Solutions to solve consumer concerns
FINANCIAL concerns may push consumers to limit their beer purchases this year, bringing continued challenges for retailers.
Therefore, making sure retailers stock a range of beers that remains attractive for consumers will be a top priority for the section.
As such, Belhaven reckons its local heart could be the key to unlocking sales across the category, as Steven Sturgeon, marketing controller at Belhaven, explains.
“Scottish consumers value heritage, quality and local, which is great for Belhaven as shoppers have a strong affinity with the Belhaven brand and its heritage.
“As a result, Belhaven Best is still winning within traditional keg ale in Scotland, accounting for more volume than the next four biggest brands.”
It’s with this in mind that Sturgeon has recommended retailers stock up on beer options that will allow consumers to explore more in the category, particularly with mixed multipacks of beers.
He said: “Retailers need to encourage exploration and discovery to ‘disrupt’ shopper ‘drive by’ behaviour, by calling out flavours based on local ingredients and inspire through new ideas such as Scottish food and beer pairing, perhaps using POS materials or grocer publications.
“Another way of driving exploration is through offering exciting mixed cases of award-winning Scottish beers to capture the imagination to maximise available space while offering variety.”
