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7 May 2019

HEINEKEN has announced the launch of ‘Shelf Talk,’ a new series of industry reports that will be released throughout the year. Shedding light on key issues, each Shelf Talk will offer insight into the category, as well as detailed help and guidance on how stores can grow their cider and beer sales. The first edition, released this month, focuses on the booming No and Low Alcohol category.

With the No, Low and Gluten-free beer and cider category in growth (+22%), there are huge sales opportunities available for retailers who want to maximise their profits. As today’s consumers are making more health-conscious choices, as well as one in five adults now teetotal[1], there is no doubt that alcohol-free is a trend that’s here to stay throughout 2019 and beyond.

With Low and No alcohol products performing strongly all year round, including significant spikes in sales during key periods such as Easter, Bank Holidays, Summer and Christmas, the report initially highlights the ‘State of the Nation’ and ‘key players’ within it, who are driving the category forward. Touching on how retailers can maximise their merchandising of the category, the report later delves into how to tackle the big issues surrounding No and Low alcohol, as well as the future trends to watch.

Finally, the first edition of Shelf Talk features an interview with Laura Willoughby MBE, the founder of mindful drinking movement Club Soda, who discusses how millennials are fuelling the growth of No and Low alcohol and that people are now considering the category as a healthier option.

Toby Lancaster, Category and Shopper Marketing Director at HEINEKEN UK, comments: “At HEINEKEN, we strive not only to help our customers increase their sales and grow their businesses, but also to drive the drinks category forward. That’s why we’ve decided to launch our new Shelf Talk series to provide customers with a deeper insight into the sector. With the No and Low alcohol category now worth +£76M[2] to the off-trade, we decided to focus our first report on this sector, in turn helping retailers understand the opportunity to maximise their sales.”

To download the No and Low Alcohol Shelf Talk report, please click here.

[1] University College London, 2019

[2] Nielsen MAT Total Coverage Sales Value Data to 09.02.2019