Interbrew UK is urging retailers to profit from the predicted heatwave this summer by maintaining price levels - and ensuring they have enough product on shelves.
Interbrew, which produces brands such as Stella Artois and Tennent’s Lager, pointed to the extra £9.5m-worth of sales generated over seven weeks during the warm summer of 2003.
The company said instead of reducing prices, retailers should increase the amount of space given to the larger brands, employ secondary siting to boost visibility, stock more chilled beer and larger pack formats, and consider added-value link deals with items such as burgers or charcoal.