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Three beer trends that will boost bar sales
Beer sales growth across British pubs and bars is being driven by new launches, world lager and no and low alcohol beers, according to a new report.
Data from the latest Heineken Beer Report identified how new launches including Guinness 0.0 on draught has been growing rapidly and is worth £19 million to the on-trade, while Stella Artois Unfiltered is worth £7.5 million and Sevillian lager brand Cruzcampo has already accrued a worth of £128 million in on-trade sales in under a year.
The results specifically highlighted how Spanish lager has seen a 27% increase in value year-on-year and the report reiterated how beer as a category is now worth £13.5 billion to British pubs and bars and is not to be overlooked.
Three of the UK’s top draught beer brands have exceeded £1 billion in value sales and Guinness tops the bill at £1.3 billion up 22% in value, followed by Carling, down 6.3% to £1.1 billion and Birra Moretti, up 2.7% to hit £1 billion in draught sales for the first time.
A significant driver behind the success of beer in the on-trade over the past 12-months is growth of the world lager category, which comprises 28% of the beer market, according to the findings.
Added to this, the performance of the no and low alcohol beer sector has assisted in bolstering the category and is up 40% in value over the past year. Although still a small part of the market, the beer style commands 1% value of the total on-trade beer scene showing there remains a big opportunity for operators aware of the consumer interest in self-moderating.
The report also includes the rise of what it terms a “spend and splurge” approach to on-trade visits, and the emergence of lunchtime and early evening amongst the most valuable trading times.
Speaking about the findings, Heineken UK on-trade sales director Will Rice said: “In the face of long-term shifts in the way consumers are socialising and drinking, the report provides an invaluable resource, helping operators adapt their beer range to maximise the opportunities presented by evolving on-trade trends.”
Rice assured: “Despite what headlines may say, there’s reason to be optimistic.”
He added: “There are several trends and behavioural shifts that we predict will be positive for the industry and for beer – a category that remains, after all, the UK’s favourite alcoholic drink by some distance.”
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