Big Packs Boosting Bud Light, Coors Light

30- and 36-packs gaining share in supers.

Anheuser-Busch and Coors Brewing Company have been placing increased focus on large packages to help drive their flagship light brands in supermarkets, according to beer sales statistics from Nielsen.

According to Nielsen, 30- and 36-pack cans have recorded a 1.8 share point increase in total Bud Light volume over the year-earlier period.

Meanwhile, Coors appears to have placed more promotional focus on 36-pack cans, as evidenced by increased feature, display and discount support.

This is part of a long-running trend. The 30/36 pack cans account for 19.6 percent of Coors Light’s volume in supermarkets today; in November 2004 they accounted for 15.7 percent. For Bud Light, big packs represent 15.9 percent of volume now, compared to 12.5 percent in November 2004.

The shift has been less dramatic with Miller Lite: 9.8 percent now versus 8.6 percent in November 2004.

Big boxes can help drive volume. But they also generally have lower average case prices, so their growth can “pull down” brand-level prices.