THE HEINEKEN BEER REPORT 2023 REVEALS HOW TO ENCOURAGE TRADE UP AND BOOST VALUE SALES AMIDST ECONOMIC UNCERTAINTY


HEINEKEN UK has launched the HEINEKEN Beer Report 2023

The second annual Beer Report provides insight around adapting a beer offering in response to evolving consumer trends and higher cost-of-living

 50% of consumers won’t cut down on drinking premium beers despite increased cost-of-living.

A rise in accessible premiumisation has seen consumers search for value for money from perceived premium quality brands at an affordable price.

HEINEKEN UK has launched its second annual Beer Report, aiming to help operators navigate changing trends and the impact increased cost-of-living is having on the beer drinker and beer sales across the country.

Research from the report reveals consumers are prioritising value for money through premium options and quality experiences, despite increasing financial challenges. The HEINEKEN Beer Report 2023 explores how to curate the right beer offering for the right occasion and spanning different price points to maximise revenue.

Beer drinkers are still looking to treat themselves when they head to their favourite venues and to make the most of the occasion. Many are doing sothrough trade-up options, with world lager growing value share to 27% during 2022 (up from 22.7% in 2021). The report reveals 18-34-year-olds in particular are driving this trend, being less likely to go without a premium beer than any other age group. Venues looking to attract a younger demographic should therefore stock premium options on draught and in the fridge.

Drinkers are also opting for ‘accessible premiumisation’. They are looking for beers they perceive to be higher quality, but not necessarily trading all the way up to world lager. Instead, they may move from classic beer brands to the premium or premium 4% category. These ‘accessible premium’ brands often tap into trends and boast premium quality cues, such as taste credentials or authentic heritage, but at a more affordable price than world or craft options. With an increasing demand for Mediterranean lager in the UK, Cruzcampo®, Spain’s number one draught lager, is positioned to help operators tap into this rising trend while offering a great quality experience at an affordable price point.

While the report shows 29% of 18-34-year-olds are drinking more craft beer compared to last year, the growth of the craft beer category has slowed. Larger craft brands continue to dominate beer ranges, arguably an outcome of lockdown and higher cost-of-living as drinkers prioritise the experience over experimentation.  

But the power of classic lager brands should not be underestimated, and the report highlights the need to maintain well-known brands on the bar. More than half (55%) of drinkers want to stick with a brand they know and like over the next year, while 43% are drinking the same number of classic brands as last year.  

Will Rice, HEINEKEN UK On-Trade Director, said: “In its second year, HEINEKEN UK’s Beer Report continues to unveil profit-driving trends and data for operators.

In the midst of a cost-of-living crisis, more than ever we’re seeing a greater emphasis on ‘smart spending’ to maximise the return from disposable income. Beer drinkers are increasingly looking for value for money. Consumers are looking to prioritise their experience in the on-trade, primarily by buying into beer brands they believe can deliver on that premium quality experience. The key to any offer is ensuring the brand selection has maximum appeal to the specific customers and for the occasions to which your venue caters, while hitting different points of your pricing ladder. We hope you find the contents of the HEINEKEN Beer Report 2023 valuable for your business as we seek to support a thriving and sustainable on-trade.”

Download the HEINEKEN Beer Report here

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