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Description

Description

“Consumers’ desires to lead healthier lifestyles is evident, this feeding through to the trend towards people reducing/limiting alcohol intake. Given the strong consumer perception that low-/no-alcohol beers allow you to drink more beer, there is scope for such variants to forge a role as the permissible face of beer and to maintain usage.”
– Amy Price, Senior Food and Drink Analyst

This report looks at the following areas:

  • Environmental action chimes with beer drinkers
  • Beer enjoys a strong image as facilitating social connections
  • Sampling encourages purchasing
  • Low/no-alcohol beer helps the market to retain those cutting back on alcohol

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Volume sales receive a boost in 2018
              • Figure 1: Forecast of UK value sales of beer, 2013-23
            • Lager continues to dominate the market, craft trend fuels rise in ale/bitter
              • Figure 2: UK value sales of beer, by segment, 2017-18
            • Off-trade volumes continue to surpass on-trade
              • Freeze on alcohol duties eases pressure on manufacturers
                • A sizeable minority are cutting back on alcohol
                  • Companies and brands
                    • AB InBev’s top brands Stella and Budweiser post strong growth
                      • Figure 3: Leading brands’ shares in the UK lager market, by value, 2017/18*
                    • Guinness leads ales and stouts
                      • Figure 4: Leading brands’ shares in the UK ales and stouts market, by value, 2017/18*
                    • Stella Artois launches gluten-free beer, joining a raft of others
                      • Craft trend continues
                        • Beer ad spend looks set to drop in 2018
                          • Guinness stands out as unique, BrewDog is most fun and Budweiser leads on refreshment
                            • The consumer
                              • 70% of UK adults drink beer, with men, the young and wealthy in the lead
                                • Figure 5: Types of beer drunk in the last 3 months, October 2018
                              • Price is the top factor influencing purchase, but only half prioritise it
                                • Figure 6: Factors influencing purchasing of beer, October 2018
                              • Sampling would encourage purchasing among 75%
                                • Figure 7: Behaviours related to beer, October 2018
                              • Environmental action chimes with 71% of beer drinkers
                                • Figure 8: Attitudes towards beer, October 2018
                              • Refreshment is a selling point for lager; authenticity for stout/porter and ale/bitter and quality credentials and trendiness apparent for craft
                                • Figure 9: Correspondence Analysis of qualities associated with different types of beer, October 2018
                              • What we think
                              • Issues and Insights

                                • Environmental action chimes with beer drinkers
                                  • The facts
                                    • The implications
                                      • Beer enjoys a strong image as facilitating social connections
                                        • The facts
                                          • The implications
                                            • Sampling encourages purchasing
                                              • The facts
                                                • The implications
                                                  • Low/no-alcohol beer helps the market to retain those cutting back on alcohol
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Volume sales receive a boost in 2018
                                                          • Lager continues to dominate the market
                                                            • Craft trend fuels rise in ale/bitter
                                                              • Stout/porter volume sales see slight decline
                                                                • Off-trade volumes continue to surpass on-trade
                                                                  • Freeze on alcohol duties eases pressure on manufacturers
                                                                    • A sizeable minority are cutting back on alcohol
                                                                    • Market Size and Forecast

                                                                      • Volume sales receive a boost in 2018
                                                                        • Inflation fuels value growth
                                                                          • Lager leads the market
                                                                            • Figure 10: Total value and volume sales of beer, UK, 2013-23
                                                                          • The future
                                                                            • Figure 11: Forecast of UK value sales of beer, 2013-23
                                                                            • Figure 12: Forecast of UK volume sales of beer, 2013-23
                                                                          • Forecast
                                                                          • Market Segmentation

                                                                            • Lager continues to dominate the market
                                                                              • Off-trade performance masks volume decline in the on-trade
                                                                                • Low-/no-alcohol beers provide small support
                                                                                  • Rising prices and premiumisation to drive growth going forward
                                                                                    • Figure 13: UK value and volume sales of lager, 2013-23
                                                                                    • Figure 14: Forecast of UK value sales of lager, 2013-23
                                                                                  • Craft trend fuels rise in ale/bitter
                                                                                      • Figure 15: UK value and volume sales of ale/bitter, 2013-23
                                                                                      • Figure 16: Forecast of UK value sales of ale/bitter, 2013-23
                                                                                    • Stout/porter volume sales see slight decline
                                                                                      • Figure 17: UK value and volume sales of stout/porter, 2013-23
                                                                                      • Figure 18: Forecast of UK value sales of stout/porter, 2013-23
                                                                                  • Channels to Market

