The DOUBLE Play
Beer Packs Them In
of beer trips
are planned
in the convenience
store channel
Pumped
Up
pumped
Total category top $6.3 billion in sales
14% jump in total industry sales,
a 5-year high
One of top five categories selling more at convenience stores versus pre-pandemic
Average per sales per store rose 14.9%
versus 1.7% in 2019
Category grabbed higher percent
of in-store Convenience Store sales
27.4% in 2020 v 27.38% 2019
up
Go With the Growth
Trading Up: Premiumization trend chugs along nicely
But...
Don’t Sleep on Premium Lights
Seltzers are growing,
but Premium Lights
have continued
importance
71%
Account for
1 in 4 Beers purchased
in C-stores
Drive
Premium Light Packs a Bigger Profit Punch
Than Overall Category
Premium Light Large Pack is 4x
more productive than category
Premium Lights Brands are the MOST productive at the total category
brand level
generating higher dollar volume per SKU
Rich heritage with iconic core brands
Aggressive growth in premium portfolio
Expanding beyond beer
Together
Better
Capitalize on the biggest trip driver and top
growth driver for overall
category success
Paired and Complementary:
A third of Premium Light buyers also purchase Hard Seltzers
Build Incremental Sales: Premium Light and Hard Seltzers offer high cross purchasing with low substitution
When in baskets together Premium Light and Hard Seltzers yield highest basket pairing
Molson Coors Beverage Co.:
Beverages That Unite People for Life’s Moments
premium light beers
with growth-producing
seltzers
Combining trip-driving
brings home
a huge win in beer sales
87%
shoppers enter
the store with
a specific brand
in mind
3 4
indicate beer
is their main
purpose
for their visit
70%
out of
Nearly
Nielsen Category Shopper Fundamentals 2020
What’s the Occasion?
What are my plans?
Beer customers search shelves motivated by
Who will I be with?
What accompanying
items do I need?
The Market Soars
The Crowd Roars
Beer and Malt Beverages Outperformed
Most Categories During the Pandemic—
No Let Up in Sight
Billion
in industry sales
+1.2
in dollars
5.7%
billion
$23.9
Total US Convenience
Beer Category Sales Topped
Premiums Lights
#1
in spend
per trip
14.9%
Sales expanded
Above Premium—
4.5
Gained
points in
dollar share
11%
Imports
produced
increase
in dollars
6.3%
Craft registered
rise in dollars
55.4%
Hard Seltzer
volume jumped
Hard Seltzer
share widened
2.8
points
Hard Seltzer
segment accounted for
57%
of total growth dollars
of trips
#1
in annual
spend per buyer
#1
in segment
volume share
at NACS Booth 1724
and experience Coors Pure - CONVENIENCE STORE NEWS'
Beer Category Winner
in the 25th Annual Best Product Awards
COME SEE US
Molson Coors
offers beverages
across all segments including non-alcoholic for every occasion through the morning,
day and evening
that drive
store visits
Paired and Complementary
A third of Premium Light buyers
also purchase Hard Seltzers
Build Incremental Sales
Premium Light and Hard Seltzers offer high cross purchasing
with low substitution
the power of together
When in baskets together Premium Light and Hard Seltzers yield highest basket pairing
Paired and Complementary
A third of Premium Light buyers also purchase Hard Seltzers
Build Incremental Sales
Premium Light and Hard Seltzers offer high cross purchasing with low substitution
THE 1–2 POWER COMBO
When in baskets together Premium Light
and Hard Seltzers yield highest basket pairing
Every Segment
Plays a Role
3 out of 4 shoppers purchase across segments
There is high cross purchasing and low exclusivity within each sector
Leveraging each segment to satisfy occasion results
in the greatest amount
of beer trips
Different segments satisfy the wish list of each trip
DOUBLE
(in real life)
CLICK HERE
CLICK HERE
IRI Unify; Total US Convenience Stores 52-weeks ended 8/29/21
IRI Unify; Total US Convenience Stores 52-weeks ended 8/29/21
Nielsen Category Shopper Fundamentals 2020
IRI Unify; Total US Convenience Stores 52-weeks ended 8/29/21
IRI Unify; Total US Convenience Stores 52-weeks ended 8/29/21
© Molson Coors Beverage Co., Chicago, IL
Molson Coors
offers beverages
across all segments including non-alcoholic for every occasion through the morning,
day and evening
that drive store visits