ALCOHOL sales increase over the Christmas period and it’s key retailers know which pack formats will drive sales over the season, says BrewDog.
The beer brewer said as more friends and family come together to socialise over the festive season, the demand for larger pack formats tends to increase, too.
Nielsen Scantrack data found that the Christmas 2021 period saw a rise in sales for mid-pack formats by 52.2% against sales in 2019 and by 2.4% against 2020.
BrewDog reckons this trend will continue for this year’s celebrations and has touted its own range of multipacks as must-stock SKUs for the convenience sector, including: BrewDog Mixed 330ml can 8-pack, BrewDog Lost Lager 330ml can 10-pack and BrewDog Punk IPA 330ml can 8-pack.
Miriam Thompson, off-trade category executive at BrewDog, said: “The four pack remains the most important craft beer format throughout the year, with roughly 40% share of sales in the weeks leading up to Christmas.
“Additionally, six to 12-can multipacks over-index in the two weeks before Christmas, with share jumping from 17% at the end of November, to 23% at the end of December.”
