Research from Heineken has revealed that 90% of shoppers are hunting for two-for-one and BOGOF deals with beer and cider to help maximise their spending this Christmas.
The latest Heineken UK commissioned research includes useful insights into consumer spending, behavioural trends and habits in alcohol, especially beer and cider.
The brewing company found that value offerings with alcohol will drive three quarters of beer drinkers and over two thirds of cider drinkers into convenience stores this festive season.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The data revealed that 78% of convenience shoppers expect to visit their local store more frequently over the festive period, with the majority (57%) planning to buy beer and cider from stores this Christmas as part of a ‘top up’ shop, when they’re running low.
41% will be looking for lower alcohol or alcohol-free options to drink this Christmas, including 55% of Gen Z.
Additionally, nearly a third of shoppers would buy beer or cider on impulse. This means that retailers could potentially drive more sales this Christmas if they run a BOGOF deal including beer and cider.
“This Christmas, retailers can also expect additional trade from sport fans,” category and commercial strategy director of the off trade at Heineken UK, Alexander Wilson said.
He added: “Of those who intend to watch live sports on TV this winter, 74% say they’re likely to visit their local convenience store more often.
“There is also an opportunity for retailers to benefit from shoppers trading-up as 80% say they’ll look for more premium options when sports games are on. Heineken, Birra Moretti and Heineken Silver are a must-stock for this opportunity,” Wilson said.
The news comes as Heineken has launched an improved version of its ‘Green Grip’ carboard multipack can topper in a bid to fight plastic pollution.
