The strategy of promoting its own brands is a successful bet for Brasserie Licorne, which shows a progression of 12,8% of six sales in GMS in 2022 ; a figure well above market trends. This growth is driven, among other things, by the notable breakthrough of its Slash range of specialty beers..
Is beer dethroning wine in the hearts of the French? ? In any case, it is a market that is being valued. If the volumes sold decrease, the average basket, his, continues to increase. A trend confirmed by Brasserie Licorne, with results that significantly outperform the national average (+2 %, source IRI P1-2023) value, with a progression of 12,8% of its sales in supermarkets in 2022 compared to the previous year and 29% in CHR (compared to 2019, pre-Covid reference year). Brasserie Licorne benefits from the fact that consumers are turning more towards specialty beers. This trend is correlated with the emergence of new breweries throughout France : no less than 2,300 today, with a range of more than 10,000 references ! More, while microbreweries have a restricted sales scope, Brasserie Licorne has a production capacity and a distribution network that allow it to reach much further than its Alsatian bases. (including in Reunion where Brasserie Licorne beers are available).
Slash and Black By Licorne at the forefront
The company's turnover increased to 110 million euros in 2022, with a workforce of 189 people. Building on its success, Brasserie Licorne capitalizes on its iconic brands Slash and Black By Licorne and their rise in distribution. With its Slash range, Brasserie Licorne has made a notable breakthrough in specialty beers with growth of more than 40% in value. The observed consumption trends validate the brewery's choice to opt, alongside the classic 33 cl glass bottles, for aluminum cans and 75 cl glass bottles, two containers which are experiencing significant growth on the French market. Another development perspective, the non-alcoholic product which continues to attract new fans. Last year, Brasserie Licorne launched into this niche by converting its best-seller Black By Licorne to 0,0 %, becoming the only dark specialty beer in version 0,0 % of French origin. Brasserie Licorne has invested in a dealcoholization unit. "On the 2025 horizon, the 0,0 % should represent 15% of our sales”, believes Olivier Amossé, commercial director of Brasserie Licorne.
THE CHR FINDS COLORS
Historic area of Brasserie Licorne, heavily impacted by the pandemic, CHR returns to growth with a record year in 2022 : + 29% in value compared to 2019. Brasserie Licorne is driven by its flagship references : Authentic Blonde Unicorn, Black By Licorne et Slash Red. The brewery's new keg line will enable its capacity to almost double by May to reach 4,500 barrels per day.. A strategic asset to introduce its characterful beers to consumers and build loyalty in the act of purchasing in supermarkets.
