As the triumphal procession of craft beers and premium world lagers rolls on, John Porter reports on a sector with a thirst for cross-selling and upselling
Its move clearly throws down the gauntlet to operators looking to offer a beer range that gives consumers access to choice and innovation without overwhelming them. However, before getting too carried away, it's also worth paying attention to the cautionary note sounded by a YouGov poll published at the end of May, which found that consumers believe that the average pint of beer in the on-trade is priced 60p more than is reasonable. As the industry knows only too well, in a market where consumers are cautious on spending, perception of value for money is important.
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