Bottled beer
Which bottled beer sells best?
Bottled Beer as a category is broken down into several segments listed below – along with the best selling brand in each.
Standard lager Premium lager World lager
Speciality lager
Carlsberg Budweiser
Peroni Nastro Azzuro Leffe Blonde
In terms of volume across all the categories, Budweiser remains the No.1 selling brand, followed by Peroni.
Source - CGA Strategy MAT P10 to 1/10/11
The availability of craft ales in bottles has
had a startling effect on sales in both the off and on-trades, with many people picking up ales in the supermarket, getting a taste for it and then looking for the same in their local pub. The other important recent development is
the introduction of aluminium alternatives to glass bottles. In 2011, Molson Coors began the roll out of aluminium bottles for Carling, Coors Light and Caffrey’s. Aluminium bottles are thought to be a stylish and safe alternative to glass, as well as being easy to recycle. With so many varieties of bottled beer, do
suppliers think that there is an overall best seller? Southampton’s Leeming told me that Becks is his most popular product in the bottled beer range, but that is only specifi c to one setup. The ‘each to their own’ factor certainly applies in this situation, which would surely deem labelling a certain beer ‘most popular’ as impossible. For one thing, there is currently lots of segmentation in the market; session (Fosters, Carling), premium session (Amstel, Becks Vier), premium (Kronenbourg 1664, Stella Artois), premium import (Heineken, Staropramen, Sagres) and world beers (Tiger, Moretti, Peroni, Sol). Consumers are looking for different brands to match different occasions
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and needs, and are quite sophisticated. “The move to 330ml is another notable
trend in the bottled ale market,” says Christine Evers, brand manager at Wadworth. “Ales have tended to sell in the larger 500ml format, which is almost a pint. However, a few factors have seen the shift to the smaller format. Firstly, as the range of beers available in bottles increases, it is likely that the consumer will only want a small sample of the beer, so that they can trial a few beers in one session. Secondly, the higher the alcohol, the less of a beer one might drink in one sitting. Finally, as we have recognised, there is a growing interest in beer and food pairing in restaurants and pubs. However, if drinking with food it is unlikely that a whole pint will be consumed alongside a more refined portion, and furthermore a large bottle may look cumbersome on a restaurant table.” “There’s no such thing as ‘best’,” declares
Peter Usher, buying group director at Heineken. “It is about selling the right product to match the consumer category and occasion. For instance, Tiger is a great brand for individuals in socialising groups who are looking for something different. “There are lots of ways to increase sales and awareness, again depending on location
and occasion. How about matched beer suggestions alongside food on menus? Beer menus on tables, showing style, abv and price? Nothing works better than sampling! This doesn’t have to be by the full bottle, but bar staff can be trained on giving small samples to target customers. The best way to promote bottled beer is to give it visibility. Product quizzes with merchadise prizes work a treat as well, especially if linked to sampling!” Giving the students free samples of beer…
I think that might just entice a few numbers down to your bar, don’t you? When bottled beer faces up to its larger brother, draught, it seems to fi nish in second place. However, second place doesn’t mean it has lost. The bottled beer offering at your university has the potential to vary and satisfy, as well as expand and adapt. The benefi ts of such a versatile product shouldn’t be kept bottled up!
Carlsberg Heineken
Matthew Clark Molson Coors
St John’s College
www.carlsberg.co.uk www.heineken.co.uk
www.matthewclark.co.uk www.molsoncoors.com www.joh.cam.ac.uk
University of Southampton
www.soton.ac.uk Wadworth
www.wadworth.co.uk 02.2012 | TUCO 65
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