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Beer - UK - December 2012

“Drinkers are increasingly looking for pubs to make imaginative choices with their range of drinks and those which stick to safe options of just mainstream brands are likely to struggle to win over beer enthusiasts.”

– Chris Wisson, Senior Drinks Analyst

Some questions answered in this report include:

  • How can the on-trade beer market better convey value for money to curb its decline?
  • Can lager soften its unhealthy associations?
  • Can craft brewers balance exclusivity with wider appeal?
  • Can British brewers follow the lead of cider and leverage regionality?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
                • Figure 1: UK value sales of beer, by segment, 2007-12
              • Forecast
                • Figure 2: Forecast of UK value sales of beer, 2007-17
              • Market factors
                • Duty rises add greater pressures on brewers
                  • Figure 3: RPI indexed annual change for all items and beer (on- and off-trade), 2000-12
                • Economic pressures shifting consumers’ drinking habits
                  • A boom in craft brewers despite troubles of the wider market
                    • Figure 4: Index of pub and brewery numbers, 2000-12
                  • Low consumer confidence continues to hamper the market
                    • Population changes pose threats and opportunities
                      • Companies, brands and innovation
                        • Figure 5: Leading brands’ market shares in value sales of beer in the off-trade, 2011
                      • Innovation focuses on bringing the new to drinkers
                        • Beer brands continue to invest heavily in advertising
                          • The consumer
                            • Lager remains a popular drink
                              • Figure 6: Usage of different types of beer within the past six months, October 2012
                            • Brand name is highly important for users when buying beer
                              • Lager achieves a unisex image
                                • Figure 7: Users’ attitudes towards beer, October 2012
                              • Opportunities for craft beers, provided they can deliver high quality
                                • Figure 8: Attitudes towards craft beer, October 2012
                              • Perceptions of heaviness weigh ales/stouts down
                                • What we think
                                • Issues in the Market

                                    • How can the on-trade beer market better convey value for money to curb its decline?
                                      • Can lager soften its unhealthy associations?
                                        • Can craft brewers balance exclusivity with wider appeal?
                                          • Can British brewers follow the lead of cider and leverage regionality?
                                          • Trend Application

                                              • Factory Fear
                                                • Guiding Choice
                                                  • 2015: Brand Intervention
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Duty rises driving up retail prices
                                                        • Figure 9: Value and volume sales of the total UK alcoholic drinks market, 2007-12
                                                        • Figure 10: RPI indexed annual change for all items and beer (on- and off-trade), 2000-12
                                                        • Figure 11: Most popular types of alcoholic drinks, in home and out of home, April 2012
                                                        • Figure 12: Agreement with statements on locations for drinking, 2008-12
                                                      • Beer prices are becoming an escalating issue
                                                          • Figure 13: UK excise duty rates for beer, cider, wine and spirits, 2003-12
                                                        • Barley prices add to upward pressure on beer price
                                                          • Loyalty dips as consumers focus on price
                                                            • Figure 14: Agreement with selected lifestyle statements, 2008-12
                                                          • The ongoing growth of craft brewing
                                                            • Figure 15: UK breweries, by number, 2000-12
                                                          • Bridging the gender divide
                                                            • Figure 16: Purchase of different types of beer, by gender, October 2012
                                                            • Figure 17: Agreement with statements on binge drinking, 2008-12
                                                          • Beer seen as fit for purpose for a variety of occasions
                                                            • Figure 18: Occasions for drinking in and out of the home, May 2012
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Consumer confidence remains low despite the recession ending
                                                              • Figure 19: Consumer Confidence Index, monthly, January 2007-November 2012
                                                              • Figure 20: Hours of sunshine in the UK, by month, 2008-12
                                                              • Figure 21: Frequency of drinking in pubs/bars, May 2012
                                                            • Do pubs still have a place in the community?
                                                              • Figure 22: Index of pub and brewery numbers, 2000-12
                                                            • Government focus on a healthier population
                                                              • 25-34-year-olds to emerge as the saviour of the beer market…
                                                                • Figure 23: Projected trends in the age structure of the UK population, 2012-17
                                                              • …while C2s also hold the key to growth
                                                                • Figure 24: Changes in the adult socio-economic structure of the UK population, 2012-17
                                                            • Competitive Context

