Beer Matters: World beers defying the slump
Pubs need to think carefully about which world beers they are stocking in order to get the most from this growing drinks category, according to Miller Brands UK (MBUK).
World beers are growing while almost all other drinks categories are in decline. Trade data shows that, while the on-trade sold 10 per cent less lager over the past year than in the previous 12 months, it sold three per cent more world beer - that is, brands that are imported or are marketed predominately on the basis of their foreign heritage.
But there are some world beers which are safer bets than others, and pubs must select an appropriate range for their clientele, says MBUK, a partner in The Publican's Beer Matters series.
MBUK research segments world beers into three categories. There are 'ethnic' beers, the appeal of which is in ethnic restaurants or to expatriate communities.
Then there are 'non-differentiated' and 'differentiated' beers. The first of these terms refers to products that appeal to beer buffs willing to experiment. However, they do not have a genuine point of difference or enough marketing support to achieve a profile beyond this select consumer base.
'Differentiated' beers, on the other hand, have those elements.
As well as being ordered by experimenting drinkers, they have a high enough profile to sell to a more mainstream audience.
Pubs must weigh up the demands of their customers and the nature of their business, and choose a range that balances MBUK's three segments.
John Littleton, MBUK business development director, and a former licensee himself, concludes: "Getting a world beer range right is about the fundamentals of marketing. Think of your pub as a product, a brand, your pricing strategy and how you are promoting the brand.
"Then, when you are deciding on what to stock, think about the package that the brand owner is prepared to give you to help it sell. And put effort into explaining to customers how fantastic beer is, the same you would into wine." nPubs need to think carefully about which world beers they are stocking in order to get the most from this growing drinks category, according to Miller Brands UK (MBUK).
World beers are growing while almost all other drinks categories are in decline. Trade data shows that, while the on-trade sold 10 per cent less lager over the past year than in the previous 12 months, it sold three per cent more world beer - that is, brands that are imported or are marketed predominately on the basis of their foreign heritage.
But there are some world beers which are safer bets than others, and pubs must select an appropriate range for their clientele, says MBUK, a partner in The Publican's Beer Matters series.
MBUK research segments world beers into three categories. There are 'ethnic' beers, the appeal of which is in ethnic restaurants or to expatriate communities.
Then there are 'non-differentiated' and 'differentiated' beers. The first of these terms refers to products that appeal to beer buffs willing to experiment. However, they do not have a genuine point of difference or enough marketing support to achieve a profile beyond this select consumer base.
'Differentiated' beers, on the other hand, have those elements. As well as being ordered by experimenting drinkers, they have a high enough profile to sell to a more mainstream audience.
Pubs must weigh up the demands of their customers and the nature of their business, and choose a range that balances MBUK's three segments.
John Littleton, MBUK business development director, and a former licensee himself, concludes: "Getting a world beer range right is about the fundamentals of marketing. Think of your pub as a product, a brand, your pricing strategy and how you are promoting the brand.
"Then, when you are deciding on what to stock, think about the package that the brand owner is prepared to give you to help it sell. And put effort into explaining to customers how fantastic beer is, the same as you would into wine."
Case study: the Riverside in Vauxhall
This Young's managed site in Vauxhall, London, is one pub to have benefited from stocking what Miller Brands UK (MBUK) labels 'differentiated' world beers.
This means imported beers with which consumers identify for reasons other than novelty value. Peroni certainly fits into the differentiated category at the Riverside thanks to a recent promotion that used a fancy interactive bar to promote a giveaway of items by a celebrated Italian designer.
The culture of Peroni's native Italy is of course synonymous with style, so MBUK collaborated with Anglo-Italian fashion hero Antonio Berardi on the prizes.
Riverside customers were greeted with iBar technology, which reacted with glassware or bottles placed on the bar, generating promotional clips. Staff were on hand to explain Peroni's Italian heritage to those made inquisitive by the activity.
With each purchase of Peroni, customers were given a fashion tag with a scratch-off panel letting them know whether they had won.
According to Riverside general manager Philippe Hayeung, the promotion successfully created a buzz around one of the pub's biggest sellers. "This targeted piece of activity had clear business benefits, stimulating increased interest and purchase of Peroni," he says.
"World beers have an interesting story to tell, be it their heritage or where they come from. Increasingly, customers want to know more about the authenticity and background of these beers."
