Trade On Trade Beer Report

The Marston's 2019/20 On Trade Beer Report is available to download.

Understanding the drinker key to driving pub growth

We are passionate about beer and we know you are too, that’s why each year, we create our annual On Trade Beer Report. The perfect guide for pub and hospitality managers, our report helps you tap into the latest drinks trends and consumer insight to grow your beer sales in the year ahead.

Key findings include:

  • Understanding the drinker is crucial for selling more beer. Ale drinkers are more experimental whilst lager drinkers are more brand loyal, so stocking the right range for your customers is key
  • Quality beer can help a pub stand out from the competition. Sell a stale beer and customers will refuse to go back.
  • Premiumisation is dramatically impacting the beer category through consumers drinking less, but better (72% of lager NPD now premium and craft ale more valuable than Stout)
  • As consumers become increasingly concerned about health and wellbeing, drinkers prefer lower ABV beers in the afternoon and find them easier to drink. Including no alcohol and lower ABV drinks within your range will cater for working week, lunch and after work trade

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