MARKET MONITOR A graphic guide to the off-trade
The off-trade's ability to share in the growing demand for locally brewed beers is certainly not constrained by supply. Mindful of consumer trends to drinking at home, 90 per cent of local brewers either already market a bottled beer or will offer one at the end of 2007. For those who already market bottled beers, they now represent on average 15 per cent of sales volume, up from 11 per cent two years ago.
Some trade sectors are, however, missing out on the commercial opportunities offered by local beers. Less than half of local brewers currently trade with supermarkets for example. And multiple grocers, which account for two-thirds of all bottled ales by sales value, only represent 43 per cent of local brewers' bottled volumes.
"In 2007 the off-trade clearly has an opportunity to both further exploit the growth in consumer interest in provenance and capitalise on the on-trade disruption caused by the smoking ban by improving ranging, merchandising and promotion of local beers to offer local brands which drinkers may be familiar with from the on-trade."