IN the lead up to and through the Christmas period, shoppers can look for items to create a special occasion in their homes – and many companies are aiming to provide it for them.
• A touch of sparkle has been added to Stella Artois this Christmas with limited edition packaging across its small and large packs.
The festive new design highlights the Belgian beer’s star logo, with golden stars set against a white backdrop containing the Stella Artois cartouche and logo.
• Christmas provides a great opportunity to encourage shoppers to trade up to premium brands, according to Heineken, so retailers should ensure they stock premium options, keep them chilled and use point-of sale materials.
“Consumers are always looking to try new varieties and flavours and with a wealth of NPD launched in 2016, retailers can offer their customers new products including Blind Pig and the striking new Bulmers redesign,” said category and trade marketing director – off trade, Craig Clarkson, who also recommended Amstel, Ciderie Stassen and Birra Moretti, now available in cans.
• As well as world beers, products crafted in Scotland are likely to be great sellers over Christmas and Hogmanay, says Brookfield Drinks.
“Scottish products are renowned globally for being high in quality and Kestrel lagers are no exception,” a spokesperson said. “We recommended that iconic brands with a loyal consumer base such as Kestrel should be merchandised in the beer chiller, at eye level to maximise brand standout.”