Drinks giant says retailers can help shoppers to treat themselves with Birra Moretti and Old Mout Cider
AS Christmas approaches, more customers get themselves into a “treat yourself” mentality.
With justifications such as “because it’s Christmas” or, “the diet starts next year”, shoppers will tend to seek out those brands that cost a little more, but taste all the better.
This premiumisation of the season isn’t a trend that retailers should miss out on and Heineken UK reckons it will stand to serve the off-trade particularly well during the festivities.
Though to really make the most out of this, driving up those premium brands that consumers are already familiar with will ensure some winners from the booze aisle this year.
Options such as Birra Moretti – and its latest innovation Birra Moretti Sale Di Mare – will be the order of the night from beer drinkers, reckons Heineken.
Although, when it comes to guests with a sweeter tooth, fruity ciders such as Old Mout Cider will be a key way to drive up overall basket spend.
Alexander Wilson, category & commercial strategy director at Heineken UK, said: “While all segments are valuable in the lead-up to Christmas, premium does slightly over-index as people look for reasons to indulge in something extra special, and that’s where brand such as Old Mout and Birra Moretti will shine.
“These brands can also make great ‘gifting options’, especially if consumers are looking to purchase something for their host, with the packaging and positioning lending itself to more premium occasions.”
