Monthly Report

Premium Bottled Ale
Monthly Report
April 2016
Issue 56
Special Features
1. Small Store sector
2. ‘There’s A Beer For That’
campaign

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
• PBA Basket – Top 6 PBA lines*
• Includes a special monthly feature
*Source: Nielsen Scantrack MAT to Jan 2016
See Appendix 5 for details
Store audits in the Bristol area w/c 25 th April 2016

See Appendix 1 for details
Standard Price
£14.00
£13.00
£12.00
£11.00
£10.00
£9.00
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
Co-op
£8.00

Standard Price Market Totals
Key Changes
• Total standard pricing almost
unchanged at +0.1%
• Only key changes were Asda
and (+3.4%) Waitrose (-1.6%)
Total
£72.00
£70.00
£68.00
£66.00
£64.00
£62.00
£60.00
£58.00

See Appendix 2 for details
Promotional Price
£13.00
£12.00
£11.00
£10.00
£9.00
£8.00
£7.00
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
Co-op
£6.00

Promotional Price Market Totals
Key Changes
• Promotional pricing reduced by 1.4%
• Biggest changes are Sainsbury’s
(-4.6%), Waitrose (-2.3%) and Tesco
(-2.2%)
£64.00
Total
£62.00
£60.00
£58.00
£56.00
£54.00
£52.00
£50.00

See Appendix 3 for details
Percentage of PBAs on Promotion
120%
100%
80%
60%
40%
20%
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
Co-op
0%

Percentage of PBAs on Promotion
Total Market
Key Changes
• Increase of 6.4% in the total
number of lines on promotion
• Big differences in Sainsbury’s
(+65.2%), Waitrose (+13.9%)
and Morrisons (-7.5%)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Average

See Appendix 4 for details
Percentage of PBAs Out of Stock
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Asda
Tesco
Sainsbury's
Morrisons
Waitrose
Co-op

Percentage of PBAs Out of Stock
Total Market
Key Changes
• Big reduction of 22%
• Driven by Morrisons and Co-op
with no OOS but Asda saw
increase of 31%
Total
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%

Main Promotional Mechanic
Main Promo Mechanic Asda Tesco Sainsbury's Morrisons Waitrose Co-op
Dec-2014 4 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00 3 for £5.00 3 for £5.00
Jan-2015 4 for £6.00 3 for £5.00 3 for £5.00 3 for £5.00 20% off 3 for £5.00
Feb-2015 4 for £6.00 3 for £5.00 3 for £5.00 3 for £5.00 Various 3 for £5.00
Mar-2015 4 for £5.00 Save 49p 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
Apr-2015 3 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
May-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
Jun-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
Jul-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
Aug-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
Sep-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 Various 3 for £5.00
Oct-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 4 for £6.00 3 for £5.00
Nov-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 3 for £5.00 3 for £5.00
Dec-2015 4 for £5.00 4 for £6.00 3 for £5.00 4 for £6.00 4 for £6.00 3 for £5.00
Jan-2016 4 for £5.00 4 for £6.00 £1.80 to £1.60 4 for £6.00 Various 3 for £5.00
Feb-2016 4 for £5.00 4 for £6.00 £1.80 to £1.60 4 for £6.00 3 for £5.00 3 for £5.00
Mar-2016 4 for £5.00 4 for £6.00 £1.80 to £1.60 4 for £6.00 3 for £5.00 3 for £5.00
Apr-2016 4 for £5.00 4 for £6.00 £1.80 to £1.60 4 for £6.00 Various 3 for £5.00

2011 Q2
2011 Q3
2011 Q4
2012 Q1
2012 Q2
2012 Q3
2012 Q4
2013 Q1
2013 Q2
2013 Q3
2013 Q4
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
2015 Q2
2015 Q3
2015 Q4
2016 Q1
Apr-2016
2011 Q2
2011 Q3
2011 Q4
2012 Q1
2012 Q2
2012 Q3
2012 Q4
2013 Q1
2013 Q2
2013 Q3
2013 Q4
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
2015 Q2
2015 Q3
2015 Q4
2016 Q1
Apr-2016
Gap Between Standard &
Promotional Pricing
£75.00
£70.00
£65.00
£60.00
£55.00
£50.00
£45.00
£40.00
£14.00
£12.00
£10.00
£8.00
£6.00
£4.00
£2.00
£-
Gap
Standard Price
Promotional Price
• The gap has
increased
significantly by
13.8%
• Driven by
– Standard +0.1%
– Promotion -1.4%