                                                                                    • Rising prices fuel value growth in the on- and off-trade
                                                                                      • Off-trade volumes continue to surpass on-trade
                                                                                        • Figure 19: Value and volume sales of beer, by channel, 2013-18
                                                                                    • Market Drivers

                                                                                      • Multiple factors affect the price of beer
                                                                                        • Freeze on alcohol duties eases pressure on manufacturers
                                                                                          • Figure 20: UK excise duty rates for beer and other alcoholic drinks, 2008-18
                                                                                        • Scotland introduces minimum unit pricing for alcohol, with Wales set to follow
                                                                                          • Exchange rates and ‘Brexit’ deal will have an impact on beer
                                                                                            • Rising costs in the on-trade
                                                                                              • Barley shortage puts upwards price pressures on beer
                                                                                                • A sizeable minority are cutting back on alcohol
                                                                                                  • Environmental concerns cause brands to take action
                                                                                                    • AB InBev launches fund for start-ups tackling sustainability…
                                                                                                      • …and announces 100% recyclable packaging by 2025 commitment
                                                                                                        • Fuller’s looks to sustainability
                                                                                                          • Stella focuses on water…
                                                                                                            • Figure 21: Stella Artois partners with Water.org to highlight global water crises with limited edition packs, 2018
                                                                                                          • …as does Brewgooder, helped by BrewDog
                                                                                                            • Figure 22: Brewgooder focuses on clean water, 2018
                                                                                                          • Demographic changes will put pressure on the market
                                                                                                            • Figure 23: Change in age structure of the UK population, 2013-18 and 2018-23
                                                                                                        • Companies and Brands – What You Need to Know

                                                                                                          • AB InBev’s top brands Stella and Budweiser post strong growth
                                                                                                            • Guinness leads ales and stouts
                                                                                                              • Stella Artois launches gluten-free beer, joining a raft of others
                                                                                                                • Craft trend continues
                                                                                                                  • Beer spend looks set to drop in 2018
                                                                                                                    • Guinness stands out as unique, BrewDog is most fun, while Budweiser leads on refreshment
                                                                                                                    • Market Share

                                                                                                                      • AB InBev’s top brands post strong growth in retail
                                                                                                                        • Stella continues to lead
                                                                                                                          • Budweiser overtakes Foster’s
                                                                                                                            • Heineken sees mixed fortunes
                                                                                                                              • Foster’s sales drop hampered by delistings
                                                                                                                                • Heineken brand performs well
                                                                                                                                  • Premium lagers blaze a trail
                                                                                                                                    • Estrella Damm sees strong growth
                                                                                                                                      • Birra Moretti is Heineken’s fastest-growing brand
                                                                                                                                        • Peroni undergoes makeover
                                                                                                                                          • Molson Coors sees flat sales
                                                                                                                                            • Figure 24: UK retail value and volume sales of the leading lager brands, 2015/16-2017/18
                                                                                                                                          • Guinness leads ales and stouts
                                                                                                                                            • BrewDog continues extraordinary growth
                                                                                                                                              • Other brands see mixed fortunes
                                                                                                                                                • Fuller's acquires Dark Star Brewing
                                                                                                                                                  • Figure 25: UK retail value and volume sales of the leading ales and stouts brands, 2015/16-2017/18
                                                                                                                                              • Launch Activity and Innovation

