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UK Beer Market Report 2010
YouGov SixthSense, Oct 2010, Pages: 52
With giant drinks manufacturer Diageo looking more and more to emerging markets to make up for shortfalls here in the west, smaller UK drinks companies are in an awkward bind. Without an established presence in emerging markets, smaller regional beer manufacturers must double up their efforts to make themselves more relevant to the British drinker.
For these manufacturers it is particularly difficult to make product and brand more relevant when British drinking habits are changing in unprecedented ways. In many parts of the UK the traditional pub is giving way to the continental brasserie, while beer’s pride of place as the nation’s drink of choice is challenged by the growth of in-home wine consumption.
In this report beer is analysed carefully at the distribution level, off-trade sales (or take home) versus on-trade sales (bars, restaurants). Although many drinks brands now straddle both pub/restaurant and supermarket/off licence channels of distribution, the channels essentially remain distinctive in terms of consumer usage and the role of alcohol in the life of the average British drinker.
Brand perception obviously plays a tremendous role in determining the success or failure of a company. This report provides a comprehensive brand perception based on nationally representative results and across all sectors of the beer industry. A Brand Index is at hand to break down complex consumer opinion and perception to give a multidimensional illustration of a brand's health and notoriety.
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