Talking Retail Grocery and product news for independent retailers
This year’s tournament, held in Qatar, begins in on 20 November, with England’s first game on 21 November. It is the run-up to Christmas, and although it will be hot where the games are played, it clearly won’t be hot back home.
Key categories
Nobody is quite sure how this might affect trading patterns, but everybody agrees that drinks and snacks will remain the two categories that get a big sales boost.
However, there might be changes within those categories, as customers require different products because it is a different time of year. There will almost certainly be fewer games screened outdoors, and the cost-of-living crisis might even mean more games watched at home as opposed to the pub.
As it is colder, one possibility is that some drinks more associated with winter might do better. Old-fashioned English beers could increase sales.
Winter ales
Patrick McCaig, managing director of the artisan Otter Brewery, is obviously hoping so. He says: “The usual sales trends during the FIFA World Cup tend to be enjoying a crisp pint of lager in the local pub, especially in the middle of the hot summer sun.
However, since the event is taking place in November and December, customers are more likely going to be partaking in a more-traditional ale to keep up with the colder weather.” From Otter’s range, McCaig suggests the pale ale Otter Bright and its “session beer” Otter Bitter would both be good choices.
Christmas overlap
He adds: “For small stores, selling artisan products with an overlap on the Christmas period will be a huge help. The stores will be able to get a large customer influx, and with the sales of real ales, this is the perfect winter drink.”
Other drinks manufacturers believe shop sales will increase this World Cup because customers want to control their spending and are therefore more likely to do their drinking at home rather than in the pub.
Darryl Hinksman, head of business development at Westons Cider, says: “The cost-of-living crisis is top of mind for many consumers as we head into winter. People will no doubt be looking to cut back on spending where they can, but an event as culturally significant as the World Cup will still bring people together to socialise and celebrate, albeit with many likely opting for at-home gatherings over a trip to the pub.”
Extended season
Hinksman adds that he thinks the World Cup and Christmas coming so close together is not necessarily a disadvantage, because if retailers are well stocked “they will be able to reap the benefits from Halloween right through the Christmas party season and into the new year.” Larger pack formats are also likely to be important, he says, as they will cater to group celebrations and moments of “togetherness”.
Westons has recently introduced a price-marked, pint can, four-pack of Stowford Press apple cider, which it believes is a good way for retailers to maximise profits, as pint cans do well in convenience. The big companies offer a similar analysis to the smaller producers. Diageo stresses that one of the key sales strategies for independent retailers should be to stock a good range of drinks across several categories that “lend themselves to sporting moments”.
Brand recognition
Lauren Priestley, head of category development for the off trade at the drinks giant, believes a wide selection of beers is vital. She says: “Guinness, for example, is a high-quality and trusted beer choice and is the number one selling stout in convenience. With this in mind, we suggest leveraging the Guinness brand recognition and stocking a variety of different products within the portfolio.
Stocking iconic Guinness Draught in a can (4% ABV) alongside other products within the portfolio, such as Guinness Foreign Extra Stout (7.5% ABV) or Guinness Cold Brew Coffee Beer (4% ABV) – the latest addition to the Guinness portfolio – will encourage current drinkers of Guinness to enjoy the brew at home, as well as welcome new adult drinkers to try the famous stout.”
Chilled advice
Further advice from Priestley includes placing as much drink as possible in the fridge, ready for immediate consumption, and making sure every product is clearly signed so that customers can find what they want quickly.
Among other things, she suggests retailers look for the “raft of innovation from flavoured spirits”, including Diageo’s newly launched flavours of Smirnoff vodka and Tanqueray gin. Low and no-alcohol options also matter. Priestley says: “It is important that retailers have a drinks range that is inclusive. Research has demonstrated how people are continuing to look for more drinks options during social occasions.
In 2021, 43% of consumers were looking to moderate, the highest it has been in the last seven years. With this in mind, we highly recommend stocking a few high-quality ‘no and lower’ drinks options. Guinness 0.0, for example, offers Guinness with everything except alcohol.”
Football themes
Other drinks specialists targeting World Cup business include Jägermeister, which among other things is now producing a cold brew coffee version, “bringing the shot occasion to early evening”. Hammonds of Knutsford, the wine and spirits wholesaler, suggest the BuzzBallz ready-to-drink cocktail range as a good home-drinking option, with the spherical shape of the cans linking “into the football theme perfectly”.
To go with drinks, nearly all retailers will be offering a good range of snacks. Matt Smith, marketing director for the Tayto group, says this category is set to do well, because consumers will opt for drinks and snacks rather than “expensive nights out”.
Tayto’s World Cup specials include its Golden Wonder 120g BBQ Strikers, a football themed £1.50 price-marked pack. Tayto also makes leading pork scratching brands Mr Porky and Midland Snacks, both of which have seen increasing sales recently.
Striking partners
Russell Tanner, marketing director at Valeo Snackfoods, is also hoping for a sales boost, partly based on customers buying snacks for home rather than watching games at the pub. Valeo has also underlined the link between drinks and snacks by striking up marketing partnerships for its Kettle crisps brand with Peroni beer, and Manomasa tortilla chips with Corona.
