Focus On - Big Night In

BEER, LAGER & CIDER Beer & Cider is worth £2.2bn to Symbols and Independents, making them essential to almost every Big Night In occasion. At-home occasions are driven by Beer & Cider, with shoppers treating themselves, entertaining, and seeking value through well-timed promotions. Maximising Big Night In sales starts with understanding shopper missions and occasions—and delivering the right range through effective in-store execution. 61% of sales come from chilled locations, making chiller space vital for quick, impulsive Big Night In purchases.6 68% of Beer & Cider occasions include food, making cross-category offers vital.7 79% of Beer & Cider consumption is at home, making in-home occasions critical for category growth and driving Big Night In missions.4 30% of Beer & Cider occasions are treat-led, with 9% focused on entertaining at home or with friends.4 58% of alcohol is purchased on promotion.5 Lager makes up 71% of sales, reinforcing its position as the most important category.1 Value Cider is the largest segment within Cider, accounting for 42% of all volume.3 World Beer currently accounts for 23% of total Beer & Cider value and is on track to reach 40% within 10 years.2 42% 61% 16 1. Circana Convenience ex Major Mults, Total Beer & Cider, Value, 52w to 05/07/25 2. Circana data to 20/04/24, Kantar WPO data to 14/04/24 3. Circana, Symbols & Indies, Beer & Cider, Value & Units, 52w to 28/12/202 4. Lumina Convenience Tracking Program Off Trade, 24w to 22/06/25