                                                                                                                                                • Stella Artois launches gluten-free beer, joining a raft of others
                                                                                                                                                  • Figure 26: Beer brands tap into gluten-free market, 2016-18
                                                                                                                                                  • Figure 27: Perception map of attribute performance of Gluten-free Stella Artois in comparison to standard Stella Artois, UK, April 2018-November 2018
                                                                                                                                                • Craft trend continues
                                                                                                                                                  • Retailers continue to build their craft brew ranges
                                                                                                                                                    • BrewDog continues to innovate…
                                                                                                                                                      • …seeking to drive sour beer
                                                                                                                                                        • Figure 28: BrewDog launches a sour beer, 2018
                                                                                                                                                      • Fuller’s launches limited-run craft beers from pilot brewery…
                                                                                                                                                        • …and rebrands its craft Frontier line as a premium lager
                                                                                                                                                          • Alcohol-free launches continue
                                                                                                                                                            • St Peter's Brewery launches organic alcohol-free beer
                                                                                                                                                              • Peroni poised to launch a non-alcoholic beer in 2019
                                                                                                                                                                • Collaborations are increasingly seen in beer
                                                                                                                                                                  • Collaborations among brewers…
                                                                                                                                                                    • …and beyond
                                                                                                                                                                      • Beers look to ethical innovation
                                                                                                                                                                        • Packaging innovation
                                                                                                                                                                          • Budweiser taps into World Cup fever with new bottles and themed packs…
                                                                                                                                                                            • Figure 29: Budweiser launches limited edition aluminium bottles, 2018
                                                                                                                                                                          • …as well as light-up, interactive glasses
                                                                                                                                                                            • BrewDog repackages Punk IPA for International Women's Day
                                                                                                                                                                              • Fruit-infused beer brand Jubel changes look to target craft segment
                                                                                                                                                                                • Fridge-ready pack launches
                                                                                                                                                                                  • Figure 30: Brands launch fridge-ready packs, 2018
                                                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                                                • Beer spend looks set to drop in 2018
                                                                                                                                                                                  • Figure 31: Total above-the line, online display and direct mail advertising expenditure on beer, 2014-18
                                                                                                                                                                                • Heineken is the leading advertiser
                                                                                                                                                                                  • Figure 32: Total above-the line, online display and direct mail advertising expenditure on beer, by top 10 advertisers (sorted by 2018), 2014-18
                                                                                                                                                                                • Taking a light-hearted approach with the ‘That’s Heineken’ campaign
                                                                                                                                                                                  • Pushing continental associations for Amstel
                                                                                                                                                                                    • Celebrating Foster’s roots with cricket
                                                                                                                                                                                      • Figure 33: Foster’s launches on-pack promotion to win a trip to Australia, 2018
                                                                                                                                                                                    • Birra Moretti focuses on relationships with Pull Together ad
                                                                                                                                                                                      • Maltsmiths debuts TV ad
                                                                                                                                                                                        • AB InBev cuts back on spend
                                                                                                                                                                                          • Stella celebrates joy with Joie de Biere campaign…
                                                                                                                                                                                            • …and continues sports sponsorship
                                                                                                                                                                                              • Budweiser pushes football ties with sponsorship of World Cup…
                                                                                                                                                                                                • …and succeeds Carlsberg as official England football team beer
                                                                                                                                                                                                  • Estrella Damn is the biggest spending brand with long-form ad
                                                                                                                                                                                                    • Figure 34: Total above-the line, online display and direct mail advertising expenditure on beer, by top 10 brands (sorted by 2018), 2014-18
                                                                                                                                                                                                  • Low-/no-alcohol brands see significant ad support
                                                                                                                                                                                                    • Budweiser supports Bud Light with Dilly Dilly campaign
                                                                                                                                                                                                      • Heineken unveils £6 million campaign for alcohol-free beer
                                                                                                                                                                                                        • Budweiser uses 'dry January' to promote Prohibition beer
                                                                                                                                                                                                          • Guinness continues Made of More campaign
                                                                                                                                                                                                            • Carlsberg focuses on Danish simplicity with Export
                                                                                                                                                                                                              • Molson Coors supports Carling…
                                                                                                                                                                                                                • …while boss blasts ad performance of Coors Light
                                                                                                                                                                                                                  • Greene King looks to modernise Old Speckled Hen
                                                                                                                                                                                                                    • BrewDog continues to invest in traditional media
                                                                                                                                                                                                                      • …and launches one million sampling activation
                                                                                                                                                                                                                        • …and charters a Boeing 767
                                                                                                                                                                                                                          • Tiny Rebel develops mobile video game app
                                                                                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                                                                                            • Brand Research

