Waitrose also more than doubled its promotional activity and its sales grew by a more impressive 12.4% [Kantar]. In terms of brands, Stella Artois backed its market-leading position by running the most promotions, up 159 on the previous year.
AB InBev helped Stella stablemate Budweiser to 42.5% growth in sales [Nielsen] by doubling its number of promotions year-on-year to 359.
Foster's was the only major brand to cut back its offers, by 43, although this doesn't appear to have harmed its sales, which rose 9.8% to make it the UK's second-biggest lager brand [Nielsen]. Foster's did, however, also use price-marked packs, which are not included in Assosia's data.
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