Drinks News
Heineken UK Launches Beer Report Collating Insights to Boost the On‑Trade
1 in 3 consumers claim to visit the on-trade weekly 33% of Generations Y and Z stick to one or two brands 26% of Gens Y and Z would like to see a greater choice of lighter-style beers 55% of Gens Y & Z have tried a new beer in the last three months 46% of Gens Y & Z are drinking less alcohol in general 49% of Gen Y & Z would like to see a greater choice of premium beers
Exclusive research in HEINEKEN UK’s Beer Report has revealed younger generation beer drinkers are driving the move away from classic lagers toward more premium brands. They are also pushing innovation in No and Low Alcohol beer. The report shows the changes in the beer industry over the last few years and investigates the differing tastes of new generation beer drinkers.
16 August 2022
www.venue-insight.com
The report examines the drinking habits of UK consumers, with a particular focus on Generation Y and Z (ages 18-34). With 66% drinking at least one beer on two or more occasions per week, there are numerous opportunities for operators to recognise and align with the tastes of younger generation beer drinkers to drive sales. Moving away from classic lager and into more premium beers as well as increasing the selection of No and Low Alcohol options can attract younger drinkers to outlets. Continuing to stock a range of craft beers will also appeal further to the Gen Y & Z market.
Premium lager has become a key driver in the market, having almost doubled in value share in the last five years. Analysis from the HEINEKEN UK Beer Report showed this is likely to continue, with premium brands set to see major gains. Generations Y and Z are the main drivers behind this acceleration in growth – bolstering volume share by 5.8% between 2019 and 2021 – largely a result of greater confidence to visit pubs and bars during reopening in 2020 and 2021. These younger drinkers tend to consume fewer classic lager brands and instead turn their attentions to more premium beers, such as Birra Moretti.
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