Category ADVICE.
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- Elaine Douglas
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2 MARKET INSIGHT A core range is the first step to growing your Cider sales. Ensure you have the brands shoppers expect to see and align your core range to our recommended Must Stocks Multibuy promotions are most important particularly for single bottles, however clear communication of promotions is key to engage your shopper. Check your pricing is prominent otherwise you are at risk of losing a purchase Get your product format right for your shoppers who want to consume within 2 hours. 74% of shoppers look for Beer & Cider single bottles in the chiller, so keep single bottles in the chiller for shoppers to buy for immediate consumption (him! Beer & Cider Deepdive 2017) Beer & Cider is the No.1 category shoppers expect to find in the chiller so ensure you keep your chiller stocked with the right brands. Don t lose sales as 14% of shoppers will go elsewhere if Cider is not chilled (him! Beer & Cider Deepdive 2017) Growth in alcohol in the Convenience market has come through premiumisation. Stocking a range of Premium and Fruit Cider encourages shoppers to trade up, delivers increased sales and profit, and improves the quality perception of your store! Big multipacks are usually purchased for when shoppers intend to share or stock up so have these available for the key sporting and national events of the year
3 MARKET INSIGHT Growth Through Premium & Fruit Ciders Cider in the Impulse Channel is worth more than 347m and growing at +2.3%. Fruit Cider is growing ahead of the category +13% and is more than a third of total cider sales (Nielsen Total Impulse, value sales MAT 27/03/18) 1 in 3 Beer & Cider shoppers would trade up to a premium product if the price was right, this is greater than the average convenience store shopper. Therefore, ensure you are well-stocked with premium and fruit ciders. There is a big opportunity to get the shopper to trade up since they consider premium Beer & Cider to be important in a convenience store (him! 2017) Younger shoppers are demanding not only new flavours but new formats. Fruit Cider commands a higher price per litre + 51% versus Total Cider this means more money through the tills Reasons To Win With Cider & Ready to Drink (RTD) This Summer Summer is a key period for Cider & RTD sales in Convenience and with 44% of shoppers changing their food and drink shopping habits during the summer and 30% likely to buy more alcohol as the weather improves, be prepared for sales uplifts! Sales will peak Summer accounts for 37% of total sales in the year (him! omni-channel barometer 2017) 1 in 3 shoppers will buy Cider specifically for a BBQ so make sure you stock up, increase visibility and use POS to reach shoppers don t forget the key sporting events and bank holidays Merchandising Your Beers & Ciders Recommended principles for merchandising your chiller: 1 Clear areas for Beer & Cider. Use our recommended planograms 2 Premiumise up the fixture. Place premium products on the upper shelves along with RTD s and stock fast selling standard lager lines on the bottom shelf to increase availability 3 Shoppers purchase by type of format. Group bottles together and cans together 4 Block brands where possible to increase visibility and ease of purchase for shoppers 5 Make products available for shoppers and double face single bottle sku s
4 MUST STOCK LINES These are the Must Stock lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your shoppers needs and therefore they will visit your store again. fruit cider VALUE AMBER Cans Bottles Multipack Cans Cans PET Bottles Cans CIDER Multipack Cans Bottles CIDER AMBER Premium PET Bottles Also, include RTD s in your chiller to increase sales! READY TO DRINK
