Budweiser Brewing Group UK&I, a proud part of AB InBev, has today announced the launch of price-marked single cans and 10 pack SKUs across its famous Stella Artois and Budweiser brands. Stella Artois price-marked single cans and 10 packs, and Budweiser price-marked single cans will be available to convenience and wholesale customers from 24th May.
The launch of the price-marked pack variants follows a period of strong sales growth for 10 packs and single cans in the Off-Trade. 10 packs are seeing the highest growth value of any pack size, increasing by £32.8m in the last 12 weeks, and by £152.4m over the last 52 weeks, highlighting the opportunity for convenience stores and wholesalers stocking these mid-sized packs.
Shopper preference has been moving towards 10 packs and single can purchases for some time, with 10 packs seeing a 2% increase in market share from Q1 2019 to Q1 2020, the most of any pack size. This growth has soared since the start of the pandemic as the reduction of store visits has caused an increase in incremental basket spend, taking market share to 20%.
Budweiser Brewing Group continues to observe consumer buying habits, particularly as the rise in the at-home occasion drives Off-Trade growth. The launch of the new price-marked variants will allow wholesalers and retailers to tap into the popularity of Stella Artois and Budweiser, capitalising on the consumer trend towards at-home drinking. In fact, new consumer research conducted by the brewer reveals that 81% of respondents believe price-marked packs are less confusing and more transparent than their non-priced counterparts, while 63% feel they are fairer.
Jessica Markowski, convenience sales director at Budweiser Brewing Group UK&I, says: “We’re happy to be expanding our price-marked packs range across two of our best-selling and most famous beers. Joining our existing range of price-marked products, the launch of the price-marked single cans and 10 packs allows us to meet customer demand, and broadens consumer choice.
“As lockdown restrictions lift, the at-home occasion continues to be strong growth driver. Being able to bolster our priced-marked line-up at this time enables our customers to boost profit margins by capitalising on this consumer trend.”
Stella Artois 10x440ml Price Marked £11.49
Stella Artois 568ml Single Can Price marked £1.99
Budweiser 568ml Single Can Price marked £1.89