Licensed & Tobacco 2020/21

18 Hard Seltzers Top Tips For more information visit www.planforprofit.co.uk/category-insights 19 CRIMES Raspberry & Black Pepper 330ml Suggested core products SMIRNOFF Raspberry & Rhubarb 250ml Retailer Action : Check your Must Stocks Look out for our Focus On Hard Seltzers MIKE’S Black Cherry 330ml UK consumers are already demanding hard seltzers. (52 w/e Kantar data to 27/12/20) Hard seltzer penetration is already higher than the lead ready to drink (RTD) / craft beer brands. (52 w/e Kantar data to 27/12/20) Hard seltzers are ready to drink (RTD) alcoholic carbonated water products, often infused with fruit flavours. Due to usually being relatively lower in alcohol content and calories, consumers see them as a healthier alternative. (Morning Advertiser 2020) 85% of UK consumers purchase RTD products, hard seltzers have 58% less calories than other RTD beverages and 62% less calories than white wine. (AbinBev 2020) What is the potential opportunity for hard seltzers in the UK? • Taps into the trend for healthier and lower ABV drinks & attracts a younger demographic. • Hard seltzer brands can help recruit new customers into the beers, wines & spirits (BWS) category as a whole via the RTD category and new buying occasions. As an emerging category, securing in-store visibility via facings and strong displays is key to growth. For optimum visibility of the hard seltzers category in your store, we recommend you merchandise a minimum of 2 facings of each brand or 1 of each variant for brand blocking within your fixture. £4.3m Hard seltzers is a new emerging catergory that is worth over £4.3m in the UK market. (Treasury Wines 2020) of UK beer drinkers would seriously consider or choose hard seltzers as a first choice drink. (52 w/e Kantar data to 27/12/20) 76% (Treasury Wines 2020) (Treasury Wines 2020) Page 7 | Unitas Focus On Healthy Breakfast www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Page 7 Range and merchandising recommendations In 2020 4 brands delivered over 80% of hard seltzers sales. In 2021 we recommend having a portfolio of 6 brands: 60% of seltzer consumers are new to BWS having added them to their repertoire. 40% of seltzer consumers are switching from other BWS areas. (Source: Global competitive analysis; new Seltzer buyer = purchased in 26 wks 28.06.20 IRI Shopper loyalty 26 wks 28.06.20 ) As an emerging category, securing in-store visibility via facings and strong displays is key to growth. For optimum visibility of the hard seltzer category in your store, we recommend you merchandise a minimum of 2 facings of each brand or 1 of each variant for brand blocking within your fixture. In addition to the core hard seltzer brands; Mike’s and White Claw, it is also key to stock hard seltzer brands that are emerging from established BWS categories. Merchandise in the chiller if space is available for those ‘drink now’ occasions or alternatively through displays using ‘NEW’ POS to interrupt shoppers in your store. Remember to visit www.planforprofit.co.uk to create and print your own POS. 65% of new buyers enter via variety pack brand #3 in market share (Mike’s) (Source: AbinBev 2020) Don’t forget Beer Cider Wine Spirit Established BWS category Core hard seltzer brands Focus On Hard Seltzers v11.indd 7 07/04/2021 10:34 The hard seltzer consumer profile CGA data suggests that 13.7 million consumers in Great Britain are likely to try hard seltzers if they are available, therefore we need to begin to understand these consumers and their interests. LIME BITTERS RASPBERRY & BLACK PEPPER NEW from the #1 millennial wine brand in the UK. * Source: *Nielsen Scantrack, Total Coverage, Total Light wine Summary, value sales, MAT data up to 02.01.21- Millennial brands: 19 Crimes, Lindemans GC, Dark Horse, Apothic, Jam Shed, the duke, Chronic cellar, starve dog lane, Xyzin. www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Page 4 Based on the profile of the hard seltzer consumer and the brands they interact with when eating & drinking out, it is key to ensure you are stocking the lead brands from each hard seltzer sub category, detailed on page 7. 62% Female 38% Male 21% are in white collar professions. 31% Higher than the UK average 40% drink out at least weekly. 33% Higher than the UK average Average monthly spend on eating and drinking out is £106.30 12% Higher than the UK average Source: CGA data 2020 Focus On Hard Seltzers v11.indd 4 07/04/2021 10:34 Focus On Hard Seltzers UK co sumers are already demanding hard seltzers (Source: 52 w/e Kantar data to 27/12/20) Hard seltzer penetration is already higher than lead ready to drink (RTD)/ craft beer brands (Source: 52 w/e Kantar data to 27/12/20) 76% of UK beer drinkers would seriously consider or choose hard seltzers as a first choice drink (Source: 52 w/e Kantar data to 27/12/20) www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Hard seltzers are worth over £4.3m in the UK market (Source: Treasury Wines 2020) NEW! Launch April 21 WITH A KICK SELTZER? IT’S FRUITY FIZZY WATER THE KICK IS ALCOHOL – 4% ABV © 2021 AB InBev UK Limited. All rights reserved. Alcohol. Sparkling Water. 100 Calories. Real Fruit Flavours. Refreshingly obvious. Brand #3 in the market by share Source: Nielsen Scantrack, Dec 20 Please drink responsibly. 18+. NEW! Launch April 21 WITH A KICK SELTZER? IT’S FRUITY FIZZY WATER THE KICK IS ALCOHOL – 4% ABV © 2021 AB InBev UK Limited. All rights reserved. Alcoho . Sp rkling W ter. 100 Calories. Real Fruit Flavours. Refreshingly obvious. Brand #3 in the market by share Source: Nielsen Scantrack, Dec 20 Please drink r esponsibly. 18+. NEW! Launch April 21 W ITH A KICK SELTZER? IT’S FRUITY FIZZ Y WATER THE KICK IS ALCOHOL – 4% ABV © 2021 AB InBev UK Limited. All rights reserved. Alcohol. Sparkling Water. 100 Calories. Real Fruit Flavours. Refreshingly obvious. Brand #3 in the market by share Source: Nielsen Scantrack, Dec 20 Please drink responsibly. 18+. Focus On Hard Seltzers v11.indd 1 07/04/2021 10:34