AT 966

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FEATURE

CARNIVALS & FESTIVALS

52 ASIAN TRADER 27 JUNE 2025

And because venue prices are

steep, many festival-goers are

likely to seek out local stores

for their alcohol needs.

Retailers should look to

build beer mountains, use

prominent water displays, and

create eye-catching promo­

tions.

Many festival-goers buy

alcohol from local shops to

avoid high venue prices with

beer, cider, pre-mixed

cocktails and cheap

wine often seen in high

demand.

And stocking the

bestselling brands

always helps. Just like

HEINEKEN UK’s

bestselling formats

namely Cruzcampo

10x440ml, Birra

Moretti 12x330ml,

and Heineken

4x440ml multi­

packs.

Reflecting on the

consumer trends,

Alexander Wilson,

Category and Commercial

Strategy Director at HEINEKEN

UK, says, “Single packs are ideal

for grab-and-go and summer

festival moments, and small-

sized multipacks are a popular,

accessible choice for those who

are looking to share with

friends and walking to their

local store.”

“For retailers who want to

build a strong range of world

beers which cater to those

occasions, our bestselling small

world lager packs include Birra

Moretti 4x440ml and Despera­

dos 4 pack can.”

And it’s not just about what’s

sold, but how it’s stored,

implying products should be

chilled where possible.

For cider, Strongbow Dark

Fruit 10x440ml packs are the

bestselling flavoured cider

within the impulse channel,

followed by Strongbow Original

10x440mland Strongbow Dark

Fruit 4x568mlpacks.

Wilson tells Asian Trader,

“These are all year-round

favourites and bring the most

sales value though all channels.

“Retailers should

stock up well in

advance to ensure

they are fully

prepared ahead of

the summer trading

period.”

The summer

months see strong

growth of berry and

exotic flavoured

ciders, with berry-

flavoured cider SKUs

accounting for 24.3

per cent of overall

cider sales, including

mainstream and

premium options.

Therefore it is wise to

keep a good quantity of

Strongbow Original and

Strongbow Dark Fruit, as well

as the latest flavour variant

Strongbow Strawberry.

Premium world lager brands

perform incredibly well during

the summer, accounting for 25

per cent of category sales and

continuing to grow year-on-

year.

This growth shows consum­

ers’ growing desire to discover

new tastes, especially when

coming together for summer

celebrations such as barbecues

or festivals.

Wilson says, “For retailers

looking to capitalise on this and

first of its kind, adopting the

same thirst-quenching flavour

as the original, with a fresh

apple aroma in the form of a

lightly sparkling cider

Inch’s Cloudy is a lightly

sparkling, naturally cloudy

cider, crafted with juicy

British apples to create a

crisp, highly refreshing

and light summer

staple. Available in

4x440ml and

10x440ml multi­

packs, the off-trade

exclusive aims to

appeal to younger

cider drinkers.

Old Mout has

expanded its range of

premium ciders with the

introduction of Old Mout

Mango & Passionfruit. Available

across the grocery, wholesale

and convenience channels, the

new flavour is rolling out in

10x330ml cans and single

500ml bottle formats with an

ABV of four per cent.

venture into the premium

segment, we recommend

building on their core range of

classic lager brands with a range

of world beers, which will

facilitate trade-up and a

bigger basket spend

overall.

“Leveraging

well-known brands

that consumers

recognise and trust,

and which continue

to grow, such as Birra

Moretti and Cruzcam­

po, is always a great

place to start.”

HEINEKEN UK

introduced two new vari­

ants under its booming

Inch’s Cider brand. Inch’s

Cloudy (ABV four per cent) and

the first de-alcoholised cider in

the UK market, Inch’s 0.0, are

now available across the

grocery, wholesale and conveni­

ence channels.

Available in 4x440ml

multipack cans, Inch’s 0.0 is a

Keep it chilled

Alexander Wilson, Category and

Commercial Strategy Director at

HEINEKEN UK, is here to guide

convenience retailers on how to have a

memorable summer

Having a fully stocked display with a good mix of core brands

and trending lines is the best way retailers can retain loyal

customers.

Effective ranging and merchandising also involving focused

in-store displays to drive incremental sales.

Single packs are ideal for grab-and-go and summer festival

moments while small-sized multipacks are a popular,

accessible choice for those who are looking to share with

friends

Retailers should stock bestselling small world lager packs

include Birra Moretti 4x440ml and Desperados 4 pack can

For cider specifically, during the summer months Strongbow

Dark Fruit 10x440ml packs are the bestselling flavoured cider

within the impulse channel, followed by Strongbow Original

10x440ml and Strongbow Dark Fruit 4x568ml packs.

The summer months see strong growth of berry and exotic

flavoured ciders, with berry flavoured cider SKUs accounting

for 24.3 per cent of overall cider sales – including mainstream

and premium options

Premium world lager brands perform incredibly well during

the summer – accounting for 25% of category sales and

continuing to grow year-on-year

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