The range of beer and the assortment policy of Moscow trade organizations for this subcategory

Surveys on the assortment of the subcategory “Beer” conducted using a registration method and calculations of its indicators showed high completeness of the range, with all six types being represented on the websites of all stores, while in-store completeness was lower in Magnit and Pyaterochka (5 and 4 types respectively). The beer range of all surveyed stores is extensive with great depth (from 49 to 380 modifiations of trade marks out of a baseline completeness of 776 trade marks modifications). Assortment stability, especially in store shelves, is low, whereas novelty is moderate in Magnit and Azbuka Vkusa, and high in Pyaterochka. Beer assortment rationality across all stores is low due to excessive base depth and insuffi cient stability. The structure of the variety assortment based on the specific share of modifications of trade marks is characterized by dominance of light beers, particularly filtered ones. The beer assortment features significant diversity not only in modifications of brands but also in packaging volumes. Key directions of the assortment policy for the surveyed stores within the subcategory “Beer” include deepening, moderate renewal, and harmonization of the assortment.