>>A monthly look at the most promising newcomers in key grocery categories. This month: alcohol
Buyers’ calls for innovation in the alcohol fixture seem to have been answered over the last year as suppliers made a concerted effort to step up their new product development programmes.
Beyond beer, the undisputed champion of the latest round of launches is Baileys Glide.
Diageo’s Cream liqueur-RTD hybrid came out way ahead of its competitors, clocking up 80% distribution by Christmas last year.
As with Michelob Ultra, this figure trailed off, dipping to around 55% in the first three months of 2004. But this has been off-set by a steady rise in repeat purchases with 14% of ACNielsen’s consumer panel who bought it once going back for more.
While niche additions to the market such as Greene King’s Beer to Dine For and Kronenbourg off-shoot Premier Cru have made an impact, gaining peak distribution of 13% and 29% respectively, the biggest success stories in recent months are in two distinct camps.
Anheuser-Busch’s leap into the ‘healthy’ beer market with the low-carb Michelob Ultra proved to be a hit and distribution climbed to 37% by the end of 2003. Since then, although the number of stores stocking the brew has dipped slightly, repeat purchase has grown, with a high of 14% of drinkers buying for at least a second time.
The introduction of Coors Fine Light by Coors has also made a good start, achieving 30% distribution within two months of launching, but it is too early to judge repeat purchase. performance.
Buyers’ calls for innovation in the alcohol fixture seem to have been answered over the last year as suppliers made a concerted effort to step up their new product development programmes.
Beyond beer, the undisputed champion of the latest round of launches is Baileys Glide.
Diageo’s Cream liqueur-RTD hybrid came out way ahead of its competitors, clocking up 80% distribution by Christmas last year.
As with Michelob Ultra, this figure trailed off, dipping to around 55% in the first three months of 2004. But this has been off-set by a steady rise in repeat purchases with 14% of ACNielsen’s consumer panel who bought it once going back for more.
While niche additions to the market such as Greene King’s Beer to Dine For and Kronenbourg off-shoot Premier Cru have made an impact, gaining peak distribution of 13% and 29% respectively, the biggest success stories in recent months are in two distinct camps.
Anheuser-Busch’s leap into the ‘healthy’ beer market with the low-carb Michelob Ultra proved to be a hit and distribution climbed to 37% by the end of 2003. Since then, although the number of stores stocking the brew has dipped slightly, repeat purchase has grown, with a high of 14% of drinkers buying for at least a second time.
The introduction of Coors Fine Light by Coors has also made a good start, achieving 30% distribution within two months of launching, but it is too early to judge repeat purchase. performance.
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