New Product Listings
April
• Tesco - Morland Hen House x8;
Old Speckled Hen x10, Sharp’s
Sea Fury
• Asda - Old Speckled Hen x4,
Broadside, Ghost Ship, Castle
Rock Harvest Pale Ale, Elsie Mo;
Charles Wells Triple Hopped IPA ,
Deuchars IPA, Circadian IPA,
Sharps Sea Fury, Spitfire Gold,
Landlord, Trooper, Waggledance

Commentary
Standard pricing
has increased
slightly for the first
time since Q2
2015
Promotional
pricing remains
low but still
slightly higher
than in Q4 2015
The number of
lines on promotion
continues to be at
around 80%
The continued ‘4
for £5’ in Asda
ensures that the
retailer’s OOS
levels are the
highest in the
market

Special Feature
Small-Store Sector
Source: Store audits Bristol Area
w/c 25 th April 2016

Background
• It is difficult to define ‘small store sector’
• With symbol groups there is significant
discrepancies with retailers under the same fascia
• Pricing on a very small number of SKUs makes it
difficult to compare retailers’ pricing strategies
• The stores checked ranged from 360 to 14,000
sq/ft and 63 SKUs to 3 – accurate comparisons are
difficult to make

Range & Pricing
Old Speckled
Hen
Doom Bar Hobgoblin London Pride
Newcastle
Brown
Spitfire
Average Price
off Promotion
Average Price on
Promotion
Bargain Booze £ 1.99 £ 1.67
Budgens £ 1.99 £ 1.99
Co-op £ 1.99 £ 1.67
McColl £ 2.49 £ 1.67
Costcutter £ 2.35 £ 2.35
One Stop £ 2.09 £ 1.67
Premier £ 2.29 £ 2.14
Sainsbury's £ 1.84 £ 1.69
Spar £ 2.11 £ 2.11
Tesco £ 1.76 £ 1.57
Waitrose £ 2.15 £ 2.15
Average price for those top 6 SKUs stocked
(Excludes Bargain Booze ‘8 for £12’ case deal)

Retailer Price Comparisons
Top Six SKUs – Off Promotion
Tesco and
Sainsbury’s have the
most competitive
standard pricing
£2.50
£2.00
£1.50
£1.00
£0.50
£-
Tesco Sainsbury' Bargain Budgens Co-op One Stop Average Spar Waitrose Premier Costcutter McColl
s Booze
Off Promo £1.76 £1.84 £1.99 £1.99 £1.99 £2.09 £2.10 £2.11 £2.15 £2.29 £2.35 £2.49

Retailer Price Comparisons
Top Six SKUs – On Promotion
Tesco and Bargain
Booze have the most
competitive
promotional pricing
£2.50
£2.00
£1.50
£1.00
£0.50
£-
Tesco Bargain Co-op McColl One Stop Sainsbury' Average Budgens Spar Premier Waitrose Costcutter
Booze
s
On Promo £1.57 £1.67 £1.67 £1.67 £1.67 £1.69 £1.88 £1.99 £2.11 £2.14 £2.15 £2.35

Account Format Approx sq / ft PBA SKUs
Sq/Ft per
SKU
Promo Mechanic
Bargain Booze Plus 650 40 16 3 for £5 and 8 for £12
Budgens Forecourt 4,300 48 90 3 for £5.50
Co-op Convenience 8,600 21 410 3 for £5
Costcutter Supermarket 360 3 120 None
McColl Off Licence 1,350 8 169 3 for £5
M & S Simply Food 14,000 63 222 Buy 6 save 25%
One Stop Convenience 1,150 10 115 None
Premier Convenience 700 16 44 3 for £5
Sainsbury’s Local 2,700 6 450 £1.80 to £1.60
Spar Forecourt 1,250 14 89 None
Tesco Express 1,500 8 188 3 for £5
Waitrose Little Waitrose 2,000 11 182 None
450
400
350
300
250
200
150
100
50
-
The lower the number
shows the greater
number of SKUs for the
size of store
Sq/Ft per SKU
Space Comparisons
• Chart shows how many
sq/ft of total store space
per PBA SKU stocked
• Interesting that the
multiple grocers under
space PBAs compared to
category average
• Bargain Booze has the
most SKUs for size of
store for 4 th year running
Bargain Premier Spar Budgens One Stop Costcutt Average McColl Waitrose Tesco M & S Tesco Co-op Sainsbur
Booze
er
y’s
Sq/Ft per SKU 16 44 89 90 115 120 155 169 182 188 222 343 410 450

