E-Malt.com News article: UK: Survey shows love for fizzy lager is falling in the UK

Britain's love for fizzy lager is falling as a frothy ale in a pint jug becomes more popular, Western Daily Press reported on January 14 a new survey.

For the first time in generations just under half of Brits drank lager last year as sales have fallen year on year.

And the numbers opting to sup from a jug is on the rise.

While the nation may still has downed 5.54 billion pints of lager last year, the number of pints of ales and bitter increased to 1.6 bln.

Today more than one quarter drink ale or bitter, whilst one in five drink any type of craft beer.

And in which glass the beer is served in is also changing as the pint jug or tankard once seen as a relic from the 1970s makes a comeback.

The top choice of glass preferred to sup from in a pub is the nonic or a straight glass with a bulge near the head with over a quarter of drinkers.

The tulip which has a narrow base and wider mouth is next followed by the tankard with both popular with a sixth.

The jug was often seen as an old man's vessel but was the favourite for over a quarter of young drinkers under 24.

A fifth of women still prefer a half compared to less than six per cent of men.

And when it comes to paying a fifth were not willing to pay more than £2.99 for a pint in the pub.

While three in 10 were prepared to pay more than £4 per pint, a quarter of Londoners were more willing to open their wallets and pay over £4.50.

Although sales of ales and bitter have increased, the amount of beer we drink as a nation is also falling.

Brits are estimated to have consumed 7.47 bln pints in 2015, down from 7.51 bln in 2014.

Meanwhile, value sales growth has slowed, rising only slightly from £16.61 billion in 2014, to an estimated £16.68 billion in 2015.

But market researcher Mintel said there were signs of growth this year and by 2020 the beer market is forecast to be worth £18.1 billion by 2020.

Senior drinks analyst Chris Wisson said: "Lager sales have plateaued in recent years, however it could enhance its chances of growth by tapping into the craft beer movement more effectively.

"With the majority of craft beers available in both the on- and off-trade falling into the ale and bitter segment, these beers have garnered considerable coverage in recent years.

"Many craft brewers have prioritised ales, brewing variants such as pale ale, for example IPA and golden ale, in turn driving the popularity of premium bottled ales.

"Overall, the beer market should benefit from greater craft innovation, as well as sales uplifts from events such as the Olympic Games and UEFA Euro 2016.

"The steady rise in price over the past decade has given rise to notable consumer resistance in having to spend more on beer, particularly when it comes to breaking the £4, and even £5 barriers.

"Brands asking consumers to pay more for beer need to provide clear reasons for doing so, for example via packaging or branded glassware, as well as delivering a discernibly superior taste to cheaper mainstream alternatives.

"Tankards used to be a highly popular glass but fell out of favour in recent decades, largely due to their high production costs.

"However, there are significant advantages of this glass type, notably the handle which means that drinkers do not have to hold the body of the glass, warming their beer in the process.

"There are signs that the tankard is seeing a return in popularity as the favourite of younger male drinkers, most of whom were not drinking during the tankard's previous period in the spotlight, buoyed by the craft ale movement."


15 January, 2016