20 million beer sales ‘lost’

09 July, 2010

Independent retailers are missing out on a potential £19.6 million in beer sales, according to Nielsen.

That’s the amount of extra value that would be generated if the impulse channel could match growth rates across the rest of the take-home beer market, acording to senior client manager Tony Walsh.

He told the Federation of Wholesale Distributors’ Drinksummit conference that improving beer sales should be the impulse channel’s “primary concern”.

Walsh added: “Even though beer over-indexes in share terms, its current performance equates to a £19.6 million opportunity. Other performance opportunities are chicken feed by comparison: £400,000 in Champagne, £350,000 in cider and £200,000 in sparkling wine.”?He said consumers found standard lager too expensive in independents.

“Premium lager’s rate of sale is on the up because the shopper recognises it as a better-value purchase,” Walsh added.

“Shoppers are price savvy, so to realise the £19 million opportunity in beer, the independent channel must offer value for money across its range.”

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