The only direction was up for beer and cider promotions. Morrisons more than doubled the number of promotions it ran compared with last year, although this only resulted in a 3.5% rise in its beer and cider sales [Kantar].

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.

Focus On Beer & Cider