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special issue: after the jubilee, euros, olympics - how to - NFRN

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INSIDE
PAGE 2
BOOST BEER SALES
PAGE 3
COMMENTARY
PAGE 4
August 2012, issue 14
TOP LAGER MOVERS
www.nfrnonline.com
SPECIAL ISSUE: AFTER THE
JUBILEE, EUROS, OLYMPICS
- HOW TO KEEP ON SELLING
by Alan Toft
L
ocal stores have benefitted from big recent
events which encouraged consumers to
celebrate and also to watch major football and
global sporting events glass-in-hand. How can
Federation members with news based c-stores
keep their grip on the beers, wines and spirits sales
built by this media-boosted activity? See our page
4 special Chinwag for step by step help and read
on here. With UEFA EURO 2012 boosting trade,
Drinkslink News worked with official Euro sponsor
Carlsberg UK and also with Carling brand owner
Molson Coors (page 4) for this briefing.
Help For Heroes: It’s not often that your store has
an off licence opportunity to link into and help a
big national charity. Every sale of Tetley’s Smooth
Flow and the new Tetley’s Trust Porter will mean a
donation to Help For Heroes – feature this with pos
in your store?
Carlsberg reports that in the off-trade, the
impulse sector is enjoying the strongest year
on year growth in terms of value (+2.6 per cent)
and volume (+6.9 per cent), and lager is the best
performing sector with value increasing year on
year by 3.7 per cent. So lager is key.
Bottled beers command a premium price point
over canned variants – but there is room for both.
The average price per litre of canned lager in the
off-trade is ВЈ1.86, but this increases to ВЈ2.38 for
bottled lagers.
World beers are one of the best performing
segments and San Miguel has the largest share
of the world lager category. The first San Miguel
Continued on page 3
�Challenge 25 - regardless of embarrassment’, says Bruce
Supporting the Drinkslink
News
campaigning
story
(June 2012) urging members
to be alert to the threat to
their business posed by
illegal products and underage
alcohol sales, Bruce Patel, has
successfully undergone off
licence health check visits by
local Worthing council officers.
had spotted locally.
Checking
invoices,
they
commented on his purchasing
from reputable cash and
carries, so avoiding illegal
product such as wine labelled
with a famous brand name
spelt incorrectly which they
He steadfastly adheres to
Challenge
25
principles
“regardless
of
causing
embarrassment to both parties.”
Take care and be alert is his
advice.
2
August 2012
www.nfrnonline.com
Top ten movers in the lager sector
You will stock all the categories and all the brands included in these Nielsen tables – or you should do so. They are the bedrock of the
lager market. But how are they doing?
Commodity lagers lost out in recent Nielsen lager market share measurement, down 8.3 per cent, but Super-strengths, Premiums and
Mainstream lagers all recorded gains – big brand consumer appeal appears unaffected by consumer spending constraints.
Top Ten brand movements again showed wins for Carling on the important top five leader board ahead of Carlsberg. Heineken 5 per
cent on a smaller volume was another winner followed by Carlsberg Special Brew.
percent change
Total Lagers
4.6
Superstrength Lager
6.1
Premium Lager
3.5
Premium & SS
3.8
Mainstream Lager
5.7
Commodity Lager
-8.3
NabLab
2.1
Share of Total Lagers Top 10
1. Fosters
1.0
2. Stella Artois
-0.1
3. Carling
12.7
4. Carlsberg
10.5
5. Budweiser
-2.2
6. Kronenbourg 1664
-0.3
7. Carlsberg Export
0.0
8. Tennents
3.8
9. Carlsberg Special Bw
12.4
10. Heineken 5%
26.1
Nielsen GB Impulse w/e 25.05.12
Drinkslink August Booker promotions
DEAL
1
2
3
4
5
6
PRODUCT
PACK
SIZE
PROM WSP
Promo Price
POR
Magners Irish Cider NRB
12
568ml
11.9 9
Any 2 for ВЈ3.50
31.5%
Magners Pear Cider NRB
12
568ml
11.9 9
Any 2 for ВЈ3.50
31.5%
Echo Falls Rose
6
75cl
20.89
Any 2 for ВЈ10
16.4%
Echo Falls White
6
75cl
20.89
Any 2 for ВЈ10
16.4%
Echo Falls Red
6
75cl
20.89
Any 2 for ВЈ10
16.4%
The Touching Vines Red Wine
6
75cl
14.99
Any 2 for ВЈ7
14.3%
The Touching Vines Rose Wine
6
75cl
14.99
Any 2 for ВЈ7
14.3%
The Touching Vine White Wine
6
75cl
14.99
Any 2 for ВЈ7
14.3%
Glens Vodka
6
70cl
46.99
Only ВЈ10.50
10.5%
Tanglefoot Ale NRB
8
500ml
8.99
Any 2 for ВЈ3.50
22.9%
Badger Hopping Hare NRB
8
500ml
8.99
Any 2 for ВЈ3.50
22.9%
Fursty Ferret NRB
8
500ml
8.99
Any 2 for ВЈ3.50
22.9%
6
4x500ml
16.99
Only ВЈ4
15.0%
Carling Flow Wrap PM4/429
Available in Booker branches until 11 September
th
www.nfrnonline.com
Commentary:
Change the habit of a lifetime and keep your foot on the accelerator
Drinkslink is one of the best
recent ideas to emerge
from any trade association
committed to real and
practical help for independent
retailers and their day to day
responsibility of serving their
communities
professionally
and profitably.
