OBJECTIVES:

To demonstrate how stocking and promoting two core Brewdog multipack lines, Punk IPA and Hazy Jane, can grow category sales, attract new customers, and increase basket spend for independent convenience retailers.

HOW WE HELPED:

Working to a tight brief, Newtrade Media sourced five retailers with specific locations, customer demographics and routes to market to track alcohol sales across 14 weeks between March and June and look at how stocking and promoting craft beer can drive sales and attract new customers – and increase basket spend – across convenience.

Two new lines were added into each store, supported by point-of-sale material. Newtrade Media then worked with the retailers to track sales across the entire alcohol category every week in each of the five stores for three months, including two key holiday periods (Easter and the May Bank Holiday), to demonstrate how key Brewdog multipack lines (Punk IPA and Hazy Jane) can grow category sales.

OUTCOME:

The 14-week trial delivered some outstanding sales results across the five stores, which will help inform Brewdog’s convenience strategy moving forward.

By tracking sales every week and gaining both qualitative and quantitative insights from the five stores, Newtrade Media were able to provide regular updates to Brewdog, and highlight areas of success and areas to act upon throughout the process.

Brewdog were then given a comprehensive presentation and analysis of the full trial, pulling out key messages.

SOME KEY HIGHLIGHTS:

Sajeev Gowrinathan, Budgens Greenacre                 Gary Batten, Phoenix Stores

Nishi Patel, Londis Manor Close                             Naz Nazir, Go Local Coventry Road

WIDER IMPACT

The key findings from the project were shared with over 41,000 independent news and convenience retailers through Retail Express, giving store owners across the channel access to the insights and the opportunity to apply them in their own stores.

SUPPLIER TESTIMONIALS:

“Working with Newtrade is all about collaboration. From the initial discussions to project management and presenting final results, the team engaged with us to fully understand our aims and made informed recommendations based on our brief, but also incorporating their expertise and relationships within the channel.

“It was a pleasure to work with them on a recent retailer engagement project and the final comprehensive report provided us not only with valuable insight, but also a strong case study that we have been able to share with our customers during recent brand planning meetings. We’ll certainly look to Newtrade for future projects like this.”

– Georgia Ladbrook, Customer Marketing Manager,  BrewDog