience
Despite commanding a premium price of £4.32 per litre in convenience, compared to £2.76 for the total category, crafted cider remains underrepresented in this channel, with distribution at 95.4 per cent compared to 98.4 per cent across the total market. Bridging this gap could unlock an impressive £3.7m in value sales.
Even with limited shelf space, crafted cider continues to show a solid 5.8 per cent YOY growth, highlighting a strong and growing consumer appetite for high-quality options.
“Shoppers are looking for premium cider options in convenience, and retailers who give crafted cider the prominence it deserves will reap the rewards,” said Tim Williams, insight and innovation manager at Westons Cider.
“With crafted cider delivering strong margins and demonstrating double-digit growth, giving it prime position in chillers and on shelves will drive greater profits. The demand is already there – retailers just need to back the right brands.”
Key growth opportunities for 2025
The opportunity to recruit younger drinkers is ripe for the taking. While cider remains a household staple, penetration has slipped to 40.9 per cent, down from 43.9 per cent in 2022, showing that the category must evolve to stay relevant.
However, younger shoppers, particularly those under 45, are actively trading up to premium drinks, making crafted cider an aspirational yet accessible choice. Crafted cider is already gaining traction with affluent consumers, with ABC1 shoppers now accounting for 65.8 per cent of spend — up from 61 per cent last year.
Notably, crafted cider has the highest proportion of younger shoppers, with under-45s making up a larger share of spend compared to any other cider segment. This clear shift towards quality and authenticity presents a huge opportunity for convenience retailers to refresh their cider range and attract a new wave of consumers.
Apple cider remains the core of the category
Apple cider remains the core of the category. Accounting for nearly two-thirds (63.7%) of market value, apple cider continues to dominate. While pear cider’s overall share remains small at 4 per cent, premium crafted pear ciders are seeing renewed interest. Henry Westons Vintage Pear has added £550,000 in sales over the last year, alongside growth in other premium pear offerings. This suggests a clear opportunity for retailers to premiumise the pear cider segment, tapping into the same consumer demand that has propelled crafted apple ciders to success.
With limited chiller space in convenience, ensuring crafted apple cider has adequate facings is crucial to maximising sales. Stocking the right mix of single-serve formats for impulse purchases and larger multipacks for planned consumption will help capitalise on both shopper missions.
Shoppers are trading up across the drinks aisle, and cider is no exception. The crafted cider segment’s growth of over 10 per cent highlights the increasing willingness of consumers to pay more for quality, taste, and heritage. Convenience retailers who prioritise premium SKUs stand to gain the most from this trend.
Convenience category spotlights:
Crafted cider’s Southern stronghold: Crafted cider is particularly strong in the South, accounting for 73 per cent of volume in the five most southern TV regions. Convenience retailers in these areas should allocate more shelf space to premium crafted options to maximise sales.
British weather may be unpredictable, but cider sales don’t have to be: While summer remains cider’s peak season, unpredictable British weather has led to inconsistent sales patterns in recent years. June 2024 was unseasonably cool, leading to a 20.5 per cent drop in cider volume sales YOY, while August saw more rainfall than previous years, pushing volume down 12.5 per cent versus 2022. However, sales rebounded slightly compared to August 2023, which had particularly poor weather. Given this volatility, retailers should double down on major selling moments — like bank holidays and sporting events — where demand remains strong regardless of weather conditions.
No & low is pouring into the mainstream: The segment has grown 8.4 per cent YOY, highlighting increasing moderation trends. Stocking low/no alcohol apple and fruit ciders ensures a complete range to meet evolving consumer needs.
Independent retailers are outperforming the market: While total convenience cider value is up 2.1 per cent YOY, independent retailers are growing even faster, at 4.4 per cent YOY. This shows a particularly strong opportunity for crafted cider, which still holds only 17 per cent share in independents versus 20 per cent across total convenience. There is clear potential for independent retailers to expand their crafted cider offering and close this gap.
“As Westons celebrates 145 years of cider-making, it’s remarkable to reflect on how much the category has evolved,” Darryl Hinksman, head of business development at Westons Cider, said.
“What’s also clear is that authenticity and provenance matter more than ever. The past decade has seen major brewers attempt to capitalise on cider’s popularity with brand extensions, yet these failed to resonate with consumers in the long term. This reinforces a key lesson — shoppers are looking for genuine cider brands with real heritage, not just big names entering the category.
“Looking ahead to the next decade, we expect this refinement to continue, with cider becoming even more premium-driven. Shoppers are actively seeking authentic, high-quality options, and convenience retailers who align their ranges with these consumer trends and prioritise best-selling premium ciders, like Henry Westons and Stowford Press, will be the ones to unlock growth and maximise their cider sales.”
Top ten cider SKUs in the convenience channelWestons Cider Report
Henry Westons Vintage 500ml is the number one SKU in the convenience channel, more than twice the size of the second-placed product and in strong growth (+8.2%). Thatchers Gold 500mlx4 was ranked eighth last year and has risen to second. Inch’s is new to the top ten this year in eighth place.
Pack sizes are smaller in this channel with singles and four packs dominating the top ten. Larger packs have a role, however, as Strongbow Dark Fruit 10 pack is the third highest ranked pack.
The full report – including impartial stocking advice for retailers – is also available for digital download here.
All data Westons Cider Report 2025, Circana 52 w/e 28 December 2024 and Kantar, 24 December 2024.