Over the last few weeks, you should have noticed your customers switching from heavy stout and porters to lighter lager, pale ale and pilsner styles of beer. And as the Australian sporting and festival season gets underway, sales of four and six-packs should start to increase, as should foot traffic to your venue in search of a screen playing the latest cricket Test or tennis match and a list too long to mention of live entertainment. If this hasn’t been happening, we must be experiencing a terrible summer.
December and January are the two busiest months for the alcohol industry and with lots going on there are plenty of opportunities to ramp up beer sales. Here we find out what will be the key events for beer sales this season and which styles you should stock up on.
You’ll no doubt see a lot of Coopers Brewery over the next few months as it celebrates its partnerships with the Australian Open and Emirates Series in Sydney, Hobart, and Adelaide as the Official Beer of both.
The brewery has launched a new and easy drinking, full malt lager for the event in sleek 355ml Euro slim cans, which each feature one of twelve anecdotal stories and facts about the Australian Open.
Coopers Premium Lager and Light have also received a packaging refresh to coincide with the busy season ahead and will be the main beers served at the Open along with Coopers Original Pale Ale.
“December and January are critical months for the brewery with the Australian Open. We also have our sponsorship of the Supercars Championship, which starts up in March, and the Adelaide Fringe Festival. All of these events are good mechanisms for us to promote the brand and get people to trial our product,” said Cam Pearce, National Sales and Marketing Director at Coopers Brewery.
Coopers Mild Ale will be the main beer poured at the Supercars Championship while Coopers Original Pale Ale will be the focus at festivals.
Outside of these occasions, Pearce said consumers will be looking for a wide selection of beers in fridges and on taps in the on and off-premise during the warmer months.
“Consumers’ beer repertoires have increased. Nowadays, people have five or so beers that they switch between. Many of our drinkers have a favourite, such as Coopers Sparkling Ale or Coopers Original Pale Ale, but they will also drink a mid-strength lager or ale, such as our Mild Ale 3.5%. Consumers also want to try more craft beers. We released a limited edition Thomas Coopers Brew A IPA in May and a limited edition Thomas Coopers Family Secret Amber Ale just recently, both exclusively for the on-premise.”
And the data backs this up, according to Scot Hayman, Category Manager - Beer, Cider, Spirits & RTD at Liquor Marketing Group, "and it feels intuitively correct. Consumers' choice of beer style is dependent on a lot of variables. Generally, relaxing occasions will over-trade in classic and contemporary beers; social occasions with contemporary and premium beers; and meal occasions with premium and craft styles."
Mid-strength and craft, alongside low-carb beers, are among the fastest growing segments currently. Driven by more consumers embracing a healthier lifestyle, low-carb beers were up in value by 11.4 per cent in the off-premise at the end of November, with the mid-strength segment growing by 10 per cent (IRI MarketEdge Liquor MAT to 6/11/2016).
Coopers' Pearce added, “There’s a general theme around moderation and well-being. Coopers Mild has been in growth in-line with the growth of that segment, as has Coopers Birell Ultra Light, our low alcohol beer, and Holsten, which is a zero alcohol beer.”
Health and wellbeing trends are expected to continue to influence beer and cider sales and Senior Category Manager at Australian Liquor Marketers (ALM), Joel Zamek, thinks there is a need for more innovation in these segments to meet the needs of health-conscious consumers, as well as for beer and cider to be marketed as a part of more occasions. Zamek said the industry also needs to break “some of the ‘beer gut’ legacy.” Even younger consumers are engaging with the low-alcohol and mid-strength segments, according to Zamek.
Zamek said craft beers such as James Squire and Fat Yak are selling well in stores and acting as gateways for consumers to explore the wider craft segment. He added that consumers are also pairing more craft beers with food, an important occasion to help drive sales during summer with the at home/relax and unwind occasion key to the growth of retail sales.
In fact, LMG's Haymen said this is "the single largest contributor for beer consumption" currently, with social occasions the second biggest, "which includes casual get-togethers, BBQs, and parties. It is this occasion, which we expect to over-trade during summer."
For a successful summer, make sure you stock up on a range of mid-strength and low-carb beers and a number of sessionable and refreshing styles. Flavoured beers are also expected to take off during the warmer months. In craft, look for something a bit different – a couple are Stomping Ground Brewing Co., which just opened in Melbourne, and Pirate Life Brewing in Adelaide.
What to Stock
Coopers Original Pale Ale
RRP: $18.50 per six-pack
Distributor: Coopers Brewery
A refreshing and smooth, easy-drinking ale with fruity and floral characters, a crisp bitterness and noticeable malt character. 4.5% ABV.
Endeavour Harvest Mid
RRP: $18 per six-pack
Distributor: Endeavour Vintage Beer Co. (on-premise only)
A 100 per cent Australian, fuller-flavoured, mid-strength beer with tropical fruit notes and balanced bitterness. Perfect for most occasions. 3.5% ABV.
XXXX Summer Bright Lager with Mango
RRP: $16.99 per six-pack
Distributor: Lion
An easy-drinking, low bitterness beer blended with mango flavour for a sweet finish. 4% ABV.
Pure Blonde Cider
RRP: $16.50 per six-pack
Distributor: Carlton & United Breweries
A crisp apple cider with 60 per cent less sugar and 50 per cent fewer carbs than regular ciders. 4.2% ABV.
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