UK: Craft beer accounts for almost 10% of the 100 hot brands for the pub sector

Almost 10% of the 100 hot brands for the pub sector in the UK have been taken by craft beer brands, The Morning Advertiser reported on November 30.

The nine beers – Shipyard American Pale Ale, Dark Star Hophead, Meantime Pale Ale, Camden Town Pale Ale, BrewDog Punk IPA, Camden Hells Lager, Innis & Gunn Lager, Samuel Adams Boston Lager, and Brooklyn Lager, made it into the Drinks List: Top 100 Brands.

This is the first top 100 brands list, compiled by The Morning Advertiser in association with research firm CGA Strategy. The list looked at both alcoholic and soft drinks, ranking the brands on the basis of consumer preference and sales metrics.

BrewDog IPA came in as the top craft beer in the listings, with the ‘punk revolution’ leading the charge in the craft beer category.

This was followed by Shipyard American Pale Ale, which Marston’s brews in the UK in collaboration with US-based Shipyard Brewing Company. Marston’s puts the popularity down to the beer being “special and unique” to capture people’s attention.

Next was Camden Pale Ale, which has caught consumer attention and could have been boosted by its wider distribution following AB InBev’s acquisition of the brewer.

Samuel Adams Boston Lager ranks next following an image refresh and packaging redesign.

Meantime Pale Ale is still highly rated by consumers and gains huge sales while managing to maintain its identity as a niche craft brew despite being bought out by Asahi. This was followed by Camden Hells Lager from Camden Town Brewery, which has also managed to retain its craft credentials in the list despite being bought out by AB InBev.

The American theme continues with Brooklyn Lager, the Carlsberg-owned brew, which has become an on-trade icon. Back to the UK, and Dark Star’s Hophead is a popular choice for consumers with sales up 10% on last year despite little marketing activity.

And finally, Scottish brewer Innis & Gunn’s Lager Beer has edged into the top 100. More than 1,000 investors bought into the brewer's beer bonds scheme.

The list was compiled by CGA Strategy based on consumer preference, equity scores and sales metrics and includes brands from the spirits, wine, softs and LAD categories.

01 December, 2016