Retailers who have everything ready for bouts of fair weather can really make the most of the summer trade.
There’s good news on the horizon as we head towards summer. The Scottish summer forecast anticipates a strengthening of economic conditions, with consumer spending and disposable incomes projected to rise by 2.1% in 2025 (EY Scottish Summer Forecast Paper, August 2024). “Improved conditions such as these typically bolster consumer confidence, potentially leading to higher retail sales during the summer months,” says Jacob Barrett, Reef Brand Manager, Global Brands.
While the economic outlook is positive, unfortunately, the same can’t be said for the weather.
“Last year we got about three days of nice weather and then it went back to gale force winds,” sighs Angie Gibson, Store Manager at Spar Renfrew. “I’m hoping it’s going to be a good one this year.”
The store is always on the lookout for new trends. “We’ve bought tons of Breezers from Bacardi because it’s trending at the moment,” she says. “Over the summer there may be a new trend that comes out or it’ll probably be back to the Prosecco again. We bulk stock Prosecco because it sells day in, day out.”
Buckfast is extremely popular, she observes. “With the area we’re in, we sell a lot of alcohol anyway, but [store owner] Saleem [Sadiq] will always bulk buy if he thinks it’s a good seller. We must have about 100 cases of Buckfast in the back. The women tend to buy white wine or Prosecco, and the men buy Buckfast.”
Be prepared
It’s wise to be prepared, concurs BrewDog, noting how the summer weather can boost impulse sales.
“With the weather so unpredictable in Scotland, independent retailers play a core role in catering for the often-impromptu BBQ occasion, brought on by a sporadic burst of sunshine, and a category that they can play particularly strongly in is alcohol,” says Caitlin Brown, Off-Trade Category Development Executive, BrewDog. “Specifically, beer, which features in 65% of BBQ occasions [Vypr Shopper Research 2024, CBS training].”
Despite some disappointing temperatures in 2024, beer performed strongly over the 12 weeks of summer, up 2.2% in volume across total impulse [Circana, Total Impulse, 12 wks up to 01.09.24]. With its light and refreshing characteristics, lager drove much of this growth and continues to hold 94% of the beer category [ibid]. However, craft beer also saw strong growth, +15% in volume [ibid], indicating more people buying into multi-packs for those key summer socialising occasions, such as BBQs.
As an initial craft offering, the firm recommends starting with four-can multipacks of its top two products, Punk IPA and Hazy Jane New England IPA. The two brands combined are worth 37% of the category in impulse [Circana data up to 24.11.24 Total Impulse. Latest 52 wks].
Don’t forget cider
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, reminds retailers to remember cider. “With 66% of cider drinkers mainly drinking cider in the warmer months [Mintel Cider Report, 2023], retailers can attract customers with a regular stock of chilled cider throughout the summer,” she says.
“Knights Cider is currently the number one alcohol brand driving growth in the convenience channel [Smartview convenience I-TG International services LTD in partnership with TWC GB 52w/e 29.12.24] and, with over 20 million cans sold annually [Aston Manor Sales Report to 31st December 2024], is a popular choice for consumers.”
Mhairi Ross, C&C Brands Off Trade Beer & Cider Director, highlights exactly how important both categories are to summer sales. “Warmer weather has a positive effect on beer and cider categories with the summer months accounting for 33% of total sales in c-stores in Scotland [Circana Total Convenience Scotland 104we 28.12.24],” she states.
She claims that packs of between two and eight units are the most popular beer and cider formats bought in the off trade in Scotland [Circana All Outlets Scotland 52we 25.01.25], especially within convenience. “Having small packs chilled and ready to consume will make the most of summer socialising,” she suggests. “Retailers should also consider a mix of larger packs for popular brands like Tennent’s lager and Magners, ensuring they meet the needs of larger gatherings.”
St Pierre is turning up the heat with its Spicy Chilli Brioche Bun (4-pack). “The flavour profile expertly blends buttery richness of brioche with the gentle heat of paprika and chilli,” says Rachel Wells, Commercial Director at St Pierre Groupe. “Available for a limited time from April, these Spicy Chilli Brioche Buns are perfect for gourmet burgers, savoury sandwiches, or enjoyed on their own for a spicy treat.”
Remember RTDs
RTDs are also must-stocks, according to Coca-Cola Europacific Partners. “Summer festival goers are increasingly bringing their own drinks to events as a cost-saving measure [CGA UK Festival Census 2024 (3,475 Festival Goers)], which presents an opportunity for nearby stores,” says Kate Abbotson – Senior External Communications Manager at CCEP. “A key item on festival-goer’s lists is alcoholic ready to drink (ARTD) cocktails, offering a convenient serve without the time-consuming mixing and preparation.”
She claims that the firm’s Jack Daniel’s and Coca-Cola RTD range, which includes variants with and without sugar, has generated over £65m worth of sales since launch [Nielsen Total Coverage to 30/12/2024].
Meanwhile, the brand equity of Global Brands’ Reef, which was relaunched in 2024, saw a steady incline from April and hit a significant peak in July, at the height of British summer. Looking ahead to summer 2025, the orange & passionfruit-flavoured drink has increased its distribution in Scotland significantly, with an increase of 23% YoY, having already seen a sales boost of 43% YoY (NIQ RTD Data 52we 25/01/25).
“Available to purchase as a 10-pack, the drink is gaining notoriety as a steadfast option for BBQs and social gatherings in summertime due to its brand positioning and fruity recipe, and sales don’t appear to be slowing down for the brand,” says Barrett.
There is “a clear trend towards tropical and exotic profiles,” observes Red Star Brands. Andy Ferguson, Business Development Manager (Scotland), believes retailers should focus on stocking bold and adventurous flavours for summer.
This year sees the launch of Camo Mango, packaged in a camouflage pattern can. The #PartyinaCan has an 8.4% ABV.
Ensuring you are well stocked up on trending flavours and pack sizes that lend themselves to group get-togethers will give your sales the chance to soar alongside the temperatures this summer.
Bobby’s Foods urges retailers to prepare ahead of big sporting events.
“Key televised events such as the UEFA Champions League Final (May), and the UEFA Women’s Euros (July) will spark intense national pride with a rise in viewing parties,” says a spokesperson. “C-stores should leverage this by offering exclusive in-store deals, group top-sellers into ‘Game Day Bundles’ with share bag snacks and 2L fizzy drinks bottles. These events are perfect for running multibuy promotions such as ‘Buy One, Get One Free” on snacks and drinks, as well as cross-merchandising related items like our BBQ Snax or Dry Roasted Peanuts with alcoholic beverages, or popcorn with bagged sweets.”
Last July, Bourtreehill Supermarket in Irvine, North Ayrshire, ran a bundle deal in conjunction with Snappy Shopper to celebrate the quarter-finals of the Euros. Shoppers were urged to get “match ready” with a 165g pack of Pringles and a 1.75l bottle of Coca-Cola or Diet Coke for just 99p.
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, which owns the Doritos and Walkers brands, highlights that sharing formats are now the largest segment within the Salty Snacks Category in local shops, with a 69.5% share [NielsenIQ, Independents & Symbols, MAT 20.01.24]. “Stocking this format throughout the summer can help retailers to cater to shoppers who are socialising with friends and family, and are looking to stock up on their favourite snacks to share during the occasion,” he says.
