|Title:||United Kingdom top 10 beers by advertising expenditures broken down for share of expenditures by advertising medium in pounds sterling and percentages for the year ended March 31, 2011|
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Bakery: X April 2010-XX March 2011
TOTAL CHANCE [pounds sterling]m y-o-y% Cinema% Outdoor%
Stella Artois XX.X -XX.XX XX.X XX.X Foster's X.X X.XX X.X X.X Carling X.X -XX.XX * XX.X Strongbow X.X XX.XX XX.X * Budweiser X.X XXX.XX XX.X XX.X Magners X.X -XX.XX * X.X Bulmers X.X -XX.XX * XX.X Carlsberg X.X XXX.XX X.X X.X Grolsch X.X -XX.XX XX.X X.X San Miguel XX.X XX.XX XX.X XX.X TOTAL(top XX) XX.X X.XX XX.X XX.X
Press% Radio% Spend%
Stella Artois X.X * XX.X Foster's X.X * XX.X Carling XX.X * XX.X Strongbow X.X X.X XX.X Budweiser X.X * XX.X Magners X.X * XX.X Bulmers X.X * XX.X Carlsberg XX.X X.X XX.X Grolsch X.X * XX.X San Miguel X.X * * TOTAL(top XX) X.X X.X XX.X
The title 'Godfather of binge drinking', bestowed on Sir Terry Leahy by John Grogan MP in the Commons in 2007, was not the public image Britain's biggest retailer wanted for its chief executive. And the ongoing debate about whether supermarkets should be prevented from selling alcohol at deep discounts certainly won't have been helped by press reports at the start of June of a till error in some Scottish Tesco stores that allowed shoppers to buy three cases of beer for [pounds sterling]XX instead of [pounds sterling]XX.
The debate hasn't gone away, but a substantial number of beer drinkers have. Kantar Worldpanel's data for the year to XX March 2011 shows a X.X% decline in lager volumes, with XXX,XXX fewer shoppers buying into the lager sub-category. Value sales slumped by X.X% over the same period, a trend that Kantar believes marks "a fundamental shift in the market".
So what is behind lager's fall from favour and what chance does it stand of turning its performance around in light of the rapid growth of other drinks in the beer & cider category - notably cider?
Many commentators believe the current slump is a problem of the industry's own making. Deep discounting has eroded brand loyalty, they argue, and canny consumers are only too aware that there will always be one lager or another on offer.
TOP XX BESTSELLERS
Beer & cider: XXw/e XX march 2011
Sales CHANGE [pounds sterling]m Y-O-Y %
Stella Artois XXX.X -X.X Foster's XXX.X -X.X Carting XXX.X -X.X Carlsberg XXX.X X.X Budweiser XXX.X XX.X Strongbow XXX.X X.X Carlsberg Export XXX.X X.X Becks XX.X X.X KronenbourgXXXX XX.X -XX.X John Smith's Extra Smooth XX.X -X.X
"The 'share steal' that occurs between brands within the standard lager category as a result of deep discounting and promotions means that shoppers aren't always loyal to their favourite brand," confirms Doug Walker, head of off-trade customer marketing at Heineken UK. This is despite the fact that "most beer and cider shoppers will have a brand in mind before they get to a fixture," he adds.
But aggressive promotional tactics haven't worked for everyone looking to steal market share from rivals. Carlsberg (X.X%), Budweiser (XX.X%) and Becks (X.X%) all enjoyed strong value sales growth of f the back of heavy promotions | SymphonyIRI XX March], but the strategy didn't work for Stella (-X.X%), Foster's (-X.X%) or Carling (-X.X%). These suppliers will no doubt be reassessing their promotional strategies to ensure their approach is not doing more harm than good, but from the multiples' perspective, promotions play a valuable role, according to Oliver Chadwyck-Healey, beer buyer at Sainsbury's.
Beer & Cider: XXw/e XX March 2011
Value Volume [pounds sterling]m y-o-y% Kilos(m) y-o-y%
Lager XXXX.X -X.X XXX.X -X.X Cider XXX.X XX XXX.X XX.X Ate XXX.X X.X XXX.X X.X Stout XX.X X.X XX.X X.X TOTAL XXXX.X X.X XXXX.X X.X
Beer & Cider: XXw/e XX March 2011
TRADING VALUE grocery category index y-o-y%
Discounters X.X X.X XXX XX.X Asda XX.X XX.X XXX -X.X Morrisons XX.X XX.X XXX X.X Tesco XX.X XX.X XXX X.X The Co-operative Group X.X X.X XXX -XX.X Sainsbury's XX.X XX.X XX X.X Waitrose X.X X.X XX XX.X
"We constantly review our promotional space to ensure it is working as hard as it can for our customers and encouraging them to try something new," he explains. "This involves making sure we have a good mix of small, medium and large packs as well as a representation of lager, ale and cider to cater for all different needs."