Exclusive Tim Palmer A scientific approach to the reasons for out of stocks has been undertaken by Interbrew UK. The problem is well known as a cause for lost sales. Suppliers have blamed retailers for mismanaging stock replenishment, while retailers have blamed the supply chain. But no one has accurately measured the cost to the industry or offered any solutions. Interbrew's Steve Kitching admitted he does not yet have the answers to the problem, but he does have a good idea how much it is costing. His survey showed the drain on the industry could add up to 1.5% of beer sales worth £34m. Interbrew used independent auditors in a survey last autumn covering multiple grocers, convenience stores and wholesale outlets. The top 20 skus were identified and stores were called on four times a day over an eight day period. The worst offenders were the convenience outlets who had an average of 7.4% out of stocks. This was double that of the multiples with 3.6% and the average level was lowest in cash and carries at 3.4%. The audit showed the overcrowded beer fixture was a problem and lack of stock in store rather than shelf replenishment was the main issue. The highest levels of non availability were at peak trading times such as Friday evening and Sunday afternoon. Bigger packs were more affected than four-packs and bigger brands were also worse off. Kitching said: "This shows promoting brands can be counterproductive. There must be nothing worse than a shopper reading about a strong offer and finding an empty shelf where it should be. "This was a one-off piece of research. We are now going to do it throughout the year." {{DRINKS }}