Beer - UK - December 2013
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“The market is having greater success with the newer range of sweeter flavoured/alcoholic ginger beers which are typically positioned as gender-neutral and which are equally likely to be drunk by men and women. These continue to offer a route for beer brands to increase usage and make beer more accessible to women.”
– Chris Wisson, Senior Drinks Analyst
Some questions answered in this report include:
Beer remains a category in flux. While volume sales continue to fall, there are reasons for operators to be positive. Beer remains the leading drinks category by some distance, both in terms of usage and value sales which are expected to reach £16.7 billion this year. The year 2013 saw the removal of the beer tax escalator, providing long overdue relief for brewers.
Convincing consumers of high quality and value for money remains important, not only for operators to compete against others in the beer market but also in terms of staving off competition from challengers such as cider.
This report looks at the UK market for beer sold in both the on-trade, ie out-of-home outlets such as pubs, restaurants and clubs where the drink is consumed on the premises, and the off-trade (or take-home) market, eg supermarkets, off-licences and convenience stores.
The beer market is divided into three main segments:
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