Some importers are demanding a special category for their increasingly popular brewed-at-source beers
Imported bottled lager appears to be going through a renaissance, with ‘authentic’ brewed-at-source brands enjoying particular success.
Mexican beer Corona Extra, which increased sales by 110% in 2003, and south-east Asian brand Tiger Beer, which grew by 57% [ACNielsen MAT, w/e May 15 2004] are some of the most successful brands in a total premium bottled lager category that grew by 6%.
Brewed-at-source beers such as
Budweiser Budvar, Pilsner Urquell and Nastro Azzurro are also gaining popularity.
But do customers really care if Red Stripe is brewed in Bedford and Stella Artois in South Wales as long as the taste and price is right?
John Harley, UK chief executive of Czech brewer Budweiser Budvar, certainly thinks so. He wants recognition for a new category of brewed-at-source
imported beers, and is behind plans to create a new trade group of ‘genuine’ importers to spur on the sector.
“People are increasingly aware that if a beer is brewed at source the conditions and ingredients are right, and they are getting the real thing,” he says. “There is huge interest in true imported lagers.”
Imported beers are less price sensitive and Budvar sales are not affected by occasions such as Euro 2004 when other brands are heavily discounted, he adds. “Supermarkets are creating on-shelf distinction between mass produced brands and the more authentic real ales and imported beers,” Harley adds.
Steve Boles, head of BWS at Sainsbury, says consumers are more willing to experiment with beer in a similar way to wine, buying single 660ml or 800ml bottles to accompany food.
“Retailers have opened up more areas for these specialist beers and put more weight behind them. Two clear categories are emerging - the majority who want a slab of lager and don’t care where it’s from and a new group with a growing taste for authenticity.”
Imported bottled lager appears to be going through a renaissance, with ‘authentic’ brewed-at-source brands enjoying particular success.
Mexican beer Corona Extra, which increased sales by 110% in 2003, and south-east Asian brand Tiger Beer, which grew by 57% [ACNielsen MAT, w/e May 15 2004] are some of the most successful brands in a total premium bottled lager category that grew by 6%.
Brewed-at-source beers such as
Budweiser Budvar, Pilsner Urquell and Nastro Azzurro are also gaining popularity.
But do customers really care if Red Stripe is brewed in Bedford and Stella Artois in South Wales as long as the taste and price is right?
John Harley, UK chief executive of Czech brewer Budweiser Budvar, certainly thinks so. He wants recognition for a new category of brewed-at-source
imported beers, and is behind plans to create a new trade group of ‘genuine’ importers to spur on the sector.
“People are increasingly aware that if a beer is brewed at source the conditions and ingredients are right, and they are getting the real thing,” he says. “There is huge interest in true imported lagers.”
Imported beers are less price sensitive and Budvar sales are not affected by occasions such as Euro 2004 when other brands are heavily discounted, he adds. “Supermarkets are creating on-shelf distinction between mass produced brands and the more authentic real ales and imported beers,” Harley adds.
Steve Boles, head of BWS at Sainsbury, says consumers are more willing to experiment with beer in a similar way to wine, buying single 660ml or 800ml bottles to accompany food.
“Retailers have opened up more areas for these specialist beers and put more weight behind them. Two clear categories are emerging - the majority who want a slab of lager and don’t care where it’s from and a new group with a growing taste for authenticity.”
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