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Premium Lagers, Beers and Ciders Market Report Plus 2002
Key Note Publications Ltd, Oct 2002
In 2001, the market for premium drinks is estimated to be worth £12.98bn. This report covers lagers, beers, ciders and a newer category of flavoured alcoholic beverages (FABs). These drinks usually offer a combination of more alcoholic content than standard brands, as well as usually being priced higher to reflect either their quality of ingredients or a less tangible, fashionable status in the drinks market.
In 2001, premium drinks accounted for 37% of the total alcoholic drinks market. Premium alcoholic drinks are targeted at several distinct sections of the drinking public. Brand awareness and fashion consciousness are crucial for the FABs, such as Bacardi Breezer or Smirnoff Ice, and for most premium lagers. The strongest of lagers and ciders are made to premium strengths to appeal to hardened drinkers. Another group of consumers is those whose interest is in quality and tradition, rather than fashion or alcoholic strength. These consumers choose real ales or traditional ciders as their favourite drinks.
Apart from some grocer commodity products (e.g. strong white cider), the market is defined by powerful branding. We specially commissioned a Bmrb International Access survey for this report, which found that in 2002, 27% of adults are regular drinkers of Stella Artois, the UK's leading premium lager and the top-selling beer of any type. Interbrew SA, the Belgian company that owns Stella Artois and Beck's, has acquired a leading position in UK brewing (with the Bass and Tennent's brands). Several other foreign brewers have major stakes in the UK market, including Coors Brewing International Ltd, Carlsberg-Tetley Brewing Ltd, Heineken and the owners of Budweiser - a top three premium brand, bought regularly by 20% of adults. However, Scottish and Newcastle PLC retains overall market leadership in UK brewing and in premium beers.
Bacardi Breezer, from Bacardi-Martini Ltd, is another definitive brand, with 19% of adults drinking this leading FAB. The FABs market has grown in value, from £450m in 1997 to £1.3bn in 2001, although an increase in tax on FABs in the 2002 Budget may restrict future growth.
We forecast that FABs will level off at £1.5bn in 2006 and 2007, while demand for cider will decline. Premium products will continue to increase their share of the beer market - easily the largest premium sector - as patterns of drinking in the UK adapt to international standards, making it difficult for 'standard' beers to survive.
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