Alcohol is a crucial category for convenience store operators across the UK and ranges must be planned carefully to maximise the effectiveness of the space available, making sure must-stock brands are always available in sufficient quantities.
Scotland has special characteristics though, particularly when it comes to beer. Tennent’s Lager is very much at the heart of the beer category in Scotland, and a must-stock product for Scottish c-stores.
“More than £1 in every £10 spent on lager in Scottish impulse stores goes on Tennent’s four-packs,” said Claire Arnott, customer marketing manager for take-home, Tennent Caledonian Breweries.
“To meet this demand, operators should ensure there is enough space for our 4x500ml and pint can packs alongside our mid-packs. The top five fastest selling packs in the impulse channel are all Tennent’s Lager SKUs, demonstrating clearly why our most popular beer remains an absolute must-stock for c-stores.
“Moreover, Tennent’s shoppers are inclined to go elsewhere if a store doesn’t have the product rather than switching brands – research from 5One indicates that one in two shoppers will not purchase other brands and research from Dunnhumby shows that Tennent’s shoppers are highly valuable with larger baskets. By stocking chilled Tennent’s Lager you can drive more cash through your tills.”
Arnott recommended stocking at least two and ideally three packs from the core range of SKUs: Tennent’s 6x4x568ml, 6x4x500ml (£4.50 PMP), 3x8x440ml (£8.00 PMP) or 10x440ml.
Other key brands in Scotland include Foster’s, Carling, Stella Artois and Kronenbourg.
But away from the mainstream, the rise of craft beer in recent years has added a whole new dimension to the category – one that producers argue would be foolish to ignore in 2016.
“The rise in the popularity of craft beer has made a strong selection a ‘must stock’ category for convenience stores,” said Bob Hogg, commercial director of Inveralmond Brewery. “With many used for regular grocery shopping by younger people, their higher propensity to buy craft beers and demand individuality in their product choices is driving more and more demand in this sector and we’re seeing strong uptake as a result.”
With many shoppers aiming to drink their beer, at least in part, on the same day, it is also crucial that the bestsellers are stocked in sufficient quantity to be chilled and ready for immediate consumption.
