Discover how you can meet your shoppers’ varying needs, and maximise sales opportunities, over this year’s summer of sport, by following these top tips.
With the summer of sport in full swing, convenience retailers can look to the beer & cider category to make the most of this opportunity as their customers toast to sporting moments, as well as hosting friends and family for key matches and races.
During the UEFA Euros, retailers can anticipate an 18% surge in beer & cider sales, translating to a massive £118m windfall for the off-trade [Nielsen].
Catering to various occasions
To ensure that stores are best placed to tap into the range of different occasions on offer, it’s not only important to consider the types of beers and brands that will be popular with shoppers, but also which formats can cater best to these different occasions. Big nights in come into the spotlight during sporting occasions, with 83% of adults enjoying a beer at home while watching football [CGA].
Shoppers increasingly seek multipacks of beer, whether they’re planning viewing parties, BBQs or simply looking to stock up at home. Depending on space, retailers can consider stocking multipacks in the chiller to offer a point of difference against bigger stores. As well as the typical 12x330ml bottle and 15x440ml can multipacks, Heineken® offers a multipack with the ever-popular 330ml can format, and the stand-alone celebratory style 650ml bottle.
Tournaments also bring international audiences together, so there’s also an opportunity to highlight world lagers to encourage exploration. For example, with the Netherlands, Italy and Spain all being represented during the Euros, retailers can look to highlight brands like Heineken®, Birra Moretti L’autentica, new Birra Moretti Sale di Mare and Cruzcampo®, to tap into the rising trend for continental and international lagers in the UK.
Playing the game with Heineken UK
Heineken is the number one beer brand associated with sport in the UK [Google] – so there’s a clear opportunity for retailers to capitalise on the moment and stock Heineken in their chillers during this summer of sport period.
Driving this long-term sports association even further, Heineken® is the official beer sponsor of the UEFA Champions League (UCL), UEFA Women’s Champions League (UWCL), Investec Champions Cup and Formula 1 Qatar Airways British Grand Prix – broadening its sporting reach across multiple consumer audiences.
While the Heineken brand is synonymous with sporting occasions, it is also important to consider choice – especially when people are hosting at home. Heineken UK offers the broadest range of beer and cider brands in the UK, with the widest reach, making it an unrivalled portfolio for breadth and choice.
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 drink responsibly and please do not share with anyone under the legal purchase age. Please visit https://www.drinkaware.co.uk/
For more information on Heineken UK, go to https://www.heineken.co.uk
