Co-op has launched a 94-store trial of new BWS chillers dedicated to single-serve cans as it set to target the growing on the go drinks market, focusing on ready to drink beverages, craft beers, ciders, wine and cocktails.
According to recent reports, the convenience retailer’s trial offers a curated range of customer favourites and new variants, with 49 new lines added including leading brands such as Sipsmith, Jack Daniels, Manchester Gin, Kopparberg and Beavertown.
The whole range, sold in single-serve recyclable aluminium cans and merchandised in its own new BWS chiller space, includes pre-mixed cocktails, craft beers, ciders, wines and ready to drink spirit mixers to offer Co-op member owners and customers a breadth of choice. Fairtrade, B Corp, low alcohol and alcohol-free drink offerings are also all represented.
The trial is part of Co-op’s ambition to grow its ‘on the go’ market share, which currently stands at 7.0 per cent and the retailer has introduced new products from MOTH cocktails, Brewdog, Ciroc, Lucky Saint and NICE wines as part of the project as well as introducing a first-to-market canned offering from La Veille Ferme.
Rebecca Oliver-Mooney, Co-op head of drinks, said, “The ‘on the go’ category is continuing to thrive, which presents a real opportunity for us as a convenience retailer. This is a category that over indexes on innovation and our curated range looks to balance core member and customer favourites with premium and innovative lines that will drive interest and excitement in store.
"Our range has been carefully selected with our convenience shoppers in mind, working with brands to deliver quality without compromise – so whether it’s a premium G&T or French red, we have something for everyone.”
The new chilled bays will be marketed in stores where the trial is taking place, with floor stickers, stripping and aisle fins used to highlight the new offer to customers.
