1st October 2008
Cask ale sales are outperforming the rest of the market in a dismal year for beer, according to a new report.
The Intelligent Choice report, backed by industry bodies in the sector and the Campaign for Real Ale, says that cask ale sales declined by 1.3% in volume, compared to a slump of 8% in the whole of the beer market in the year to May 2008.
This compares to around a 5% decline in both cask ale and general beer sales last year.
People are drinking less beer in general, and are drinking more at home, according to report author Pete Brown, a beer writer and marketing consultant.
However, the report claims there is an untapped market for cask ale - while 65% have never tried the drink, of those who do, 40% are converted, it claims.
Cask ale differs to most beers, which have the yeast removed after the main fermentation, by retaining the yeast when it is put into casks.
Simon Townsend, chief operating officer of Enterprise Inns, said in the foreword to the report that pubs have faced an array of challenges, including competition from supermarkets, increases in alcohol duty, and a crisis in consumer confidence.
He added: "Against this background it is more important than ever before that pubs can provide a truly differentiated proposition to consumers."
IMAGEPA
Cask ale sales 'outperforming other beers'
The Intelligent Choice report, backed by industry bodies in the sector and the Campaign for Real Ale, says that cask ale sales declined by 1.3% in volume, compared to a slump of 8% in the whole of the beer market in the year to May 2008.
This compares to around a 5% decline in both cask ale and general beer sales last year.
People are drinking less beer in general, and are drinking more at home, according to report author Pete Brown, a beer writer and marketing consultant.
However, the report claims there is an untapped market for cask ale - while 65% have never tried the drink, of those who do, 40% are converted, it claims.
Cask ale differs to most beers, which have the yeast removed after the main fermentation, by retaining the yeast when it is put into casks.
Simon Townsend, chief operating officer of Enterprise Inns, said in the foreword to the report that pubs have faced an array of challenges, including competition from supermarkets, increases in alcohol duty, and a crisis in consumer confidence.
He added: "Against this background it is more important than ever before that pubs can provide a truly differentiated proposition to consumers."
IMAGEPA
Tags: Landlord
- 6th January 2009 Interest rates 'set to fall to record low'
- 6th January 2009 Businesses urged to take financial "MOT"
- 5th January 2009 Businesses urged to make redundancies 'last resort'
Delicious
Digg
reddit
Facebook
StumbleUpon