With the cricket world cup beginning this month, retailers can win with a well merchandised drinks display.
The ICC Men’s Cricket World Cup 2019, to be held from 30 May to 14 July in England and Wales, will see 48 matches played across 11 venues in what will be the year’s largest sporting event in the United Kingdom.
During the tournament, which is set to attract a huge TV audience, many consumers will stop off at their local convenience store to stock up on snacks and drinks before the games.
Retailers can win with a good selection of these products, and by creating World Cup in-store theatre.
The World Cup presents a vital opportunity for independents to unlock value in the category, says Toby Lancaster, Category and Shopper Marketing Director for Heineken UK. As the biggest cricket tournament, sales during and in the weeks leading up to the event will be significant.
“Independents have an advantage over multiples due to convenience of location and local knowledge,” Lancaster comments.
Retailers should make sure products are available in a pack size that satisfies the right occasion. As shoppers are looking to buy drinks to enjoy with friends, retailers should ensure they stock four packs of shopper favourites such as Heineken, Amstel, and Kronenbourg 1664, Lancaster suggests.
“Using creative POS around the World Cup to advertise a match encourages shoppers to pick up a cider or beer to enjoy with the game,” Lancaster points out.
Equally, having clear signs directing customers to the beer and cider fixture means that independents will not lose out to competitors.
“As one of the key sporting occasions, retailers should also cater for customers who are wanting to try something new or trade up to more premium options when merchandising their fixtures,” adds Lancaster.
Displaying more premium products in stand-out places such as by the entrance or at the end of an aisle is a great way to catch a shopper’s eye.
“Retailers must also ensure their chiller is fully stocked with a broad range of choice including shoppers’ favourites, in the right pack size,” Lancaster recommends.
Many will be looking to consume drinks as soon as two hours after purchase, and so it’s essential that retailers keep stock sufficiently chilled to avoid losing sales to other stores.
Retailers should keep an eye on the fixtures for upcoming matches and on the weather forecasts to predict the peaks and troughs in demand, enabling them to stock their chillers accordingly.
80% of beer and cider sales are sold in single or small packs (Nielsen) and customers are twice as likely to purchase for consumption from the chilled range (HIM) so ensuring that the chiller is fully stocked with customer favourites in the right range and in the right pack size, such as a four packs and large single bottles, is essential. In doing so, shoppers can find exactly what they need quickly and easily, reducing the chance of them going to search for beer and cider elsewhere. Convenience store owners can visit www.starretailer.co.uk/planograms for more information on how to merchandise the chiller.
“There is a huge opportunity for retailers to be more adventurous with their cross-merchandising to help showcase perfect pairings of food and drink and increase basket spend,” Lancaster adds.
Convenient formats, such as single bottles and four packs, should be dual merchandised to ensure maximum impact and maximum sales potential.
Pairing beers and ciders, for example Strongbow Cloudy Apple and Amstel, with food is perfect for those hosting a party or BBQ before they watch the big game, Lancaster says. Retailers can check out www.tasteofcidersandbeers.co.uk for a guide to food matching all of Heineken’s products.
With many games taking place early afternoon, retailers must also not underestimate the importance of incorporating Low and No Alcohol options.
“With more people choosing healthier options, we recommend implementing creative points of sale that disrupt traditional category flows to catch shoppers’ attention as well as clear signage, meaning that shoppers looking for no and low alcohol drinks can find what they are looking for swiftly,” says Lancaster.
Ensuring that the fixture is fully stocked with the correct range, in the right pack size, will also mean that shoppers can find exactly what they need quickly and easily, reducing the chance of them going to search for brands elsewhere.
A good example of this is Heineken 0.0, which is experiencing huge growth in the impulse channel, up +305% (Nielsen) and is now the biggest no and low alcohol brand in the category.
Furthermore, retailers can also introduce new tactics in store such as Zero Zones to not only meet customer demand, but to continue the growth of the category.
Within the Premium Flavoured Cider category, exotic flavours are increasing in popularity, driven largely by a younger generation who are looking for sessionable fruit ciders in original, unique flavours.
As such, in March 2019 Heineken UK launched Old Mout Pineapple and Raspberry.
Scoring high in taste tests, Old Mout Pineapple & Raspberry contains the same 4.0% ABV as the other Old Mout variants, resulting in a refreshing cider bursting with a tropical fruit flavour.
As the Official Cider of the ICC Cricket World Cup 2019, Thatchers Cider will have exclusive pouring rights for its Thatchers Gold and Thatchers Haze brands in each of the venues for the duration of the matches.
In addition, Thatchers Gold and Thatchers Haze will be available exclusively in the eight official fan zones that are being organised during the six week-long cricket celebrations.
ICC General Manager – Commercial, Campbell Jamieson said: “We welcome Thatchers as a partner for what is one of the most anticipated sports event in the world with the sport’s billion fans following the fortunes of their favourite players and teams. Thatchers is a renowned cider brand and we are delighted to be teaming up with them for the ICC Men’s Cricket World Cup 2019.”
Martin Thatcher, Managing Director of Thatchers Cider, said: “This is a fantastic opportunity to be a part of a major sports occasion that will have the eyes of the global sports community firmly on it. We know sporting events on this scale don’t come around very often, and we’re delighted to be a part of it.