                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                  • Figure 35: Attitudes towards and usage of selected brands, October 2018
                                                                                                                                                                                                                                • Key brand metrics
                                                                                                                                                                                                                                  • Figure 36: Key metrics for selected brands, October 2018
                                                                                                                                                                                                                                • Brand attitudes: BrewDog stands out as being the most innovative
                                                                                                                                                                                                                                  • Figure 37: Attitudes, by brand, October 2018
                                                                                                                                                                                                                                • Brand personality: Carling and Foster’s suffer a more boring image
                                                                                                                                                                                                                                  • Figure 38: Brand personality – Macro image, October 2018
                                                                                                                                                                                                                                • Guinness stands out as authentic and traditional
                                                                                                                                                                                                                                  • Figure 39: Brand personality – Micro image, October 2018
                                                                                                                                                                                                                                • Brand analysis
                                                                                                                                                                                                                                  • BrewDog leads on fun
                                                                                                                                                                                                                                    • Figure 40: User profile of BrewDog, October 2018
                                                                                                                                                                                                                                  • Estrella Damm solicits positive endorsements among a low user base
                                                                                                                                                                                                                                    • Figure 41: User profile of Estrella Damm, October 2018
                                                                                                                                                                                                                                  • Guinness enjoys a winning image of being unique and of high quality
                                                                                                                                                                                                                                    • Figure 42: User profile of Guinness, October 2018
                                                                                                                                                                                                                                  • Stella Artois is seen most widely as a favourite brand
                                                                                                                                                                                                                                    • Figure 43: User profile of Stella Artois, October 2018
                                                                                                                                                                                                                                  • Budweiser is strong on refreshment
                                                                                                                                                                                                                                    • Figure 44: User profile of Budweiser, October 2018
                                                                                                                                                                                                                                  • Foster’s is most accessible, offering good value
                                                                                                                                                                                                                                    • Figure 45: User profile of Foster’s, October 2018
                                                                                                                                                                                                                                  • Carling suffers from a boring brand image
                                                                                                                                                                                                                                    • Figure 46: User profile of Carling, October 2018
                                                                                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                                                                                  • 70% of UK adults drink beer, with men, the young and wealthy in the lead
                                                                                                                                                                                                                                    • Lager is the most popular type
                                                                                                                                                                                                                                      • Price is the top factor influencing purchase, but only half prioritise it
                                                                                                                                                                                                                                        • Sampling would encourage purchasing among 75%
                                                                                                                                                                                                                                          • Exploration is important, with 73% enjoying try new beers
                                                                                                                                                                                                                                            • Environmental action chimes with 71% of beer drinkers
                                                                                                                                                                                                                                              • Refreshment is a selling point for lager, authenticity for stout/porter and ale/bitter, while craft enjoys quality credentials and trendiness
                                                                                                                                                                                                                                              • Usage of Beer

                                                                                                                                                                                                                                                • 70% of UK adults drink beer, with men, the young and wealthy in the lead
                                                                                                                                                                                                                                                    • Figure 47: Beer drinking in the last 3 months, by gender, age and socio-economic status, October 2018
                                                                                                                                                                                                                                                  • Lager is the most popular type
                                                                                                                                                                                                                                                    • Figure 48: Types of beer drunk in the last 3 months, October 2018
                                                                                                                                                                                                                                                  • Ale/stout usage is biased towards the young
                                                                                                                                                                                                                                                    • Craft beer is drunk by 37%
                                                                                                                                                                                                                                                      • Figure 49: Varieties of beer drunk in the last three months, October 2018
                                                                                                                                                                                                                                                    • Low/no alcohol variants are drunk by a sizeable one in five beer drinkers
                                                                                                                                                                                                                                                      • 35% drink just one type
                                                                                                                                                                                                                                                          • Figure 50: Repertoire of types of beer drunk, October 2018
                                                                                                                                                                                                                                                      • Factors Influencing Choice

                                                                                                                                                                                                                                                        • Price is the top factor influencing purchase, but only half prioritise it
                                                                                                                                                                                                                                                          • Potential to compete on added value, as half don’t deem price a top factor
                                                                                                                                                                                                                                                            • Stout/ale’s competitive on-trade price warrants more focus
                                                                                                                                                                                                                                                              • Figure 51: Factors influencing purchasing of beer, October 2018
                                                                                                                                                                                                                                                            • Special offers/promotions appeal to just 24%
                                                                                                                                                                                                                                                              • Distinct flavour appeals to 42%
                                                                                                                                                                                                                                                                • Craft drinkers take a keen interest in distinct flavour
                                                                                                                                                                                                                                                                  • Lager can do more to play on flavour
                                                                                                                                                                                                                                                                    • Figure 52: BrewDog references taste of pilsner beer, 2018
                                                                                                                                                                                                                                                                • Behaviours Related to Beer

                                                                                                                                                                                                                                                                  • Sampling would encourage purchasing among 75%
                                                                                                                                                                                                                                                                    • Figure 53: Behaviours related to beer, October 2018
                                                                                                                                                                                                                                                                  • Elevating sampling: tasting events
                                                                                                                                                                                                                                                                    • Sampling should help low-alcohol beer to tackle bland image
                                                                                                                                                                                                                                                                      • Exploration is important, with 73% enjoying try new beers
                                                                                                                                                                                                                                                                        • Craft brands cater to exploration with experimental ranges
                                                                                                                                                                                                                                                                          • Premium appeals over craft for 46%
                                                                                                                                                                                                                                                                            • A sizeable minority are cutting back on beer or drinking more low/no alcohol variants
                                                                                                                                                                                                                                                                              • 30% agree drinking low-alcohol beers means you can drink more
                                                                                                                                                                                                                                                                              • Attitudes towards Beer

