Insight Guide

Maximising your profits with world beer

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Maximising your profits with world beer

World beer continues to drive value into the total lager category, growing 7.9% in the On Trade1 in the last 12 months. This has been boosted by increased awareness and the premiumisation trend, which sees consumers willing to pay more for quality and authenticity in the On Trade.
Interest in the category is set to see continued growth with experts in world beer, Miller Brands, predicting that it presents an additional £1.8 billion2 in trade up opportunities alone in 2014, for both on and off trade.
The huge profit potential world beers such a Peroni Nastro Azzurro, Pilsner Urquell and Kozel offer has not gone unnoticed amongst the On Trade, as licensees estimate three quarters (74%)2 of their clientele are looking for more world beers at the bar1 with 72%3 intending to stock more in 2014.
Czech lagers in particular are generating huge interest with consumers differentiating them into their own distinct beer segment. The authenticity and rich brewing heritage of Czech beers such as Pilsner Urquell and full flavoured 4% beer Kozel, give retailers an opportunity to command a higher price that sits comfortably with the consumer while delivering excitement to those wanting to experiment and try something different.

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