Just as the fashion pack is always looking for the new black, in the drinks trade it's always "what's the next lager?"
With lager in a long, slow decline, we have been searching for the next big thing for a while.
At one point it was RTDs, then wine, before cider swept in. Despite the success these categories have brought to the pub trade, none has quite delivered the popularity — and volume — that lager offers.
Interesting then, the news that A-B InBev last year turned around years of falling volumes for Budweiser, increasing UK sales by 36.1%, which included "market-share gains" in the on-trade.
It wasn't spontaneous growth (the brewer spent millions on sponsorship of the World Cup), but it was a pleasing result.
Mainstream lager brands remain part of the fabric of UK pubs. Drinkers watching a big match, or on a night out, are by and large drinking pints of session lagers. Research has even shown women who say they "don't drink beer" enjoy a cold lager in a pub garden or when watching sport in pubs.
There is even a growing British craft-lager sector. Breweries like Cotswold Brewing Company make great stuff, which is re-igniting interest in lager at the connoisseur end of the market.
With all this activity stimulating the sector, isn't it fair to say the search is over? The new lager is... well, lager.