Spar UK launches World Beer Festival to tap fastest growing area in beer category

World Beer Festival

World Beer Festival

Spar UK has kicked off its first World Beer Festival in stores, building on the success of previous wine and cider promotional events in its stores.

The promotion sees a host of key World Beer brands available at competitive prices in Spar stores, and highlights the great offers available on a range of international beers.

Beers on offer during the event include large bottle of Budweiser, San Miguel, Stella Artois, Sol, Peroni and Tiger, on promotion at any three for £6.

The World Beer category is worth £57m in symbols and is the fastest growing segment in the beer category at 13% volume growth, said Andy Burt, Spar UK Marketing Manager.

“This promotional event will help us demonstrate the great range of products we have in the World Beer category,” said Burt.

“We know that World Beer shoppers are less price orientated than other beer shoppers, and their basket spend is significantly higher than the average convenience store shopper at around £12 per shop, so these are consumers we really want to appeal to,” he said.

Spar UK said it will help retailers support the promotion with an extensive themed POS kit, in-store radio, website and a consumer competition.

 “We will also be running a retailer incentive program similar to events we have run in the past,” said Burt. “This has worked very well as many of our retailers have been particularly innovative with their displays producing excellent in-store theatre.”

The Spar UK World Beer Festival is running now.