The economic downturn is taking a heavy toll on the pub trade as consumers opt to drink at home rather than visit their local, but it is helping to drive the steady growth of premium bottled ales.
"Premium bottled ale is an opportunity to replicate the pub experience at home," says Marston's sales and marketing director James Coyle. "Premium ale is every month recording 6%, 7% or 8% volume growth on the MAT, and it is consistently the best-performing sub-category."
The big brands are leading the way, claims Coyle, with the top 10 brewers doing most to grow the market. "You often see this in a recession. People go back to brands they trust. They don't want to spend £1.60 on something they're unsure of."
Growth of premium ales has been boosted by the 230,000 new shoppers who bought ale over the past year, says Kantar analyst Ross Smith. Price per litre in the ale category is also on the up.
"Premium bottled ales drive this price increase, as these products add incremental value," he adds. The willingness of shoppers to pay a premium for quality will come in handy over the next few months with duty, tax and VAT set to rise.
"All these factors will push up the price of premium bottled beers, adding at least 5% and in some cases taking the price over £2," says Freeminer MD Peter Thomas. "It is imperative consumers are willing to accept higher prices."
Despite the threat of cost increases, Thomas is confident about the future.
"Sales of our beers have not flattened in the recession in fact, the reverse. Purchasers of premium bottled ales exhibit very different buying habits to the multipack consumer. The booming market for products at this price suggests consumers are willing to pay a premium for a quality offering."
Focus On Beer & Cider
"Premium bottled ale is an opportunity to replicate the pub experience at home," says Marston's sales and marketing director James Coyle. "Premium ale is every month recording 6%, 7% or 8% volume growth on the MAT, and it is consistently the best-performing sub-category."
The big brands are leading the way, claims Coyle, with the top 10 brewers doing most to grow the market. "You often see this in a recession. People go back to brands they trust. They don't want to spend £1.60 on something they're unsure of."
Growth of premium ales has been boosted by the 230,000 new shoppers who bought ale over the past year, says Kantar analyst Ross Smith. Price per litre in the ale category is also on the up.
"Premium bottled ales drive this price increase, as these products add incremental value," he adds. The willingness of shoppers to pay a premium for quality will come in handy over the next few months with duty, tax and VAT set to rise.
"All these factors will push up the price of premium bottled beers, adding at least 5% and in some cases taking the price over £2," says Freeminer MD Peter Thomas. "It is imperative consumers are willing to accept higher prices."
Despite the threat of cost increases, Thomas is confident about the future.
"Sales of our beers have not flattened in the recession in fact, the reverse. Purchasers of premium bottled ales exhibit very different buying habits to the multipack consumer. The booming market for products at this price suggests consumers are willing to pay a premium for a quality offering."
Focus On Beer & Cider
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