Budweiser Brewing Group, which brews some of the UK’s best-loved beers including Budweiser, Stella Artois and Corona, is forecasting the summer months will drive a 20% increase in beer volume compared to the first quarter of the year.
Summertime marks the start of warmer outdoor occasions and social gatherings – the perfect moments to enjoy a crisp, cold beer with friends and family. Last Q2 saw a 24% increase in off-trade beer volumes compared to Q1, and Budweiser Brewing Group is expecting continued momentum this year.
The summer of opportunity will be even more prominent in the cost-of-living landscape. Whilst shoppers are attempting to make savings across large expenditures, such as household bills and eating out, smaller ‘treat’ purchases such as alcohol are one area that consumers are happy to trade up. To tap into this opportunity, retailers will likely be relying more heavily on brands and products that consumers already know and trust to deliver on taste and quality.
“With the sun shining and the temperature rising, summer is a golden opportunity for brewers and retailers alike. Understanding and responding to consumer demand by tapping into different events such as the Women’s World Cup and the BBQ season is going to be key.,” says Maria Neves, Head of Category Management at Budweiser Brewing Group.
Fueling the Summer of Sport
This summer international sport is back, with the Women’s Football World Cup, Rugby World Cup and the Wimbledon Championships set to take place.
Football, in particular, has the power to attract new customers to the beer category, with well-established brands consistently outperforming their competitors. As the official sponsor of the Women’s World Cup, Budweiser is gearing up to make a significant impact with its promotional activities.
The Women’s World Cup will be hosted in Australia this year, which means that games will be played in the early morning for many viewers. This presents a unique opportunity for customers to turn these matches into afternoon events, capitalising on the thriving BBQ market.
Summer’s tastiest tradition: Getting ready for BBQ season
BBQ occasions will be more prominent than ever as the warm weather approaches and the Women’s World Cup entices consumers to gather with friends and families. Beer has long played a key role in the BBQ occasion. Last year the total value of beer during the summer months was £2.5bn.
Food and beer pairings have been gaining momentum over the last year which will, in turn, be central to the BBQ occasion. Budweiser Brewing Group expects the at-home occasion to continue this year which offers a new way for retailers to drive sales.
Beer plays a central role here, with 63% of at-home beer consumption taking place with food, compared to just 58% for total alcohol. Burgers are consumed during almost 20% of summer outdoor occasions, and are best enjoyed alongside an ice-cold beer, such as Budweiser.