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CMAA RESET, RECOVERY & REVIVAL
Peter Yeomans – NSW/ACT General Manager Sales - 0419 445 646 -
[email protected]
Dean Edwards – NSW Sales Manager Clubs & On Prem - 0427 276
890 - [email protected]
Michael Bailey – NSW Key Account Manager Clubs - 0408 261 419 -
[email protected]
Nick Sargeant – NSW Beer Ambassador - 0400 079 662 -
[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]
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AGENDA
Grab a beer!
Introduction
CUB:
• Winning Portfolio
• Category First Approach
• Club Insights
Summary and Key take outs
Beer Education & Tasting
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ASAHI
CUBFOUNDED 1824
FOUNDED 1949
Cascade Brewery Company is established
Foster’s unites with the Carlton, Victoria, Shamrock, McCracken
& Castlemaine to form
Carlton & United Breweries in 1907
Started with the creation
of the Osaka Brewing
Company in 1889
WE HAVE A
RICH HISTORY
OF BREWING
EXPERIENCE
Our goal is to drive alcohol
beverage growth in Australia
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Carlton & United Breweries isestablishing two separate
business units: CUB and CUB Premium Beverages.
This will allow us to better align
ourselves to the channels and
categories of our customers.
CUB | BEER & ALL KEGS CUB PREMIUM BEVERAGES | BEYOND
BEER
CARLTON & UNITED BREWERIES
ZERO-ALC BEER
PACKAGED BEER
BRANDS BEING DIVESTED(STELLA, BECKS, STRONGBOW, BONAMY’S, LITTLE
GREEN)
ALL KEGS (ALL CATEGORIES)
Our ‘Carlton & United Breweries’ business
unit will service our full beer portfolio, and
all keg products.
‘CUB Premium Beverages’ will be dedicated
to our full packaged portfolio beyond beer.
It will also be home to our portfolio of non-
alcoholic beverages including post-mix.
4
TWO BUSINESS UNITS - CUB & CUB PREMIUM BEVERAGES
RTDs
CIDER
CANNED WINE
POST-MIX
GINGER BEER
NON-ALCOHOL(EX ZERO ALCOHOL BEER)
SELTZER SPIRITS
https://urldefense.com/v3/__https:/cub.com.au/__;!!BPaN2lVYBX9yApiS!ZgfDhN4zLR6SoYUQzARPP-HXxi4-tNxLJEm9H8oPuaPHt2sB7kwMoxqD1jG7Alkhs_F_Qtw$
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On-Premise| Ways of working
HOW DO I PLACE AN ORDER?
LEGACY CUB LEGACY APB LEGACY CUB LEGACY APB
ALL KEGS PACKAGED BEER PACKAGED PRODUCTS BEYOND BEERPOSTMIX
Bag In Bob (BIB)1st POUR SPIRITS
(On-Premise)
DIRECT NETWORK
DIRECT NETWORK
PREFERRED WHOLESALER
visit online.cub.com.auor call 13 2337
visit online.cubpb.com.auor call 13 2337
✓ ✓ - -✓ - -
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No retail banner promo programs available
Preference is for customer to use wholesaler
unless they are a post-mix customer
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RETAIL BANNER
PROMO
PROGRAMS IN
VIC, TAS, ACT &
QLD ONLY
RETAIL BANNER
PROMO
PROGRAMS
AVAILABLE
NATIONALLY
PREFERRED ROUTE-TO-MARKET
INCLUDING ON-PREMISERETAIL BANNER PROMO PROGRAMS
AVAILABLE NATIONALLY
LIMITED AVAILABILITY IN
SELECT WHOLESALERS
(e.g. ALM, NILWA)
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DISCOUNTS FROM
CUB WERE
TRANSFERRED TO
CUB PB
1ST POUR DISCOUNTS
CAN BE LOADED
WITH ALM & ILG
INCLUDES DIVCO BRANDS
INCLUDES DIVCO BRANDS
Customers to place orders with wholesaler
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SUSTAINABILITY IS CORE TO
BUILDING A BETTER AUSTRALIA
KEY SUSTAINABILITY ACHIEVEMENTS 2019
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We are proud to represent a
leading portfolio of iconic brands and
beverages suited for every occasion
AWARD
WINNING
PORTFOLIO
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BENEFITS
FOR THE
CONSUMER
Big, well known brands help
make sharing moments and
rounds amongst friends easy
A simple way to enhance