                                                              • Key points
                                                                • Usage of many alcoholic drinks in decline
                                                                    • Figure 25: Usage of beer and competing drinks categories, in home and out of home, November 2012
                                                                  • Falling usage of beer both in and out of home
                                                                    • The UK is in fact a small player on the global market
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Premium and seasonal lager innovation
                                                                              • Large brewers invest in world beers
                                                                                • Craft breweries’ bold experiments generate new styles and flavours
                                                                                  • Celebrities are getting hands on with beer
                                                                                    • Other UK launches of note
                                                                                      • Global context: interesting beer launches from overseas in 2012
                                                                                        • The US leads the way…
                                                                                          • …selected examples from other countries
                                                                                          • Market Size and Forecasts

                                                                                            • Key points
                                                                                              • Rising value sales disguise a market going flat
                                                                                                • Figure 26: UK value and volume sales of beer, at current and constant prices, 2007-17
                                                                                                • Figure 27: Forecast of UK value sales of beer, 2007-17
                                                                                              • Volume sales continue to slide, with little sign of change
                                                                                                  • Figure 28: Forecast of UK volume sales of beer, 2007-17
                                                                                                • Forecast methodology
                                                                                                • Market Segmentation and Forecasts

                                                                                                  • Key points
                                                                                                    • Lager continues to dominate the beer market
                                                                                                      • Figure 29: Total value and volume sales of lager in the UK, at current and constant prices, 2007-17
                                                                                                      • Figure 30: Forecast of UK value sales of lager, 2007-17
                                                                                                    • The rebirth of ale
                                                                                                      • Figure 31: Total value and volume sales of ale in the UK, at current and constant prices, 2007-17
                                                                                                      • Figure 32: Forecast of UK value sales of ale, 2007-17
                                                                                                    • A dark future for stout
                                                                                                      • Figure 33: Total value and volume sales of stout in the UK, at current and constant prices, 2007-17
                                                                                                      • Figure 34: Forecast of UK value sales of stout, 2007-17
                                                                                                  • Market Share

                                                                                                    • Key points
                                                                                                      • A golden performance for Foster’s in 2011
                                                                                                        • Figure 35: Market share, by value of top-selling beer brands in the off-trade, 2009-11
                                                                                                      • Carling also flexes its premium muscles…
                                                                                                        • …while Budweiser goes from strength to strength
                                                                                                          • Kronenbourg turns the corner while Beck’s continues to flounder
                                                                                                            • Guinness epitomises the woes of stout
                                                                                                              • A third of beer sales are accounted for by the long tail of smaller brands
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • The off-trade closes the gap further in 2011…
                                                                                                                    • Figure 36: UK value and volume sales of beer in the off-trade, at current and constant prices, 2007-12
                                                                                                                    • Figure 37: UK value and volume sales of beer in the on-trade, at current and constant prices, 2007-12
                                                                                                                    • Figure 38: Volume sales of beer, by type, 2008-11
                                                                                                                  • …as the multiple grocers tighten their grip
                                                                                                                    • Pubs account for three quarters of on-trade sales
                                                                                                                    • Companies and Products

                                                                                                                      • AB InBev
                                                                                                                        • Camden Town Brewery (A craft brewer)
                                                                                                                          • Carlsberg
                                                                                                                            • Diageo
                                                                                                                              • Heineken
                                                                                                                                • Molson Coors
                                                                                                                                  • SABMiller (Miller Brands)
                                                                                                                                  • Brand Research

