The importance of Lager

There is an interesting piece in The Grocer by James Beeson on BrewDog's renewed focus on Lager growth (Link to article in comments).

So why such a focus on lager from the UK's number 1 supplier in craft beer? 🍺

The Nielsen IQ performance heat map below, nicely shows the scale of lager in the U.K. off trade compared to Ale and Stout.

The UK's lager category is worth a whopping £4.64Bn +0.1% vs LY.

Compare that to ale (where Punk IPA plays), which is worth £0.8Bn -3.1% vs LY.

Quite simply put, lager is a bigger pond to fish in.

Also, any of the new consumers that Brewdog can tempt to try Lost Lager, might just give their more profitable craft beers a try as well, so it makes a lot of strategic sense.

If you want true scale in Beer, lager is the only way to do it. 🍺 📈

Data by NielsenIQ Retail Measurement | GB - NIELSEN - MNDH BEER – GB TOTAL COVERAGE - 52 WEEKS TO WE 02nd NOVEMBER 2024

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