“Cricket has such a long heritage and tradition, something that as a fourth-generation family company we share and are immensely proud of. So, this partnership with the ICC is a real fit with our brand. We are really excited about bringing our ciders to the World Cup so fans from around the world can add to their enjoyment of some brilliant cricket with a refreshing pint of Thatchers.”
Over 850,000 people are expected to attend the matches which are being played across cricket venues in England and Wales at: Lords Cricket Ground and The Oval in London; Trent Bridge in Nottingham; Cardiff Wales Stadium; The County Ground in Bristol; The Hampshire Bowl in Southampton; The County Ground in Taunton; Old Trafford Cricket Ground in Manchester; Edgbaston in Birmingham; Headingly in Leeds, and The Riverside in Chester-le-Street.
Fan Zones, which are expected to attract upwards of 200,000 fans, will be set up in Nottingham, Southampton, Taunton, Manchester, Birmingham, Cardiff, Leeds, Durham and London.
Thatcher adds: “We know the Cricket World Cup will deliver, and we look forward to working with the ICC to gain maximum exposure and activation for our ciders during this hugely anticipated summer of cricket. Cricket has exceptionally passionate fans, and we’re keen to share the experience with them.”
The ICC Men’s Cricket World Cup will be a truly multi-cultural event and taps into the UK’s love of sport – in fact according to YouGov, 83% of adults in the UK follow football, rugby or cricket.
As the Official Cider, there will be Thatchers branding at the bars within all the stadia, as well as a presence on the giant venue screens.
BWS (Beer, Wine and Spirits) is in 4.8% value growth and 3% volume growth (Nielsen), highlighting consumer willingness to spend on categories that provide enjoyment, and following the current trends of drinking less, but better.
All categories are in growth with total still wine, at almost a third of traditional convenience alcohol sales, seeing 1% value growth, according to Nielsen.
Retailers should ensure wines are merchandised next to appropriate food choices in the right pack formats to maximize sales on impulse trips. For instance, Hardys 50cl bottles are an ideal accompaniment with food products that are associated with watching sports at home such as BBQ meats or snacking.
Hardys’ investment into the brand continues in 2019 through the brand’s sponsorship of England Cricket for the fifth year running.
Hardys is particularly successful in the convenience retail channel because big brands which are trusted by consumers work best here. Given shoppers on average only spend seven minutes in store, “they need quick and obvious sign posts of quality, reliability and brands that they trust. As number one brand in the market and the official brand of English cricket, Hardys is perfect for this,” states Andrew Nunney, Category, Shopper and Insights Director at Accolade Wines.
With the World Cup starting in May the temperatures should be higher so wines in the chiller are essential. “Keep popular brands such as Hardys, Echo Falls White Zinfandel and Mud House New Zealand Sauvignon Blanc chilled to encourage purchase from consumers who will drink soon after buying,” says Nunney.
“Minis work well in convenience because of shopper missions such as food for tonight and single person households, all of which provide a good opportunity to sell minis. It is very important that retailers stock the top brands, such as Hardys and Echo Falls (187ml), to provide the quality reassurance of the traditional 75cl format,” adds Nunney.
Events when people are socialising and watching sport such as the cricket, will be when they are looking for good quality, good value wines to share with friends and family. Cross category merchandising linking wine to products associated with watching summer sports at home, such as BBQ meats or snacking, can remind shoppers of your range and raise intrigue.
Retailers can try signage such as ‘Great for the Cricket’ and Specially Selected Cricket Wines’ to drive visibility and connection between the sport and these products will inspire impulse purchasing and increase the shoppers’ overall basket spend.
This year Accolade Wines launched a new rosé wine and gin fusion under the umbrella of its second largest brand, Echo Falls.
The new style joins the best-selling portfolio of wine, fruit fusions and vodka in response to the boom in gin popularity, which is growing at 47.6% (Nielsen). Echo Falls spirit fusion is made by blending the brand’s rosé wine with a gin infusion and summer fruit flavours, with an ABV of 9%.
Accolade Wines has a new packaging format to its Echo Falls range, driving both planned and impulse purchase through increased on-shelf stand out. Echo Falls has rolled out 30 limited-edition occasion labels which are the ideal companion for targeting summer occasions across its top four still wine variants – Chardonnay, Merlot, White Zinfandel and Pinot Grigio.
The new labels feature moments to share such as ‘We’re going OUT OUT’, ‘Fri-Yay’ and ‘Wine Wednesdays’, which promote special occasions, sharing and celebrating the everyday; aiming to inspire purchase amongst consumers, especially during the peak of summer when the Cricket World Cup is showing.
David White, Marketing Director at Accolade Wines, says “Echo Falls is a fun, spontaneous brand that doesn’t take itself too seriously. The target of 30 plus female consumer identifies with the fun and positive brand messaging of Echo Falls, which is all about enjoyment. These occasion driven labels displayed on our top 4 still wines, show the relaxed, spontaneous spirit of the brand.”
“We are confident that the Echo Falls occasion labels will drive additional consumer purchase, both planned and impulse’’ adds White “They create a talking point in store and at home, helping to spread the popularity of Echo Falls.”