October 2011 - Issue 2 - bottled butcombe

October 2011 - Issue 2

Premium Bottled Ale

Monthly Report

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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

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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

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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

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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

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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

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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

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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

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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

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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

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Specific Activity During October

• Tesco runs a ‘4 for £5’ category promotion

featuring nearly 90% of SKUs

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Specific Activity During October

• Waitrose runs a ‘British

Beer Showcase’ with

most products on a ‘4

for 3’ promotion

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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

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Butcombe Brewery Ltd

Cox's Green

Wrington

Bristol. BS40 5PA

01934 863963

info@butcombe.com

www.butcombe.com

Coming soon - www.butcombebottles.com