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Marston's on Trade Beer Report 2019/20

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Marston’s House Wolverhampton WV1 4JT ON TRADE For all enquires please contact [email protected] BEER REPORT 2019/20 www.marstons.co.uk WELCOME TO THE INSIDE... ON TRADE BEER REPORT 2019 FROM MARSTON’S BEER COMPANY CATEGORY SNAPSHOT At Marston’s we are passionate about Beer and as the UK’s largest Ale brewer and the licensed distributor of a 4-5 selection of recognised World Beers and Craft Beers, we are well placed to offer category expertise across the How the Beer category is shaping up entire Beer category. 6-9 UNDERSTANDING THE DRINKER To compile this report we draw upon various quantitative and qualitative data sources across both the On Trade How Ale and Lager drinkers differ and Off Trade. These include CGA sales data, Kantar Worldpanel and Alcovision to understand the sales and drinker trends and ‘what’ is happening. 10 MACRO TRENDS Five macro trends that are affecting consumer behaviour To get a deeper understanding of our drinkers we commissioned Eureka! – an independent market research company – to survey over 2,000 Ale drinkers and 2,000 Lager drinkers across the UK. This helps us to understand the ‘why’ behind the current and future beer trends. 11-15 EXPERIENCE Maximising the in pub experience We set out to make this report insightful and most importantly actionable, with recommendations to help you to grow your Beer sales in three ways: attracting more drinkers, spending more money, more often. 16-17 RANGING CASK Ranging by style to maximise throughput Kyle Le-Vins On Trade Category Manager 18-19 RANGING KEG Providing opportunity to trade up and improve margin PREMIUMISATION TOTAL BEER VOLUME month, by Volume British Beer & Pub Association (BBPA) Sources: 20-24 Multiples, 52wk 29-12-18. Grocery Advantage, IRI Market How to capitalise on this trend 35 OFF TRADE ON TRADE CONVENIENCE 25 30 Growing sales by making it easier for the drinker 25 26-27 HEALTH 20 How wellness is impacting the Beer category MAT VOLUME HECTOLITRES 15 Jul - 14 Mar - 11 Oct - 15 Oct - 10 Aug - 11 Jul - 09 Apr - 18 Apr - 13 Jan - 17 Mar - 16 Feb - 14 Feb - 19 Jun - 17 Nov - 17 Jan - 12 Dec - 14 Jun - 12 Nov - 12 Aug - 16 May - 15 May - 10 Apr - 08 Jan - 07 Feb - 09 Jun - 07 Nov - 07 Dec - 09 Sept - 18 Sept - 13 AUTHENTICITY Sept - 08 28-29 Understanding the importance of provenance and quality On Trade Beer volumes have levelled out in recent years after a change in drinking habits, favouring drinking at home rather than in the pub. 2018 was a fantastic year for the Beer category with the exceptionally hot 30 SUMMARY weather and the World Cup providing consumers with more beer drinking occasions. Key recommendations to drive your Beer category sales We expect to see further growth in Ale from beers influenced by Craft styles with more hoppy flavours including Contemporary Keg beers, Mainstream Craft and Niche Craft Ales. Within Lager, Classic Lager will continue to decline as consumers drink less but better and further