                                                                                                                                    • Brand map
                                                                                                                                        • Figure 39: Attitudes towards and usage of brands in the beer sector, September 2012
                                                                                                                                      • Correspondence analysis
                                                                                                                                        • Brand attitudes
                                                                                                                                          • Figure 40: Attitudes, by beer brand, September 2012
                                                                                                                                        • Brand personality
                                                                                                                                          • Figure 41: Beer brand personality – macro image, September 2012
                                                                                                                                          • Figure 42: Beer brand personality – micro image, September 2012
                                                                                                                                        • Brand experience
                                                                                                                                          • Figure 43: Beer brand usage, September 2012
                                                                                                                                          • Figure 44: Satisfaction with various beer brands, September 2012
                                                                                                                                          • Figure 45: Satisfaction with various beer brands, September 2012 (continued)
                                                                                                                                          • Figure 46: Consideration of beer brands, September 2012
                                                                                                                                          • Figure 47: Consumer perceptions of current beer brand performance, September 2012
                                                                                                                                          • Figure 48: Beer brand recommendation – Net Promoter Score, September 2012
                                                                                                                                        • Brand index
                                                                                                                                          • Figure 49: Beer brand index, September 2012
                                                                                                                                          • Figure 50: Beer brand index vs. recommendation, September 2012
                                                                                                                                        • Target group analysis
                                                                                                                                          • Figure 51: Target groups, September 2012
                                                                                                                                          • Figure 52: Beer brand usage, by target groups, September 2012
                                                                                                                                          • Figure 53: Beer brand usage, by target groups, September 2012 (continued)
                                                                                                                                        • Group One – Conformists
                                                                                                                                          • Group Two – Simply the Best
                                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                                • Group Five – Individualists
                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                  • Key points
                                                                                                                                                    • Adspend on beer remains high
                                                                                                                                                      • Figure 54: Above-the-line adspend in the UK beer market, 2008-12
                                                                                                                                                    • Lager dominates beer advertising
                                                                                                                                                      • Figure 55: Advertising spending in the UK beer sector, by category, 2008-12
                                                                                                                                                    • AB InBev continues to lead the way
                                                                                                                                                      • Figure 56: Leading advertisers in the UK beer category, by company, 2011
                                                                                                                                                      • Figure 57: Leading advertisers in the UK beer category, by company, 2009-12
                                                                                                                                                    • Four brands making notable investments in advertising
                                                                                                                                                      • Figure 58: Leading brands advertised in the UK beer category, 2011
                                                                                                                                                      • Figure 59: Leading brands advertised in the UK beer category, 2009-12
                                                                                                                                                    • TV is the preferred medium for beer advertisers
                                                                                                                                                      • Figure 60: Advertising in the UK beer category, by media, 2008-12
                                                                                                                                                    • Leveraging sports and heritage to market beer
                                                                                                                                                    • Consumer – Trends in Usage

                                                                                                                                                      • Key points
                                                                                                                                                        • Beer consumption in decline
                                                                                                                                                          • Figure 61: Types of beer consumed in the last 12 months, 2008-12
                                                                                                                                                          • Figure 62: Types of beer consumed in the last 12 months, by gender and age, 2012
                                                                                                                                                        • Beer retains strong associations with social occasions
                                                                                                                                                            • Figure 63: In-home drinking occasions for beer/lager/ale/cider, 2012
                                                                                                                                                            • Figure 64: Out-of-home drinking occasions for beer/lager/ale/cider, 2012
                                                                                                                                                        • Consumer – Usage of Types of Beer

                                                                                                                                                          • Key points
                                                                                                                                                            • Lager retains its popularity, particularly for in-home drinking
                                                                                                                                                              • Figure 65: Usage of different types of beer within the past six months, October 2012
                                                                                                                                                              • Figure 66: Usage of different types of beer in the last six months, in and out of home, October 2012
                                                                                                                                                            • Usage of ales/stouts continues to be heavily driven by men
                                                                                                                                                              • Craft beer on the rise
                                                                                                                                                                • Ginger beer also showing rapid growth
                                                                                                                                                                  • Niche interest in other types of beers
                                                                                                                                                                      • Figure 67: Selected attitudes towards drinking low-alcohol drinks in the on-trade, August 2012
                                                                                                                                                                    • Over a quarter of adults drink four or more types of beer
                                                                                                                                                                      • Figure 68: Repertoire of different types of beer drunk, October 2012
                                                                                                                                                                  • Consumer – Choice Factors

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Branding is an essential feature in the beer market
                                                                                                                                                                        • Figure 69: Choice factors when buying beer, October 2012
                                                                                                                                                                      • Low price an important choice factor for half of beer drinkers
                                                                                                                                                                        • Opportunities exist to tap into demand for adventurous and unique beers
                                                                                                                                                                        • Consumer – Attitudes Towards Lager

