Craft beer ‘outperforms market in c-stores’

BrewDog urges retailers to cater to crafty-thinking shoppers

Retailers can introduce more customers to the BrewDog range with a variety of options.
Retailers can introduce more customers to the BrewDog range with a variety of options.

CRAFT beer options have remained at the top of the shopping list for plenty of Scottish consumers during the last few years, and 2024 should be no different.

Scottish craft brand BrewDog is evidence of this in convenience, as Nielsen data revealed sales for the brand’s core range in the sector grew by 8.6% in the year to 23 September 2023 against the total beer category.

It’s a no-brainer, then, that plenty of shoppers will come to expect BrewDog in stores as we head into the spring months, providing customers with some craft beer options for those early glimpses of the elusive Scottish sun.

A range of multipacks will be the solution here, with smaller options allowing consumers the chance to jump on more impulsive drinking at-home opportunities and larger formats offering better value for money per can for bigger evenings in the sun.

Stuart Harrison, UK sales director at BrewDog, said: “As the leading craft beer brand, BrewDog is well placed to invigorate this category, opening it up to a younger, more premium shopper, driving penetration and additional sales.

“We know that BrewDog shoppers are extremely valuable, spending 28.8% more on their total basket than average beer shoppers.

“So, listing top-performing craft beer SKUs, such as BrewDog Punk IPA, Hazy Jane, Lost Lager and Mixed multipacks as part of a big night in display will help to up-weight total spend in store.”

Premium world lagers increasingly popular

Kingfisher premium lager.
Kingfisher premium lager.

PREMIUM world lagers have been rising in demand with consumers, meaning retailers have a globe to explore when it comes to the stock options.

And Kingfisher Drinks, formerly Kingfisher Beer Europe, has encouraged retailers to do just that and go around the world with its own selection of world beer brands.

John Price, head of marketing at Kingfisher Drinks, said: “Nowadays, consumers enjoy discovering premium world lagers from all sorts of different places.

“While there will always be a demand for Mediterranean beers which, of course, remain popular, I’d encourage convenience retailers to think beyond that and look further afield.

“Despite the financial pressures, many consumers continue to view alcohol as an affordable luxury that is worth paying for.

“That’s why premium world lagers like Kingfisher, Sapporo and Sagres are great options for retailers to stock up on, as they are bang on trend and can typically be charged at a minimum of 30% more than other more mainstream options.”