growth will come from Mainstream Premium brands and into World Beer. 2 ON TRADE BEER REPORT 2019/20 3 CATEGORY MARKET SNAPSHOT BEER CATEGORY PERFORMANCE & SHARE CRAFT VALUE SPLIT... TOTAL BEER VALUE SHARE TOTAL LAGER VALUE SHARE TOTAL ALE VALUE SHARE LAGER VS ALE BY STYLE DARK PACKAGED PRM KEG ALE 5% WORLD 14% 6% ALE BEER LAGER 23% 24% CLASSIC GOLD LAGER STD KEG 37% 28% STOUT LAGER MAINSTREAM 47% 29% CASK ALE ALE AMBER 7% 70% PREMIUM 51% 63% 67% LAGER 29% BEER VALUE PERFORMANCE LAGER VALUE PERFORMANCE ALE VALUE PERFORMANCE CRAFT VALUE PERFORMANCE CASK ALE VALUE PERFORMANCE PACKAGED STOUT WORLD BEER ALE -7.4% DARK 2% LAGER -20.7% VALUE (£M) VALUE (£M) VALUE 10.5% (£M) VALUE (£M) VALUE (£M) VALUE PREMIUM KEG 24.6% MAINSTREAM 36.5% LAGER PREMIUM LAGER GOLD 3.7% -10.0% 5.6% STANDARD KEG -1.8% CLASSIC ALE ALE LAGER CASK ALE 12.2% AMBER -1.9% -1.1% -8.2% -7.7% VALUE £M MAT VALUE £M MAT VALUE £M MAT VALUE £M MAT VALUE £M MAT VALUE £M MAT TOP CLASSIC £3877 TOP 10 £2593 TOP 10 £2253 TOP 10 £1105 TOP 10 £820 TOP 10 £1475 LAGERS -1.1% MAINSTREAM +5.6% WORLD LAGER +10.5% CRAFT BEER +15.7% TRADITIONAL -1.8% CASK ALE -8 .2% PREMIUM LAGER KEG 1. STELLA ARTOIS 1. PERONI NASTRO AZZURRO 1. HOP HOUSE 13 1. JOHN SMITHS 1. SHARPS DOOM BAR 1. CARLING 2. COORS LIGHT 2. SAN MIGUEL 2. BREWDOG PUNK IPA 2. WORTHINGTONS 2. GREENE KING IPA 3. AMSTEL 3. BIRRA MORETTI 3. CAMDEN HELLS 3. TETLEYS 3. FULLERS LONDON PRIDE SHIPYARD AMERICAN 4. ESTRELLA DAMM 4. 4. BELHAVEN BEST 4. GREENE KING ABBOT ALE 2. FOSTERS 4. HEINEKEN PREMIUM PALE ALE 5. 5. BODDINGTONS 5. 5. KRONENBOURG 1664 STAROPRAMEN MEANTIME PALE ALE 5. DRAUGHTFLOW TIMOTHY TAYLOR LANDLORD 6. 6. GREENE KING 6. 6. BECKS VIER COBRA BROOKLYN LAGER 6. EAST COAST IPA WAINWRIGHT 3. CARLSBERG 7. PRAVHA 7. KOZEL 7. INNIS & GUNN LAGER 7. CALEDONIA BEST 7. CALEDONIAN DEUCHARS IPA 8. BUD LIGHT 8. PILSNER URQUELL 8. FULLERS FRONTIER 8. BREW XI 8. TRIBUTE ALE 9. RED STRIPE 9. SHARPS OFFSHORE PILSNER 9. BANKS’S MILD 9. MARSTON’S PEDIGREE 4. TENNENTS 9. BUDWEISER 10. STELLA 4% 10. ASAHI SUPER DRY 10. BEAVERTOWN NECK OIL 10. FULLERS LONDON PRIDE 10. OLD SPECKLED HEN CLASSIC LAGER CONTINUES ITS DECLINE PREMIUM 4% IS DRIVING GROWTH MUCH OF THE GROWTH CONTINUES TO LITTLE CHANGE WITHIN TOP 10 BRANDS CONSUMER DRINKING BEHAVIOURS AMBER ALES DOMINATE Drinkers are switching to premium categories. The likes These are brands that encourage the Classic Lager drinker COME FROM THE TOP 4 BRANDS Big Craft brands continue to show impressive growth. ARE CHANGING Golden Ales ROS is growing faster than Amber. of Carlsberg have relaunched to appeal to a broader wanting a better favour experience to trade up without Over 80% of World Lager value sits with the top 4, Traditional Keg taps are being replaced with Top 10 brands outperform total market. consumer base and win new drinkers. making a large jump into World Lager or Craft beers. all of Mediterranean origin. Contemporary Keg and Craft. KEY: SINGLE DIGIT GROWTH SINGLE DIGIT DECLINE Source: CGA OPMS w/e 23rd Feb’19 DOUBLE DIGIT + GROWTH DOUBLE DIGIT + DECLINE Source: CGA OPMS w/e 23rd Feb’19 4 5 ON TRADE BEER