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Lager enjoys unisex appeal
                                                                                                                                                                              • Figure 70: Users’ attitudes towards beer, October 2012
                                                                                                                                                                            • Three quarters of beer drinkers think it is suitable for men and women
                                                                                                                                                                              • Figure 71: Users’ attitudes towards the positioning of beer, October 2012
                                                                                                                                                                            • Price is a worry for the majority of beer drinkers
                                                                                                                                                                              • Figure 72: Users’ attitudes towards the consumption of beer, October 2012
                                                                                                                                                                            • Draught beer remains the leading format for quality
                                                                                                                                                                              • Figure 73: Users’ attitudes towards the taste of different types of beer, October 2012
                                                                                                                                                                            • Branded/Tailored glassware can add value to beer
                                                                                                                                                                              • Opportunities for gluten-free beer operators
                                                                                                                                                                                • Scope for growth for lower-alcohol beers
                                                                                                                                                                                  • Figure 74: Users’ attitudes towards the alcoholic content of beer, October 2012
                                                                                                                                                                                • A third of beer drinkers exhibit connoisseurial attitudes
                                                                                                                                                                                  • Figure 75: Users’ attitudes towards understanding more about beer, October 2012
                                                                                                                                                                              • Consumer – Attitudes Towards Craft Beer

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Opportunities for craft beers, provided they can deliver high quality
                                                                                                                                                                                    • Figure 76: Attitudes towards craft beer, October 2012
                                                                                                                                                                                    • Figure 77: Attitudes towards craft beer: users vs non-users, by agreement with statements, October 2012
                                                                                                                                                                                  • Over half of beer drinkers expect craft beer to deliver higher quality…
                                                                                                                                                                                    • Figure 78: Attitudes towards the quality of craft beer, October 2012
                                                                                                                                                                                  • …while over half of users also want to see more craft beers available
                                                                                                                                                                                    • Figure 79: Users’ attitudes towards the range and image of craft beer, October 2012
                                                                                                                                                                                  • Independence is an important feature of the craft landscape
                                                                                                                                                                                    • Figure 80: Users’ attitudes towards the management of craft beer brands, October 2012
                                                                                                                                                                                  • Balancing exclusivity and accessibility is a challenge for craft brands
                                                                                                                                                                                    • Figure 81: Users’ attitudes towards the price of craft beer, October 2012
                                                                                                                                                                                  • Craft beer in the US market
                                                                                                                                                                                    • Figure 82: Agreement with selected statements on craft beer in the US, August 2012
                                                                                                                                                                                • Consumer – Attitudes Towards Ales/Stouts

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Perceptions of heaviness weigh ales/stouts down
                                                                                                                                                                                      • Figure 83: Attitudes towards ales/stouts, October 2012
                                                                                                                                                                                      • Figure 84: Users’ attitudes towards ales/stouts, October 2012
                                                                                                                                                                                    • Two in five beer drinkers think that ales/stouts are heavier than lager
                                                                                                                                                                                      • Figure 85: Attitudes towards ales/stouts compared to lager, October 2012
                                                                                                                                                                                    • Ales/Stouts make progress in appealing to women
                                                                                                                                                                                      • Figure 86: Attitudes towards the image of ales/stouts, October 2012
                                                                                                                                                                                    • A third of beer drinkers prefer draught ales/stouts to bottles/cans
                                                                                                                                                                                      • Figure 87: Attitudes towards the taste of ales/stouts, October 2012
                                                                                                                                                                                    • Guest ales/stouts can drive interest
                                                                                                                                                                                      • Figure 88: Attitudes towards the range/availability of ales/stouts, October 2012
                                                                                                                                                                                  • Consumer – Target Groups

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Four target groups
                                                                                                                                                                                        • Figure 89: Target groups for beer, October 2012
                                                                                                                                                                                      • Explorers (33%)
                                                                                                                                                                                        • Disengaged (25%)
                                                                                                                                                                                          • Unadventurous (23%)
                                                                                                                                                                                            • Craft Lovers (19%)
                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                • Figure 90: Names and locations of craft breweries in London, 2012
                                                                                                                                                                                                • Figure 91: Agreement with selected statements, by demographics, 2012
                                                                                                                                                                                                • Figure 92: Agreement with selected statements, by demographics, 2012 (continued)
                                                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                                                                • Figure 93: Usage of alcoholic drinks in the last 12 months, by demographics, 2012
                                                                                                                                                                                            • Appendix – Competitive Context

