Beer industry launches massive push to arrest sales decline

Beer industry chiefs are launching a multi-million pound bid to arrest falling beer sales with a campaign aimed at reawakening Britons’ latent love of beer.

brightcove.createExperiences();

brightcove.createExperiences();

brightcove.createExperiences();

To this end, the campaign’s organisers have also struck a deal with Channel 4 to sponsor its Sunday Brunch show.

UK beer sales have been in decline for years as drinkers switch to cider and wine. Sales fell 2.9 per cent in the first quarter of 2013, according to the latest BBPA data. Sales from pubs, closing at a rate of 26 a week according to Camra, were down 5.5 per cent.

Simon Cox, managing director of Molson Coors, says:  “There is an ever more diverse selection of beers available in our pubs and supermarket shelves. We’ve seen the emergence of a more discerning beer drinker, a growth in micro-breweries, as well as increased availability of beer brands from all around the UK and the world. Two decades ago there were around 2,000 brands of beer on sale in the UK compared to more than 5,000 on sale today.

“Let There Be Beer is about instilling a passion for beer in the nation’s hearts and remind the nation why beer is the nation’s best-loved drink. But for many, beer simply means pints of warm, flat lager. That couldn’t be further from reality.”

Recommended

Wellies at a festival

Is festival sponsorship losing its sheen?

Lara O'Reilly

The pinnacle of the summer music season, Glastonbury Festival, kicks off this week. But while the notoriously anti-corporate event still attracts attendees in their tens of thousands, a combination of poor weather, lack of diversity and new music sponsorship strategy approaches mean other music festivals are beginning to lose their sheen among brands.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now