What are the go-to tipples for British beer-drinkers at the moment?
With the ongoing cost-of-living crisis and uptick in low-and-no alcohol sales, the fact that premium beers are on the rise might come as a surprise…
Britain’s favourite beer
It’s no secret that Brits love beer. But which brands do we prefer?
Well, as it turns out, the country’s current circumstances haven’t stopped us from buying our favourites.
In other words, despite record food inflation of over 17% and other financial strains caused by the cost-of-living crisis, many of us still prefer premium. So, it’s not the cheaper, lower-alcohol stuff we’ve been seeking out in supermarkets and bars when we’ve been after an alcoholic tipple.
In fact, the leading beer in Britain by sales revenue last year was…
In 2022, this premium pilsner generated £246 million. Meanwhile, runner-up Budweiser generated £164.7 million over the course of 12 months.
Why are premium beers on the rise?
It’s not just that loyal consumers are continuing to buy premium, which often costs that bit extra. Many British beer-drinkers are also trading up.
And, according to recent research by Budweiser, this trend is likely to continue in 2023. If the study is to be believed, 70% of beer consumption in Britain will be in the premium and super-premium category.
Well, there are a couple of key reasons.
One is that more people are happy to pay the premium for a brand they trust that delivers on taste.
We’re seeing something similar elsewhere in the grocery market, with consumers treating themselves to more expensive desserts to enjoy at home.
This brings us to our next reason: that more people are eating and drinking at home. And there’s little doubt as to why. At a time of financial strain, it’s a sure way to make special meals and social occasions more affordable.
What is premium beer?
Whether a beer is ‘premium’ or not is determined by its ABV (alcohol by volume). So, lagers with 4.5% ABV or above are classed as premium, and so are ales with 4.2% ABV or above.
Britain’s favourite Stella Artois falls well within this category, at 5.2% ABV.
This and other beers may also be considered ‘premium’ in another way. For example, premium beer-drinkers in Britain seem to also look for products with high quality brewing processes, recognisable branding, and full, popular tastes.
Work with your favourite premium beers brands
At The Advocate Group, we work with leading beer brands that tick all the boxes within their impressive product ranges.
We’re proud to have an ongoing relationship with Asahi, which is home to premium beers brands including Peroni, Grolsch, and of course Asahi, as well as premium ales like Fuller’s and Dark Star.
Our specialist Talent Partners are experts in the Food, Drink, and FMCG sectors, with a proven track record of placing top talent with industry-leading brands.
Are you a premium beer brand like Asahi? Or do you like the idea of working with a big name in your favourite product category?
Get in touch today for more information on what The Advocate Group can do for you!
Call us: 0333 772 7200