CO L D B E E R • A SS O R T M E N T • PAC K AG E VA R I E T Y
SHOPPERS EXPRESS A STRONG PREFERENCE FOR THEIR DESIRED PACK AGE T YPE
79%
}
EXCLUSIVITY
30%
49% CANS ONLY
BOTTLES ONLY
...CANS AND BOTTLES ARE NEEDED TO SATISFY SHOPPER NEEDS IN AMLL Nielsen Homescan Panel, Total US Grocery $2MM+, 52 weeks ending Aug. 13, 2014; Buyer Exclusivity; Total PL Container and 6-Pack PL containers
4) Family of brand or multi-brand
• Showcase beer early in the
displays drive 28% greater sales
shopping trip to drive greater
velocity than single brand
conversion and larger baskets
displays.
(4)
Don’ts LIQUOR STORE DO’S AND DON’TS
• Create out-of-stock issues in the cooler by reducing holding power of high-velocity Economy and Premium segments
Do’s • Implement a disciplined cooler management program • Balance variety and choice with a strong segment and package approach • Improve the in-store experience, matching knowledge and expertise with variety and selection • Create a clear path to cooler to drive more routine beer trips and expand
• Under-represent segments that alienate core, routine shoppers • Block the path and sightlines to the beer cooler creating a situation where the routine beer shopper feels alienated • Silo beer, wine and spirits when displaying. Instead, find basket building opportunities to appeal to shoppers looking for inspiration
occasions • Create cross-segment displays and inspiring points of interruption to improve conversion
Sources: 1. Nielsen TDLinx Total Liquor Channel, Jan. 13, 2017 2. Nielsen Panel Data, 52 weeks ending Nov. 26, 2016 3. MillerCoors STR Case Data, 52 weeks ending Oct. 22, 2016 4. Nielsen, 52 weeks ending Dec. 31, 2016 5. MillerCoors Custom TNS Landis Landscape Study 2011-2016
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