Why should you stock BrewDog beer?
£41
the average spend per buyer last year
51%
of shoppers repeat their Craft Beer category purchase
12.3L
the average volume purchased per buyer
70%
of Craft Beer shoppers already shop the category inconvenience
+28.8%
BrewDog shoppers spend +28.8% more across the store than average beer shoppers.
DID YOU KNOW?
Craft Beer shoppers love all Beer not just Craft!
When a Beer shopper tries Craft Beer for the first time they spend more on Total Beer than before. Craft Beer shoppers buy across all Beer types and spend more on quality products.
WHAT THIS MEANS FOR YOU
Craft Beer will add incremental sales to your business, driving shoppers into more premium products across the total category
DID YOU KNOW?
Craft Beer shoppers spend more in store than other Beer shoppers on their total basket
WHAT THIS MEANS FOR YOU
Not only does Craft Beer add incremental Beer sales, but also drives an increase in spend across the total store
Top 10 Craft Beer Brands
BrewDog is 6 out of the Top 10
SOURCE: CIRCANA TOTAL GROCERY, LATEST 12 WEEKS 09/06/24
| Rank | Brand |
Value £ ('000) |
Volume (HL) |
|---|---|---|---|
| 1 | BrewDog Punk IPA |
£9,740 |
23,316 |
| 2 | BrewDog Hazy Jane |
£5,626 |
13,252 |
| 4 | BrewDog Wingman |
£2,685 |
6,692 |
| 5 | BrewDog Mixed |
£2,391 |
6,299 |
| 7 | BrewDog Elvis Juice |
£1,586 |
3,332 |
| 9 | BrewDog Hazy Jane Guava |
£851 |
1,939 |
Craft beer is worth 4.7% of Total Beer sales in the UK market. In convenience craft is worth 1.3% but continues to grow.
The amount of Craft beer skus we recommend does depend on total space for beer. The table below gives a rough guide to show many craft beer products should be stocked in the range.
Merchandising & Planograms
BrewDog is the signpost brand for Craft beer, meaning shoppers use it to find the Category in store, then explore the range. In order for shoppers to locate the Craft products easily, BrewDog should be displayed prominently at eye level and brand blocked.
Please use the planograms below to maximise sales from your beer fixture. We have included options for a 1, 2 or 3 bay beer fixture depending on the size of your store.
*Plans based on market share, segment performance directional data and need state analysis.
Top Tips to Maximise Craft Beer Sales
Use BrewDog as the signpost brand for Craft Beer to help shoppers easily navigate the beer fixture.
Drive penetration into Craft Beer via mixed pack option - an opportunity to upsell to larger, more valuable pack size.
From research, 76% of men want chilled beer from the fridge in convenience stores. If chiller space is available, Craft Beer should be located here.
POS is a great way to direct customers to the Craft Beer section and highlight the taste credentials. Visit our sign-up section for more information on free POS options for your store.
Pricing tiers are extremely important to the Craft Beer Category. There needs to be an entry point to encourage new shoppers to trial, but also products at a higher, more premium price point for those who see Craft Beer as a quality purchase that they are willing to spend more on.
