Guinness maker urges retailers to play into occasions
AS ever, beer remains a widely versatile category within convenience, offering consumers a plethora of choice in flavour and alcohol content.
And it’s this diversity of the sector that Diageo has urged retailers to play towards to help build category sales.
As such, the drinks firm has pushed its range of Guinness options to match the consumer demand through events across the year.
Lauren Priestley, head of category development off-trade at Diageo, said: “The beer category is a versatile one and can also be enjoyed during a whole range of occasions, making it a must-stock all year round.
“Guinness is available in a variety of formats that allows retailers to leverage the brand to tap into a range of different consumption occasions.
“For example, multipacks are ideal sharing moments and cater perfectly to retailers who may have more space in store.”
Whether it be shoppers looking to bring in a bit of the bar with them through Guinness Draught Stout cans or those looking to moderate their drinking with Guinness 0.0, retailers should be well-equipped to meet these demands with a range that is able to meet any kind of proposed night in.
Priestley said: “When it comes to merchandising a beer range, visibility is key.
“Retailers would benefit from merchandising Guinness with new, exciting and clear POS, which will put the brand front and centre with customers’ minds.
“Guinness is synonymous with many moments, including sporting occasions, so it will be worthwhile prioritising Guinness merchandising in the run up to these dates.”
Test chocolate with Lir’s Guinness Rugby Ball Easter Egg
WITH Easter falling shortly after the final Six Nations match, there will be plenty of rugby fans in the Scottish market looking for a bit of novelty when it comes to their eggs this year.
Lir Chocolates stands ready to meet this demand, hoping to make a conversion of beer shoppers to the chocolate aisle this Easter with its new Guinness-flavoured Rugby Ball Easter Egg with Guinness chocolate truffles.
Available with an £8 RRP, this new addition to the chocolatier‘s Easter line-up should prove popular not only for Easter Sunday but also in the weeks leading up, with plenty of consumers enjoying the novelty as the Six Nations plays out for this year.
A spokesperson for Lir Chocolates, said: “The Easter Egg comes with a robust dark chocolate shell alongside Guinnness chocolate truffles. The truffles feature a dark chocolate shell filled with a Guinness-flavoured centre.”