1. Lager has seen strong growth in total market – driven by World Beer
Category Hierarchy – Total Market
It feels like I’ve missed it off the agenda for a while and it would be good to get a feel of some of the top line numbers, covering……
Total PBA & World lager performance
Top performers
Can & Mini keg overview
Mixed packs
c. 30 minutes sufficient, although more time is available if required and are you ok for time to pull this together this week?
Plenty of freedom to put together what you think would be useful for the team.
Source: IRI All Outlets, 52 weeks, 15 September Sales (£millions)

2. World Beer
NAB LAB

3. World Beer 2018 volume for May through August was much higher than previous years
Source: IRI Major Multiples, 52 weeks, 15 September Volume (Litres)

4. Category IRI Reports/Sku.4we.ValVol PIVOT
The World Cup & exceptionally hot weather was the driving force behind growth from May to August, this has dropped off slightly in September.
Source: IRI Major Multiples, 52 weeks, 15 September Sales (£millions)

5. Latest 52wks MAT Value (£)
World Beer Top 20 Brands
Latest 52wks MAT Value (£)
Long tail of SKUs
Source: IRI All Outlets, 52 weeks, 13 October Sales (£millions)

6. World Beer Pack Formats catering for different Shoppers
10X330 CAN
6X330 CAN
YOUNGER
SINGLE BOTTLE
MORE AFFLUENT
18X330 BOTTLE
4x330 BOTTLE
12X330 BOTTLE
6X250 BOTTLE
Id - PW_1121pp
Source, Aimia Sainsburys, 26we 13 Oct 2018

7. Premium Bottled Ale
NAB LAB

8. Category IRI Reports/Sku.4we.ValVol PIVOT
Premium Bottled Ale has seen declining sales in the middle of 2017, sales have now moved back into growth this year.
Source: IRI Major Multiples, 52 weeks, 15 September Sales (£millions)

9. Premium Canned Ale
NAB LAB

10. Category IRI Reports/Sku.4we.ValVol PIVOT
Premium Canned Ale has shown strong growth over the last 2 years, where as Smooth/Standard Canned Ale hasn’t fared so well.
Source: IRI Major Multiples, 52 weeks, 15 September Sales (£millions)

11. Premium Canned Ale - Top Performers
Strong growth on McEwan’s Export and also on Hobgoblin Gold
Source: IRI All Outlets, 52 weeks, 15 September Sales (£millions)

12. Premium Canned Ale is dominated by 4 count packs.
Sales Share by Pack Count
Source: IRI Major Multiples, 52 weeks, 15 September Sales (£millions)

13. 4 Pack Cans - Top performing Ale Brands - Top 15 (+ Wainwright)
4 Packs - The top 5 brands account for over 50% of value, there is a long tail of SKUs.
4 Pack Cans - Top performing Ale Brands - Top 15 (+ Wainwright)
When looking at sales since launch Doom Bar has made a big impact.
6.1% share of sales.
#4 brand ahead of Hobgoblin Ruby 1 2 3 4 5 6 7 8 9 10 11 12 14 15 21
Source: IRI All Outlets, 52 weeks, 15 September Sales (£millions)

14. One third of drinkers purchase ale in canned format, a large proportion ONLY buy ale in this format.
14% of shoppers based on Kantar data only buy Ale in can format
12% of drinkers state that they only purchase Ale in cans
Q7. Which of the following types of alcohol have you purchased and drunk at home in the past month?
Base: 871
One third purchase ale in can format, many of these in tandem with bottle.
Source: Eureka! MBC Ale Drinker Survey 2018.
Source: Kantar WPO

15. Canned Ale drinkers purchase more frequently than Bottles Ale drinkers
Source: Eureka! MBC Ale Drinker Survey 2018.

16. Mini Kegs

17. Keg Top 10 Last 52 Weeks Old Speckled Hen £781k Kopparberg Mix £679k
Budvar
£634k
Wainwright Ale
£500k
Desperados
£468k
Hobgoblin
£421k
Stella Artois
£372k
Shipyard
£345k
Kopparberg S&L
£304k
Black Sheep
£270k

18. Shopper Life stage by Key Brand Ale appeals more to older shoppers, while Lager to singles/ couples, while Kopparberg very distinctly different. Opportunity for Shipyard in other accounts outside of Morrisons?

