Category advice

Beer icon

Market Insight

A core range is the first step to growing your Beer & Cider sales. Ensure you have the brands shoppers expect to see and align your core range to our recommended Must Stocks.

Multibuy promotions are most important particularly for single bottles, however clear communication of promotions is key to engage your shopper. Check your pricing is prominent otherwise you are at risk of losing a purchase.

Get your product format right for your shoppers who want to consume within 2 hours. 74% of shoppers look for Beer & Cider single bottles in the chiller, so keep single bottles in the chiller for shoppers to buy for immediate consumption.

(him! Beer & Cider Deepdive 2017)

Beer & Cider is the No.1 category shoppers expect to find in the chiller so ensure you keep your chiller stocked with the right brands.

Don't lose sales as 14% of shoppers will go elsewhere if Beer is not chilled

(him! Beer & Cider Deepdive 2017)

Growth in alcohol in the Convenience market has come through premiumisation.

Stocking a range of Premium and Craft encourages shoppers to trade up, delivers increased sales and profit, and improves the quality perception of your store!

Big multipacks are usually purchased for when shoppers intend to share or stock up so have these available for the key sporting and national events of the year.

Craft Beer bottle top

Craft Beer Is The Fastest Growing Category

  • Craft Beer continues to grow by 64%, albeit from a small base.* Just like Premium, Craft will drive a higher PPL (price per litre), giving you a better profit. Opportunities exist to grow Craft sales in retailers with low penetration, so if you offer Craft in your store, this will increase footfall as it will improve the quality perception of your store *Nielsen Scantrack MAT w/e 24/02/18
  • Shopper behaviours and expectations are changing and 67% of consumers are focusing on getting more value for money, Craft brands are offering this, connecting in a more meaningful way and tapping into the experience of the occasion. Taste and flavour are very important to Craft Beer shoppers
  • 2 in 3 retailers currently stock Craft Beer, and on average stocks only 1.7 products, however the main barrier to stocking is perceived lack of demand. If you would like to increase the offer of Craft in your store, see our Must Stock recommendations
  • Please note, we don't recommend that you take away space from Standard or Premium beers as it is important to support a CORE range
Friends drinking beer

Merchandising Your Beers & Cider

Recommended principles for merchandising your chiller:

  1. Clear areas for Beer & Cider.
    Use our recommended planograms
  2. Premiumise up the fixture.
    Place premium products on the upper shelves along with RTD's and stock fast selling standard lager lines on the bottom shelf to increase availability
  3. Shoppers purchase by type of format.
    Group bottles together and cans together
  4. Block brands where possible to increase visibility and ease of purchase for shoppers
  5. Make products available for shoppers and double face single bottle sku's

Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock lines


If you have a 5 Shelf display, we suggest you stock the following range:

Click shelf to hide/show product list

2.5m x 5 shelf Beer planogram Row 1
View Row 1 Products
2.5m x 5 shelf Beer planogram Row 2
View Row 2 Products
2.5m x 5 shelf Beer planogram Row 3
View Row 3 Products
2.5m x 5 shelf Beer planogram Row 4
View Row 4 Products
2.5m x 5 shelf Beer planogram Row 5
View Row 5 Products

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