pricing and other legislation
affecting beers, wines and
spirits.
In a direct, simplistic yet fully
focused manner, the Drinkslink
initiative
asks
Federation
members to think twice about
their off licence section.
But history reveals that
independents tend to relax
once a big sales period
has come to an end. Take
Christmas – January is often
meekly accepted as �the quiet
time’.
This is a department which
grows in importance by the day
as politicians play around with
3
August 2012
Beaurocratic thinking will
finally end in favour of local
stores and their ability to be
flexible and responsive – think
tobacco.
We have endured the Jubilee,
the excitement of Euro soccer
and penalties, and the glitz
of the Olympics all of which
provided sales platforms.
Now there is a need to
maintain momentum – be
creative, refresh your off licence
offer, ask your team for ideas.
This issue of Drinkslink News
puts down a few markers.
Alan Toft
Editor
Drinkslink News
Join the Club, says Owen
brand extension has just been
launched in the UK - San Miguel
Fresca is a 4.4 per cent ABV 330ml
premium bottled beer, alongside San
Miguel, Tuborg, Staropramen and
Mahou in Carlsberg UK’s growing
portfolio.
Unpredictable summer weather
invites sudden impromptu BBQs tap into this by linking up offers with
beer and BBQ food. San Miguel
Fresca is perfect al fresco - suggest
it’s best served with a wedge of lime
in the neck of the bottle.
Ales. The key to your ale shelf is
variety – ensure you have nationally
recognised
brands
alongside
regional and locally brewed beers.
Having tried and trusted beer brands
such as Tetley’s can help encourage
new people to the category, and
stocking quirkier beers can ensure
ale drinkers keep coming back.
Tetley’s is currently showing growth
at +5 per cent and with a high profile
partnership with Help For Heroes
and a ВЈ5m marketing campaign
on ITV4, demand for the beer is
continuing to grow. For every pack
sold of Tetley’s Smooth Flow and the
newly launched beer, Tetley’s Trust
Porter, a proportion of the sale price
goes directly to Help for Heroes –
your customers will not miss the link.
Refresh all the point of sale in your
off licence area. Floor stacks are
proved to boost sales. Reorganise
your layout if you cannot implement
floor stacking at the moment.
See page 4.
More than 2,000 Federation
members have signed up to
the NFRN Drinkslink scheme –
created to help you win more
profit from your off licence
section.
Membership gives you special
offers, free pos material and
other promotional assistance
CLICK HERE
TO JOIN
DRINKSLINK
AND START
GROWING YOUR
OFF LICENCE
SALES
which will all help to ensure
that your beers, wines and
spirits sales are maintained at
the maximum level.
Owen Church, in the trade
for 48 years, was one of the
first to sign up for his store in
Hemsby, Great Yarmouth.
UNDER
25?
IF YOU ARE LUCKY
ENOUGH TO LOOK UNDER
25 YOU WILL BE ASKED
TO PROVE THAT YOU ARE
AGED 18 OR OVER WHEN
YOU BUY ALCOHOL
IF YOU ARE UNDER 18
YOU ARE COMMITTING
AN OFFENCE IF YOU
ATTEMPT TO BUY
ALCOHOL
Former
NFRN
national
President, Owen said: ”NFRN
Drinkslink offers and point of
sale are first class. They have
made a big difference to our
off licence turnover“.