19. Old Speckled Hen Repertoire Keg shoppers are less likely to be Multipack shoppers vs singles. The majority of the Keg shoppers are actually exclusive to that format.

20. Basket Analysis – Total 5l Kegs Kegs very much a social experience, with BBQ and disposable party items featuring in the same baskets. How can we make more of this BBQ / Socialising opportunity across our brands?

22. Performance Summary GB - Beer Category Report
Total Items Change = 9.3%
Actual | Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - How is my product performing?
Id - PW_6401arp
© Kantar Worldpanel

23. The main drivers of category performance.
GB - Beer Category Report
Total Market | 24 w/e | 09 Sep 18 | Net Change Actual | Spend (£000)
Report Description - What are the main drivers of change for products in my market?
3.  Total switching – this represents the net change in sales for the selected product through a direct steal or loss from/to other products
4.  Shoppers held – this represents a net change in sales from consumers buying the selected product in both periods and changing their level of category purchasing. A positive number (bar to the right of Y-axis) represents consumers increasing their category purchase to the benefit of the selected product.
5.  Shoppers won/lost - this represents a net change in sales from consumers starting or ceasing to buy the selected product and changing their level of category purchasing. A positive number (bar to the right of Y-axis) represents consumers starting to buy the product and increasing their category.
6.  Category arrivals/departures - this represents a net change in sales from consumers starting or ceasing to buy the selected product and the category. A positive number (bar to the right of Y-axis) represents consumers starting to buy the product and the category.
© Kantar Worldpanel

24. Switching flow summary.
GB - Beer Category Report
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Where is my brand winning and losing against other brands?
Movement into World Beer from Classic Lager, Smooth Canned Ale, PBA.
Craft spend shifting from bottles to cans in both Lager and Ale.
© Kantar Worldpanel

25. Switching to World Beer from Bottled Ale.
GB - Beer Category Report
Switching to World Beer from Bottled Ale
Total Market | 24 w/e | Actual | Spend (£000)
Report Description - Is my product winning or losing more than expected to certain products over time?
Id - PW_6152arp
© Kantar Worldpanel

26. Switching to & from Bottled Ale.
GB - Beer Category Report
Switching to Bottled Ale
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - Who are the winners and losers to my brand?
Id - PW_6151arp
© Kantar Worldpanel

27. Switching to & from Canned Ale.
GB - Beer Category Report
Switching to Canned Ale
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - Who are the winners and losers to my brand?
Id - PW_6151arp
© Kantar Worldpanel

28. Switching to & from Smooth Canned Ale.
GB - Beer Category Report
Switching to Smooth Canned Ale
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - Who are the winners and losers to my brand?
Id - PW_6151arp
© Kantar Worldpanel

29. Switching to & from World Beer.
GB - Beer Category Report
Switching to World Beer
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - Who are the winners and losers to my brand?
Id - PW_6151arp
© Kantar Worldpanel

30. source of change - latest
GB - Beer Category Report
Classic Lager change = 0.4%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

31. source of change - latest
GB - Beer Category Report
Mainstream Lager change = 15.1%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

32. source of change - latest
GB - Beer Category Report
World Beer change = 17.6%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

33. source of change - latest
GB - Beer Category Report
Bottled Ale change = 4.7%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

34. source of change - latest
GB - Beer Category Report
Canned Ale change = 18.1%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

35. source of change - latest
GB - Beer Category Report
Smooth Canned Ale change = -14.8%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

36. source of change - latest
GB - Beer Category Report
Bottled Craft Ale change = -3.8%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

37. source of change - latest
GB - Beer Category Report
Canned Craft Ale change = 22.8%
Total Market | 24 w/e | 09 Sep 18 | Spend (£000)
Report Description - What is the main driver of change in my product’s performance?
Id - PW_6180arp
© Kantar Worldpanel

38. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for Bottled Ale
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel

39. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for Bottled Ale
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel

40. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for World Beer
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel

41. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for Bottled Craft Ale
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel

42. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for Canned Craft Ale
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel

43. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for Bottled Craft Lager
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel

44. switching vs expected - map
GB - Beer Category Report
Contains some low sample size data
Switching for Canned Craft Lager
Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000)
Report Description - Which products are the biggest threat to my product?
Id - PW_6401garp
© Kantar Worldpanel