Focus On - Summer of Beer & Cider

Given that Premium and World Beer accounts for 64% of sales, it’s crucial to prioritise your range and space allocation accordingly. 4 Alcohol-Free Beer & Lager continues to grow, with a +10% increase in volume sales. Capture this growth by stocking Guinness and Heineken 0.0 as a minimum as these are the best sellers in the category. 4 Stout is up by +7%, driven by top sellers Gunness Draught 4x400ml (38% of sales) and Guinness Foreign Extra Bottle 330ml (24% of sales), both experiencing growth: 12% and 5% respectively. 4 Standard Apple & Pear and Value Cider collectively represent half of all sales. Prioritise singles and small packs of each variety for the chiller. Additionally, consider offering a multibuy deal for single bottles to boost sales. 4 Premium Apple and Pear is boosting growth. Thatcher’s Gold makes up 44% of sales. Inch’s Cans hold 10% of sales, growing rapidly at 79%, outpacing the category by 60%. 4 Cost of Living and Covid behaviours are driving more drinking occasions in home, so offering a Premium range is essential for helping shoppers explore new tastes and experiences. 4 Circana Symbols and Independents data 52 week to 24/02/2024 www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Page 3 Category Insights and Performance CATEGORY VALUE SALES VOLUME SALES VOLUME CHANGE Premium Lager 37% 31% -5% World Beer 27% 28% -1% Standard Lager 19% 14% -8% Super Strength Lager 4% 8% 0% Value Lager 4% 6% -7% Ale 3% 5% -16% Stout 3% 4% 7% Craft and Speciality 2% 2% 1% Alcohol Free 1% 1% 10% Bitter 1% 1% -23% CATEGORY VALUE SALES VOLUME SALES VOLUME CHANGE Standard Apple & Pear 25% 17% -10% Value Cider 22% 36% -4% Premium Apple & Pear 16% 14% 17% Premium Flavoured 14% 12% -12% Standard Flavoured 12% 6% -12% Super Premium 9% 12% 1% Alcohol Free 3% 4% -4% Beer and Lager Cider