5 MUST STOCK LINES 1 strongbow dark fruit PM 4 for ml SKU Code: strongbow dark fruit 10 pack 440ml SKU Code: kopparberg strawberry & lime SKU Code: kopparberg mixed fruit 10 pack 330ml SKU Code: kopparberg mixed fruit SKU Code: Ace SKU Code: bulmers crushed berry no.17 SKU Code: ace 3ltr SKU Code:
6 MUST STOCK LINES 9 frosty jacks original 3ltr SKU Code: magners irish original pm 4 for 4.99 SKU Code: K cider SKU Code: Strongbow 1o pack pm 9 440ml SKU Code: scrumpy jack SKU Code: magners irish original 568ml SKU Code: strongbow pm 4 for ml SKU Code: henry westons vintage SKU Code:
7 MUST STOCK LINES 17 strongbow pm ltr SKU Code: smirnoff & cola PM ml SKU Code: country choice pm ltr SKU Code: captain morgan & cola Pm ml SKU Code: jack daniel s & cola 330ml SKU Code: smirnoff ice pm cl SKU Code: gordon s & tonic pm ml SKU Code: WKD Blue Pm cl SKU Code: 61318
8 1m x 5 PLANOGRAM 1 Shelf 5: 1 SKUs ACE CIDER 1LTR ACE CIDER 2LTR ACE CIDER 3LTR FROSTY JACKS ORIGINAL 3LTR 2 3 Shelf 4: Shelf 3: 2 SKUs STRONGBOW PM 2LTR COUNTRY CHOICE PM 2LTR COUNTRY CHOICE PM 3LTR 4 5 Shelf 2: Shelf 1: 3 SKUs STRONGBOW 10PK PM 440ML STRONGBOW DARK FRUIT 10PK 440ML KOPPARBERG MIXED FRUIT 10PK 330ML
9 1m x 5 PLANOGRAM 1 Shelf 5: 4 SKUs BUDWEISER 12 PK 300ML STELLA ARTOIS 12 PK 284ML HEINEKEN NRB 12 PK 330ML SKOL 8 FOR PM 500ML 2 Shelf 4: 3 Shelf 3: 5 SKUs BUDWEISER 10PK 440ML STELLA ARTOIS 10PK 440ML FOSTERS 10PK PM 440ML 4 Shelf 2: 5 Shelf 1:
10 2.5m x 5 PLANOGRAM Beer England&Wales 2.5mx5shelf 1 Shelf 5: 2 Shelf 4: 3 Shelf 3: 4 Shelf 2: 5 Shelf 1: PAG 10/0
11 2.5m x 5 PLANOGRAM Beer England&Wales 2.5mx5shelf 1 Shelf 5: 2 Shelf 4: 1 SKUs 2 Shelf 3: Shelf 2: Shelf 1: SKUs DOOM BAR AMBER ALE 500ML OLD SPECKLED HEN NRB FULLERS LONDON PRIDE 500ML NEWCASTLE BROWN NRB 550ML BREWDOG PUNK IPA 330ML BROOKLYN LAGER 355ML GOOSE ISLAND IPA 355ML BUDWEISER 4.8% NRB 660ML STELLA ARTOIS 4.8% NRB 660ML HEINEKEN NRB 650ML PERONI NA 620ML SAN MIGUEL 660ML DESPERADOS NRB 650ML CORONA EXTRA 710ML TYSKIE NRB 5.5% ABV 500ML BIRRA MORETTI 660ML NRB JACK DANIELS & COLA 330ML GORDONS & TONIC PM 250ML SMIRNOFF & COLA PM 250ML CAPTAIN MORGANS & COLA PM 250ML SMIRNOFF ICE PM 70CL WKD BLUE PM 70CL BUDWEISER 4.5% 6 FOR PM 300ML STELLA ARTOIS 4 FOR PM 330ML COORS LIGHT 6 FOR PM 330ML BECKS BIER 6 FOR PM 275ML SAN MIGUEL 4 FOR PM 330ML PERONI ITALIAN LAGER 4PK 330ML CORONA EXTRA 4PK NRB 330ML DESPERADOS NRB 3PK 330ML BULMERS RED BERRIES & LIME 500ML KOPPARBERG STRAWBERRY & LIME 500ML KOPPARBERG MIXED FRUIT 500ML MAGNERS IRISH CIDER 568ML HENRY WESTONS VINTAGE 500ML PAG 10/0
12 2.5m x 5 PLANOGRAM 3 Shelf 3: 4 Shelf 2: 5 Shelf 1: 3 SKUs 4 SKUs 5 SKUs HEINEKEN 4 FOR PM 440ML RED STRIPE 4 FOR PM 440ML TYSKIE 4PK 5% 500ML SAN MIGUEL 4 FOR PM 500ML DESPERADOS 4 PACK CAN 500ML KRONENBOURG FOR PM 440ML CARLSBERG EXPORT 4 FOR PM 500ML STRONGBOW DARK FRUIT 4 FOR PM 440ML STRONGBOW DARK FRUIT 4 FOR PM 568ML FOSTERS 4 FOR PM 568ML CARLING PINT 4 FOR PM 568ML CARLSBERG 4 FOR PM 568ML BUDWEISER 4.5% 4 FOR PM 568ML STELLA ARTOIS 4 FOR PM 568ML JOHN SMITHS SMTH 4 FOR PM 440ML MCEWANS EXPORT CANS 500ML GUINNESS DRAUGHT 4 FOR PM 440ML K CIDER CANS 500ML MAGNERS CIDER 4 FOR PM 500ML SCRUMPY JACK SPK 500ML STRONGBOW 4 FOR PM 440ML FOSTERS 4 FOR PM 440ML CARLING 4 FOR PM 500ML CARLSBERG 4 FOR PM 500ML BUDWEISER 4.5% ABV 4 FOR PM 500ML STELLA ARTOIS 4 FOR PM 500ML COORS LIGHT 4 FOR PM 500ML HOLSTEN PILS 4 FOR PM 500ML CARLSBERG SPECIAL BREW 8% 500ML ACE CIDER 500ML
13 For more information including planograms and advice on other key ranges, go to or call quoting JUNE RANGE
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