HOW DO SUPERMARKETS GET YOU TO BUY MORE BEER IN CANS?

8 ways summer exhibitions help sell beer

Summer is here, and American shoppers are stocking up on canned beer for backyard barbecues, picnics, tailgate parties and beer drinking parties.

Brands know it and competition is fierce, beverage companies like Molson Coors Beverage Company are vying to grab a piece of the succulent pie and attract the attention of drinkers, an effort that begins with eye-catching beer displays in department stores that grab the attention of avid American consumers, especially during the week of July 4th, the quintessential U.S. holiday.

“When it comes to triggering purchases and driving incremental sales, the power of displays is pretty amazing,” says Russell Fowler, senior manager of customer solutions at Molson Coors. On top of that, Fowler adds that, “beer is not getting its fair share of exhibits compared to wine and spirits,” which is particularly disconcerting considering that beer exhibits are twice as productive as spirits exhibits and 1.4 times as productive as wine.”

Therefore, to meet this requirement of pure commercial marketing, brands create plans and packaging that facilitate the construction of distributors. Nearly half of shoppers say screens play an important role in their decision to buy beer while shopping for groceries. And nearly one-third of shoppers say displays influence their decision to buy a particular brand.

Premium lights, such as Coors Light and Miller Lite, generate the most incremental sales of any beer segment when on display, representing $137 in additional sales per display. A full 60% of incremental sales of premium lights are generated from displays, according to data from IRI Unify.

July 4, along with Memorial Day, Labor Day and Thanksgiving, rank as the top incremental sales weeks of the year. Beer displays during the Fourth of July festivities provide as much incremental value to the category as Christmas and New Year’s combined.

Displays provide additional inventory to help retailers avoid selling out during key selling seasons, such as summer. With 87% of shoppers loyal to a brand, maintaining sufficient inventory is crucial to avoid losing the sale.

A quarter of beer shoppers in large-format stores say 44% of them say those purchases were triggered by displays. Nearly 50% of large-format shoppers indicate that they purchase beer at a display for at least half of their trips.