Leverage the growing no & low alcohol category and maximise sales this summer and during sporting occasions.
This summer presents a bumper opportunity for sales through sporting events and occasions where retailers can leverage not only their alcohol offering but also tap into the growing potential of the no & low alcohol category.
Demand for no & low alcohol follows a similar trajectory as other alcohol categories in having seasonal peak periods – including Christmas, New Year and summer. The category is worth £152m in grocery and £18.6m in impulse [NielsenIQ]. No- & low-alcohol beer is worth £154m in the total market [NielsenIQ], while no- & low-alcohol cider is worth £18m. There is everything to play for when it comes to sales opportunities and capitalising on this consumer trend.
The no- & low-alcohol beer and cider category presents retailers with a huge opportunity to grow profits, as more and more consumers seek to moderate their alcohol intake, or choose to abstain, by switching to no- & low-alcohol alternatives to their favourite beer and cider brands.
Consumers will typically look to brands they know and recognise for those taste and quality assurances, especially when exploring alternatives for the first time. There is a massive sales opportunity for retailers to get ahead of peak summer and sporting occasion by stocking up on best-selling no- & low-alcohol brands – including Heineken® 0.0, the No.1 no-alcohol beer brand in 2023 [NielsenIQ], Birra Moretti Zero and Old Mout 0.0, with the latter available in fruit-flavoured variants, which over-index in the summer.
Playing into the consumer need for brand power, and cementing the association between Heineken® and sport, Heineken® 0.0 rolled out limited-edition racing-themed packaging focusing on the brand’s exclusive global partnership with F1 (see gallery below).
F1 has skyrocketed in popularity in recent years among Gen Z, so the Heineken® 0.0 X F1 packs, in particular, resonate with this demographic. There is a growing trend in younger adults moderating their intake, as they become more conscious of wanting to lead a more balanced lifestyle. So, during this Summer of Sport, it’s key to ensure that quality no & low options are available to cater to all consumer needs and occasions.
How to promote your no & low range
Consider merchandising and ranging no & low alcohol separately to its alcoholic counterparts. Having a separate display clearly signposts to consumers that they can rely on your store to provide them with the latest no & low alcohol products available in the market.
During peak trading seasons, there is an opportunity to take this a step further by cross-merchandising summer or sport favourites, such as Heineken® 0.0, Birra Moretti Zero and Old Mout 0.0, alongside other categories.
There is also an opportunity for retailers to potentially generate incremental sales in the category, especially in the impulse channel, where only 1% of sales are of no & low alcohol [NielsenIQ]. To help facilitate this, retailers should actively talk to their customers about the range of no & low alcohol products in-store, as this could be an effective method in drawing attention to the range.
Join the loyalty scheme
To grow your beer sales during the sporting season, sign up to Heineken UK’s free Star Retailer programme to access PoS materials and tailored planograms. The award-winning Star Retailer scheme boasts over 13 years of retailer support, having collaborated with 18,000+ stores, elevating the category and fostering growth. Backed by a £10m+ investment from Heineken UK, the scheme is dedicated to the success of your store, and retailers nationwide.
Please enjoy Heineken® responsibly and please do not share with anyone under the legal purchase age. Please visit www.drinkaware.co.uk
For more information on Heineken UK, go to www.heineken.co.uk
