Cruzcampo and Madrí the exception as lager slumps in 2024

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England’s run to the final of Euro 2024 provided a “welcome boost” for lager sales this summer, says NIQ senior client insight partner Rob Hallworth. However, the uplift “was not as high as would have been hoped for compared to previous major tournaments”.

That goes some way to explain the 3% dip in volumes – the equivalent of 53.7 million fewer litres. Top 10 lagers were the main drivers of this decline. Eight – including Stella Artois, Budweiser and Carling – are down. They’ve shed a combined 76.3 million litres.

Newer, continental-style brews have fared better. Madrí Excepcional and Cruzcampo, for instance, have added 60.3 million litres between them. The latter brand has recorded the biggest absolute value gain in beer. It’s made £66.7m since debuting last autumn.

Cruzcampo’s surge is being “driven by the demand for more premium continental lagers that still offer value for money”, says Alexander Wilson, category & commercial strategy director at Heineken UK.

Other brands are taking advantage of lower alcohol duty for beers below 3.5% abv to drive sales. Take Carlsberg Pilsner, which has sold an extra 4.5 million litres, having cut its abv last summer to 3.4%. The related duty saving is reflected in the fact the brand’s average price per litre has fallen 2.5%.

Bud Light, another to have reformulated, has also seen a fall in its average price per litre. It’s down 17.1%, while volumes have grown 71.1% for the now 3.4% abv lager. “Moderation continues to be a key factor driving consumer spend,” says Brian Perkins, president at Budweiser Brewing Group. “The light category captures drinkers’ preferences that lie between low & no products and the alcohol equivalent.”

While ‘session’ brews are picking up steam in lager, it’s alcohol-free that’s gaining ground in ale & stout. Guinness 0.0’s volumes have rocketed by 92.7% and its value has nearly doubled to £36.3m.

Not tapping the fast-growing craze for virtuous drinking has left cider in the doldrums, however. The sector’s shed 17.8 million litres, meaning higher prices were entirely responsible for its £15m gain.

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