occasions and treat oneself
and friends
Providing
alternatives to Beer
that appeal to
additional patrons
BENEFITS
FOR THE
VENUE
Leverage the mass
appeal to drive
footfall, participation
& volume
Drive
premiumisation /
spend
Drive
participation in
liquor
UNDERPINNED BY A BALANCED, GROWTH ORIENTED
PORTFOLIO THAT CAN DELIVER FOR ALL
CLA
SS
ICS
&
CO
NT
EM
PO
RA
RY
CR
AF
T &
PR
EM
IUM
AD
JAN
CE
NC
IES
THE ESSENTIAL CLASSICS & CONTEMPORARY BEERS THAT PROVIDE
SCALABLE GROWTH
ENTICING MORE PEOPLE TO TRADE UP WITH AN EXTENSIVE
RANGE OF CRAFT & PREMIUM BRANDS
MORE OPTIONSFOR MORE PEOPLE
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Driving long-term category growth
CUB
PERFORMANCE
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CUB & ASAHI FUELLING LONG TERM DRAUGHT
BEER PERFORMANCE
SOURCE: EX BREWERY & ATO/ABS DRAUGHT BEER DATA TO FEB
2020
Market Excluding CUB & AsahiB
EE
R
-O
N
PR
EM
IS
E
-3.0%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19
Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
DRAUGHT BEER ROLLING MAT GROWTH RATES
CUB + ASAHI GROWTH RATE MARKET EX CUB + ASAHI GROWTH RATE
+3.3%
+0.8%
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BE
ER
–
BU
LK
O
N
PR
EM
IS
E
CUB & ASAHI GROWTH IS AHEAD OF STATE MARKET
AVERAGES*
+2.8%
-6.8%
CUB & ASAHI
MARKET
+3.3%+0.8%
+9.8%
-4.9%
+4.2%-5.2%
+2.1%
-7.0%
-5.6%
-33.2%
+1.5%
-1.5%
+0.9%
+2.7%
R O L L I N G M A T G R O W T H R A T E T O F E B 2 0 B Y S T A
T E (*Excluding WA)
SOURCE: EX BREWERY & ATO/ABS DRAUGHT BEER DATA TO FEB
2020
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Category expansion is at the heart of
all we do and building long-term
category growth.
CATEGORY
FIRST APPROACH
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Understanding the CHALLENGES
FOR Total Liquor & the Beer category
UNDERSTAND CHALLENGES IDENTIFY OPPORTUNITIES UNLOCK CATEGORY
GROWTH
Identifying & prioritising
key category growth OPPORTUNITIES
DEVELOPING &
FLAWLESSLY EXECUTING plans to
unlock category growth
WE’RE FOCUSED ON BUILDING HEALTHY CATEGORIES
THAT WILL GROW OUR BUSINESS TOGETHER
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TURNING INSIGHTS INTO ACTIONABLE
RECOMMENDATIONS THAT DRIVE REAL PERFORMANCE
FOCUS ON
CONSUMER
EXERIENCE
OFFERS TO DRIVE
MID WEEK
PATRONAGE
DIVERSE, QUALITY
FOOD & DRINK
OPTIONS
EMBRACING
TECHNOLOGY &
DIGITAL
OPTIMISATION OF
RANGE &
EXECUTION
DEMANDING
BETTER
EXPERIENCES
EVOLVING
OCCASIONS
EXPANDING
REPERTOIRES
CONNECTED &
BETTER INFORMED
HEALTH &
WELLNESS
MODERATION
BEHAVIOURAL SHIFTS - MILLENIALS | BOOMERS (+55) | FEMALES
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Insights from the
CLUBS channel
SALES TO OWN
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SPOTLIGHT – ON PREMISE USAGE & ATTITUDES RESEARCH
E V E R Y 2 Y E A R S C U B C O M M I S S I O N S A M A S S I V
E A T T I T U D E & U S A G E S U R V E Y F O R T H E O N P R E
M I S E
T H E O N L Y C O N T I N O U S S T U D Y O F I T ’ S K I N D I
N A U S T R A L I A
KAE / KAM Mandatory
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49%
REASON DRINK
CHOSEN
BEER PREFERENCE RANK:
1) REGULAR
2) LIGHT
3) MID-STRENGTH
4) CRAFT
INFLUENCE IN CHOICE OFDRINK
FAMILIAR WITH BRAND 43%
DESCRIPTION IN PRICE 26%
WHAT OTHERS AREDRINKING
18%
DRINK SPENDING
AVERAGE $28.10
AS PART
OF A
PROMOTION$24.20
OCCASION
EVERYDAY MEAL 23%
CASUAL GET
TOGETHER19%
SPECIAL
OCCASION8%
REASONS TO
CHOOSE VENUE
FOOD 22%
COMFORT 16%
ACCESS 12%
GAMING 4%
PROMOTING
PERSUADED BY A
PROMOTION9%
SAW THE
PROMOTION’S
ADVERTISED IN
THE VENUE
14%
WHO
FRIENDS 46%
PARTNER 29%
FAMILY 25%
BRAND 31%
BITTERNESS 12%
FRESHNESS 10%
PRICE 10%
OCCASION 6%
33% ON AVERAGE
I DROVE OTHER DROVE
LENGTH OF STAY
DISTANCE
TRAVELLED
2KM2.5
hours
?
