Alcohol-free brewer, Big Drop, is creating a series of packaging solutions that are designed to appeal specifically to the wholesale, convenience and cash & carry markets.
Cases of 12 x 330ml cans are being outer-wrapped in Big Drop’s distinctive style of labelling and will contain either 4 or 12 packs of its most popular 0.5% abv SKUs – Paradiso Citra IPA and Pine Trail Pale Ale. Pine Trail is the only alcohol-free beer to have twice won ‘World’s Best’ at the World’s Beer Awards, while Paradiso has not only won a World’s Best but was also UK winner in a full-strength IPA category at the World Beer Awards, beating 6% abv beers into second and third place.
The new formats will also include the boldly-styled ‘Big Explorer’ and ‘Big Hello’ 8 can boxes that were trialled in Waitrose last year and cater for the growing number of ‘sober-curious’ consumers looking to try different styles of AF beer.
Big Drop currently has most of the UK covered via wholesalers including Nectar, Eebria and Matthew Clarke. It is, however, underrepresented in the cash & carry and convenience world and keen to address this imbalance with new hires, including Tom Reilly, who recently joined the brewer from Kopparberg as a National Account Manager.
According to IWSR, 2 in 5 UK Adults are now no and low alcohol buyers with beer and cider being the largest category at 75% volume share and sales of beer increasing by 17% in 2001. The market is also forecast to grow more than 10 times as quickly as regular alcoholic drinks.*
Rob Fink, Co-Founder and CEO of Big Drop, commented: “Retailer feedback and the trends on our own webshop tell us that consumers are increasingly confident to purchase Big Drop in larger formats as well as actively exploring the wider range of styles on offer. The no and low beer category has so far been led by the multiples in the UK, but C&C and Convenience are now sitting up and paying attention. Our packaging certainly draws attention and will give stockists the opportunity to have bold, vibrant pallet displays in depots that will drive trial and engagement with the retailers.”
To find out more about Big Drop’s new packaging solutions and to receive samples, drop an email to firstname.lastname@example.org.
* IWSR Drinks Market Analysis
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About Big Drop: Big Drop was launched in 2016 as the world’s first brewer dedicated to alcohol-free beer by City lawyer, Rob Fink and long-time friend James Kindred. Both had recently become fathers and were looking to cut back on the booze but could not find any decent alternatives to their favourite craft beers. Recognised as the market leader in the rapidly growing AF craft beer sector, Big Drop has won over 80 international beer awards including seven times World’s Best at the World Beer Awards. Big Drop contract brews in batches through a network of brewing partners worldwide, meaning it can produce fresh beer – locally and ethically – with a minimal carbon footprint. It can now be found in over 10,000 locations – including throughout Europe, Australia, Canada and the US. In the UK, Big Drop has listings with retailers (eg Sainsbury’s, Waitrose, Morrisons and Ocado) as well as on doorsteps with Milk & More. Its range of beers, which are all <0.5% abv, currently consists of: Stout, Lager, Pale Ale, IPA, Brown Ale, Golden Ale, Hazelnut Porter and a Sour as well as special editions and collaborations with other leading brewers. For more information about Big Drop’s beers, tasting notes and availability, visit www.bigdropbrew.com.
Press release from Big Drop
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