Small Format

Small Format

The Small Format channel is diversifying, as shoppers and consumers are looking for more variety as occasions evolve. See below to gain valuable insights and learn more about the Small Format shopper, the category fundamentals that are the foundation of a strong category, and the strategy to drive growth

Find out more about consumers: what they’re drinking, when they drink it, how they treat themselves, and more. Gain actionable insights on how to attract new drinkers, how to increase consumers’ frequency of drinking occasions and how to encourage trading up to higher-profit, premium beverages.

What’s on tap

Evolve Meals

Meals are a huge part of people’s lives. And with meals, naturally come drinks, so every meal is an opportunity for the beverage category!

Evolve Meals

To encourage more people to broaden their drink choices at mealtime, we need to understand that there are various types of meals, ranging from everyday meals to social or celebratory meals.

The Category Fundamentals are the first pillar of the IGNITE strategy

Once you have perfected your Category Fundamentals, you can move on to the three key objectives of IGNITE.

A New Strategy for Driving Growth in The Alcohol Beverage Category

Success in the alcohol category doesn’t have to be complicated. Anheuser-Busch’s IGNITE initiative is designed to give restaurant operators recommendations to lead category growth.

A New Strategy for Driving Growth in The Alcohol Beverage Category

Success in the alcohol category in Small Format stores doesn’t have to be complicated. Anheuser-Busch’s IGNITE initiative is designed to give convenience retailers shelf and cooler recommendations to lead category growth.

A New Strategy for Driving Growth in The Alcohol Beverage Category

Success in the alcohol aisle doesn’t have to be complicated. Anheuser-Busch’s IGNITE initiative is designed to give retailers shelf recommendations to lead category growth.

Accelerate Category Growth and Unlock the Value of Variety In Your Portfolio

IGNITE, AB's platform for strategic category shelf evolution, is built upon a deep understanding of who is drinking, when they are drinking, and what is driving the choices they make.

Restaurants' Guide for Accelerating Category Growth and Unlocking the Value of Variety in Your Portfolio

It can be easy to get lost while looking at the variety of styles available in today’s beer category, but if properly managed, this diverse beverage assortment can provide a road map to success for restaurant operators.

Accelerate Category Growth and Unlock the Value of Variety In Your Portfolio

Anheuser-Busch’s IGNITE strategy for driving growth in the beer category has outlined the opportunities for c-store operators to invite new drinkers into the category, expand their consumption into new drinking occasions and encourage them to trade up to more premium varieties.

Optimize The Shelf For New Drinkers With Trending Alcohol Beverages

Learn more about Invite In, the first recommendation of Anheuser-Busch’s IGNITE initiative.

Optimize The Shelf For New Drinkers With Trending Alcohol Beverages

Learn more about Invite In, the first recommendation of Anheuser-Busch’s IGNITE initiative

Attract New Drinkers with Flavor-Forward, Sessionable Trending Beverages

Learn more about Invite In, the first recommendation of Anheuser-Busch’s IGNITE initiative

Encourage New Drinking Occasions to Boost Alcoholic Beverage Success

For restaurant operators, success in alcohol hinges on encouraging additional purchases for more drinking occasions.

Highlight New Responsible Drinking Occasions to Boost Alcoholic Beverage Success

For convenience store retailers, success in alcohol can be achieved by highlighting additional purchases for more responsible drinking occasions.

Highlight New Drinking Occasions to Boost Alcoholic Beverage Success

For grocers, success in alcohol can be achieved by highlighting additional purchases for more responsible drinking occasions.

Increase Basket Size by Encouraging Premium Beverage Sales

Boost alcohol success by encouraging consumers to pick up higher end, indulgent, premium beer options.

Increase Check Size by Encouraging Premium Beverage Orders

Boost alcohol success by encouraging diners to choose higher end, indulgent and premium beers.

Increase Basket Size by Encouraging Premium Beverage Sales

Boost alcohol success by encouraging consumers to pick up higher end, indulgent, premium beer options.

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Shoppers

Beer is BIG in C-Store, and the C-Store beer shopper has clear trip missions
Click on each question below to find out more

Variety

Is built on leveraging high-growth segments.
click on each icon to find out more

What's to Drink?

Consumers have an array of choices when they want to order or purchase a drink. From fruit-flavored hard seltzers to rich craft brews to affordable options and more, there’s something for everyone, from light-flavored budget-friendly options to robust, complex, upscale sips. Find out more about the different products available at every price point.

Hover over the styles below for more information

PRODUCT PLACEMENT MATTERS

Having the optimal shelf flow is essential in driving category growth.

There are two main objectives:

1. Attract more shoppers to the beer coolers

2. Maximize conversion & drive trade up

Shoppers see 3 distinct segments that should not be broken up:

1. Beyond Beer

2. Craft Beer

3. Light and Classic Lagers

Key insights to consider when building shelf flow:

Segment is the first consideration in a shopper’s decision hierarchy. Shoppers expect to see each segment grouped together in separate locations in the cooler. Mixing products across these segments will confuse shoppers, reducing conversion.

Gold Standard Small Format Shelf Flow

Click on each segment to learn more about shelf flow within each segment
Lead with Singles as they are the largest trip driver in C-Store. Singles also grab the attention of impulse buyers, drawing more shoppers to the beer coolers.

Placing Beyond Beer at the end of the aisle also acts as an anchor, attracting new drinkers (primarily LDAs and women) to the beer coolers.