Progressive Grocer - August 2017 - BB15

S I N G L E S * 2 - F O R P R I C I N G * S M A L L M U LT I PAC K S

On average the singles shopper

Premium and Economy small multipacks

purchases 1.5 singles per transaction,

are the ideal products for the relax or

meaning sometimes he buys one and

celebrate occasions. These segments are

sometimes he buys two. To encourage

the perfect beers for reconnecting with

purchase, utilize "2-For" promotions and

friends and account for more than 59% of

clearly communicate it with prominent

small multipack dollar sales in c-stores.(4)

shelf strips. Clear signage results in

In fact, 7 out of 10 small-pack units sold

a 5% sales lift even when the "2-For"

in c-stores are Premium American Lagers

pricing is just the single purchase price

and Economy.(2)

times two.(5)
WIN WITH SINGLES

CORE ITEMS
C-store shoppers are looking for

1.	 Allocate at least 25% of beer space

12-packs - the No. 1 multipack package

	

in dollar sales.(4) So, it's not surprising

to singles.

2.	Merchandise singles together from a

that c-stores that carry both 12-pack

	

cans and bottles for all three American

shopper perspective.

3.	Simplify pricing at shelf by promoting

Light Lager brands sell 5.3% more beer

	

"2-Fors" across multiple singles

on average than stores that don't carry

	

segments and clearly communicate it

all six packages.(6)

	

with shelf strips.

GROW BIG BY GOING SMALL

THIS STEMS FROM THREE KEY FACTS:
1.	 Premium American Light Lager brands

Beer multipacks make up three-quarters

	

have the highest penetration and

of category sales(2) and provide one of the

	

consumer reach in the beer

largest c-store basket rings (more than

	category.(10)

twice the average c-store basket).(7) Small

2.	 Drinkers are very loyal to their brand

multipacks, which are 12-packs or smaller,

	

in this segment with the highest

account for 40% of beer transactions.(8)

	

exclusivity rates in the category.(10)
15



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
Progressive Grocer - August 2017 - 9
Progressive Grocer - August 2017 - 10
Progressive Grocer - August 2017 - 11
Progressive Grocer - August 2017 - 12
Progressive Grocer - August 2017 - 13
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Progressive Grocer - August 2017 - 19
Progressive Grocer - August 2017 - 20
Progressive Grocer - August 2017 - 21
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Progressive Grocer - August 2017 - 24
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Progressive Grocer - August 2017 - 28
Progressive Grocer - August 2017 - 29
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Progressive Grocer - August 2017 - 66
Progressive Grocer - August 2017 - DF1
Progressive Grocer - August 2017 - DF2
Progressive Grocer - August 2017 - DF3
Progressive Grocer - August 2017 - DF4
Progressive Grocer - August 2017 - 67
Progressive Grocer - August 2017 - 68
Progressive Grocer - August 2017 - 69
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Progressive Grocer - August 2017 - 105
Progressive Grocer - August 2017 - 106
Progressive Grocer - August 2017 - Cover3
Progressive Grocer - August 2017 - Cover4
Progressive Grocer - August 2017 - BB1
Progressive Grocer - August 2017 - BB2
Progressive Grocer - August 2017 - BB3
Progressive Grocer - August 2017 - BB4
Progressive Grocer - August 2017 - BB5
Progressive Grocer - August 2017 - BB6
Progressive Grocer - August 2017 - BB7
Progressive Grocer - August 2017 - BB8
Progressive Grocer - August 2017 - BB9
Progressive Grocer - August 2017 - BB10
Progressive Grocer - August 2017 - BB11
Progressive Grocer - August 2017 - BB12
Progressive Grocer - August 2017 - BB13
Progressive Grocer - August 2017 - BB14
Progressive Grocer - August 2017 - BB15
Progressive Grocer - August 2017 - BB16
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Progressive Grocer - August 2017 - BB35
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Progressive Grocer - August 2017 - BB37
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Progressive Grocer - August 2017 - BB39
Progressive Grocer - August 2017 - BB40
Progressive Grocer - August 2017 - BB41
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Progressive Grocer - August 2017 - BB46
Progressive Grocer - August 2017 - BB47
Progressive Grocer - August 2017 - BB48
Progressive Grocer - August 2017 - BB49
Progressive Grocer - August 2017 - BB50
Progressive Grocer - August 2017 - BB51
Progressive Grocer - August 2017 - BB52
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