Focus On - Christmas Essentials

Beer & Cider at Christmas Page 4 www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit During the Christmas and New Year period, the Beer and Cider category sees about 10.5% of its total annual sales in the Impulse Channel. Within this period, certain segments perform better than they do throughout the rest of the year: World Lager increases by +4%, No and Low Alcohol beers by +8%, Craft beers by +15%, and Ale & Stout by +14%. 1 Small packs of Lager make up the largest share of sales during Christmas and New Year, contributing 51% of the total value. Medium packs account for 26.2%, singles contribute 18.8%, and large packs represent 3.8% of Lager sales in this period. 1 Small packs of Bitter, Ale, and Stout contribute the most to value sales during Christmas and New Year, making up 47.9% of the total. Singles follow closely with 41.2%, while medium packs account for 10.5%, and large packs represent just 0.4% of sales in this category. 1 • Increase basket size by driving value through food pairings, whether it’s with snacks for films or sports, or with a main meal. • Having strong promotional strategies in place and offering great value on well-known brands is key. Focus on pack formats that offer affordable price points for your customers. • Consumers are increasingly choosing to moderate their alcohol intake. No and low alcohol Beer & Cider allows everyone to enjoy the festive season without the effects of alcohol. It’s important to ensure that these options are highly visible to shoppers in-store. Which Beer Pack Size Sells the Most? Which Cider Pack Size Sells the Most? Opportunities for Retailers Single bottles of Apple Cider contribute the most to Apple Cider sales during Christmas and New Year, making up 48.1% of the total value. Small packs follow with 37.2%, medium packs account for 13.3%, and large packs represent 1.4% of sales during this period. 1 Small packs of Flavoured Cider lead in sales during the Christmas and New Year period, contributing 41.4% of the total value. Singles account for 30.5%, while medium packs make up 28.1% of Flavoured Cider sales during this time. 1