Asian Trader Magazine – 12-25 May 2017

FEATURE

BBQ & SUMMER PRODUCTS

40 ASIAN TRADER 12 MAY 2017 http://www.asiantrader.biz

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expand your selection – espe-

cially when all eyes will be on

the Pimm’s section of your

store anyway.

In April 2016, Pimm’s

introduced three new fl avours

to its Cider Cup range – Sum-

mer Fruits, Mango & Passion-

fruit and Plum & Red Apple.

“The three new fl avours

provide retailers with innova-

tion to tap into the growing

cider segment, worth £1bn to

the o -trade,” says Katie

Hunter, Innovation Commer-

cialisation Manager at Diageo.

“The new variants follow

the successful launch of Pimm’s

Cider Cup Strawberry &

Cucumber in June last 2015,

which quickly became the no.1.

selling cider innovation after

just eight weeks in the market.”

As well as stocking fl avoured

cider, it is also very important

for retailers to make sure that

they also have the traditional

brands covered.

Martin Thatcher, Fourth

Generation Cidermaker for

Thatchers Cider, recommends

retailers cross merchandise

their summer selection with

their BBQ food and festival

displays. But Thatcher believes

the most important thing is to

make sure retailers have the

right brands in the chiller and

on shelf, and su cient stock to

satisfy customer demand.

“For family cidermakers

such as ourselves, apple cider

has always been our focus,” says

Thatcher. “Thatchers Gold – the

o cial cider of Glastonbury

Festival – is a clear winner and

fi rm favourite with festival

goers. Our 4-pack is a best seller

for those who want to pick up

and go, and our 10-pack boxes

are easy for stacking in-store,

and convenient for consumers

to carry and dispose of after

use.”

Another alcoholic beverage

perfect for that outside

summer occasions is Sol –

which of course means ‘sun’ in

Spanish. Just in time for the

BBQ season, Sol lager has

released two new SKUs (a sleek

330ml can and 650ml bottle)

which will help retailers cash in

on summer rush for al fresco

dining.

Toby Lancaster, Category

and Shopper Marketing

Director at Heineken, says:

“Shoppers will be looking for

chilled beers ready for that

summer get-together or

impromptu big night in with

friends. The new formats are

perfect for sharing on these

occasions throughout the

summer months.”

“The new slim design will

also be sure to catch your

shoppers’ attention as well as

maximising space. We recom-

mend keeping these in the

chiller, and to drive sales, you

could cross-promote with BBQ

food or sharing bags of tortilla

RANGE: As a category in growth, there are always new fruit ciders and craft beers launching

throughout the year, so licensees should ensure they regularly review their range to ensure

they are capitalising on these innovations

LAYOUT: Position premium products at the top of the fridge and make the most of the profit

margins they offer. Try multiple facings to draw the customer’s eye to certain lines

VISIBILITY: 38% of consumers admit that visibility influences their decision. Keep the bar clear

and clean as to not block the view of the back-bar fridge. This should also be a consideration

when placing PO S – obstructing the fridge will only hide what you have on offer

TRAIN: Frequent cider and craft beer drinkers are more likely to experiment by trying

something new, and are more likely to choose their drink at the bar - so make sure staff are

trained to confidently communicate the range available

Boosting Cider sales

Katie Hunter, Innovation Commercialisation Manager at

Diageo, offers retailers some top tips on using bottled

and canned cider to improve sales.

crisps that play on Sol’s

Mexican heritage.”

Retailers need to also

consider the growing low-

alcohol category and the

growth of non-alcoholic

lagers. Becks Blue is one of the

most popular, however,

Heineken has recently

launched Heineken 0.0 – with

only 69 calories per bottle and

made with natural ingredi-

ents. Retailers should stock up

ahead of the summer to ensure

they can make the most of this

new innovation which is

bound to shake up the

alcohol-free lager category.

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