                                                                                                                                                                                                • Figure 94: Type of alcoholic drinks consumed in the last 12 months, by demographics, 2012
                                                                                                                                                                                                • Figure 95: Type of alcoholic drinks consumed in the last 12 months, by demographics, 2012 (continued)
                                                                                                                                                                                                • Figure 96: Type of alcoholic drinks consumed in the last 12 months, by demographics, 2012 (continued)
                                                                                                                                                                                            • Appendix – Market Size and Forecasts

                                                                                                                                                                                                • Figure 97: Best- and worst-case forecasts for the total beer market, by value, 2012-17
                                                                                                                                                                                                • Figure 98: Best- and worst-case forecasts for the total beer market, by volume, 2012-17
                                                                                                                                                                                            • Appendix – Market Segmentation and Forecasts

                                                                                                                                                                                                • Figure 99: Best- and worst-case forecasts for the lager market, by value, 2012-17
                                                                                                                                                                                                • Figure 100: Best- and worst-case forecasts for the lager market, by volume, 2012-17
                                                                                                                                                                                                • Figure 101: UK volume sales of lager, 2007-17
                                                                                                                                                                                                • Figure 102: Best- and worst-case forecasts for the ale market, by value, 2012-17
                                                                                                                                                                                                • Figure 103: Best- and worst-case forecasts for the ale market, by volume, 2012-17
                                                                                                                                                                                                • Figure 104: UK volume sales of ale, 2007-17
                                                                                                                                                                                                • Figure 105: Best- and worst-case forecasts for the stout market, by value, 2012-17
                                                                                                                                                                                                • Figure 106: Best- and worst-case forecasts for the stout market, by volume, 2012-17
                                                                                                                                                                                                • Figure 107: UK volume sales of stout, 2007-17
                                                                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                                                                • Figure 108: Brand usage, September 2012
                                                                                                                                                                                                • Figure 109: Brand commitment, September 2012
                                                                                                                                                                                                • Figure 110: Brand momentum, September 2012
                                                                                                                                                                                                • Figure 111: Brand diversity, September 2012
                                                                                                                                                                                                • Figure 112: Brand satisfaction, September 2012
                                                                                                                                                                                                • Figure 113: Brand recommendation, September 2012
                                                                                                                                                                                                • Figure 114: Brand attitude, September 2012
                                                                                                                                                                                                • Figure 115: Brand image – macro image, September 2012
                                                                                                                                                                                                • Figure 116: Brand image – micro image, September 2012
                                                                                                                                                                                                • Figure 117: Profile of target groups, by demographics, September 2012
                                                                                                                                                                                                • Figure 118: Psychographic segmentation, by target groups, September 2012
                                                                                                                                                                                                • Figure 119: Brand usage, by target groups, September 2012
                                                                                                                                                                                              • Brand index
                                                                                                                                                                                                • Figure 120: Brand index, September 2012
                                                                                                                                                                                            • Appendix – Consumer – Trends in Usage

                                                                                                                                                                                                • Figure 121: Types of beer consumed in the last 12 months, by demographics, 2012
                                                                                                                                                                                                • Figure 122: Drinking occasions for beer/lager/ale/cider in home, by demographics, 2012
                                                                                                                                                                                                • Figure 123: Drinking occasions for beer/lager/ale/cider in home, by demographics, 2012 (continued)
                                                                                                                                                                                                • Figure 124: Drinking occasions for beer/lager/ale/cider out of home, by demographics, 2012
                                                                                                                                                                                                • Figure 125: Drinking occasions for beer/lager/ale/cider out of home, by demographics, 2012 (continued)
                                                                                                                                                                                            • Appendix – Consumer – Usage of Types of Beer