                                                                                                                                                                                                                                                                                • Environmental action chimes with 71% of beer drinkers
                                                                                                                                                                                                                                                                                  • Figure 54: Attitudes towards beer, October 2018
                                                                                                                                                                                                                                                                                • 47% show interest in refill schemes
                                                                                                                                                                                                                                                                                  • Beer is a good way to bond with friends for 67%; rising to 76% among men aged 18-34
                                                                                                                                                                                                                                                                                    • Social interaction gains focus
                                                                                                                                                                                                                                                                                      • Beer enjoys a strong image as facilitating social connections
                                                                                                                                                                                                                                                                                        • 46% express interest in collaborative brews; rising to 63% of 18-34-year-old men
                                                                                                                                                                                                                                                                                        • Qualities Associated with Beer

                                                                                                                                                                                                                                                                                          • Refreshment is a selling point for lager
                                                                                                                                                                                                                                                                                            • Perception of blandness is a potential barrier for low/no alcohol beer
                                                                                                                                                                                                                                                                                              • Authenticity stands out for stout/porter and ale/bitter
                                                                                                                                                                                                                                                                                                • Quality credentials and trendiness apparent for craft
                                                                                                                                                                                                                                                                                                  • Figure 55: Correspondence Analysis of beer, October 2018
                                                                                                                                                                                                                                                                                                  • Figure 56: Qualities associated with different types of beer, October 2018
                                                                                                                                                                                                                                                                                                • Methodology
                                                                                                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                                                                                                                            • Figure 57: UK value sales of beer, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 58: UK volume sales of beer, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 59: UK value sales of lager, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 60: UK volume sales of lager, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 61: Forecast of UK volume sales of lager, 2013-23
                                                                                                                                                                                                                                                                                                            • Figure 62: UK value sales of ale/bitter, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 63: UK volume sales of ale/bitter, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 64: Forecast of UK volume sales of ale/bitter, 2013-23
                                                                                                                                                                                                                                                                                                            • Figure 15: UK value sales of stout/porter, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 65: UK volume sales of stout/porter, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                            • Figure 66: Forecast of UK volume sales of stout/porter, 2013-23
                                                                                                                                                                                                                                                                                                        • Appendix – Market Share

                                                                                                                                                                                                                                                                                                            • Figure 67: UK retail value and volume sales of the leading lager manufacturers, 2015/16-2017/18
                                                                                                                                                                                                                                                                                                            • Figure 68: UK retail value and volume sales of the leading ales and stouts manufacturers, 2015/16-2017/18
                                                                                                                                                                                                                                                                                                        • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                                                                            • Figure 69: Attribute performance of gluten-free Stella Artois in comparison to standard Stella Artois, UK, April 2017-November 2018
                                                                                                                                                                                                                                                                                                        • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                                                                                                            • Figure 70: Total above-the line, online display and direct mail advertising expenditure on beer, by category, 2014-18
                                                                                                                                                                                                                                                                                                            • Figure 71: Total above-the line, online display and direct mail advertising expenditure on beer, by media type, 2014-18
                                                                                                                                                                                                                                                                                                            • Figure 72: Sports sponsorship advertising expenditure on beer, by advertiser, 2014-18 (sorted by total)
                                                                                                                                                                                                                                                                                                            • Figure 73: Sports sponsorship advertising expenditure on beer, by advertiser and brand, 2014-18 (sorted by total)

                                                                                                                                                                                                                                                                                                        About the report

                                                                                                                                                                                                                                                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                                                                        • The Consumer

                                                                                                                                                                                                                                                                                                          What They Want. Why They Want It.

                                                                                                                                                                                                                                                                                                        • The Competitors

                                                                                                                                                                                                                                                                                                          Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                                                                        • The Market

                                                                                                                                                                                                                                                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                                                                        • The Innovations

                                                                                                                                                                                                                                                                                                          New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                                                                        • The Opportunities

                                                                                                                                                                                                                                                                                                          Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                                                                        • The Trends

                                                                                                                                                                                                                                                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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