Kopparberg pushes multipacks for convenience

Cider maker says the format can drive up sales

Multipacks remain a strong addition to the cider section across convenience, says Kopparberg.
Multipacks remain a strong addition to the cider section across convenience, says Kopparberg.

SUMMER and cider is a perfect pair for plenty of consumers out there, making it a prime category for the warmer weather.

While the summer sun may remain elusive in the coming months, those rare spells of sunshine can be some of the biggest money makers for convenience retailers and, therefore, should be taken into consideration with stock.

Swedish cider firm Kopparberg reckons it’s a no-brainer then that a strong range of cider options should be the order of the day as retailers should look to prepare ahead for the incoming sun.

Daniel Wheeler, category manager at Kopparberg, said: “The Scottish convenience sector has emerged as a hotspot for growth over the past year.

“While total Scottish cider sales have seen a commendable increase of 10%, the convenience segment has demonstrated remarkable outperformance, soaring by a staggering 21%.”

When it comes to leading this growth, Wheeler said it’s down to multipack formats, especially four-packs of cider, making them key additions to retailers’ arsenals.

Four-packs are key additions to retailers' arsenals, says Kopparberg.
Four-packs are key additions to retailers’ arsenals, says Kopparberg.

As such, the firm has touted its range of the four-pack cans format, including its Mixed Fruits and Summer Punch variants, as ideal options for consumers this summer.

In fact, Kopparberg found that the format helped to deliver a value growth of over £1million in the sector alone, representing a 32.79% growth for the cider category over 12 weeks to 18 February.

There could also be an ample opportunity for larger pack formats, such as the Kopparberg Variety Pack of 10 cans or Kopparberg Summer Punch 10-can pack for those larger social gatherings.

Kopparberg said the format had seen a 40% increase in sales within the Scottish convenience sector, showing the clear demand for those bigger nights at home.

Helping to drive this seasonal opportunity with cider, Kopparberg is set to launch an above-the-line (ATL) marketing campaign to help keep the brand at the forefront of consumers’ minds as we head into the warmer months.

Wheeler said: “We’re gearing up for an enormous ATL campaign set to launch during the second May bank holiday weekend, extending its reach all the way through to the end of summer.

“Spanning across various platforms including TV, social media and out-of-home advertising, this campaign promises to make a significant impact.

“With its playful, tongue-in-cheek tone, the ad carries a subtle yet impactful message of responsibility.”