Beer discounts ‘cost £16m’?

26 November, 2010

Supermarket beer discounts cost retailers £16 million in lost sales in the summer, according to Nielsen.

Client service manager Gavin Humph­- reys said: “Despite England’s shambolic performance in the World Cup the tournament did at least give the beer market a boost. Over the five weeks of the tournament beer volumes grew by 23% against 2009. However, I feel there was a lost opportunity here as value only grew by 15% as discounts got ever deeper.”?He said it raised the “old issue” of supermarkets promoting heavily when shoppers were going to buy beer anyway.

“Lager was on average 10p a litre cheaper in supermarkets during the World Cup period than in the five weeks running up to the tournament. This represented a lost opportunity of more than £16 million at a time shoppers wanted to buy the category.” He said lager sales in supermarkets reached £261.9 million over the five weeks to July 10.

Humphreys added that good weather also affected beer sales during the football tournament.

“Unfortunately the sun shone during the World Cup and not after. The category really reacts to good weather and while it was a very pleasant change, it was a shame for the market that the hot weather and sunshine coincided with the tournament,” he said.

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