Waitrose has announced a major change across 63 of its stores for the remainder of the World Cup, aiming to simplify shopping for fans preparing for matchday gatherings. The supermarket chain has partnered with Heineken and Coca-Cola to create dedicated display bays featuring popular beers and soft drinks.
New Displays for World Cup Shopping
The new bays include brands such as Diet Coke, Fosters, Inches, and Moretti, accompanied by the strapline "Make Your Matchday Lineup." Waitrose beer buyer Jourdan Gabbini explained the initiative to The Grocer, stating that the displays were designed in response to "how our customers actually shop for major tournaments like the World Cup."
Gabbini noted that shoppers planning matchday gatherings are not buying for one person but for groups with diverse preferences. "They want a seamless, one-stop shop where they can grab a world lager or cider alongside a crowd-pleasing soft drink," he said.
Partnership with Heineken and Coca-Cola
Gabbini highlighted the synergy between the two brands: "Bringing Heineken and Coca-Cola together on one fixture has been a real sweet spot for us. Coca-Cola is an iconic World Cup sponsor, and paired with a powerhouse brand like Heineken, it creates a winning, highly visible combination." He added that the current summer weather makes the layout ideal for hosts looking to stock up quickly.
While the dedicated bays are limited to 63 stores, Waitrose is also "mirroring this activity at the front of our stores with larger multi-packs and a wider pool of suppliers," according to Gabbini.
Additional World Cup Offerings
In addition to the drinks displays, Waitrose has introduced a World Cup bay in its seasonal aisles, containing beers, soft drinks, and crisps to create a one-stop matchday shop. This move comes as other supermarkets like Morrisons and Marks & Spencer have confirmed hundreds of store closures.
