It’s the classic entry point into beer, it’s refreshing, easy-to-drink and a safe choice when on unfamiliar territory.
The flip side of this, is that it is seen as a bit basic. The impression we have is of brands that have little heritage or provenance, that are lower in quality and somehow the sector has lost its shine in amongst the new and the exotic.
It’s important we change this because firstly, none of that is in the slightest bit true and secondly, your bottom line will suffer if we don’t.
Three in four pints of draught lager sold are standard lager and CGA data shows the category generates more money for the on-trade than spirits, wine or soft drinks.
On top of that, the category has the highest levels of loyalty, weight of purchase and spend per visit and is enjoyed by everyone from lads to grandmothers. And can you think of an occasion where someone in the pub isn’t drinking a pint of it? I thought not.
That’s why we launched We Heart Lager, a campaign in conjunction with Molson Coors, Heineken and Carlsberg, that aims to reignite our love for this vital of categories.