FRANCE: SPECIALITY BEER ORGANISATION IN STORES

Article Abstract:

Every brewer has its own idea about how speciality beers should be organised in stores. Beer represents 13.2% of total drink sales. Luxury beers represent 57.6% of the value and 44.4% of the volume of the beer market, down 4.3%; special beer represents 22.8% of the value and 29.9% of the value, up 4.1%; and speciality beer represent 9.5% of the value and 17.5% of the volume up 4.9%. According to Philippe Terrase, in charge of merchandising for Heineken, beer is under threat because it lacks clarity, and beer lags behind other products in terms of merchandising. He says that brewers thought that selling beer in individual units would give the department a boost, but, in fact, beer cellars cost them space. Kronenbourg thinks recommends organising beer display on continuums between known brands and brands to discover; standard formats and special formats; and beer which is purchased frequently and beer which is purchased occasionally. It suggests putting shandy and non-alcoholic beer next to each other since they are used for refreshment, then come the standard beers which are not too expensive and which comprise the heart of the market, followed by premium beers, packs of speciality beer in packs to savour or share, well-known beer brands in big bottles for sharing, and beers to taste and discover in the beer cellar. The premium brands are comprised of Pelforth blonde, 1664, Heineken and good, and these come in packs of three to eight bottles, or packs of nine bottles or more and in 33 cl and 50 cl cans. The heart of the market consists of 33 export, Obernai K, Stella Artois, Kronenbourg and Kanterbrau. These come in three sizes of packs: four to six bottles, eight to twelve bottles and packs of 15 bottles or more. According to Eric Bezier, in charge of merchandising for Stella Artois, 76% of special beer buyers mix their purchases, and 52% of these also buy speciality beers. Speciality beers tend to rise 5.3% in volume and 5.4% in volume around the end of September and special beers rise 4.5% in volume and 4.9% at that time.

Marketing procedures, Marketing/Advertising Methods, Advertising Activity, Heineken N.V.

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FRANCE: THE SPECIALITY BEER MARKET IS DOING WELL

Article Abstract:

In the year to the end of August 2000, the speciality beer market in France totalled 987,400 hl in sales by volume, up 9.9% from the same year-earlier period, while sales by value went up 10.1% to FFr 1.42bn. This is a rosy result in spite of the unfavourable weather conditions this summer, following a 2.1% increase in 1999. 'Abbey' and 'Trappist' beers contributed FFr 349.1mn, up 14% with 218,600 hl, up 16.8% including 151,900 hl (up 14.2%) and a FFr 236.9mn turnover for Abbaye de Leffe (Stella Artois group) alone. 'White' beer brought a further FFr 106.2mn, up 15.6% with 80,700 hl, up 17.6% including 48,900 hl and FFr 66.6mn for Hoegaarden (Stella Artois, again) alone. Desperados (Fischer) took over from Pelforth brune with FFr 211.1mn (up 36%) and 103,400 hl (up 36.1%) compared to FFr 103.4mn (up 9.2%) and 82,400 hl for Heineken's brand. Large brands are active in the speciality beer market, both in terms of new products, new packaging, and communication. Actually, this market is also open to medium and small players. Even microscopic brewers have their chances (provided the product is good, there is no saturation risk, says the sales manager at Brasserie de Clerck). Even Pen Roc, a cider specialist recently launched a speciality beer range with a strong regional identity (Brittany).

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FRANCE/BELGIUM: BEER MARKET STRUCTURE

Article Abstract:

As part of the group's strategy to be present in all sectors of the beer market, Kronenbourg, has acquired the Belgian brewery, Brugs, which will feature amongst the speciality beer sector. The Brittany cider brewery, CCLF, is diversifying and launching its own lager product on to the market, under the name Pen Roc, and wants to integrate its regional specialities into the beer sector. According to a source from ACNielsen, special beers increased by 3.1%, with 26.9% of the market in terms of value, speciality beers hold 18.9% (+2.6%) of the market, luxury beers hold 46.7% (-5.8%) of the market in value, shandy beer hold 4.6% (-3.4), and non-alcoholic beers hold 3.1% of the market in terms of value, dropping by 8.6%.

Kronenbourg

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