Bottled beer
bottled
Don’t keep it
up
When it comes to bottled beer, to what extent does its quality and quantity prevail over draught?
I 62 TUCO | 02.2012
Initially, you’d think that those who are genuine fans of the taste of beer, and not just drinkers loyal to alcoholic content, would probably prefer the bottled beer offering over a pint of
draught. The theory goes that a bottled beer’s content is far fresher than the potentially stale liquid settling at the bottom of a barrel. Of course, I’m considerably generalising
here. Who’s to say that the pint ordered isn’t the first pulled from a fresh barrel downstairs? “Draught sells better,” states James Leeming, retail catering manager at University of Southampton, “bigger portions and pint glasses, with real ale being popular.” Plus, you never know, a student might only be ordering a bottled beer because the beer of choice simply isn’t available by the pint. For example, the folks at Molson Coors are quick to point out that world beers, such as Corona, sell very well in bottles. With many world beers, drinkers will have first tried them abroad and in a bottle. When they come back
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to the UK they are looking to re-live some of that holiday excitement. “Light beers, such as Coors Light, are also
good sellers in bottled form, particularly in Scotland where lighter beers are popular,” says Chris Levey, customer marketing manager at Molson Coors. “In the last year, Coors Light has gone from strength to strength, chalking up an impressive 11% growth in 2010/11. “In 2010/11 there has been double digit
growth in bottled ales, as beers like Sharp’s Doom Bar have engendered an ale renaissance by bringing cask to a wider and younger audience. Bottled conditioned ales also work well in bars that do not want to manage a cellar, which is essential for draught ale.” Indeed, you may not have the space or
facilities to manage a number of draught beer options. In which case, bottled beer will be the choice of beverage every time. According to Molson Coors, a mix of draught or bottled is the ideal, but whether you’ll sell more of one or the other depends on a number of factors.
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