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Tapping into beer trends

Marston's annual On and Off-Trade beer reports are now available.
28th June 2019

Marston's annual On and Off-Trade beer reports are now available, highlighting the latest trends in the ale and lager markets.

The reports, based on feedback from over 4,000 drinkers across the UK, are the perfect companion for pub managers and supermarket buyers looking to make the most of their drinks offerings. They provide insight into what customers want when choosing their ale and lager, industry trends, and the performance of different types of beer.

This year's reports show that:

  • Ale drinkers are the most experimental customers and are more likely to try different beers
  • Quality is the most important factor when cask ale drinkers are looking for somewhere to drink out, followed by the range of beer on offer
  • Multibuy deals are important for supermarket shoppers, with 57% of ale drinkers and 46% of lager drinkers saying they would spend less without them
  • Low and no alcohol drink sales are on the rise as customers become more concerned about health and wellbeing. Both ale and lager drinkers see lower ABV beers as being better for them, and a third find them more refreshing
  • While the trend towards moderation is being led by 18-24 year olds, it is becoming more popular across the market, particularly with more affluent customers

Commenting on the findings, Louise Fleming, Head of Consumer Marketing, said: "Understanding the drinker will help pubs and supermarkets to sell more beer. Providing the correct range is key to increase sales, and with more drinkers now wanting to be able to experiment, getting the balance between choice and quality is essential.

"It’s important to understand how lifestyle trends will affect the future of innovation in beer, bringing the customer into the heart of everything we do."

To access the On-Trade report click here.
To access the Off-Trade report click here.

on trade beer report

off trade beer report

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