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TO THE ROCKSHORE MAKE THE MOMENT & PLAN FOR SUCCESS THIS SUMMER

Life is changing fast. How people socialise is also changing. Rather than heading to the pub to watch the match and catch up with mates, consumers are now doing outdoor yoga sessions in parks, attending gigs and food festivals, or heading West for a weekend of adventure in the outdoors. Sinéad Conmy, Off Trade Category Development Manager at Diageo commented, “Times are changing. Socialising is becoming more diverse in every sense and we must consider if, and how, alcohol fits into the occasion and plan accordingly. Now is the perfect time for off-licence owners and managers to look ahead to the summer months and consider products that will ensure a positive impact on sales during this critical time.”

GROWTH OF THE BEER CATEGORY Beer is a great starting point. Beer is growing +3.3% in value and with 2.6 million consumers on the island of Ireland drinking beer in the on-trade; lager and cider has been driving this category growth1. Light beer sales have exploded in the last five years, growing by +€90million in retail sales value2. Stuart Kinch, Head of Marketing for Beer & Cider at Diageo commented, “You need to look no further than the launch of Rockshore Irish Lager as a contributor to this movement. In its first year, Rockshore Irish Lager has been the most successful lager innovation in history at St. James’s Gate, with a 1.8% value market share of the long alcoholic drink (LAD) on the Island of Ireland.” “An instant hit with millennials, brand affinity has been driven through a highly targeted media and influencer campaign, which ensured the target demographic were drawn to the Atlantic coast lifestyle that inspired the brand aesthetic. This accessible, refreshing-tasting and distinctive lager has proven its popularity amongst the take home trade and consumers alike,” he continued.

INTRODUCING ROCKSHORE APPLE CIDER Building on the unprecedented success of Rockshore Irish Lager and armed with insight driven data about the cider category, the team at St. James’s Gate saw an opportunity to expand the Rockshore portfolio by adding a whole new taste experience when they unveiled ‘Rockshore Apple Cider’ in March. Stuart Kinch, Head of Marketing for Beer & Cider at Diageo commented, “We are absolutely delighted to introduce Rockshore Apple Cider into the category. We have been experimenting and

trialling cider recipes for several years and we believe that we have landed on something refreshingly different.” Kinch continued, “We undertook research amongst cider drinkers and the reaction was even better than we expected. 7 out of 10 people,3 after tasting Rockshore Cider for the first time, said that it tastes better than any other cider they tasted before, based on their memory of other ciders. What’s more, 90% of people said they would consider buying it after tasting it4. We are really proud and excited that cider drinkers will now have a new crisp and less sweet tasting choice with Rockshore Apple Cider.”

FRESHLY PRESSED APPLES FOR A CRISP REFRESHING TASTE Brewer Aisling Ryan said, “What became clear during the development process of this innovation is that people often find cider overly sweet, so we wanted to create a cider that offers a refreshing taste with a balanced sweetness. Rockshore Apple Cider is made from the juice of freshly pressed apples which are fermented within 5 days, producing a crisp, refreshing taste with a distinctive natural green apple character and an ABV of 4%.”

PLACE YOUR ORDER! With higher margins on offer, new Rockshore Apple Cider is now being rolled out and is available in the take home trade. Contact your local rep, Head Office or wholesaler for more information. 1

Nielsen November 2018 12M; 2 Nielsen November 2018 12M;

Profile for Retail News

Retail News April 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

Retail News April 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

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