Conclusion
• Average standard price
on PBAs has dropped
by 1% in past 12
months from £2.12 to
£2.10
• Average promotional
price on PBAs has
increased by 7% in past
12 months from £1.76
to £1.88
• There is still a
significant opportunity
to driver PBA sales in
the small store sector

Special Feature

“There's A Beer For That
is a campaign backed by
Britain's Beer Alliance,
here to show you that
you don't just have to
have the same again,
because there's over
5,000 high quality beers
to choose from. Ale,
amber, bitter, blonde,
lager, porter, pilsner,
strong... Our brewers
and pubs do us proud”
Introduction
Source: www.beerforthat.com

Britain’s Beer Alliance
Some of the members
“Britain's Beer Alliance sees a
wide range of organisations from
across the industry coming
together for the benefit of beer
and brewing. It includes some of
the world's biggest brewers, (SAB
Miller, Carlsberg, Heineken, AB-In
Bev and Molson Coors), national
and regional brewers and
publicans such as Fullers, Charles
Wells and Shepherd Neame, and
industry organisations like the
British Beer & Pub Association
(BBPA), the Society of
Independent Brewers (SIBA), and
Cask Marque”

Contents
To download click on link

There's a Beer For That launches
partnership with Co-op
There’s a Beer For That
has launched the next
phase of its campaign
through a partnership with
Co-operative Food.
The partnership, which
marks the first of its kind
for There’s a Beer For
That, will see the
campaign move into the
convenience food and
drink sector.
For full story click on link

Past Special Features
Year Month Special Feature
Other Feature
2015 Jan 2014 Review including market stats Waitrose Salisbury
Feb Merchandising Craft Beer Rising
Mar Multi-packs Booker Wholesale
Apr Small Store Sector Marston's Bottled Ale Report
May Discounters Favourite Beer Cheltenham
Jun Online Co-operative Group
Jul Market Review Lidl
Aug Regional & local M&S
Sep Private label Rugby World Cup
Oct 50th Edition Sainsbury's Future Format Store
Nov On and Off Trade Synergies Annual Survey information
Dec Christmas Report Spar M1 Services
Jan 2015 Market Review Annual Survey results
Feb Merchandising Doom Bar
Mar Multipacks Co-op New Range / OLN Beer Guide
Apr Small Store Sector ‘There’s a beer for that’ campaign
Previous Monthly reports can be
downloaded by clicking here

UK Bottled Ale Group
Please join the conversation at the following:
Search Facebook for
UK Bottled Ale Group
@UKBottledAle
Search LinkedIn for
UK Bottled Ale Group
Next Month
– April 2016
Discounters

