Refreshing the parts

Beer drinkers are an adventurous bunch who appreciate a change from "the usual", which is why exotic beers are gaining ground

EXOTIC/IMPORTED lagers are driving growth in premium lager, as upmarket consumers seek out a new and improved premium drinking experience.  Mainstream premium lagers were once in the same position, attracting a small number of high-spending consumers and establishing their own cachet.

However, as pack sizes increased and promotions became more frequent, the appeal of these big brands shifted downmarket towards the bulkbuying consumer.  Now, there is little obvious difference between standard lagers and their ostensibly more premium cousins.

Pack sizes, promotions and purchasing patterns are nearly identical, as witnessed by the recent resurgence of standard lager.  Exotic/imported lagers have several key distinguishing characteristics.

They claim a distinct geographical heritage – Mexican or Eastern European, for example. Rarely available in discounted 24-packs, they most often sell as 4- or 6-pack bottles at a premium price.

And the consumers they attract are younger and significantly more upmarket than premium lager buyers.  Discovery and appreciation are more important to these drinkers than value for money.

They are more similar to premium bottled ale buyers (another connoisseur group) than they are to lager buyers.  Growth in exotic/imported lagers is due almost entirely to the increased activity among its core buyers who are steadily increasing their spend as their experimentation with new drinks pays off, and repeat purchasing ramps up.

About a quarter of exotic/imported lager’s growth is due to consumers switching from premium lager as they experiment with new beers.