MARSTON’S OFF-TRADE BEER STATUS REPORT

MARKET OVERVIEW DATA RELEVANT TO 4W/E 3 MARCH, 18.

.

If you have any questions please contact James Hodgkinson. James.hodgkinson@marstons.co.uk

Source : IRI, Volume Growth, All Outlets (Latest 4 W/E).

Retail Sector Total Beer & Cider 4 W/E Volume Growth.

Source : IRI, Value Growth, All Outlets (Latest 4 W/E).

Source : KWP, Retailer stories, P2 2018

• ALL OUTLETS-0.1%

• SUPERMARKETS-0.9%

• CONVENIENCE0.9%

• CONVENIENCE MULTPLES3.7%

• SYMBOLS-3.5%

• INDEPENDENT GROCERS6.6%

-0.1%

0.3%

-1.1%

0.5%

-3.7%

Total Beer & Cider Ale Cider Lager Stout

• Tesco and Morrison’s were neck and neck as the fastest growing of the big four, both clocking in sales growth

of +2.7% (Total Grocery)

• Holding market share steady year on year at 10.6%, Morrison's has continued its run of form, entering its 16th

consecutive period of growth.

• Aldi was crowned as the UK's fastest-growing supermarket this period(Total Grocery), growing sales by

+13.9% versus Lidl’s +13.3%. Within Aldi, brands are making a greater contribution to overall growth (8% this

year vs 4% last year).

Supermarkets – The only category within the

supermarket sector in growth is Ale +0.5%, with the

biggest decline coming from Stout (-8.3%).

Convenience – Lager +2.0% and Stout +7.2% are the

only 2 categories performing positively, with ale

slightly down (-3.0%).

Convenience Multiples – Ale +5.3%, Lager +4.7%

and Cider +0.9% are all performing well in this channel

which has contributed to it’s positive month.

Independent Grocers – Poor performance for Ale (-

13.9%) but strong Stout volume +25.3%

Symbols – All areas in decline apart from stout +7.6%

GROCERY HEADLINES.

Tesco and Morrison's fastest growing of the big four

Source; KWP Grocery Market Share Update, 6/3/18

Tesco and Morrison's were neck and neck as the fastest growing of the big four - both clocking in sales growth of

2.7%. Fraser McKevitt, Kantar World Panel continues: "Tesco continues to perform well - more positive news

following approval of its Booker acquisition last week. Despite a slight fall in market share of 0.1 percentage points,

Tesco experienced particularly strong growth from its Extra superstores. The varied selection of groceries on offer

at these larger stores has encouraged customers to return to fuller trolley shops, with average baskets worth

£31.09 - currently, the highest value in the bricks and mortar market.

"Holding market share steady year on year at 10.6%, Morrison's has continued its run of form, entering its 16th

consecutive period of growth. Its premium own-label line The Best proved particularly successful, with sales rising

by 20% year on year as cooked meats, vegetables and cakes and pastries tickled shoppers' fancy."

Meanwhile, there are no signs of a let up in the shift away from discounted products for Sainsbury's: only 34.5% of

sales at Sainsbury's were on promotion during the past 12 weeks, in stark comparison to 41.9% for the rest of the

big four. Overall sales growth now stands at 1.1%.

World Beers

64%

18%

8% 5% 1% 3%

62%

20%

8% 5% 2% 3%

60%

21%

7% 5% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Mainstream Lager

World Beer Bottled Ale Canned Ale Craft Stout

Beer Value Share - MAT

Mar-16 Mar-17 Mar-18

WORLD BEER LEADING THE WAY - Although Mainstream

Lager dominates the category, it is World Beer which remains

the category success story. Consumers are discovering and

becoming attracted to more premium, less ubiquitous brands,

drinks with an authentic image and unique taste profiles which

differ to other lagers. It is also becoming a credible premium

beverage to accompany quality meals, as opposed to an

affordable drink for relaxation. This can be done via premium

packaging, positioning as a connoisseurs drink or greater

focus on taste notes and how they can improve foods flavours.

58% of global consumers find

‘whether it pairs

well with food’

influential when

choosing what

alcoholic beverage

to have.

Overall, the food and alcohol pairing concept is

popular with shoppers, with 58% of consumers

globally stating that whether alcoholic drinks pair

well with food is important to their product

choices.

Currently wine is the most popular alcoholic

beverage choice for food pairing, followed by

beer and spirits. This reflects how beer and cider

manufacturers are growing opportunities to take

a share of occasions from wine – such as

celebratory occasions or higher end meals.

64%

47%

27%

Wine

Beer

Spirits

Global consumers who find the

concept of pairing food with

drinks appealing.

Source; Global Data snapshot of beer & cider trends.

Source; IRI All Outlets, up to 3rd March 18

Source: SIG BWS Outlets, Volume

Source: SIG BWS Outlets, Volume, Latest 4 weeks YoY

Total Ale Bottled Ale

BOTTLED ALE CATEGORY STARS

BREWERS SHARE TRACKER

(BRANDS WHICH HAVE OUTPERFORMED THE MARKET THIS PERIOD)

Rank Brand BREWER Market Share

Volume - CBR % Change On LY Weighted Distribution Volume Rate of

Sale

MAT QRT 4WK MAT QRT 4WK QRT 4WK QRT 4WK

0

Bottled Ale Data upto 4 w/e 3 Mar, 18 582,323 135,016 40,545 -5.3% -2.9% -4.5% 85.8% 78.6% 0 0

5 h Old Crafty Hen Greene King Plc 2.9% 16,837 3,874 1,367 12.3% 7.4% 10.1% 65.8% 53.7% 22.18 9.58

6 h Marston's Classic Ales Of England Marston's Plc 2.9% 16,690 5,204 872 4.5% 9.3% 9.4% 64.7% 43.1% 30.31 7.62

