Spotlight falls on latest growth sector for beers

23 March, 2007

Wells & Young's has created a category management plan for premium bottled ales, separating the sector into light , traditional amber , strong dark and fruit beers.

"We did major consumer research into PBAs, how drinkers perceive them and how they buy them . PBAs are incredibly popular, but drinkers find it confusing in terms of the layout of beers on shelves," said managing director Nigel McNally.

The research found drinkers prefer to categorise beers by style rather than by country, region or history.

W&Y will colour-code the packaging to help staff fill shelves correctly.

Meanwhile, the Federation of Wholesale Distributors' Take-home Blueprint PBA planogram will hopefully be ready in the next three months, said director Ross Shelley .

It found that regionality is key, with shoppers keen to buy local beers, but Shelley said W &Y's findings will be taken into account. He said: "Our proposed recommendation would be to look for a range of about seven to 10 key brands, and a rotational four or five on top of that."

Both W&Y and the FWD hope their plans will draw more women into the beer aisles.

Wells & Young's launches two beers - page 28

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