Asahi UK has announced it is “evolving its multipack strategy” to help retailers combat the sharp decline in traditional 330ml and mainstream brand formats.
By launching new 440ml can packs across its premium brands, the brewer aims to protect retail sales and profits while aligning with shifting consumer needs.
The move sees Peroni Nastro Azzurro now offering an appealing and valuable new format, with a 10x440ml pack.
Meanwhile, Asahi Super Dry is tapping into the big night in opportunity with a 4x440ml pack.
With smaller pack 330ml cans currently suffering a -26% decline in value sales as shoppers demand more for their money, Asahi UK’s new range is strategically positioned to help retailers recapture that spend.
Rob Hobart, marketing director, said: “Premium 440ml multipacks are the single biggest opportunity for convenience retailers’ take-home lager sales. The evolution of our multipacks marks our commitment to giving our retail partners the tools they need to drive sales and profits in a changing economic landscape.”
Both the new pack sizes are launching in Bestway, Dhamecha, Parfetts, Booker and Filshill this month, before launching in Co-op, Nisa and Costcutter stores in April.
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