Progressive Grocer - September 2017 - 7

SPSP
ONON
SORE
SORDEC
DON
C ON
TETE
N TN T

Q
Q&&A
Mike
MikePotthoff
Potthoff
A
Talking
Talkingwith...
with...

VP,
VP,
Grocery,
Grocery,
Drug
Drug
and
and
Emerging
Emerging
Channels,
Channels,
Anheuser-Busch
Anheuser-Busch
(AB)
(AB)

Progressive
Progressive
Grocer:
Grocer:
There
There
is so
is so
much
much
press
press
these
these
days
days
about
about
craft
craft
beers/premium
beers/premium
and
and
super-premium
super-premium
products.
products.
Why
Why
should
should
retailers
retailers
focus
focus
some
some
efforts
efforts
onon
thethe
value
value
segment
segment
within
within
thethe
beer
beer
category?
category?

highlights
highlights
a chance
a chance
to to
winwin
anan
outdoor
outdoor
experience.
experience.
Something
Something
interesting
interesting
to to
consider
consider
is that
is that
"Relaxing"
"Relaxing"
is an
is an
everyday
everyday
occasion,
occasion,
which
which
makes
makes
it relevant
it relevant
all all
thethe
time,
time,
butbut
especially
especially
around
around
thethe
time
time
when
when
people
people
areare
heading
heading
home
home
after
after
work.
work.

Mike
Mike
Potthoff:
Potthoff:
The
The
value
value
beer
beer
segment
segment
could
could
really
really
bebe
called
called
thethe
"valuable"
"valuable"
beer
beer
segment.
segment.
Value
Value
shoppers
shoppers
have
have
a very
a very
strong
strong
sense
sense
of of
loyalty
loyalty
towards
towards
thethe
segment;
segment;
anan
average
average
1 1
buybuy
exclusively
exclusively
within
within
thethe
segment.
segment.
More
More
just
just
over
over
50%
50%
1 1
trips
trips
annually.
annually.
importantly,
importantly,
thethe
Value
Value
shopper
shopper
makes
makes
15.6
15.6
That's
That's
74%
74%
more
more
than
than
thethe
Import
Import
shopper,
shopper,
94%
94%
more
more
than
than
thethe
Craft
Craft
shopper
shopper
and
and
277%
277%
more
more
than
than
thethe
FMB/PAB
FMB/PAB
shopper.
shopper.
The
The
value
value
segment
segment
is often
is often
overlooked.
overlooked.
ButBut
in in
reality,
reality,
it it
2 2
of of
total
total
beer,
beer,
meaning
meaning
almost
almost
oneone
of of
every
every
accounts
accounts
forfor24%
24%
four
four
beers
beers
consumed
consumed
across
across
America
America
is aisvalue
a value
beer.
beer.
Overall,
Overall,
thethe
segment
segment
hashas
been
been
identified
identified
as as
a key
a key
area
area
at at
AB,
AB,
and
and
wewe
areare
making
making
investments
investments
to to
maintain
maintain
relevance
relevance
and
and
attract
attract
new
new
drinkers
drinkers
from
from
competition
competition
across
across
total
total
alcohol.
alcohol.
OurOur
strategy
strategy
hashas
notnot
changed
changed
- we
- we
want
want
to to
maintain
maintain
ourour
position
position
in in
thethe
highhighvolume
volume
value
value
segment.
segment.

PG:
PG:
What
What
benefits
benefits
cancan
thethe
beers
beers
in in
your
your
value
value
portfolio
portfolio
deliver
deliver
that
that
other
other
value-priced
value-priced
brews
brews
dodo
not?
not?
MP:
MP:
Anheuser-Busch
Anheuser-Busch
hashas
thethe
top-three
top-three
1 1
in in
thethe
United
United
States
States
selling
selling
value
value
brands
brands
- Busch,
- Busch,
Busch
Busch
Light
Light
and
and
Natural
Natural
Light
Light
represent
represent
thethe
only
only
value
value
brands
brands
in in
thethe
toptop
tenten
beer
beer
brands
brands
in in
thethe
nation.
nation.
Recent
Recent
new
new
packaging
packaging
and
and
programming
programming
from
from
both
both
Busch
Busch
and
and
Natural
Natural
Light
Light
continue
continue
to to
elevate
elevate
thethe
value
value
segment,
segment,
and
and
wewe
areare
excited
excited
forfor
thethe
future
future
potential
potential
of of
ourour
value
value
portfolio.
portfolio.
In In
addition,
addition,
wewe
willwill
bebe
introducing
introducing
Natty
Natty
RUSH
RUSH
2525
oz.oz.
cans
cans
in in
three
three
unique
unique
flavor:
flavor:
Watermelon
Watermelon
Smash,
Smash,
Blue
Blue
Frostbite,
Frostbite,
and
and
Hurricane
Hurricane
Punch.
Punch.

