October 2011 - Issue 2 - bottled butcombe
October 2011 - Issue 2
Premium Bottled Ale
Monthly Report
Introduction
• The PBA Monthly Report is a brief overview of
what is happening in the multiple retail sector
• The pricing of a basket of products is monitored by
store visits in the Bristol area
• Where products are not on sale, online pricing is
used
• Full details are included in the appendices
• PBA Basket
• Top six PBA lines*
*Source: Nielsen MAT to July 2010
Standard Price
£11.50
£11.00
£10.50
£10.00
£9.50
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
£9.00
May June July August September October November December
Standard price Asda Tesco Sainsbury's Morrisons Waitrose Total
May £ 10.43 £ 10.26 £ 10.79 £ 10.66 £ 11.28 £ 53.42
June £ 10.24 £ 10.09 £ 10.98 £ 10.66 £ 11.30 £ 53.27
July £ 9.86 £ 9.99 £ 10.78 £ 10.58 £ 11.12 £ 52.33
August £ 9.86 £ 9.99 £ 10.78 £ 10.48 £ 11.20 £ 52.31
September £ 10.63 £ 9.98 £ 10.78 £ 10.58 £ 11.20 £ 53.17
October £ 10.63 £ 10.33 £ 10.62 £ 10.58 £ 11.20 £ 53.36
November
December
• Price off-promotion for PBA basket
Standard Price Market Totals
£53.60
£53.40
£53.20
£53.00
£52.80
£52.60
£52.40
£52.20
£52.00
£51.80
£51.60
May June July August September October November December
• Price off-promotion for PBA basket
• Total for all five retailers
Promotional Price
£12.00
£11.00
£10.00
£9.00
£8.00
£7.00
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
£6.00
May June July August September October November December
Promotional price Asda Tesco Sainsbury's Morrisons Waitrose Total
May £ 9.31 £ 8.44 £ 8.46 £ 9.92 £ 11.08 £ 47.21
June £ 9.28 £ 8.15 £ 10.76 £ 9.92 £ 10.90 £ 49.01
July £ 9.44 £ 9.93 £ 10.31 £ 9.74 £ 11.12 £ 50.54
August £ 9.49 £ 8.39 £ 10.14 £ 9.74 £ 10.46 £ 48.22
September £ 8.40 £ 8.95 £ 10.56 £ 9.84 £ 11.20 £ 48.95
October £ 8.00 £ 7.50 £ 10.20 £ 9.47 £ 9.38 £ 44.55
November
December
• Price including promotions for PBA basket
• Standard price used if product not on promotion
Promotional Price Market Totals
£51.00
£50.00
£49.00
£48.00
£47.00
£46.00
£45.00
£44.00
£43.00
£42.00
£41.00
May June July August September October November December
• Price including promotions for PBA basket
• Total for all five retailers
Percentage of PBAs on Promotion
100%
80%
60%
40%
20%
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
0%
May June July August September October November December
% on promotion Asda Tesco Sainsbury's Morrisons Waitrose Average
May 31% 40% 31% 49% 19% 34%
June 24% 16% 23% 52% 11% 25%
July 18% 12% 73% 50% 13% 33%
August 18% 17% 16% 51% 16% 23%
September 42% 31% 19% 52% 4% 30%
October 40% 89% 17% 52% 66% 53%
November
December
• Percentage of PBAs on fixture on promotion
Percentage of PBAs on Promotion
60%
50%
40%
30%
20%
10%
0%
May June July August September October November December
• Percentage of PBAs on fixture on promotion
• Total for all five retailers
Main Promotional Mechanic
• Significant change in Tesco and Waitrose – both
increase number of lines on promotion
• Asda and Tesco move from ‘3 for £4’ to a ‘4 for
£5’ mechanic
Main promo mechanic Asda Tesco Sainsbury's Morrisons Waitrose
May 3 for £4.00 3 for 2 3 for 2 4 for £5.50 3 for £5.00
June 3 for £4.00 Single price 3 for £5.50 4 for £5.50 3 for £5.00
July 3 for £4.00 3 for £4.00 4 for 3 4 for £5.50 20% off
August 3 for £4.00 3 for £4.00 2 for £3.50 4 for £5.50 20% off
September 3 for £4.00 3 for £4.00 3 for £5.00 4 for £5.50 % off
October 4 for £5.00 4 for £5.00 2 for £3.00 4 for £5.50 4 for 3
November
December
Commentary
• Pricing off-promotion saw very little
change over previous month
• Biggest increase was Tesco +3.5%
• Pricing including promotions saw
significant decrease -9%
• Biggest decrease was Tesco & Waitrose
both down 11.5%
• SKUs on promotion increased by 77%
• Multi-buy remains the main
promotional mechanic
Specific Activity During October
• Tesco runs a ‘4 for £5’ category promotion
featuring nearly 90% of SKUs
Specific Activity During October
• Waitrose runs a ‘British
Beer Showcase’ with
most products on a ‘4
for 3’ promotion
Appendices
Oct-11
Asda Tesco Sainsbury's Morrisons Waitrose
Standard Promotion Standard Promotion Standard Promotion Standard Promotion Standard Promotion
Newcastle Brown £ 1.89 £ 1.25 £ 1.89 £ 1.25 £ 1.89 £ 1.75 £ 1.38 £ 1.95
Old Speckled Hen £ 1.70 £ 1.25 £ 1.69 £ 1.25 £ 1.69 £ 1.75 £ 1.89 £ 1.42
Hobgoblin £ 1.66 £ 1.25 £ 1.39 £ 1.25 £ 1.67 £ 1.50 £ 1.75 £ 1.38 £ 1.79 £ 1.34
London Pride £ 1.75 £ 1.74 £ 1.25 £ 1.74 £ 1.74 £ 1.74 £ 1.31
Old Peculier £ 1.88 £ 1.25 £ 1.87 £ 1.25 £ 1.88 £ 1.84 £ 1.96
Spitfire £ 1.75 £ 1.25 £ 1.75 £ 1.25 £ 1.75 £ 1.50 £ 1.75 £ 1.38 £ 1.87 £ 1.40
Decrease Increase Online only
Asda Tesco Sainsbury's Morrisons Waitrose
PBA skus 73 73 76 88 70
Skus on promotion 29 65 13 46 46
% on promotion 40% 89% 17% 52% 66%
Main promo mechanic 4 for £5.00 4 for £5.00 2 for £3.00 4 for £5.50 4 for 3
• Audits completed w/c 24 th October 2011
Butcombe Brewery Ltd
Cox's Green
Wrington
Bristol. BS40 5PA
01934 863963
info@butcombe.com
www.butcombe.com
Coming soon - www.butcombebottles.com