Progressive Grocer - August 2017 - BB39

AWARENESS * CONNEC T & REL A X * IN -S TORE E XECUTION
WHAT ARE THE OCCASIONS?

	 small-format shoppers buy cold beer,

* Connect: A time to spend with

	 it is critical to have a cooler door

friends/family
* Relax: An after-work transition to
me-time that usually involves singles

	 assortment strategy that focuses on
	 the core items that consumers
	 purchase most.(5)
*	Start with the right mix of singles and

Beer shoppers buy packs that perfectly

	 multipacks. Based on Nielsen space

match these occasions. Three-quarters

	 audits, the optimal beer cooler

of their beer purchase dollars are small

	 allocation is 25% singles and 75%

packs (multipacks of 12 or less) with less

	multipacks.(7)

than 20% coming from larger than

*	Ensure that each brand/pack choice

18-packs.(1) Singles are also a large

	 drives incremental revenue and profit

opportunity. They fit with the relax

based on the store's consumer profile.

occasion and drive only 6% of dollar sales,
but make up 22% of the unit sales.(1)

FEMALE
SHOPPERS

3. IN-STORE EXECUTION
Display execution and reducing out-

BUILDING WITH BEERĀ®

of-stocks are the biggest execution

The biggest beer opportunities for

opportunities. Displays help to create

dollar retailers are low beer shopper

awareness for beer and serve as backstock

conversion and trip leakage to competing

for fast-moving items, especially if they are

channels. Of all the beer-buying house-

on promotion. Reducing out-of-stocks is

holds that shop dollar stores, only 3% of

critical to maintaining strong growth trends

them buy beer in the dollar channel.(4)

and requires a coordinated effort between

72%

82%

of shoppers

BUY
BEER
COLD.

the retailer, brewer and distributor network
Dollar retailers must overcome three

supported by solid store-level execution.

barriers in order to drive continued
growth and increase conversion.

DOLL AR STORE
DO'S AND DON'TS

1. AWARENESS
*	Capture leakage by building
	 awareness for COLD beer through

Do's

	 in- and out-of-store messaging.

*	 Build awareness for COLD beer

*	Target messaging to shoppers who

*	 Implement an effective assortment

	 are not visiting the beer aisle (end-

	 strategy that includes singles

	 caps, special displays, circular ads,

*	 Reduce out-of-stocks

	 etc.) while focusing the messaging
	 on small packs, as these are more

Don'ts

	 likely to drive trial with female guests.

*	 Under-order items that will be
	 featured in upcoming ads

2. EFFECTIVE ASSORTMENT

*	 Deter distributors from building

*	Dollar stores tend to have limited

	 mandated displays

	 cooler space. Given that 82% of

* Sell warm beer only

Sources:
1.	Nielsen through
	 Oct. 15, 2016
2.	Nielsen Homescan, 	
	 latest 52 weeks ending
	 Dec. 30, 2016
3.	MillerCoors Internal
	 Estimate, December
	2016
4.	Nielsen Homescan,
	 latest 52 weeks ending
	 Aug. 27, 2016
5.	C+R Research, May 2016
6. Nielsen TDLinx through
	 January 2016
7. Nielsen Space Audit,
	 July 2015

39



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
Progressive Grocer - August 2017 - 14
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Progressive Grocer - August 2017 - 16
Progressive Grocer - August 2017 - 17
Progressive Grocer - August 2017 - 18
Progressive Grocer - August 2017 - 19
Progressive Grocer - August 2017 - 20
Progressive Grocer - August 2017 - 21
Progressive Grocer - August 2017 - 22
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Progressive Grocer - August 2017 - 24
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Progressive Grocer - August 2017 - 28
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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
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Progressive Grocer - August 2017 - 105
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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
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Progressive Grocer - August 2017 - BB16
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Progressive Grocer - August 2017 - BB35
Progressive Grocer - August 2017 - BB36
Progressive Grocer - August 2017 - BB37
Progressive Grocer - August 2017 - BB38
Progressive Grocer - August 2017 - BB39
Progressive Grocer - August 2017 - BB40
Progressive Grocer - August 2017 - BB41
Progressive Grocer - August 2017 - BB42
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Progressive Grocer - August 2017 - BB45
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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