MetrixLab

With a full portfolio of brands available, France is a key growth market for Asahi International. However, the specialty beer shelf (la cave à bière) in France was a barrier for growth, as its layout encouraged purchasing of single bottles from a huge variety of brands. It was difficult for the Asahi Super Dry brand to break through, and difficult for shoppers to make informed decisions.

Asahi International hypothesized that: a) adding fridge packs would drive up purchase; (b) segmenting the shelf by type of beer would ease the shopper journey; and (c) ensuring the specialty beer shelf was close to the aisle entrance would drive incremental sales. They also proposed that adding fridge packs to the snacking aisle (alongside cold cuts, ready meals etc.) would drive incremental sales.

As a small player with a desire to demonstrate category captaincy with key retailers such as Monoprix, Carrefour and Système U, Asahi International needed quantified evidence of the merits of their proposed changes to the planogram for the snacking shelf and specialty beer section.

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