How did the beer category perform in the UK grocery channel during the World Cup? ⚽️🍻
- Dave Knowles
- 3 days ago
- 2 min read
How did the beer category perform in the UK grocery channel during the World Cup? ⚽️🍻
Total beer grew £ sales grew by +9.5% vs LY, but this was underpinned by a mixed dynamic within the beer sectors; In terms of % YoY growth the clear winner was low and no beer +24.4% over the latest 4 weeks vs. LY.
World and Discovery beer also had a strong period +18.6% vs LY.
Mainstream beer had a rather more muted performance +3.7% vs the same period LY. Craft beer continues to have a bit of a shocker -5.1% over the same period vs. LY.
In terms of key trends we are seeing consumers moderating their drinking, and when they do drink, they are opting for more 'premium' (higher £PPL) brands, as well as vibrant high-growth sectors such as fruit lager (see previous post). This growth is currently coming at the expense of some of the long-established lower £PPL brands, and craft.
We expect the above trends to continue into the future, where we see overall beer volumes decline, however £ sales increase, as consumers continue to moderate, trade up to more 'premium' brands, and inflation continues to rise.
🇺🇸 In terms of brand performance, although USA exited to Belgium in the football, Budweiser came out on top in terms of adding the most £ sales to the category vs LY.
🇪🇸 Spain won the World Cup and didn't do too badly in beer either, with Cruzampo ranking second for £ sales added YoY.
🇮🇹 And although Italy didn't feature, Peroni came a strong third.
😇 It is also worth noting Guinness 0% in the top 10, reinforcing the point low and no is a continuing force in total beer.
Well done to the brands below, which are ranked on most £ sales added vs the same period last year:
1) Budweiser Budweiser Brewing Group (AB InBev)
2) Cruzcampo The HEINEKEN Company
3) Peroni Nastro Azzurro Asahi UK
4) Modelo Budweiser Brewing Group (AB InBev)
5) Asahi Super Dry Asahi UK
6) Corona Budweiser Brewing Group (AB InBev)
7) Poretti Carlsberg Marston's Brewing Company
8) Foster's The HEINEKEN Company
9) Guinness Diageo
10) Guinness 0% Diageo
Keep up to speed with the latest consumer insights Alpine Online Ltd 🏔️📊
Data by NielsenIQ | Retail Measurement | NIELSEN – MNDH BEER | - GB GROCERY MULTIPLES – 4 WEEKS TO WE 11/07/2026
Comments