Progressive Grocer

AUG 2015

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Page 57 of 169

56 | Progressive Grocer | Ahead of What's Next | July 2015 sales, with hopes that consumers will stock up on items to get them through these seasons." Tastes Like Team Spirits Football season usually means a new crop of beer commercials, signaling one of the most important sales periods for beverage manufacturers looking to make their products an integral part of consumers' tailgating and fall holiday celebrations. Matt Dzarnowski, director of channel solutions at Chicago-based brewer MillerCoors, notes that Tanksgiving, Christmas and New Year's, including the weeks leading up to each holiday, are the largest beer sales weeks of the fourth quarter. "Shopper interest in beer styles and education has never been greater, and the opportunity to deliver solutions that pair beer with recipes, or include beer in the recipes, is timely," Dzarnowski says. "Tere's a real culi- nary exploration movement in America today, and beer fts nicely in that move- ment. What often goes overlooked is the fact that beer outsells wine most weeks of the year. So leveraging the beer-and-food occasion is a great way to drive conversion and basket size." Tat culinary exploration includes wide public interest in celebrity chefs, providing new opportunities to leverage. For example, MillerCoors' Miller Lite partnership with Guy Fieri features holiday recipes that include Miller Lite as an ingredient. "Recipes from Guy, like Holiday Stufed Pork Loin with Red Pepper Relish and Smoked Turkey Legs with Cranberry BBQ Sauce, are examples of how Miller Lite can help our grocers build their basket with powerful, relevant shopper solutions," Dzarnowski says. Also, Pints & Plates is a shopper solution that pairs MillerCoors craft, cider, import and specialty brands with chef-inspired recipes. "A mobile-enabled website allows shoppers to download recipes and ingredient lists in the pre- shop or in-store, providing shoppers with immediate holiday meal solutions paired with favorful beers," Dzarnowski says. "Both solutions do a great job of building the basket beyond beer cat- egory sales and provide our grocers a real advantage against other class-of-trade retailers." Recipes for Success Retailers are partnering with other suppliers on recipe concepts as well, designed to drive interest and trafc through the store. West Sacramento, Calif.-based Raley's teamed up with Engage Organics, a Kelseyville, Calif.-based purveyor of salt-free seasonings, to cre- ate simple, favorful recipes that inspire shoppers. Perfect for tailgating or Fall Holiday Planning Feature Call 1-800-4-Robbie or visit Good food...just a tear away. OH YES WE DID! Patent Pending

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