8 h McEwan's No 1 Champion Ale Marston's Plc 2.3% 13,513 3,157 1,113 2.5% 4.6% 6.6% 67.3% 49.9% 17.67 8.41

11 h St Austell Proper Job St Austell Brewery Co Ltd 2.1% 11,993 2,984 995 12.7% 15.2% 17.4% 70.0% 50.2% 16.06 7.46

12 h Bishops Finger Shepherd Neame Ltd 2.0% 11,870 2,874 917 15.5% 20.6% 14.8% 67.5% 53.8% 16.04 6.42

13 h Hobgoblin Gold Ale Marston's Plc 1.6% 9,556 1,855 541 29.7% 33.1% 18.6% 68.3% 48.9% 10.22 4.17

14 h Landlord Timothy Taylor & Co Ltd 1.6% 9,503 2,321 730 1.3% 8.1% 6.6% 71.8% 51.1% 12.17 5.38

16 h Marston's Golden Ales Marston's Plc 1.5% 8,451 2,270 452 15.3% -1.4% 23.7% 56.4% 35.3% 15.15 4.83

20 h Sharps Atlantic Pale Ale Sharps Brewery Ltd 1.3% 7,383 1,688 539 54.7% 59.2% 52.9% 66.7% 48.8% 9.54 4.16

25 h King Goblin Marston's Plc 0.9% 5,426 1,375 444 0.9% 12.3% 11.2% 64.0% 41.7% 8.09 4.01

29 h Shipyard Ipa Marston's Plc 0.8% 4,861 1,323 456 50.7% 46.0% 48.9% 66.1% 45.5% 7.54 3.77

38 h Wychwood Beers Of Character Cllctn Marston's Plc 0.5% 2,969 739 113 10.5% 10.1% 22.4% 28.9% 15.7% 9.62 2.71

39 h Badger Golden Glory Hall & Woodhouse Ltd 0.5% 2,857 656 200 -3.9% 16.1% 8.8% 61.7% 38.3% 4.01 1.96

40 h Wychwood Firecatcher Marston's Plc 0.5% 2,748 652 242 144.7% 102.9% 100.2% 29.8% 17.9% 8.24 5.09

43 h Butty Bach Wye Valley Brewery 0.5% 2,653 642 202 4.3% 8.3% 4.9% 18.2% 13.5% 13.31 5.61

47 h Oakham Citra Oakham Ales 0.4% 2,408 500 153 16.7% 20.3% 18.8% 13.4% 9.5% 14.09 6.07

50 h Abbot Reserve Greene King Plc 0.4% 2,256 662 218 44.8% 43.1% 44.7% 25.9% 16.2% 9.61 5.08

52 h Fullers Esb Export Fuller Smith & Turner Plc 0.4% 2,166 552 209 5.2% 7.4% 22.8% 30.0% 21.0% 6.92 3.75

54 h Ringwood Boondoggle Marston's Plc 0.4% 2,061 602 146 23.6% 68.8% 35.9% 29.3% 18.0% 7.73 3.05

55 h Williams Joker William Brothers 0.3% 1,996 457 142 -1.5% 10.3% 3.1% 9.2% 6.5% 18.79 8.21

56 h Marston's Classic Ales Marston's Plc 0.3% 1,955 794 7 0.0% 0.0% 0.0% 15.2% 1.0% 19.71 2.70

58 h Badger Hopping Hare Hall & Woodhouse Ltd 0.3% 1,869 398 119 -2.1% 2.8% -4.4% 30.8% 21.4% 4.87 2.10

62 h Purity Mad Goose Pale Ale Purity Brewing Co Ltd 0.3% 1,665 410 125 48.0% 24.7% 26.1% 33.3% 20.4% 4.64 2.31

75 h Fullers 1845 Fuller Smith & Turner Plc 0.2% 1,323 394 128 117.8% 187.7% 184.9% 26.5% 18.1% 5.60 2.66

76 h Exmoor Gold Exmoor Ales 0.2% 1,311 279 90 5.3% 12.9% 10.5% 7.3% 5.4% 14.32 6.27

78 h Butcombe Original Beer Butcombe Brewery 0.2% 1,209 319 73 8525.8% 2173.7% 418.0% 16.5% 11.6% 7.29 2.36

80 h Mcewans Champion Whisky Edition Marston's Plc 0.2% 1,169 236 74 399.4% 52.4% 39.4% 26.3% 15.3% 3.38 1.82

82 h St Austell Proper Black St Austell Brewery Co Ltd 0.2% 1,156 361 115 15.9% 28.3% 25.0% 20.6% 13.4% 6.60 3.25

85 h Arran Blonde Arran Brewery Co Ltd 0.2% 1,122 231 73 4.5% 14.0% 6.0% 8.2% 6.1% 10.56 4.49

86 h Ringwood Circadian Marston's Plc 0.2% 1,114 272 85 33.3% 13.1% 6.9% 42.0% 25.0% 2.44 1.28

87 h Black Sheep Riggwelter Black Sheep Brewery Plc 0.2% 1,104 274 83 17.5% 26.9% 18.8% 26.9% 16.0% 3.83 1.95

88 h St Peters Golden Ale St Peters Brewery 0.2% 1,080 228 88 17.6% -0.2% 15.3% 17.7% 10.6% 4.87 3.13

89 h Hogs Back Traditional English Ale Hogs Back Brewery 0.2% 1,064 310 100 10.1% 39.4% 83.4% 15.8% 12.1% 7.41 3.10

90 h Great British Ales Blue Tree Ltd 0.2% 1,056 327 11 107.0% 215.7% 2069.7% 33.8% 5.7% 3.64 0.7