AND SKITTLES ALL BEER
There’s almost nothing more British than a pint, but the UK’s love for ale isn’t always a celebration for the on-trade. Luckily, there are many opportunities to premiumise and boost sales
2 in 5
of consumers choose high-quality drinks or say they are likely to upgrade to one when drinking out of home
4.7%
Increase in take-home sales in the off-trade
lthough there’s rarely a time when the Great British pint doesn’t seem to be under threat, the long hot summer of 2018, as well as the performance of the England team at the World Cup, seemed to provide a glimmer of hope. Perhaps inevitably though, the off-trade, which now accounts for around two-thirds of beer sold in the UK, saw the benefit – the Brit- ish Beer & Pub Association (BBPA) reported in February that take-home sales were up 4.7% in 2018 compared to just 0.1% in the on-trade. However, with beer still the mainstay of what are traditionally called ‘wet sales’ in the hospi- tality sector, commanding 60% of volume, any increase would be a cause for celebration. Beer is also the most widely distributed alcoholic drink, according to CGA’s figures, sold in more than 112,000 out-of-home outlets. CGA’s detailed figures on beer sales are more pessimistic than those of the BBPA, showing that beer volumes fell by 1.6% in 2018. Some of the difference between the two
A 18 | Drinks Guide 2019 61%
Percentage of cask ale drinkers who want to talk to staff about the beer they order
can be explained by differences in recording periods and methods, so overall it’s probably fair to say that beer sales in hospitality are broadly flat.
What is perhaps also worth noting is that
CGA records less of a decline in value than volume, with value sales down by just 0.4%. The difference in those two figures shows the impact of the craft beer boom and the wider premiumisation trend on the market, with operators selling less beer but getting a higher price for what they sell as customers trade up to higher-priced brews perceived as better- quality and more artisan and authentic. Quoting CGA data, Jerry Shedden, category and trade marketing director at Heineken UK, says: “Premiumisation is driving value and £40m extra cash sales through the tills as more consumers look to treat themselves when they go out. “High-quality drinks are chosen by 43% of consumers when drinking out of home; this figure increases to 54% among 18- to 34-year-
olds, suggesting that young adults are driving trade up and contributing to the growing shift towards premium drinks brands. Operators should try to premiumise at every opportunity as it results in more cash through the tills.” He adds: “Outlets are rationalising their classic lager range in favour of sessionable yet better quality premium 4% brands, as these contribute an extra 50p per pint through the till and are growing by 15% annually.”
A PERFECT MATCH Heineken UK also sees an opportunity for beer and food pairing, with Shedden commenting: “Drinks should always match the quality of the food, so offering a mix of continental premium lager, craft beer and premium spirits is advised. After all, food may be the main footfall driver, but drinks play a key role too. By promoting a combined offering, you will deliver greater value to the consumer, while encouraging additional footfall and spend.”
www.thecaterer.com
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