GHQ CENTER STORE
“Craft beer is still an impulse purchase for many drinkers,” he says.
“We recommend displaying craft beer at key locations in the store where
shoppers might stop and pause, like at the end of aisles or near the check-
out. We also recommend cross-merchandising where it makes sense –
with meat, fish, cheese, produce - and sampling beers with food, which
can ultimately lead to incremental purchases.”
Retailers have started thinking outside of the box with their beer pro-
motions. For example, Wegman’s partnered with its hometown brew-
ery, Genesee Brew House, a brand of North American Breweries, to
include new products in the Wegmans Menu Magazine. Genesee even
expanded the distribution footprint of its craft beer to match the circu-
lation Wegman’s magazine.
There is a certain excited energy surrounding the beer section of a grocery store once the seasonal pumpkin beer starts making an appearance.
Consumers see the pumpkins smiling up at them from the beer labels and
get excited for the Halloween season ahead. The same can be said during the home stretch of spring when the summer ales begin to take over.
Rob Bair, national accounts for San Leandro, Calif.-based 21st
Amendment Brewery, says in-store programs tend to see the most success when centered around holidays or other events.
“Our most successful programs have centered around our
Americana Imagery on our packaging and the natural tie-in that creates for holidays such as 4th of July, Memorial Day, Presidents Day,
Repeal Day, National Watermelon Day,” he says.
As the beer category continues to evolve, it is the job of the retailer
to evolve with it while still maintaining a profitable selection. Grocers
now have the opportunity to play around with different stocks of beer
to discover their shoppers’ favorite brews.
“It’s an exciting time for the beer industry, which has seen consistent growth over the last few years,” Ward insists. “Many progressive
grocery stores are bringing more voices into category management
process, producing better results, and ultimately profit by supporting local, regional and national Independent American craft breweries
and leading styles like IPAs, seasonally and innovative new brews.”
BEER FOR A CAUSE
north american BrewerieS haS Been partnering with retailerS to help raiSe money
and awareneSS for local charitieS. Hannaford
and local New England food banks partnered with Magic Hat
during the winter to help provide support to those in need.
“It was an easy to execute cents per case sold donation by
Magic Hat that created visibility through in-store displays,”
says Chris Schneider, strategic accounts director, East, for
Rochester, N. Y.-based North American Breweries “The pro-
gram generated increased sales and a strong donation to an
Additionally, the New York Walmart team partnered with
the Buffalo Bills Alumni Association and NA Breweries’
Labatt Blue to support “Cure the Blue,” an initiative that
promotes prostate cancer awareness and education while
raising funds for cancer research. Walmart promoted the
initiative with Labatt Blue displays while the Buffalo Bills
Alumni Association participated in store appearances to