Customers seek craft in the convenience channel
CONSUMERS want crafty solutions for their beer needs in convenience, bringing retailers the chance to drive up sales through the category.
According to Nielsen Scantrack data, total beer sales saw a dip of 2.5% in the convenience channel while craft options stayed afloat with an increase of 2.9% in the 26 weeks to 25 February.
So, BrewDog reckons c-store retailers can keep their beer section more relevant with the core selection of the firm’s beers along with some new additions to bring in extra excitement, such as the new Black Heart stout.
Black Heart is available in a 4x400ml can multipack and exclusive to Booker wholesale depots in convenience.
Miriam Thompson, off-trade category development manager at BrewDog PLC, said: “The stout category is currently worth £150m in the off-trade, with 93% of sales made up of just one brand – Guinness. Despite holding a steady 3.0% share of total beer sales for past three years, overall sales have struggled, helped marginally by the introduction of the leading brand’s alcohol-free variant.
“This provides an opportunity for a fresh, distinctively positioned brand to enter the category and unlock incremental growth. As the leading craft beer brand, BrewDog is well placed to reinvigorate this category, opening it up to a younger and more premium shopper, driving penetration and additional sales.”