                                                                                                                                                                                                • Figure 126: Types of beer drunk in home, October 2012
                                                                                                                                                                                                • Figure 127: Most popular types of beer drunk in home, by demographics, October 2012
                                                                                                                                                                                                • Figure 128: Next most popular purchase of beer drunk in home, by demographics, October 2012
                                                                                                                                                                                                • Figure 129: Types of beer drunk out of home, October 2012
                                                                                                                                                                                                • Figure 130: Most popular types of beer drunk out of home, by demographics, October 2012
                                                                                                                                                                                                • Figure 131: Next most popular types of beer drunk out of home, by demographics, October 2012
                                                                                                                                                                                                • Figure 132: Non-usage of different types of beer within the past six months, October 2012
                                                                                                                                                                                                • Figure 133: Non-usage of different types of beer within the past six months, by demographics, October 2012
                                                                                                                                                                                                • Figure 134: Non-usage of different types of beer within the past six months, by demographics, October 2012 (continued)
                                                                                                                                                                                                • Figure 135: Types of beer drunk, by repertoire of types of beer drunk, October 2012
                                                                                                                                                                                                • Figure 136: Repertoire of types of beer drunk, by demographics, October 2012
                                                                                                                                                                                            • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                • Figure 137: Most popular choice factors when buying beer, by demographics, October 2012
                                                                                                                                                                                                • Figure 138: Next most popular choice factors when buying beer, by demographics, October 2012
                                                                                                                                                                                                • Figure 139: Other choice factors when buying beer, by demographics, October 2012
                                                                                                                                                                                                • Figure 140: Choice factors when buying beer, by most popular types of beer drunk in home, October 2012
                                                                                                                                                                                                • Figure 141: Choice factors when buying beer, by next most popular purchase of different types of beer drunk in home, October 2012
                                                                                                                                                                                                • Figure 142: Choice factors when buying beer, by most popular types of beer drunk out of home, October 2012
                                                                                                                                                                                                • Figure 143: Choice factors when buying beer, by next most popular purchase of different types of beer drunk out of home, October 2012
                                                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Lager

                                                                                                                                                                                                • Figure 144: Users' attitudes towards beer, October 2012
                                                                                                                                                                                                • Figure 145: Agreement with the statements ‘I would cut back on the amount of beer/lager I drink if the price continues to rise’ and ‘I would drink gluten-free beers if they tasted as good as standard varieties’, by demographics, October 2012
                                                                                                                                                                                                • Figure 146: Agreement with the statements ‘I would be more likely to drink lager in pubs/restaurants than at home’ and ‘I would drink lower-alcohol beers if they tasted as good as standard varieties’, by demographics, October 2012
                                                                                                                                                                                                • Figure 147: Agreement with the statements ‘I prefer the taste of flavoured or ‘golden’ beers to standard beers’ and ‘I would like information on how to match beers/lagers with different types of food’, by demographics, October 2012
                                                                                                                                                                                                • Figure 148: Agreement with the statements ‘I would like to understand more about beer/lager’ and ‘I prefer beers/lagers to be served in glasses which are branded/specific to them’, by demographics, October 2012
                                                                                                                                                                                                • Figure 149: Agreement with the statements ‘Lager is a drink which is suitable for both men and women’ and ‘Lager is more refreshing than other alcoholic drinks’, by demographics, October 2012
                                                                                                                                                                                                • Figure 150: Agreement with the statements ‘Draught beer tastes better than beer in bottles/cans’ and ‘I prefer lagers with an ABV (alcohol content) of 5% or more to those with a lower ABV’, by demographics, October 2012
                                                                                                                                                                                                • Figure 151: Users' attitudes towards beer, by most popular types of beer drunk in home, October 2012
                                                                                                                                                                                                • Figure 152: Users' attitudes towards beer, by next most popular types of beer drunk in home, October 2012
                                                                                                                                                                                                • Figure 153: Users' attitudes towards beer, by most popular types of beer drunk out of home, October 2012
                                                                                                                                                                                                • Figure 154: Users' attitudes towards beer, by next most popular types of beer drunk out of home, October 2012
                                                                                                                                                                                                • Figure 155: Users' attitudes towards beer, by attitudes towards craft beer, October 2012
                                                                                                                                                                                                • Figure 156: Users' attitudes towards beer, by attitudes towards craft beer, October 2012 (continued)
                                                                                                                                                                                                • Figure 157: Users' attitudes towards beer, by attitudes towards craft beer, October 2012 (continued)
                                                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Craft Beer

