Co-op has launched a 94-store trial of new BWS chillers dedicated to single-serve cans of beer, cider, wine and pre-mixed cocktails to target the growing on-the-go drinks market.
The convenience retailer has added a total of 49 new lines to fill the chillers, including drinks from leading brands such as Sipsmith, Jack Daniels, Manchester Gin, Kopparberg, Beavertown, and BrewDog. Other products include cocktails from MOTH and canned wine from NICE and La Veille Ferme. Low alcohol and alcohol-free drink offerings from brands such as Lucky Saint are also all represented.
The trial is part of Co-op’s ambition to grow its on-the-go market share, which currently stands at 7%.
Rebecca Oliver-Mooney, Co-op head of drinks, said: “The on-the-go category is continuing to thrive, which presents a real opportunity for us as a convenience retailer. This is a category that over indexes on innovation and our curated range looks to balance core member and customer favourites with premium and innovative lines that will drive interest and excitement in store.
“Our range has been carefully selected with our convenience shoppers in mind, working with brands to deliver quality without compromise – so whether it’s a premium G&T or French red, we have something for everyone.”
The new chilled bays will be marketed in stores where the trial is taking place, with floor stickers, stripping and aisle fins.
NAM Implications:
- Co-op appears to be in the market to optimise on-the-go drinks opportunities…
- ..with key criteria for core shoppers being:
- Premium and innovative lines…
- …that will drive interest and excitement in-store.
- So, if you are not already in the curated chiller selection…
- …need we say more.
