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Adnams Case Study: Overcoming the Poor Performance of the Recessionary Hit UK Beer Market Product Image

Adnams Case Study: Overcoming the Poor Performance of the Recessionary Hit UK Beer Market

  • Published: September 2009
  • Region: Global, United Kingdom, Great Britain
  • 12 pages
  • Datamonitor

This case study on Adnams forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It examines how the UK ale producer has overcome a challenging period by focusing on pricing issues as well as premium and ethical business practices.

Key reasons to purchase this title

- Gain insight into the methods used by important industry players to give them a competitive edge

- Identify specific areas for operational improvements

- Capitalize on the knowledge of experienced companies when entering a new niche or market

CATALYST
SUMMARY

ANALYSIS
The UK ales segment has been hit by the recession, but new launches could help enhance consumer demand
The UK is a leading market for ale consumption, but its value is falling
Manufacturers are attempting to boost market growth with new launches that address key consumer trends
Adnams has boosted its performance in the recession by focusing on pricing and the long-term benefits of its sustainable cask ale business
Adnams decision to hold 2008 prices to the end of 2009 has boosted its performance after it struggled in 2008
Cask ales are growing in popularity and could boost Adnams long-term performance
Adnams keeps its product line small and exclusive to retain premium status, while limited editions help enhance consumer interest
The company is one of the few in the sector to focus on sustainability, an area of concern to a growing number of consumers
The company faces a number of threats to its long-term growth
Conclusion

APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Disclaimer

List of Tables
Table 1: The UK beer market by sector ($m), 2003-13
Table 2: Top 10 European countries for ales, stouts and bitters, per capita consumption ($m), 2008
Table 3: Top five leading claims and flavors in ales, bitters and stouts launches in the UK, 2005-09

List of Figures
Figure 1: UK ales launches rose strongly in 2008, as manufacturers attempted to boost the sector in the recession
Figure 2: Adnams produces a range of cask and bottled beers that address consumer desires for tradition, provenance and sustainability issues
Figure 3: Consumers in the UK are partly influenced by ethical considerations in their alcoholic drink choices

Note: Product cover images may vary from those shown

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