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Premiumisation Heineken recently revealed its ‘Greenpaper’ of category advice and reported that premiumisation is a huge long-term opportunity for growing alcohol sales.It recommends retailers encourage premiumisation by tempting people to treat themselves with a premium drink at the end of a long day, and encouraging them to trade up when they’re buying a gift.Aleksandrina Yotova, consumer analyst at Global Data, says: “Over a third (35%) of UK consumers associate ‘healthy’ with ‘low-calorie’, according to our 2017 Q4 survey.However, this rises to 49% when looking at 35-44 year olds specifically, and is slightly higher for female than male consumers.”She adds that another popular sub category amongst this age range could be the gluten-free skus.“This highlights millennials as the consumer groups on the lookout for certified vegan products.

Andy Wingate, category controller at Heineken, says that the need to offer extra value to the purchase is particularly important when it comes to engaging with millennials.

Don’t forget to have some premium options available too as people are often visiting friends or relatives and want to bring a bottle as a gift.“We have lots of new products launching this year – most often with the emphasis on premium.