Focus On - Christmas Essentials

Brought to you by: Plan for Profit 11 Beer and Lager BEER, LAGER & CIDER The average spend per item increased by 4% as shoppers traded up to bigger packs, bottles and premium brands. 1 Sales build throughout December, peaking in the final week at £42.4m making it the key time for retailers to focus on stock and visibility. 1 Bigger packs at Christmas Premiumisation Over Christmas, shoppers are trading up into premium options, with iconic brands driving the trend. BrewDog, Budweiser, Stella and Corona all deliver strong festive growth. Premium Lager +21% 1 Bigger packs fuel festive growth, with mid packs up +33% and large packs up +37% in December vs November. 1 Cans: Add momentum Large packs +33% , Mid packs +28% . 1 Shoppers add variety at Christmas. Lager leads with +22% growth, while Ale and Stout see even stronger uplifts of +42% . 1 Beer Category Value Share - December 2024 Lager Ale This outperformance shows how Christmas broadens choices, as shoppers mix beer styles to suit different occasions and tastes. 1 +4% Beer, Lager and Cider see strong uplifts at Christmas, with total category sales higher than in November. 1 0 5 10 15 20 25 30 35 40 Beer & Cider Volumes - Dec vs Nov 2024 Bottles: Fastest growing Large packs +59% , Mid packs +57% . 1 Craft Lager +54% 1 World Beer +26% 1 +26% +21% +54% Stout 92% Growth 22% 4% 4% 1. SmartView Convenience Volume & Value Sales Nov-Dec 2024 Growth 42% LAGER +22% ALE & STOUT +42% Growth 42% Beer Lager Cider Perry Volume (millions of units) 29m 36m 11m 13m +22% +23% Nov Dec