No Alcohol Update

Sales by Month – NABLAB Ale by Category Sales of No Alcohol beer have been steadily increasing over time. Sales have historically peaked in line with ‘Dry January’, although this summer sales stepped on further. Sales by Month – NABLAB Ale by Category = Christmas / Dry January +28% YOY +37% YOY Source: IRI All Outlets to 2 February 2019. Sales (£millions)

Sales by Month – NABLAB Ale (£) Ale has shown strong growth over time – similar to lager this has accelerated in 2018, particularly with the launch of Ghost Ship. Sales by Month – NABLAB Ale (£) £382K since launch (Tesco only) MAT = £846K Source: IRI All Outlets to 2 February 2019. Sales (£Thousands)

The NABLAB category is still dominated by lager brands – Adnams Ghost Ship and St Peters Without are showing strong growth ahead of the category. Source: IRI All Outlets, to 5 January 2019.

Craft SKUs are yet to make their mark on the category, single cans of Heineken 0.0% and Prohibition are also a bit disappointing. Source: IRI Major Multiples, to 5 January 2019.

When comparing £ROS of various SKUs that have recently been ranged in Tesco you can see that Ghost Ship has outperformed many of the other Craft options. Nanny State and Ghost Ship have both increased £ROS over time. Nanny State 4x330ml Ghost Ship Nanny State 1x330ml Infinite Session 4x330ml Raspberry Blitz 4x330ml Source: IRI Major Multiples, to 5 January 2019.

Old Speckled Hen has recently launched into 25% distribution in Tesco, which compares to 60% distribution for Ghost Ship. Looking at £ROS by week Ghost Ship is selling twice the amount of OSH. 25 % WTD Distribution Ghost Ship Old Speckled Hen Infinite Session 4x330ml Raspberry Blitz 4x330ml Source: IRI Major Multiples, to 2 February 2019.

Ghost Ship has already overtaken Franziskaner in terms of Major Multiples £ROS and Erdinger has a clear lead over the other Wheat Beer alternative. This should be our target if we do launch into 500ml format. Do we need two wheat beers? Source: IRI Major Multiples, to 5 January 2019.

Ale undertrades in No Alcohol beer. There is an additional £4 Ale undertrades in No Alcohol beer. There is an additional £4.4m of category value if it had it’s fair share. Share of Value by Category - NABLAB Share of Value by Category – Total Market If Ale had its fair share of NABLAB beer value this would equate to £4.4m of additional category value. Source: IRI All Outlets to 2 February 2019.

Nectar Card Data - No Alcohol Beer Shopper Demographics Many of the existing brands in NABLAB ale are appealing to similar consumers. A ‘Crafted’ PBA would appeal to a younger and more affluent shopper than St Peter’s Without or Old Speckled Hen and Ghost Ship Alcohol Free. Nectar Card Data - No Alcohol Beer Shopper Demographics Is there a gap in the market here to exploit? NABLAB ‘Crafted PBA’, IPA Source: Self Serve Nectar Card Data

Crafted PBA Opportunity When looking at No Alcohol as a total category you can see that the majority of sales are still from older shoppers – there is an opportunity to appeal to a slightly younger shopper than Nanny State. Crafted PBA Opportunity Source: Self Serve Nectar Card Data

Shipyard No Alcohol Opportunity Most extensive NABLAB range including a number of craft SKUs

Shipyard No Alcohol Opportunity Only retailer to stock St Peter’s Without Gold.

Shipyard No Alcohol Opportunity New range live w/c 5th March ‘19 Shipyard No Alcohol Opportunity

Shipyard No Alcohol Opportunity New range live February ‘19 Shipyard No Alcohol Opportunity Quite a narrow, lager focussed range at present. Recent range change (not shown in data yet) which included Ghost Ship in 4 pack can.

Shipyard No Alcohol Opportunity Smallest NABLAB range of any grocer. Shipyard No Alcohol Opportunity

Opportunity for Crafted PBA within NABLAB Shipyard satisfies a gap in the market for a Crafted PBA – bridging the gap between PBA and Craft. This is consistent with a number of our category messages with Major Multiples recently. Opportunity for Crafted PBA within NABLAB

NPD in No Alcohol Beer https://drydrinker.com/shop/beer/

Marston’s Breadth of Range