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02-09-2011, 12:41
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Are supermarkets missing a trick? Is there an opportunity to promote beer as a dinner table extra; something to put in the shopping basket along with the Maris Pipers and the topside of beef? If you listen to the beer writer and the brewer, the answer is a resounding yes. Yet, despite this, there isn’t a single major supermarket in the country that’s trying to ‘add-on-sale’ beer in this way.

When it comes to wine it’s a done deal, in-store marketing, point of sale advertising, food matches printed on bottles; we’re conditioned to treat ourselves to a bottle of something grape-based when we’re cooking that Sunday lunch or special occasion meal. Beer on the other hand, is only pushed at us when there’s a major sporting event going on and our plates are full of crisps and nuts.

Flick through the in-store magazine and you might see the occasional tasting note for a pale ale next to the new BBQ range. Or, if you’re lucky, there might be an advert for something strong and dark next to the mince pies and the Christmas cake. I’m not talking about stuff like that though, I’m talking about making an obvious and persistent connection between food products and beer. Here’s something I saw in France recently that works really well:

http://1.bp.blogspot.com/-xklSkROhFeg/TmCDOuLMJ1I/AAAAAAAAA5U/2QuQsM90fhk/s320/foodlabel2.JPG (http://1.bp.blogspot.com/-xklSkROhFeg/TmCDOuLMJ1I/AAAAAAAAA5U/2QuQsM90fhk/s1600/foodlabel2.JPG)
http://2.bp.blogspot.com/-QROpZlyb3Mg/TmCDTHSvHwI/AAAAAAAAA5c/ANs1Q-C-I0Q/s320/foodlabel1.JPG (http://2.bp.blogspot.com/-QROpZlyb3Mg/TmCDTHSvHwI/AAAAAAAAA5c/ANs1Q-C-I0Q/s1600/foodlabel1.JPG)
Without obscuring pricing or shelf edge labelling, new information - specific to that product - is made available to the shopper. He or she now knows that that wine works with fish and poultry, subconsciously it becomes a near-sensory experience that can be mentally tasted and imagined alongside that evening’s meal. How many more people will now pick up that bottle, how many will run back through the shop to grab an extra ingredient that they wouldn’t have otherwise bought? Wouldn’t the same work for beer?

For the supermarket, it’s a unique idea that increases the chance of an add-on-sale. For the beer lover, it’s a step towards changing the public perception of beer, putting beer on a par with wine and championing its consumption in a way that many drinkers won't have considered.

What do you think? Great idea or waste of time? Would something like this persuade you to pick up a beer or pair a beer with your dinner?

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