                                                                                                                                                                                                • Figure 158: Attitudes towards craft beer, October 2012
                                                                                                                                                                                                • Figure 159: Users' attitudes towards craft beer, October 2012
                                                                                                                                                                                                • Figure 160: Agreement with the statements ‘I would try more craft/micro-brew beer if I knew more about them’ and ‘Craft beer is too expensive’, by demographics, October 2012
                                                                                                                                                                                                • Figure 161: Agreement with the statements ‘I expect/would expect craft beers to taste better than non-craft beers’ and ‘I am prepared to pay more for craft beers’, by demographics, October 2012
                                                                                                                                                                                                • Figure 162: Agreement with the statements ‘It is important for craft beer producers to be independently owned’ and ‘I would expect craft beers to be better for drinking with food than non-craft beers’, by demographics, October 2012
                                                                                                                                                                                                • Figure 163: Agreement with the statements ‘I would like to see a better range of craft beers in supermarkets and pubs/restaurants’ and ‘The wide variety of flavours of craft beers is appealing’, by demographics, October 2012
                                                                                                                                                                                                • Figure 164: Agreement with the statements ‘I am less likely to try a craft-style beer from a larger beer manufacturer’ and ‘I am more likely to identify with craft beer than popular brands’, by demographics, October 2012
                                                                                                                                                                                                • Figure 165: Agreement with the statements ‘I like to drink beers which are less widely drunk’ and ‘I prefer to drink regional beers to support local producers’, by demographics, October 2012
                                                                                                                                                                                                • Figure 166: Attitudes towards craft beer, by choice factors when buying beer, October 2012
                                                                                                                                                                                                • Figure 167: Attitudes towards craft beer, by choice factors when buying beer, October 2012 (continued)
                                                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Ales/ Stouts

                                                                                                                                                                                                • Figure 168: Attitudes towards ales/stouts, October 2012
                                                                                                                                                                                                • Figure 169: Attitudes towards ales/stouts, by demographics, October 2012
                                                                                                                                                                                                • Figure 170: Attitudes towards ales/stouts, by demographics, October 2012 (continued)
                                                                                                                                                                                                • Figure 171: Users' attitudes towards ales/stouts, October 2012
                                                                                                                                                                                                • Figure 172: Users' attitudes towards ales/stouts, by demographics, October 2012
                                                                                                                                                                                                • Figure 173: Users' attitudes towards ales/stouts, by demographics, October 2012 (continued)
                                                                                                                                                                                                • Figure 174: Attitudes towards ales/stouts, by choice factors when buying beer, October 2012
                                                                                                                                                                                                • Figure 175: Attitudes towards ales/stouts, by choice factors when buying beer, October 2012 (continued)
                                                                                                                                                                                            • Appendix – Consumer – Target Groups

                                                                                                                                                                                                • Figure 176: Target groups, by demographics, October 2012
                                                                                                                                                                                                • Figure 177: Types of beer drunk, by target groups, October 2012
                                                                                                                                                                                                • Figure 178: Choice factors when buying beer, by target groups, October 2012
                                                                                                                                                                                                • Figure 179: Attitudes towards beer (any agreement with statements), by target groups, October 2012
                                                                                                                                                                                                • Figure 180: Attitudes towards craft beer (any agreement with statements), by target groups, October 2012
                                                                                                                                                                                                • Figure 181: Attitudes towards ales/stouts, by target groups, October 2012

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Anheuser Busch-InBev
                                                                                                                                                                                            • Baltika Group
                                                                                                                                                                                            • Camden Town Brewery
                                                                                                                                                                                            • Carlsberg UK Ltd
                                                                                                                                                                                            • Coca-Cola GB
                                                                                                                                                                                            • Diageo Plc
                                                                                                                                                                                            • Diageo UK
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Grupo Modelo S.A. de C.V.
                                                                                                                                                                                            • Heineken N.V.
                                                                                                                                                                                            • JD Wetherspoon
                                                                                                                                                                                            • Miller Brands (UK) Ltd
                                                                                                                                                                                            • Molson Coors Brewing Company
                                                                                                                                                                                            • SABMiller PLC
                                                                                                                                                                                            • San Miguel Corporation

                                                                                                                                                                                            Beer - UK - December 2012

                                                                                                                                                                                            US $2,570.96 (Excl.Tax)