Appendices

Appendix 1
Standard Price
Standard Price Asda Tesco Sainsbury's Morrisons Waitrose Co-op Total
2011 Q2 £ 10.34 £ 10.18 £ 10.89 £ 10.66 £ 11.29 £ 65.24
2011 Q3 £ 10.12 £ 9.99 £ 10.78 £ 10.55 £ 11.17 £ 64.49
2011 Q4 £ 10.63 £ 10.34 £ 10.44 £ 10.58 £ 11.20 £ 11.89 £ 65.07
2012 Q1 £ 10.54 £ 11.80 £ 11.17 £ 10.58 £ 11.32 £ 11.76 £ 67.16
2012 Q2 £ 10.72 £ 11.87 £ 11.74 £ 11.37 £ 11.85 £ 12.36 £ 69.92
2012 Q3 £ 10.66 £ 11.12 £ 11.82 £ 11.17 £ 11.45 £ 12.53 £ 68.75
2012 Q4 £ 10.80 £ 11.94 £ 11.94 £ 11.40 £ 11.97 £ 11.90 £ 69.95
2013 Q1 £ 10.80 £ 11.94 £ 12.04 £ 11.48 £ 11.96 £ 11.95 £ 70.17
2013 Q2 £ 10.76 £ 11.82 £ 11.97 £ 11.37 £ 11.82 £ 12.63 £ 70.38
2013 Q3 £ 10.76 £ 11.60 £ 11.94 £ 11.41 £ 11.63 £ 12.54 £ 69.87
2013 Q4 £ 10.80 £ 11.86 £ 11.94 £ 11.44 £ 11.88 £ 12.54 £ 70.46
2014 Q1 £ 10.50 £ 11.90 £ 11.94 £ 11.44 £ 11.94 £ 12.66 £ 70.38
2014 Q2 £ 10.50 £ 11.82 £ 11.99 £ 11.44 £ 11.82 £ 12.66 £ 70.23
2014 Q3 £ 10.08 £ 11.33 £ 12.00 £ 11.19 £ 11.60 £ 12.72 £ 68.93
2014 Q4 £ 9.25 £ 8.24 £ 12.00 £ 11.34 £ 11.12 £ 12.84 £ 64.79
2015 Q1 £ 9.15 £ 8.03 £ 12.00 £ 10.94 £ 10.48 £ 12.88 £ 63.48
2015 Q2 £ 9.81 £ 9.62 £ 12.00 £ 9.90 £ 10.81 £ 12.90 £ 65.04
2015 Q3 £ 9.63 £ 9.39 £ 12.00 £ 9.90 £ 10.57 £ 12.90 £ 64.39
2015 Q4 £ 9.35 £ 9.12 £ 12.00 £ 10.25 £ 10.54 £ 12.55 £ 63.81
2016 Q1 £ 9.03 £ 9.66 £ 10.80 £ 10.25 £ 10.57 £ 11.99 £ 62.30
Apr-2016 £ 9.34 £ 9.66 £ 10.80 £ 10.25 £ 10.40 £ 11.94 £ 62.39

Appendix 2
Promotional Price
Promotional Price Asda Tesco Sainsbury's Morrisons Waitrose Co-op Total
2011 Q2 £ 9.30 £ 8.30 £ 9.61 £ 9.92 £ 10.99 £ 60.00
2011 Q3 £ 9.11 £ 9.09 £ 10.34 £ 9.77 £ 10.93 £ 61.13
2011 Q4 £ 8.27 £ 8.19 £ 9.48 £ 9.44 £ 10.59 £ 11.19 £ 57.63
2012 Q1 £ 9.44 £ 9.94 £ 9.98 £ 8.97 £ 10.99 £ 11.29 £ 60.61
2012 Q2 £ 9.29 £ 8.76 £ 11.00 £ 9.81 £ 11.09 £ 11.47 £ 61.42
2012 Q3 £ 9.10 £ 8.58 £ 11.01 £ 9.48 £ 11.21 £ 11.91 £ 61.29
2012 Q4 £ 9.00 £ 9.00 £ 10.01 £ 8.62 £ 10.49 £ 11.37 £ 58.49
2013 Q1 £ 8.34 £ 10.13 £ 9.90 £ 9.75 £ 11.04 £ 11.95 £ 61.11
2013 Q2 £ 10.02 £ 9.26 £ 11.12 £ 9.06 £ 10.85 £ 11.70 £ 62.01
2013 Q3 £ 10.02 £ 10.02 £ 10.77 £ 9.24 £ 11.30 £ 10.02 £ 61.37
2013 Q4 £ 8.34 £ 8.00 £ 9.99 £ 9.96 £ 11.30 £ 10.02 £ 57.60
2014 Q1 £ 9.18 £ 8.91 £ 10.87 £ 9.99 £ 11.35 £ 10.02 £ 60.33
2014 Q2 £ 8.34 £ 9.43 £ 10.46 £ 10.34 £ 11.12 £ 10.02 £ 59.71
2014 Q3 £ 9.68 £ 9.49 £ 10.01 £ 10.09 £ 11.18 £ 10.02 £ 60.49
2014 Q4 £ 7.75 £ 7.75 £ 10.02 £ 10.02 £ 10.16 £ 10.02 £ 55.71
2015 Q1 £ 8.25 £ 7.77 £ 10.13 £ 9.56 £ 9.94 £ 10.02 £ 55.68
2015 Q2 £ 8.95 £ 8.54 £ 10.32 £ 8.83 £ 10.10 £ 10.02 £ 56.76
2015 Q3 £ 8.63 £ 8.25 £ 9.68 £ 9.00 £ 9.82 £ 10.02 £ 55.39
2015 Q4 £ 8.24 £ 8.25 £ 9.85 £ 9.00 £ 9.37 £ 10.02 £ 54.73
2016 Q1 £ 8.20 £ 8.69 £ 10.07 £ 9.00 £ 9.95 £ 10.02 £ 55.93
Apr-2016 £ 8.30 £ 8.50 £ 9.60 £ 9.00 £ 9.72 £ 10.02 £ 55.14