REPORT 2019/20 UNDERSTANDING THE DRINKER The drinker should be at the centre of every ranging decision. Understanding who they are and how they differ will make these decisions easier. Here we look at who the beer drinker is and how you can use this information. CONSUMER REPERTOIRE Lager drinkers are more loyal to the category and stick to lager whist Ale consumers will also drink from other categories. THE ALE DRINKER THE LAGER DRINKER ALE DRINKER’S LAGER DRINKER’S AVERAGE CATEGORY AVERAGE CATEGORY REPERTOIRE 4.2 REPERTOIRE 3.7 Ale drinkers have a bigger repertoire, notably the following: Lager drinkers are more loyal to the category and more loyal to brands, Visit late night venues 6.8 so will stick with their favourites. Some groups have a bigger repertoire: Aged 18-34 5.7 World Beer drinkers 4.1 Visit casual dining venues 5.4 Visit casual dining venues 4.7 Are in the high spending group 4.8 Tend to experiment within beer 4.4 Aged 18-34 4.3 Source: Marston’s Eureka! Survey’19 ALE DRINKER ON TRADE REPERTOIRE 49% AGED 50+ 34% AGED 50+ 87% MALE 77% MALE 57% ABC1 56% ABC1 66% DRINK ALE AT LEAST WEEKLY 65% DRINK LAGER AT LEAST WEEKLY 72% ALSO DRINK ALE AT HOME 54% ALSO DRINK LAGER AT HOME 100% 35% 33% 32% 32% 25% 24% 23% 23% 19% 17% 15% 14% 13% 8% 5% £21 AVERAGE SPEND PER WEEK OOH £23 AVERAGE SPEND PER WEEK OOH Sources: Kantar Alcovision 31st Dec’18, Marston’s Eureka! Survey’19 Sources: Kantar Alcovision 31st Dec’18, Marston’s Eureka! Survey’19 CRAFT PRM CLASSIC WORLD CRAFT NO/LOW ALE WINE BEER LAGER SPIRITS LAGER CIDER STOUT LAGER SMOOTHFLOW BEER LAGER ALE CIDER SOFT ALCOHOL DRAUGHT DRAUGHT DRAUGHT DRAUGHT DRAUGHT DRAUGHT PACKAGED PACKAGED PACKAGED PACKAGED DRINKS BEER EXPERIMENTERS STICK WITH FAVOURITES 5% 35% 12% 54% 39% 62% 22% 11% 38% 12% 11% 22% 7% 18% 10% 6% % % 57 36% 23% 41 PREFER TO PREFER TO PREFER TO STICK TO PREFER TO STICK TO EXPERIMENT EXPERIMENT FAVOURITE ALES FAVOURITE LAGERS LAGER DRINKER ON TRADE REPERTOIRE Source: Marston’s Eureka! Survey’19 KEY RECOMMENDATIONS • The Ale drinker is getting younger. Make sure you range Craft, IPA and other contemporary styles of Ale to appeal to a younger Ale drinker. • As demographics change, so do attitudes towards drinking. Providing the correct range is key to increased sales, and with more drinkers now wanting to be able to experiment, particularly in Ale, getting the balance between choice and quality of throughput is essential. • Lager drinkers remain relatively brand loyal however this is changing. Even in the last year we have seen “experimental Lager drinkers” grow from 10% to 25%. Experimentation within Ale is also increasing. Ranging by breadth of categories will optimise sales. 6 ON TRADE BEER REPORT 2019/20 7 UNDERSTANDING THE DRINKER Consumers' choice of drink is not black and white. Here we look at the two key infuences on drink choice: occasion and seasonality. Whilst the Lager and Ale drinker does differ, within the category there are three separate spend groups. Appealing to the higher spend group will bring with it increased proft.
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