HEINEKEN has unveiled packaging extensions of two of its key brands within the World Beer and World Cider sub-categories – Desperados and Old Mout – with brand new can formats.
Set to drive category value by helping retailers target the growing shopper occasions of early evening meet-ups, on-the-go and outdoor, the new SKUs tap into the consumer trend towards smaller cans. In fact, small cans were bought by 1.6m beer and cider shoppers in 2015 – 270k more than in 2014 – and it is expected this trend continue in 2016.
Available since March and designed for shoppers looking for solutions to the early evening occasion, Desperados, has launched 25cl individual cans, with its smaller size and price point helping to drive trial, as well as a 6x33cl pack.
According to recent research, planned at-home social occasions and spontaneous meet-ups with friends, in a more relaxed environment, are increasingly important to younger adults. As the only flavoured beer with growing volume sales over the last two years, Desperados is well placed to provide products for retailers to increase sales around these popular mid-energy occasions through their new can variants.
HEINEKEN is also releasing a new can format for their premium Old Mout cider brand.
With £42m now spent on small cans within the cider category, the New Zealand cider brand has introduced 10x33cl packs of its Old Mout Kiwi & Lime and Passionfruit & Apple variants to tap into this demand. Available to order now and specifically designed to target the at-home party occasion, these small cans will assist in driving World Cider value, currently growing at 19.3%, and will maximise trial during key calendar periods.
The Old Mout Kiwi & Lime variant are also available in new 4x33cl fridge packs, designed to cater for smaller on-the-go and outdoor premium shopper occasions, such as picnics and barbecues.
Craig Clarkson, Off-Trade Category & Trade Marketing Director, HEINEKEN said; “The World Beer and Cider categories have seen huge growth in the past few years, highlighting the more discerning tastes of consumers.
HEINEKEN is at the forefront of this evolution with Old Mout, driving 30% of the World Cider growth and enjoying the highest repeat rate within World Cider bottles. Similarly, Desperados has led the way in establishing flavoured beers in the UK, becoming one of the UK’s fastestgrowing beer brands.
“The launch of Desperados and Old Mout in small cans will appeal to a different shopper base in addition to the bottled range, driving penetration and opening up wider sales opportunities for retailers across growing occasions.
We’d advise retailers to take advantage of these incremental sales opportunities and stock up accordingly.”
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