Asahi UK has offered three key tips for retailers to achieve sales uplift over the Easter period, with the alcohol supplier calling the season the second biggest yearly opportunity that typically offers a 20-30% growth in sales compared to the other weeks in the first three months of the year.[1]

Rob Hobart, marketing director at Asahi UK said: “As the second biggest season  (behind Christmas), Easter is a pivotal time for beer & lager. In fact, its proximity to major sporting events also makes this period a lucrative window for retailers to drive extra sales. With Easter Sunday falling late this year (20th April), it’s more likely that warmer weather will help category sales too.”

Peroni launches Nastro Azzurro 10x330ml pack in ‘stubby’ design

Asahi UK’s three tips:

1. Look for premium opportunities. Easter is a time for socialising and celebrating, so there’s no surprise that premium brands are the main beneficiaries of the seasonal sales spike. Premium lagers over indexed during Easter 2024, growing value share to 24.3% vs 22.4% for Q1 generally.1 Within our range, Peroni Nastro Azzurro is the name to back. Peroni Nastro Azzurro is more closely associated with special occasions than any other lager brand[2] and also grew market share last Easter, rising to 3.2% from 2.9% in Q1 generally.1

2. Get the right formats in place. Retailers should focus on beer mid-packs and large packs, which significantly grow their value share at Easter.1 For Peroni Nastro Azzurro, we recommend stocking 10- and 12-pack bottles to tap into special occasions and 4x440ml and 10x330ml cans to suit more casual gatherings. When thinking about special occasions, 82% of shoppers say they prefer bottles.[3]

3. Mark the occasion. The Easter weekend is a chance for family and friends to get together and socialise in a variety of ways. Whether the plan is for a traditional Easter roast, a more informal party, or even – for the daring – a barbecue, beer & lager has a role to play. If able, retailers should create cross-category displays to help shoppers get everything they need for their celebration with ease. No & low products, such as Peroni Nastro Azzurro 0.0%, should form part of these displays too, as these products significantly over index in warmer weather.1

Unlock seasonal sales with Peroni Nastro Azzurro – the number-one Christmas beer brand