Heineken winning World Cup battle of brewers

Retailers have sold less beer and cider during the World Cup than the previous in 2010, with volumes down by 608,000 hl, according to Nielsen (six weeks to 28/6/14).

Despite inflation over the past four years, value sales have also dropped by £16 million to £623 million.

Among the brewers Heineken has been the big winner after growing sales by £33.1 million versus 2010, while Molson Coors, Ab-Inbev and Carlsberg all saw value sales drop.

Nielsen attributed this to Heineken’s aggressive promotional strategy on Foster’s. 

It said later kick-off times could have caused the overall sales decline, after the tournament moved from South Africa in 2010 to Brazil this year, leaving a bigger time difference to the UK.

Related articles: