Fests and carnivals mean good times spend amid good company with good food and fabulous drinks- in other words, a good spend.
In a typical year, more than 900 small and big festivals and carnivals take place across the UK, spanning from commercial multi-day festivals to small events. Although big names such as the Glastonbury Festival, the Isle of Wight Festival and the Reading and Leeds Festivals are known the world over, most of the festivals are community-based micro-events.
Festivals and carnivals boost sales as they often attract large numbers of people from both local communities and beyond, resulting in a rise in footfall in stores falling in their periphery. Since such celebrations are also often associated with specific seasons or regional association, it becomes a great time to highlight seasonal produce or local specialties associated with that particular celebration.
Overall, such events create a vibrant and celebratory atmosphere that drives increased consumer activity in local stores.
Josh Corrigan, Customer Development Director, UK at St Pierre Groupe, echoes similar thoughts when he says that music festivals and events have a major ‘halo’ effect for independent retailers in the surrounding area.
“These occasions mean people are in good spirits, and happy to spend money,” Corrigan says.
“People attending are likely to be doing some planned purchasing beforehand, stocking up on food to go and their favourite treats. Others going along will be doing some serious impulse buying on the way, and on the way back, too, so retailers should be prepared.”
Bring it on
Stocking a good range of chilled items will definitely prove to be helpful in upcoming months. Thirty-one per cent of consumers say they are likely to drink beer at home/someone else’s house this year more often than last year as compared to just 12 per cent saying they are more likely to drink beer at pubs, bars or restaurants more often.
Clearly, retailers have a huge opportunity here to drive sales by catering to at-home socialising over the summer months.
Steve Young, Sales Director at Asahi UK, states consumers are looking for inspiration in store to create premium experiences at home. Retailers should therefore consider merchandising premium beers next to quality takeaway-style products, premium snacks, barbecue, and party food to help shoppers create special experiences at home this summer.
Peroni Nastro Azzurro – a leading premium brand in impulse – is launching a new 440ml-can (4 pack). Leveraging from the current growth in premium cans, especially small-pack lager, the new pack format will help retailers cater for busy bank holiday periods, al-fresco events and for shoppers socialising at home during summer months, states Young.
Launching exclusively in convenience, the new pack format is available at Booker, One Stop and Co-op.
“Most beer shoppers have a clear preference for buying either bottles or cans, with only 35 per cent of shoppers choosing to buy both. One in four shoppers are solely can buyers, which Peroni Nastro Azzurro is now able to target with a small pack,” Young tells Asian Trader.
Peroni Nastro Azzurro 4x400ml uses innovative sustainable packaging – the TopClip cardboard carrier solution – which is 100 per cent recyclable, FSC-certified, and 100 per cent plastic free, removing the need for any hard-to-recycle plastic wrap or can carriers, he adds.
While the total beer category typically sees uplift in the summer months, the segment that has the strongest over index is sunshine beer, which sells almost a quarter of its annual volume across the months of July and August. Characterised by its light and refreshing taste and low bitterness, sunshine beer includes brands such as Sol, Corona and, new for summer 2023 is Peroni Nastro Azzurro Stile Capri.
According to Peroni Nastro Azzurro Stile Capri has a lower ABV (4.2 per cent) than the brand’s core lager product and is aimed at younger adults. It is available in 3x330ml and 10x330ml bottle packs and will be backed by a £3m campaign over summer. It will be stocked in Co-op, Spar, Nisa, and Parfetts, among others.
Other than beer, cider is another exciting category to go for. Retailers should make sure to stock both the bestsellers as well as the new launches as shoppers in the festive mood are likely to try the new products.
Cornish Orchards, the fastest-growing premium cider brand, is launching two fruit ciders that will help consumers to trade up and drive category profit for retailers. Available now, Cornish Orchards Raspberry & Elderflower Cider and Cherry & Blackberry Cider has an ABV of 4 per cent, offering the perfect accompaniment for the at-home al fresco drinking occasion.
Offering a delicious, perfectly balanced, gentle sparkling cider made with crisp hand-picked bitter-sweet and dessert apples, the new Cornish Orchards flavours are available in 500ml bottles.
Young states that Cornish Orchards Cherry & Blackberry Cider combines the sweetness of cherries with deep blackberry tones to create a rich cider with a mellow finish while Cornish Orchards Raspberry & Elderflower Cider has a fruity aroma of fresh raspberries, which complements the sweet yet delicate elderflower notes.
Driving trial and sampling, the new Cornish Orchards flavours will be present at the Great Estate Festival in Scorrier (2-4 June), which has expanded its capacity this year to 10,000 people. The brand has also partnered with Cornish chef Ben Quinn to offer a bespoke ‘Feast on the Farm’ dining experience, all beautifully offered within its own cider farm in Cornwall for consumers to come along to, states Young.
In the hustle bustle of the fests and party mood, retailers should not overlook low and no alcohol beer segment, which has been otherwise more associated more with Dry January.
Young agrees when he points out that 50 per cent of all low- and no-alcohol beer store features and displays occurs in just the two months of December and January.
“If retailers truly want to offer consumers responsible drinking choice, they must increase the presence of low- and no-alcohol beer throughout the year,” says Young.
Peroni Nastro Azzurro 0.0 per cent is one of the most successful launches in the category in the latest year and continues to grow its share. This superb beer offers the same superior taste experience as the original Peroni Nastro Azzurro - delivering a crisp and refreshing Italian taste, now as an option with zero alcohol.
Apart from cold beverages, stores should also be able to offer popular festival items.
The increasing popularity of more substantial meals around festivals and events, such as burgers and hot dogs is driven, in part, by the rise in ‘Americana-style’ dishes on menus across the UK. Consumers enjoying these events at home are looking for quick and easy ways to create ‘fakeaway’ favourites, so they can get on with enjoying themselves.
Mark Frossell, Senior National Account Manager at St Pierre Groupe, recommends stocking Baker Street’s range of Burger Buns and Hot Dog Rolls for consumers looking to recreate classic burgers and hot dogs, served with a variety of toppings.
“Baker Street’s recipes have been specifically developed for this purpose – with burger buns ‘built for burgers’ and hot dog rolls ‘ready to handle’ the load,” Frossell tells Asian Trader.
“Back in store, navigating unpredictable summer weather and wastage is a perennial problem for retailers, but Baker Street offers extended-life on its full range of products – from sliced loaves to burger buns – so retailers can ensure they have product on shelf when customers want it, without losing profit or wasting stock.”
Baker Street is cleverly packed to stay fresher for longer and guarantees a minimum life of 35 days from delivery to depots so retailers can ensure they have product on shelf when shoppers want it. This extended life is a benefit for consumers looking for food items to help cater to impromptu entertaining- whether it’s a barbecue in the garden with the music on the TV, or late-night meals after festivals and events, with people staying up with their friends, watching the highlights or catching-up and keeping the party going.
“Baker Street is now growing at 13 per cent in the wider roll’s category, adding significant value in the last 12 weeks according to ‘total coverage’ data from Nielsen,” says Frossnell.
Along with the obvious treats and food to go, retailers should make sure to stock up well on barbecue food. A good range here is St Pierre Brioche Buns, St Pierre Seeded Brioche Burger Buns, and St Pierre Hot Dog Rolls- all pre-sliced for convenience and benefiting from an extended shelf life to help reduce wastage.
Bolder festival and event goers are likely to be doing some spontaneous barbecuing, and people at home will be celebrating too.
“The key product sectors retailers need to stock for music festivals and events are food to go and the obvious ‘headline acts,’ sweet and savoury snacks, bread, alcohol and soft drinks, but don’t forget barbecue food, including burger buns and hot dog rolls from St Pierre,” Corrigan adds.
Headliners
Fests and carnivals work as a great time for manufacturers as well as retailers as their presence during this time boosts the recall value to a great extent.
Brooklyn Brewery is rounding off a supercharged first year for its popular new Pilsner by becoming the Official Beer of Glastonbury Festival, the largest green field music and performing arts event in the world. The brewery has also secured headline serving appearances at a host of other popular summer festivals.
“Becoming the Official Beer of Glastonbury in one year since launch is a great achievement for the brand. This flavourful, accessible, and session-able lager, is a great tasting, refreshing and premium option with natural alignment to the festival season," said John Clements, Vice President Marketing at Carlsberg Marston's Brewing Company (CMBC).
“Headlining Glastonbury Festival is the ultimate way to round off a year of success, having surpassed all initial targets, and with growing ambition and investment set to amplify thelager further. We look forward to bringing Pilsner to new audiences across the UK - both for those attending the Festival, and for those viewing at home,” adds Clements.
Brooklyn Brewery will launch new 440ml cans of Brooklyn Pilsner to the off-trade, available from May 2023, joining its line-up of single 660ml bottle, 12 x 330ml bottle, and 6 x 330ml can formats. The new can is the perfect format for those packing to attend or those viewing from home.
Brooklyn Pilsner’s bold packaging creates standout on shelves, with clear cues about its session-able drinkability and refreshment. Driving awareness of the beer outside of the
Festival will match the activity happening inside it, with promotion of at-home Glastonbury viewing sessions encouraged by the brand through additional marketing activity.
Similarly, leading ice manufacturer and supplier, The Ice Co. has been announced as the Official Ice Partner of Henley Festival for the second year running. The music festival will run 5th – 9th July 2023.
(ANDY BUCHANAN/AFP via Getty Images / AFP / Andy Buchanan (Photo credit should read ANDY BUCHANAN/AFP via Getty Images)
As the Official Ice Partner for the festival, The Ice Co will provide a range of products for use in bars, restaurants, and other hospitality areas across the event. From its best-selling Party Ice to Super Cubes, The Ice Co will ensure that all festivalgoers' drinks stay chilled and refreshing throughout the four days.
"We are thrilled to be partnering with the Henley Festival again this year," said Lucy Redman, Head of Marketing at The Ice Co. "Last year's festival was a huge success, and we are excited to be working with the festival team to make this year's event even better. We see Henley as the perfect partner for us!
“We are happy to be giving The Ice Co fans the opportunity to win tickets and experience the festival, too. Hopefully, our lucky winners enjoy the fantastic line up while sipping on some delicious cocktails."
Nohrlund, the Danish premium pre-mixed and organic cocktail brand has partnered with Live Nation UK, the global leader in live entertainment to offer premium pre-mixed and organic cocktails at festivals and music venues across the UK. The partnership has kicked off across Academy Music Group venues in April and at The Great Escape in May, offering a range of pre-mixed organic cocktails including their Passion Martini, Mojito, Raspberry & Peach Collins and Gin & Mango Smash.
Søren Aamand, Co-Founder of Nohrlund Cocktails commented: “Our mission has always been to create the best pre-mixed cocktails in the world and partnering with Live Nation UK allows us to share our passion with a wider audience in the UK where the interest in pre-mixed cocktails and RTDs is growing rapidly.”
Spirit-based cocktails are currently the largest segment of the ready to drink cocktail category in the UK and is forecasted to maintain its dominance in the coming years.
Consumers are increasingly turning to Ready to Drink (RTD) premium cocktails at live events and they are now expecting minimal wait time and faster serves – the goal of the partnership is to enhance the overall event experience for fans while building brand awareness for Nohrlund in the UK, says Aamand.
Make the best of it
It’s crucial for retailers to merchandise their products effectively and make the most of their unique position to capitalise on top-up shops and impulse purchases around festivals and events.
“Check the calendar to see what’s happening near you this summer and take a fresh look at cross-merchandising by meal occasion, space-saving off fixture displays that direct footfall to key displays in-store and offering multiple facings to popular products,” says Frossnell.
Creating festival-themed promotions such as discounts on popular festival food and beverages, bundled deals on picnic essentials, or special discounts on seasonal produce can work wonders for both retailers as well as shoppers. Promote these offers through in-store signage, social media, and local advertising to generate awareness and drive footfall to your store.
Another smart thing to do here is to identify the items that festival goers are likely to need and ensure they are readily available in your store. This can include portable snacks, beverages, disposable cutlery and plates, sunscreen, insect repellent, and other convenience items.
Consider collaborating with local food vendors or food trucks to set up temporary stalls or pop-up shops near the festival grounds. Also, festivals and carnivals often run late into the evening, so consider extending your store hours during these events. By staying open longer, you can capture the business of attendees who may need to make last-minute purchases or restock supplies after the festival. Clearly communicate the extended hours through signage and promotional materials.
It is a great time to create eye-catching and festival-themed store displays to capture the attention of passersby by using vibrant colors, decorations, and signage to create an inviting atmosphere.
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Supporting local initiatives can also bring attention to your store. This could include participating in charity fundraisers, offering donations, or organizing community events. By demonstrating your involvement and support, you can enhance your store's reputation and attract socially conscious customers.
Festivities bring communities closer and often make us realise and value the human spirit- a sense of being alive.
Like, the social enterprise scheme which aims to empower rough sleepers, BillyChip, will be launching BillyChip Live at this year's Glastonbury Festival from June 21 to 25. The official launch will take place in The Common, where BillyChip Live will showcase Wilkinson, the record producer, DJ and remixer.
BillyChip operates as a currency for those who are experiencing homelessness, or who are sleeping rough. The scheme allows people to purchase a BillyChip for £2 which they
can then give to someone sleeping rough as a way to support them. The act of giving a BillyChip allows someone to redeem the chip for a hot or cold drink, or meal, at participating outlets including selected branches of Greggs and Co-Op Central.
"Taking BillyChip to new audiences is really important to us - we want BillyChip to be available on every high street in the UK. BillyChip Live will let us share our work through club nights, events and gigs across the UK,” Meg Abernethy-Hope, Co-Founder of BillyChip, told Asian Trader.
Lets’ get this party started
It’s exciting how much local grocery shops can effectively boost their business and capitalize on the endless opportunities presented by summer carnivals and festivals.
“Help these shoppers keep the good times rolling the next day, too,” Corrigan says.
“For seriously organised campers at festivals, and people at home with a full house for the occasion, who like a treat when they start the morning, our most popular morning goods product includes the St Pierre Sliced Brioche Loaf. People ‘glamping’ at festivals, and serious hosts at home, may well also want to serve up St Pierre Vegan Croissants and Pain au Chocolat as well,”
In 2019, festivals contributed £1.76 billion in gross value added and at least 10 per cent of that went directly to local businesses and economies around festival site. However, 2020 was a different story altogether for obvious reasons.
After the huge disruption caused by Covid, 2022 saw a full summer season of events for fans but the hope that 2022 would be the bounce back year was shattered by rising prices. While the pandemic was no longer restricting live music as in 2020 and 2021, it was cost-of-living crisis that proved to be a spoilsport.
With the latest figures showing signs of inflation easing, the story this year is expected to be better and brighter.
So, remember to plan and ensure your inventory is well-stocked, staff is adequately trained, and the store is properly prepared for increased footfall. Apart from stocking on summer-popular items, it is important to keep in mind different customer preferences too by stocking vegetarian, vegan, gluten-free, and organic choices to attract a broader customer base.
With changes in routes and increase in crowds, it can be a little bothersome, but this is just a minor inconvenience as compared to the endless possibility summer festivals bring. As it is said, no one has a bad day at a carnival!
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