This summer, UK craft beer brand BrewDog is aiming to further broaden the appeal of these types of beer by delivering value to shoppers and consistency for retailers with its first pricemarked packs (PMPs).
Leading with the top-selling Punk IPA and Hazy Jane, the 4x330ml can multipacks will be priced at £6.99, rolling out throughout July - and are exclusive to wholesale and convenience customers.
PMPs are growing ahead of beer at +28% in value sales, Brewdog says - compared to just 4% for total beer. They are now worth 27% of total beer in the convenience channel, it adds, increasing to 52% of the 4-pack category. This clearly indicates that stocking PMPs of best-selling beer products presents a huge opportunity for retailers to drive category sales.
Jonny Leece, head of impulse, said: “Craft Beer is still a relatively new category to the impulse channel and selling prices vary significantly as retailers explore its positioning. This has potentially been a barrier to purchase, with shoppers looking for value and stores struggling to compete with supermarkets.
“We’ve recognised the opportunity to help retailers drive sales with a consistent price across our best-sellers, whilst also delivery value to the end consumer. We think £6.99 is a compelling price for both stores and shoppers and hope it will encourage more retailers to pick it up in depot and ultimately more people to trying craft beer for the first time.”
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