Standard lager takes over from premium

The take-home market accounts for 35% of the £32bn alcohol market and is predicted to grow to 40% by 2020, according to David Glennon, marketing manager of ACNielsen.

Drilling down into the categories he said there had been a major shift in the lager market.

“For years we have been talking about the continual rise of premium lager but now it’s standard that’s increasing and contributing significantly more value to the overall beer category than any other beer type.”

In wine, Glennon said independents were over-represented in American wines compared with the overall take-home market, but added: “Indeed, if we look at growth rates and contribution, the fact that USA over index is no bad thing, as American wines have contributed almost half of all value growth over the last year. What independents do need to review is the rest of their New World portfolio as (outside Argentina) all of these countries continue to exhibit strong growth.”

Vodka and blended whisky continue to dominate the spirits in independents, accounting for two thirds of all spirits’ value compared to an average for the overall off trade of just over 50%.
Glennon said: “Vodka is rapidly becoming the default spirit and despite it’s huge size, it continues to enjoy the strongest growth and has added nearly £50m year-on-year.”

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