33%
DRINKS
1 IN 4 80% 65%
PATRONS TEND PATRONS PATRONS
TO VISIT VENUES WHO START TYPICALLY
THAT HAVE THEIR ON BEER PURCHASE
FAVOURITE BEER STAY ON 2 OR MORE
BRANDS AVAILABLE BEER DRINKS
The Club Customer
*Source: Project Pick Up, 2018
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22%
INSIGHT:Trusted brands are delivering the largest share of
volume, with 26% of consumers choosing a club
based on having their favourite beer on tap.
KEY FINDINGS:• A significantly higher number of males (68%)
start
with beer compared to only 18% of females.
• 42% start with beer, of which 78% stay with beer.
78% STAYED WITH BEER
FIRST DRINK ATVENUE WAS BEER
STAYEDWITH BEER
SWITCHED TO OTHER ALC.
PUB
BAR
53%
40%
82%
76%
18%
24%
CLUB 46% 78% 22%
RECA 30% 69% 31%
SWITCHED TOANOTHER TYPE OF ALCOHOL
INSIGHT:Switching away from beer is less likely in
Clubs, with 80% of patrons staying on
beer when it is their first drink.
OVER THREE QUARTERS OF THOSE THAT START WITH BEER STAY
WITHBEER
The Club Customer
*Source: Project Pick Up, 2018
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INSIGHT:• Clubs are the most frequently visited venue type.
• Over 2/3 of patrons drive to Club occasions.
ACTION:• It is important to have the right mix of beer
available.
CUBs mid-strength and Zero portfolio now includes
multiple brands that can play an important role in your
business.
FREQUENCY OF VISIT (% THAT VISIT AT LEAST MONTHLY) VENUE
BEHAVIOUR
PUB 44%
BAR 34% CLUB 58% RESTAURANT 21%
49%
DROVE
33%
OTHER
DROVE
The Club Customer
*Source: Project Pick Up, 2018
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Excluding membership &
proximity, friendly staff was the
third highest consideration for
consumers in Club visitation.
WHICH BELOW BEST DESCRIBES WHEN YOU DECIDED ON THE ALC YOU
BOUGHT?
DECIDED MYSELF, BEFORE I CAME TO THIS OUTLET
DECIDED MYSELF WHEN AT THE VENUE (BEFORE TIME OFPURCHASE)
DECIDED MYSELF AT TIME OF PURCHASE E.G. AT THE BAR
26%
24%
22%
INSIGHT: 1 in 4 people in Club visits have already
decided what they want to drink.
ACTION: With the right training, your staff have the opportunity
to influence almost 75% of drink choices.
INSIGHT: Staff recommendations and upselling are important in
the On Premise Clubs environment.
ACTION: CUB are able to provide your venue with specific
Customer Service Training Modules and give you access to our fully
trained team of
service & maintenance professionals in the Brewery Fresh
Team.
I AM A MEMBER
1 CLOSE TO HOME
2 FRIENDLY STAFF
3 TO ENJOY A GOOD MEAL
4 SERVES FOOD
5
BELIEVE IT IS IMPORTANT THAT STAFF BE MORE KNOWLEDGEABLE ABOUT
BEER THAN THEY ARE AT AVENUE.
The Club Customer
*Source: Project Pick Up, 2018
36% of 18 -24yr olds
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STAFF ENGAGEMENT &
EDUCATION
BEER EDUCATION
Promoting a culture of knowledge through staff capability,
engaging content &
Consumer knowledge. We develop and deliver content that supports
consistent
accredited education as a tool for On Premise customers &
Staff.
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Continue to evolve your range to satisfy changing consumer
demands
In Summary – The evolving CLUBs Channel
Classic Beer Mid Strength Craft International Staff Training
Biggest volume Fastest Growing Evolving Choice Premiumise Beer
Education
Still over 70% of beer sales in clubs
Great Northern Super Crisp Biggest
brand in NSW
Entice more people to trade up with a range of easy drinking
Craft & Premium brands
Staff recommendations
are key
Zero Alc
Future
1 in 5 abstaining from alcohol so provide options
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Two of our fastest growing, easy drink Craft partners
Beer education and tasting
4Pines Freshie Balter XPA
ABV: 4.1% IBU:15 ABV: 5.0% IBU:30
Freshie is the perfect blend of quality and drinkability,
allowing for the gateway drinker to trade up into a craft brand
they know in 4Pines,
while remaining in their comfort zone.
This XPA’S tropical and floral aromatics set off a fruity
palette, tailored for those who enjoy a fully-hopped beer that’s
still easy to drink
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Thank you!
Peter Yeomans – NSW/ACT General Manager Sales - 0419 445 646 -
[email protected]
Dean Edwards – NSW Sales Manager Clubs & On Prem - 0427 276
890 - [email protected]
Michael Bailey – NSW Key Account Manager Clubs - 0408 261 419 -
[email protected]
Nick Sargeant – NSW Beer Ambassador - 0400 079 662 -
[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]