To join, simply click on the Join
Drinkslink box and provide
your store details.
Challenge 25 contacts
Email:
info@challenge25.co.uk
Telephone:
0871 246 2750
Web:
www.challenge25.co.uk
August, September key
sales period
Mike Wright, category manager,
Molson Coors, told Drinkslink
News: “August and increasingly
September are key sales periods.
Remember the unusually hot
weather at the end of September
last
year;
this
increased
convenience store beer sales by
20 per cent. Be prepared and
ready to meet cold beer demand.”
4
August 2012
www.nfrnonline.com
The 15 minute staff chinwag!
Topic: Keep your beer sales momentum
First stop on the way to extracting every penny of turnover from your off licence is to coach your staff on the
importance of the department. Off licence profitability is based on detail and big brands. Drinkslink News will
help - try to get 15 minutes with your people during a quiet time in the shop to take one sub-category at a time. You
lead the chat. Working with Mike Wright, category manager at Carling brand owners Molson Coors, Drinkslink
News guides on how to keep momentum behind beer and lager sales post- Euro 2012 and the Olympics.
•August and September are key periods of the year already.
In 2011, half of the top 10 selling weeks were in August and
September. So there is already demand out there for cold
beer. (Source: Nielsen Scantrack 26-May-12)
•Good weather will be key. A period of good weather
can drive summer beer sales even harder. The trigger for
increasing sales is temperatures over 21ВєC. Evidence
shows that it is the Saturday temperature that is key to the
hot weather effect. If Saturday weather is hot, sales can
increase sharply.
•A key event in the calendar is the August Bank Holiday
weekend. This will bring more shoppers into store. There is also
an opportunity to increase the amount of beer shoppers buy
using 8-packs. (Source: Nielsen Scantrack Summer Analysis)
•BBQ season will be in full swing. With the summer holidays,
opportunities to have a BBQ will increase. Any of these are
likely to be unplanned (weather related) events and so there is
an opportunity for cold beer sales from convenience stores.
•In 2011, the outdoor eating and entertaining market was
worth over £7 billion. The average number of BBQ’s held
per family during the summer has risen sharply from
around 2.5 around ten years ago to over 9 now!
•Consumers now spend around £35 on food and drink for a
BBQ, up from ВЈ19 just five years ago!
•Hot and spicy food regions, such as South America, the
Caribbean and Mexico, are all becoming more popular on
the BBQ … stock brands such as Corona to take advantage
of this link. (Source: National Barbecue Week)
•Action points. Have sufficient stock to meet
demand. Out of stock is the main reason
shoppers do not purchase in impulse stores.
•Concentrate on the big must-stock brands:
Carling; Fosters; Stella Artois; Strongbow and so
on. Floor stacks are a must.
•Watch the weather. Keep a close eye on
the weather forecast as the weekend
approaches. If it is going to be hot prepare
for a leap in sales
•Cold beer is important to consumers.
76 per cent of shoppers go straight to the
chiller. Keep the fridges full and rotate stock.
Fridges must keep beer cold and operate
between 4-6В°C.
•Do NOT turn the fridge off overnight. If possible, have a
stock of cold beer ready in a back-of-store fridge.
•Add something new. World Beers, such as Corona and
Cobra, and new products offer something different .They
appeal to more affluent shoppers treating themselves.
•Role of large packs. Large packs, such as 10-12s, play a
bigger role - more BBQs and sharing occasions. Stock the
2-3 biggest selling brands.
•Build awareness for beer by having a secondary siting in
store. Advertise a Cold Beer message outside the store. Use
larger packs to attract attention at front of store. Display a
�Cold Beer Here’ sign leading shoppers to the fridge.
•Carling is Britain’s Number 1 lager brand .Having just
launched a new advertising campaign Carling features on
TV throughout the summer as part of a ВЈ14m investment.
Carling Zest – made with a hint of natural citrus, is only
available for the summer, and it is already stocked in 10,000
Impulse stores - supported with a TV, Press, Outdoor and
Digital campaign.
•Corona is a top 5 global beer brand and the 710ml sharing
bottle is now available. Corona Extra is suited to expanding
into the sharing bottle market which has been outperforming
both the lager (by 9 per cent) and premium lager (by 5.7 per
cent) markets. (Source: 1 CGA Brand Index Jan 2012 & Nielsen
Scantrack March 2012; 2 Nielsen Scantrack MAT Jan 2)012)
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