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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
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
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 1 2 3 4 5 6 7 8 9 10 11 12 13 Multipack Cans Bottles CIDER AMBER Premium PET Bottles Also, include RTD s in your chiller to increase sales! READY TO DRINK 14 15 16 17 18 19 20 21 22 23 24
MUST STOCK LINES 1 strongbow dark fruit PM 4 for 5.50 440ml SKU Code: 403286 5 strongbow dark fruit 10 pack 440ml SKU Code: 129853 2 kopparberg strawberry & lime SKU Code: 630733 6 kopparberg mixed fruit 10 pack 330ml SKU Code: 212080 3 kopparberg mixed fruit SKU Code: 471202 7 Ace SKU Code: 411495 4 bulmers crushed berry no.17 SKU Code: 293373 8 ace 3ltr SKU Code: 411484
MUST STOCK LINES 9 frosty jacks original 3ltr SKU Code: 592998 13 magners irish original pm 4 for 4.99 SKU Code: 375216 10 K cider SKU Code: 241180 14 Strongbow 1o pack pm 9 440ml SKU Code: 402166 11 scrumpy jack SKU Code: 983819 15 magners irish original 568ml SKU Code: 557463 12 strongbow pm 4 for 4.25 440ml SKU Code: 408117 16 henry westons vintage SKU Code: 546856
MUST STOCK LINES 17 strongbow pm 3.49 2ltr SKU Code: 238948 21 smirnoff & cola PM 1.50 250ml SKU Code: 340752 18 country choice pm 3.89 3ltr SKU Code: 987455 22 captain morgan & cola Pm 1.50 250ml SKU Code: 340717 19 jack daniel s & cola 330ml SKU Code: 503284 23 smirnoff ice pm 2.99 70cl SKU Code: 317567 20 gordon s & tonic pm 1.50 250ml SKU Code: 340730 24 WKD Blue Pm 2.99 70cl SKU Code: 61318
1m x 5 PLANOGRAM 1 Shelf 5: 1 SKUs 1 411505 411505 ACE CIDER 1LTR 411516 411516 ACE CIDER 2LTR 411484 411484 ACE CIDER 3LTR 481744 592998 FROSTY JACKS ORIGINAL 3LTR 2 3 Shelf 4: Shelf 3: 2 SKUs 2 238948 238948 STRONGBOW PM 2LTR 987466 987466 COUNTRY CHOICE PM 2LTR 987455 987455 COUNTRY CHOICE PM 3LTR 4 5 Shelf 2: Shelf 1: 3 SKUs 3 402166 402166 STRONGBOW 10PK PM 440ML 129853 129853 STRONGBOW DARK FRUIT 10PK 440ML 212080 212080 KOPPARBERG MIXED FRUIT 10PK 330ML
1m x 5 PLANOGRAM 1 Shelf 5: 4 SKUs 4 193161 193161 BUDWEISER 12 PK 300ML 193183 193183 STELLA ARTOIS 12 PK 284ML 229754 229754 HEINEKEN NRB 12 PK 330ML 413623 413623 SKOL 8 FOR PM 500ML 2 Shelf 4: 3 Shelf 3: 5 SKUs 5 311837 311837 BUDWEISER 10PK 440ML 311848 311848 STELLA ARTOIS 10PK 440ML 421243 421243 FOSTERS 10PK PM 440ML 4 Shelf 2: 5 Shelf 1:
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
2.5m x 5 PLANOGRAM Beer England&Wales 2.5mx5shelf 1 Shelf 5: 2 Shelf 4: 1 SKUs 2 Shelf 3: 1 2 66752 11991 498230 171001 343455 375795 207596 Shelf 2: 145901 145703 775391 211247 458337 55484 158532 117043 274617 503284 340730 Shelf 1: 340752 340717 317567 61318 66752 11991 498230 180300 343455 375795 207596 145901 145703 775391 211247 458337 55484 158532 117043 274617 503284 340730 340752 340717 317567 61318 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 407987 326841 174905 96730 413645 579924 676968 12665 293373 630733 471202 311720 666547 407987 326841 174905 96730 413645 579924 676968 12665 293373 630733 471202 557463 546856 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
2.5m x 5 PLANOGRAM 3 Shelf 3: 4 Shelf 2: 5 Shelf 1: 3 SKUs 4 SKUs 5 SKUs 3 5 402233 402233 HEINEKEN 4 FOR PM 440ML 358102 358102 RED STRIPE 4 FOR PM 440ML 419931 419931 TYSKIE 4PK 5% 500ML 413634 413634 SAN MIGUEL 4 FOR PM 500ML 235591 235591 DESPERADOS 4 PACK CAN 500ML 402244 402244 KRONENBOURG 1664 4 FOR PM 440ML 363241 363241 CARLSBERG EXPORT 4 FOR PM 500ML 403286 403286 STRONGBOW DARK FRUIT 4 FOR PM 440ML 358081 358081 STRONGBOW DARK FRUIT 4 FOR PM 568ML 4 402200 402200 FOSTERS 4 FOR PM 568ML 420023 420023 CARLING PINT 4 FOR PM 568ML 363274 363274 CARLSBERG 4 FOR PM 568ML 407976 407976 BUDWEISER 4.5% 4 FOR PM 568ML 371583 371583 STELLA ARTOIS 4 FOR PM 568ML 358135 358135 JOHN SMITHS SMTH 4 FOR PM 440ML 10609 773936 MCEWANS EXPORT CANS 500ML 406934 406934 GUINNESS DRAUGHT 4 FOR PM 440ML 827917 241180 K CIDER CANS 500ML 375216 375216 MAGNERS CIDER 4 FOR PM 500ML 983819 983819 SCRUMPY JACK SPK 500ML 408117 408117 STRONGBOW 4 FOR PM 440ML 408128 408128 FOSTERS 4 FOR PM 440ML 420012 420012 CARLING 4 FOR PM 500ML 410707 410707 CARLSBERG 4 FOR PM 500ML 402390 402390 BUDWEISER 4.5% ABV 4 FOR PM 500ML 339558 339558 STELLA ARTOIS 4 FOR PM 500ML 420034 420034 COORS LIGHT 4 FOR PM 500ML 413656 413656 HOLSTEN PILS 4 FOR PM 500ML 237052 237052 CARLSBERG SPECIAL BREW 8% 500ML 411495 411495 ACE CIDER 500ML
For more information including planograms and advice on other key ranges, go to www.bestway.co.uk/categoryadvice or call 01738 646666 quoting JUNE RANGE