Appendix 3
Percentage of PBAs on Promotion
% on Promotion Asda Tesco Sainsbury's Morrisons Waitrose Co-op Average
2011 Q2 28% 28% 27% 51% 15% 30%
2011 Q3 26% 20% 36% 51% 11% 29%
2011 Q4 50% 61% 25% 58% 33% 40% 45%
2012 Q1 44% 66% 17% 62% 14% 16% 36%
2012 Q2 58% 92% 21% 69% 12% 22% 46%
2012 Q3 62% 78% 26% 70% 12% 19% 45%
2012 Q4 100% 98% 73% 79% 39% 31% 70%
2013 Q1 99% 55% 36% 50% 13% 8% 44%
2013 Q2 100% 45% 24% 70% 15% 30% 47%
2013 Q3 100% 31% 36% 70% 10% 82% 47%
2013 Q4 100% 62% 54% 69% 37% 99% 70%
2014 Q1 99% 59% 32% 70% 19% 100% 63%
2014 Q2 100% 52% 46% 70% 28% 100% 66%
2014 Q3 94% 57% 45% 80% 20% 96% 65%
2014 Q4 85% 66% 77% 82% 44% 87% 73%
2015 Q1 80% 39% 61% 79% 22% 100% 64%
2015 Q2 63% 61% 46% 81% 27% 100% 63%
2015 Q3 90% 88% 34% 80% 26% 100% 70%
2015 Q4 93% 82% 73% 90% 32% 100% 78%
2016 Q1 92% 93% 49% 92% 26% 100% 75%
Apr-2016 92% 90% 81% 86% 30% 100% 80%

Appendix 4
Percentage of PBAs Out of Stock
Out of Stock Asda Tesco Sainsbury's Morrisons Waitrose Co-op Total
2012 Q4 3.8% 3.1% 2.0% 2.7% 2.8% 3.3% 3.0%
2013 Q1 2.3% 5.1% 1.7% 1.4% 2.2% 2.2% 2.5%
2013 Q2 6.2% 1.4% 2.3% 1.5% 0.7% 2.1% 2.4%
2013 Q3 2.3% 1.2% 1.3% 1.1% 2.8% 3.3% 2.0%
2013 Q4 1.1% 3.4% 1.3% 0.7% 1.9% 7.0% 2.6%
2014 Q1 2.2% 4.0% 1.7% 2.0% 1.3% 3.0% 2.4%
2014 Q2 4.5% 2.0% 0.0% 2.9% 1.2% 2.9% 2.2%
2014 Q3 8.2% 3.0% 1.3% 8.5% 1.9% 4.3% 4.5%
2014 Q4 11.9% 3.0% 1.5% 9.2% 1.5% 8.3% 5.9%
2015 Q1 6.9% 3.0% 1.5% 0.9% 1.8% 0.0% 2.4%
2015 Q2 5.6% 3.0% 0.4% 1.8% 1.3% 6.3% 3.1%
2015 Q3 6.7% 3.0% 2.3% 4.1% 5.4% 2.8% 4.0%
2015 Q4 8.7% 3.0% 1.5% 2.2% 4.3% 5.6% 4.2%
2016 Q1 7.6% 3.0% 2.0% 1.7% 4.7% 5.6% 4.1%
Apr-2016 10.0% 3.0% 2.4% 0.0% 3.8% 0.0% 3.2%

Appendix 5
List of Products in Basket
• Old Speckled Hen
• Doom Bar
• Hobgoblin
• London Pride
• Newcastle Brown
• Spitfire
Source: Nielsen Scantrack MAT to Jan 2016 Top six brands

Butcombe Brewery Ltd
Cox's Green
Wrington
Bristol. BS40 5PA
01934 863963
info@butcombe.com
www.butcombebottles.com
www.butcombe.com