This month, HEINEKEN UK has released the third edition of its series of industry reports, Shelf Talk, this time focusing on the thriving Premium Lager category. A resource for retailers, Shelf Talk offers insight into the category, as well as advice on how the off-trade can create further growth in a sustainable category as the darker nights draw in.

In the build-up to winter, there are huge sales opportunities available for retailers with consumer occasions such as the Big Night In. More prominent this time of year, these occasions will deliver further growth in the premium lager category as consumers look to recreate premium experiences at home more frequently.

With the Premium Lager category worth a huge £783 million in the off-trade[1],  gaining +154k[2] shoppers year on year, Shelf Talk has been created to highlight whatconsumers are looking for and what retailers should be capitalising on, for 2019 and beyond as the category continues to grow.

With four HEINEKEN brands in the Top 10 fastest growing Premium Lagers (Birra Moretti, Desperados, Red Stripe, and Sol), the third edition of Shelf Talk highlights other ‘key players’ driving the category forward, explores how and why the Premium Lager category has grown at a rate three times faster than total lager (+9.1%)[3] and touches on how merchandising beers that are Great with Food will see an uplift in sales.

Finally, providing a deeper insight into the trends across the Premium Lager category, the third edition of Shelf Talk features an interview with Melissa Cole, an award-winning UK food and beer writer, who is renowned for her expertise across the industry. Cole discusses the latest innovations in the category as well as offering advice on how retailers can boost opportunities to trade-up and cater to a more experimental, younger generation of shoppers.

Toby Lancaster, Category and Shopper Marketing Director at HEINEKEN UK, comments: “The Premium Lager category is a huge source of revenue for the off-trade, especially towards the end of the year. That’s why we created our third edition of Shelf Talk to focus on the Premium Lager category. As consumers start to opt to stay in more frequently, trading up to premium products in the process, it is essential that retailers know how to merchandise their range to appeal to consumer needs and maximise their sales during the winter months and beyond.”

To download the Premium Lager Shelf Talk report, please visit:—shelftalk-premium-beer_8_spreads.pdf?la=en&hash=F650B98C6A697F8E1B2203D483C04AEC7D3E6891

[1] Nielsen Total Coverage Sales Value data to 13.07.2019

[2] Nielsen Total Coverage Sales Value data to 13.07.2019

[3] NIELSEN ScanTrack to 13/07/19


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