PG:
PG:
How
How
cancan
retailers
retailers
decide
decide
how
how
much
much
shelf
shelf
space
space
to to
allot
allot
forfor
thethe
value
value
beer
beer
segment?
segment?
How
How
cancan
they
they
ensure
ensure
they
they
have
have
thethe
The
The
Busch
Busch
brands
brands
areare
all all
about
about
family
family
kind
kind
of of
distribution
distribution
and
and
advertising
advertising
strategies
strategies
that
that
willwill
result
result
in in values
values
and
and
celebrating
celebrating
those
those
who
who
stay
stay
true
true
to to
their
their
name,
name,
increased
increased
profits?
profits?
which
which
resonates
resonates
across
across
demographics.
demographics.
Then
Then
wewe
lean
lean
in in
with
with
partnerships
partnerships
likelike
No.No.
4 Busch
4 Busch
Ford
Ford
driver
driver
Kevin
Kevin
Harvick,
Harvick,
Kevin
Kevin
MP:
MP:
In In
order
order
to to
optimize
optimize
thethe
value
value
segment,
segment,
youyou
must
must
have
have
anan Van
Van
Dam,
Dam,
and
and
Minor
Minor
League
League
Baseball
Baseball
to to
bring
bring
that
that
to to
life.
life.
understanding
understanding
of of
thethe
Value
Value
shopper
shopper
and
and
thethe
relevant
relevant
shopper
shopper
WeWe
also
also
launched
launched
ourour
loyalty
loyalty
platform
platform
Busch
Busch
Bucks
Bucks
in in
select
select
occasions.
occasions.
Value
Value
over-indexes
over-indexes
in in
thethe
"Relax"
"Relax"
occasion,
occasion,
in in
which
which states
states
onon
July
July
1st1st
and
and
have
have
seen
seen
anan
overwhelming
overwhelming
response
response
thethe
shopper
shopper
mission
mission
is usually
is usually
more
more
habitual
habitual
"for
"for
meme
forfor
now,"
now," from
from
consumers;
consumers;
already,
already,
70K+
70K+
people
people
signed
signed
upup
from
from
thethe
butbut
there
there
is also
is also
a skew
a skew
toward
toward
"browsing
"browsing
adventure"
adventure"
and
and
program,
program,
where
where
they
they
willwill
bebe
able
able
to to
upload
upload
their
their
receipts
receipts
from
from
"bargain
"bargain
hunt."
hunt."
To To
capture
capture
such
such
occasions,
occasions,
wewe
recommend:
recommend:
Busch
Busch
Family
Family
purchases
purchases
to to
redeem
redeem
forfor
cool
cool
items.
items.Busch
Busch
also
also
hashas
a refreshed
a refreshed
look
look
that
that
drives
drives
refreshment
refreshment
- a-top
a top
driver
driver
of of
* Ample
* Ample
shelf
shelf
space
space
to to
ensure
ensure
there
there
areare
nono
out-of-stocks
out-of-stocks
that
that
consideration.
consideration.
could
could
potentially
potentially
lead
lead
thisthis
shopper
shopper
from
from
walking
walking
outout
thethe
store
store
and
and
shopping
shopping
elsewhere;
elsewhere;
Over
Over
thethe
past
past
year
year
or or
so,so,
we've
we've
been
been
focused
focused
onon
Natty
Natty
Light
Light
being
being
much
much
more
more
than
than
just
just
a good
a good
beer
beer
at at
a good
a good
price,
price,
* A* consistent
A consistent
adad
strategy
strategy
to to
include
include
value
value
in in
retailer's
retailer's
weekly
weekly building
building
a bold
a bold
voice
voice
and
and
a distinct
a distinct
personality.
personality.
We've
We've
putput
flyer.
flyer.ForFor
example,
example,
when
when
pre-planning
pre-planning
their
their
beer
beer
shopping
shopping
forth
forth
engaging
engaging
programming
programming
and
and
content.
content.
We've
We've
also
also
aligned
aligned
3 3
more
more
likely
likely
to to
useuse
store
store
adsads
than
than ourselves
trip,
trip,
Value
Value
shoppers
shoppers
areare
3x3x
ourselves
with
with
thethe
brands
brands
(Rowdy
(Rowdy
Gentleman,
Gentleman,
Tipsy
Tipsy
Elves),
Elves),
shoppers
shoppers
of of
other
other
brands;
brands;
products
products
(bucket
(bucket
hats
hats
areare
a huge
a huge
seller,
seller,
who
who
knew!),
knew!),
outlets
outlets
(Barstool
(Barstool
Sports),
Sports),
events
events
(Natty
(Natty
Tour,
Tour,
Natty
Natty
Shack)
Shack)
and
and
* Multiple
* Multiple
points
points
of of
distribution
distribution
to to
support
support
with
with
sku's
sku's
that
that
areare
relatable
relatable
influencers
influencers
(Smylie
(Smylie
Kaufman,
Kaufman,
Marisa
Marisa
Miller)
Miller)
who
who
relevant
relevant
to to
thisthis
shopper
shopper
and
and
occasions;
occasions;
exude
exude
thethe
Natural
Natural
Light
Light
lifestyle
lifestyle
and
and
capture
capture
thethe
younger
younger
consumer.
consumer.
* Support
* Support
forfor
thethe
segment
segment
with
with
display
display
programming
programming
around
around
CSICSI
Panel
Panel
52 52
weeks
weeks
ending
ending
7.9.17
7.9.17
passion
passion
points
points
that
that
cancan
bebe
customized
customized
forfor
thethe
community,
community,
likelike 1 IRI1 IRI
YTD
YTD
thethe
Busch
Busch
Great
Great
Outdoors
Outdoors
toolkit,
toolkit,
which
which
is aisthematic
a thematic
program
program 2 IRI2 IRI
3
3
Anheuser-Busch
Anheuser-Busch
Shopper
Shopper
PollPoll
wewe
runrun
each
each
fall,
fall,
where
where
ourour
packaging
packaging
turns
turns
orange
orange
and
and



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

Contents
Progressive Grocer - September 2017 - Cover1
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Progressive Grocer - September 2017 - Contents
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Progressive Grocer - September 2017 - Cover3
Progressive Grocer - September 2017 - Cover4
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