b'Did you know? R thecraftbeerrevolution,L A G E RLAGER G E UKon-tradelagercategory L A Despite . . . g n i t u o h S the stillaccountsforover70%ofthe UK volume.This equates to a few pints just under the 8.8b mark.EightyLAGER LAGERP E R C E N TO F A L L W O R L DL A G E RVALUEMediterraneanI S O FBut its not all great news.We took a look at some recent on-trade industry reportsanddrillintothedetailsofLagerssuccessdespitetheworrying decline for the big brands.CLASSIC LAGER (-1.1% | 3.8b) WORLD LAGER (+10.5% | 2.2b)Within this category, there are some worrying num O R I G I N Sbers for theMuch of this growth comes from the top 4 in this category big 3 (Carling, Fosters & Carlsberg).The category of Classic(Peroni, San Miguel, Birra Moretti & Estrella Damm).These lager is very much on a slippery slope of decline with the top4 have over 80% of the category value showing that 3all showing a decline.This data shows that drinkers areMediterranean lagers continue to rise in popularity.switching to premium categories. The likes of Carlsberg have relaunched to appeal to a broader con0 1 9base and win newO N T R A D EgB E E RrR E P O R T yal to the category and stick to lager 2 sumerM A R S T O N S La er drinke s are more lodrinkers.whilst Ale consumers will also drink from other categories. So with all this data at our disposal, it seems that Lager drinkers PREMIUM 4%(+5.6% | 2.3b) remain relatively brand loyal.However, this is changing. Even in the last year, we have seen experimental Lager drinkers Brands such as Coors Light, Amstel, Staropramen Pravha &grow from 10% to 25%. Experimentation within Ale is also Bud Light are all showing double-digit growth within the 4%increasing. Ranging by breadth of categories will optimise sales. premium category, these brands encourage the Classic Lager drinker wanting a better flavour experience to trade up withoutIf you arent sure what to offer, give us a call and we can help making a large jump into World Lager or Craft beers. you make the most of your taps. INN EXPRESS - DRINKS PORTFOLIO 2019|20 - LAGER INN EXPRESS - DRINKS PORTFOLIO 2019|20 - LAGER INN EXPRESS - DRINKS PORTFOLIO 2019|20 - LAGER 355All values stated are MAT ValueSource: Marstons on trade report 2019'