Licensed, Tobacco & Vaping 2023

Craft Ale and Beer Retailer Action : Check your Must Stocks Big Night In See full edition Scan Me BREWDOG Punk IPA 5.4% Cans 4 x 330ml Page 11 JOHN SMITH’S Extra Smooth 3.8% PMP 4 x 440ml Page 15 The Craft beer category is in Growth +1.3% and is worth £18m , in Symbols and Independents, outperforming the total market. (Nielsen Scantrack MAT w/e 26.03.23) Craft shoppers are generally more affluent shoppers with higher spend therefore more resistant to price pressures in the market. Despite the current challenges on consumer finances, its known that Quality 66% , Taste 50% and Range 45% are the top drivers when purchasing this category. 4 packs are the most important format to the Impulse Channel, worth £13.4m and 42.3% share of sales, with most brands showing growth. Merchandising tips: • BrewDog is the signpost brand for craft beer and therefore should be displayed at eye level and brand blocked to be the signal of where craft sits within the fixture. This helps shoppers easily navigate busy chilled fixtures. • Location is also key – when buying craft, 76% of men want chilled beer from the fridge in convenience stores. If chiller space is available, craft should be sited. • Focus on multi-packs as the key format, with the 4-pack can the most important format for craft beer. The key trend is the rise of mixed packs becoming a popular format for shoppers. (Nielsen Scantrack MAT w/e 28.01.23) +1.3% £ Don’t Forget... CRAFT ALE