To make the most out of alcohol sales this Halloween, retailers must invest in a wide range of low- and non-alcoholic beverages, as more shoppers choose to drink less.

According to Toby Lancaster, category and shopper marketing director for Heineken, one of the biggest trends this season residing within the alcohol category is the demand for low- and no-alcohol, a segment now worth £51m in the UK.

This, he adds, has been influenced by shoppers opting to drink less, but better, and for general health reasons, something that has also been seen across other categories such as soft drinks and confectionery.

“When merchandising for Halloween, retailers should stock no- or low-alcohol options with clear signage to zero ranges in store. This will attract shoppers who may be attending parties, but either want to moderate their alcohol intake, or are the designated driver for the evening,” he said.

Furthermore, with 46% of trips to convenience stores being classed as ‘top ups’, it is important retailers stock the correct pack size.

“Small packs such as Heineken 4x440ml and large single bottles such as Amstel and Old Mout are good examples of this. Cider is popular during celebration occasions, with Strongbow Dark Fruit being a strong Halloween favourite,” Lancaster added.

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