Notice that the supermarket price for 30 bottles was $15. And this is
real beer.
Beer sales are dropping as Danes' thirsts have been quenched by supermarkets' price hikes for national breweries' flagship brands Supermarkets' decision to stop selling national brewers' top brand beers at bargain prices has resulted in a plunge in beer sales...
Last year, many stores had been selling 30-bottle cases of Carlsberg and Tuborg beers for as little as 75 kroner in an effort to pull in more shoppers. According to the Danish Brewers Association, in many instances the supermarkets sold the beer for less than its purchase price.
But the national supermarket chains put a stop to the bargain-basement policy this year, which has resulted in a 12 percent decline in sales of Carlsberg, Tuborg and Faxe beers nationwide.
'We used the beer campaign as a loss leader, but after looking at the receipts we found we weren't getting enough out of it,' said Kenn Thomsen, category manager at grocery chain operator Coop Denmark.
The drop has been eased somewhat by increased sales in non-name brand beers. But
Thomsen pointed out that while sales volumes have decreased, profits have actually risen for the supermarkets on beer sales.
Sales of microbrews and specialty beers are still strong, according to Thomsen. He added that with sales increases of 20 percent and a corresponding value of only 10 percent on those sales, prices of specialty beers have also become more competitive.
But Carlsberg sees its falling sales as a response to the global financial situation.
'Consumers seem more tentative and nervous,' said the brewery's chief executive, Jesper B. Jørgensen. 'It's partly because the whole world is talking about a crisis.'
The Copenhagen Post
real beer.
Beer sales are dropping as Danes' thirsts have been quenched by supermarkets' price hikes for national breweries' flagship brands Supermarkets' decision to stop selling national brewers' top brand beers at bargain prices has resulted in a plunge in beer sales...
Last year, many stores had been selling 30-bottle cases of Carlsberg and Tuborg beers for as little as 75 kroner in an effort to pull in more shoppers. According to the Danish Brewers Association, in many instances the supermarkets sold the beer for less than its purchase price.
But the national supermarket chains put a stop to the bargain-basement policy this year, which has resulted in a 12 percent decline in sales of Carlsberg, Tuborg and Faxe beers nationwide.
'We used the beer campaign as a loss leader, but after looking at the receipts we found we weren't getting enough out of it,' said Kenn Thomsen, category manager at grocery chain operator Coop Denmark.
The drop has been eased somewhat by increased sales in non-name brand beers. But
Thomsen pointed out that while sales volumes have decreased, profits have actually risen for the supermarkets on beer sales.
Sales of microbrews and specialty beers are still strong, according to Thomsen. He added that with sales increases of 20 percent and a corresponding value of only 10 percent on those sales, prices of specialty beers have also become more competitive.
But Carlsberg sees its falling sales as a response to the global financial situation.
'Consumers seem more tentative and nervous,' said the brewery's chief executive, Jesper B. Jørgensen. 'It's partly because the whole world is talking about a crisis.'
The Copenhagen Post
