Festival vibes | In focus: Festivals and events

Festivals are well and truly back on after years of absence and uncertainty. This is a welcome relief for festival-goers and brands alike, as it offers an opportunity to capitalise on a unique and lucrative sales platform.

Consumers want portable, convenient supplies to take with them and top-ups at convenience stores near the venue while they are there.

Trusted brands
Like most shoppers, festival-goers seek brands they know and trust and Diageo is making the most of this with its ready-to-drink (RTD) ranges. “We know shoppers are continuing to look for new, convenient ways to enjoy the serves they have come to know and love,” explains Lauren Priestley, head of category development for the off-trade.

“RTDs provide an opportunity to take the brands that are most popular at home and package them into convenient formats so they can be enjoyed during a more varied range of occasions, such as watching summer events and festivals.”

Diageo is also making sure it has a range of Guinness products in a variety of portable formats. Priestley says: “Our famous stout is now also available in 538ml ‘pint-can format’ – perfect for adults who enjoy Guinness on-the-go or at festivals.”

Home entertainment
With many festivals and events this summer being televised, people will also be watching them at home with family or friends, taking the TV into the garden and having a barbecue, or enjoying the show indoors if it’s raining.

Navigating unpredictable summer weather and wastage is a perennial problem for retailers, but Baker Street offers extended-life on its full range of products so retailers can ensure they have product on shelf when customers want it, without losing profit or wasting stock.

Mark Frossell, senior national account manager at St Pierre Groupe, on behalf of Baker Street, says: “The increasing popularity of more-substantial meals around festivals and events, such as burgers and hot dogs, is driven in part by the rise in ‘Americana-style’ dishes on menus across the UK. Consumers enjoying these events at home are looking for quick and easy ways to create ‘fake-away’ favourites so they can get on with enjoying themselves.”

Halo effect
Music festivals and events have a major ‘halo effect’ for independent retailers in the surrounding area, generating huge sales uplifts across the store.

These occasions mean people are in good spirits, and happy to spend money. People attending are likely to be doing some planned purchasing beforehand, stocking up on food-to-go and their favourite treats. Others going along will be doing some serious impulse buying on the way, and on the way back too, so retailers should be prepared.

Josh Corrigan, UK customer development director at St Pierre Groupe, adds: “People living in the surrounding area to festivals and events who are of a mind to do so will also be getting into the party mood, especially Gen Zs and Millennials.

Along with the obvious treats and food-to-go, retailers should stock up on barbecue food including St Pierre Brioche Buns, St Pierre Seeded Brioche Burger Buns, and St Pierre Hot Dog Rolls.”

Convenience retailers should also make the most of cross-merchandising to inspire these feelgood shoppers to cross-purchase and trade-up, like putting sauces and condiments alongside burgers, sausages and plant-based alternatives.

Brothers Festival Apple is official cider of Glastonbury

Biggest-ever on-pack promotion

Twenty-eight years since the brand was first served at the festival, this year it will be available at more than 100 bars. To celebrate, Brothers has been running its biggest-ever on-pack promotion, with more than a million prizes, including 10 pairs of tickets to the sold-out festival.

The campaign aimed to drive excitement among music-lovers by offering the chance to win a wide range of prizes through the purchase of promotional packs.

Brothers is also launching a 500ml bottle of Festival Apple Cider, a variant only previously available in cans.

Nicola Randall, head of marketing, says: “We are excited to return to Glastonbury and offer our fun flavour range to festival-goers. And we are going to make an even-greater impact this year by giving consumers chances to win big with our best-ever selection of prizes, and stockists the chance to benefit from increased shopper demand for the promotional packs.”

Brooklyn Pilsner official beer of Glastonbury Festival

Announcement comes as brand launches ‘festival-friendly’ 440ml can

Brooklyn Brewery is the official beer of the Glastonbury Festival and up to 138,000 visitors a day will drive mass trial and awareness of its lager.

To celebrate becoming the official beer, Brooklyn Brewery will be giving away two general admission tickets to the sold-out event.

Bars located across the festival will be serving up Brooklyn Pilsner throughout the five days. Drinks purchased at the festival will be served in co-branded Brooklyn Pilsner cups featuring its logo and bright yellow livery.

John Clements, vice president for marketing, says: “Becoming the official beer of Glastonbury in one year since launch is a great achievement for the brand. This flavourful, accessible, and sessionable lager is a great-tasting, refreshing and premium option with natural alignment to the festival season.”

Key Festivals in 2023

GLASTONBURY FESTIVAL – 21 to 25 June, Glastonbury
KITE FESTIVAL – 9 to 11 June, Kirtlington Park, Oxfordshire
PARKLIFE – 10 to 11 June, Heaton Park, Manchester
ISLE OF WIGHT FESTIVAL – 15 to 18 June, Seaclose Park, Newport
ON THE WATERFRONT PRESENTS – 29 June to 2 July, Pier Head,
Liverpool
LOVE SUPREME – 30 June to 2 July, East Sussex
MAVERICK – 30 June to 2 July, Suffolk
GREENWICH SUMMER SOUNDS – 4 to 8 July, Greenwich, London
WIRELESS – 7 to 9 July, Finsbury Park, London
KALEIDOSCOPE – 15 July, Alexandra Palace, London
LATITUDE – 20 to 23 July, Henham Park, Suffolk
CAMP BESTIVAL DORSET – 27 July to 30 July, Lulworth Castle, Dorset
KENDAL CALLING – 27 July to 30 July, Lowther Deer Park
JUNCTION 2 – 21 July to 22 July, Boston Manor Park, London
CAMP BESTIVAL SHROPSHIRE – 17 to 20 August, Shropshire
ALL POINTS EAST – 18 to 28 August, Victoria Park, Hackney, London
CREAMFIELDS NORTH – 24 to 27 August, Daresbury Estate, Cheshire
READING FESTIVAL – 25 to 27 August, Richfield Avenue, Reading
MANCHESTER PRIDE – 25 to 28 August, Manchester
SUNDOWN FESTIVAL – 1 to 3 September, Norwich