The wonders of the world's beers

02-Oct-2014 - Last updated on 06-Oct-2014 at 21:08 GMT

World beers are in growth

The term ‘world beer’ has been around for some time, but now more than ever, beers from abroad with heritage and a back-story are the must-have accessories of any style-conscious pubgoer. Adrian Tierney-Jones investigates this popular category.

World beers? They’ve been around for a few years now, many of them dispensed from eyecatching, boldly coloured fonts in the company of equally beautiful glasses, the sort of bar-top eye candy that can often sway the purchasing power of an indecisive drinker.

Take Estrella Damm, for which Charles Wells has sole importing, marketing and distribution rights, it can either be served from a stylish chrome font or a ceramic option depending on the outlet style.

Other world beers, as well as displaying this sense of theatre at the bar, are amiable with food and handsome on the dinner table; for instance, this approach suits the classic Belgian golden ale Duvel, which can be a wow with dishes such as slowcooked pork or mussels (and its famous tulip-shaped glass is an added attraction).

So it goes without saying that for the licensee with the right attitude and a good awareness of what kind of customers their pub or bar attracts, world beers are essential to add style and substance to the front of house.

They also make good economic sense: they are a buoyant part of the beer category, partly because many young drinkers are more widely travelled than previous generations and they recognise and appreciate the beers that they drank on their holidays.

The use of social media by some brands has also helped to stir the curiosities of adventurous drinkers.

Drinking repertoires

“Consumers’ drinking repertoires have expanded greatly in recent years, making drinkers more willing than ever to experiment with new brands and flavours,” says Andrew Turner, category and trade marketing director on-trade at Heineken, whose range of world beers includes Kronenbourg, Tiger and Amstel.

“World beers are also often viewed as being more indulgent and consequently perceived as a ‘personal treat’ or ‘self-reward’ at the end of the working day or week. So while we have seen a reduction in overall leisure spend, pubgoers are often willing to pay slightly more for premium products when the occasion demands.”

According to Sam Rhodes, director of customer marketing at Miller Brands, which has Peroni, Pilsner Urquell and Kozel in its portfolio: "In a recent survey Miller Brands uncovered the huge profit potential world beers offer, with licensees estimating 74% of their clientele are looking for more world beers at the bar. With consumer demand for quality lagers set to continue, world beer needs to be at the forefront of any outlets seeking to maximise profit opportunities.”

That’s the pitch, but here’s the problem (an enviable problem perhaps), what world beers does the licensee go for?

A lot of world beers are lagers, which is understandable given that the likes of Desperadoes, Sol and Estrella Damm are holiday beers, usually experienced in beach bars or quayside restaurants in the company of a plate of calamari. Furthermore, the sun is more than likely to be shining, which with the best will in the world, a British licensee cannot promise too often.

This sunshine factor could be possibly one of the reasons why Spanish and Italian world beers are doing well, something that Genna Burchell, Estrella Damm’s brand manager at Charles Wells is keen to point out.

“It is the fastest growing of the category with its sales value up 264%. Among the top 35 lager brands it is ranked 3rd or better for being ‘contemporary and up to date’, ‘a lager to be seen with’ and ‘associated with quality pubs and clubs’. It appeals to both male and female drinkers and also pairs exceptionally well with a variety of dishes, especially tapas.”

Food & Beers

As Burchell suggests, matching world beers with food is another area that can pay dividends.

Beers such as Estrella Damm and Duvel, as well as the likes of Asahi Premium Black and Kronenbourg have the ability to cuddle up with various dishes. Another brand that has an easygoing relationship with food is Chinese beer Tsingtao.

According to James Wright, international sales and marketing controller at Halewood International, which imports the beer, “Tsingtao is the UK’s only genuine imported Chinese beer not brewed under licence. It has a great recall factor with consumers, resonating when they first experience it, and the brand is building a strong customer base within the on-trade. World beer ranges should reflect consumer base and clientele, and match with relevant food.

“It is brewed using Laoshan spring water, wheat, barley and rice, and its taste profile particularly compliments chicken and fish dishes. It is very popular in Chinese restaurants and so operators should consider matching it with Chinese menus. It is the fourth largest beer brand in the world, which should be an attraction to any pub looking to serve premium world beers and is continuing to grow within UK markets.”

World beers are in growth, and with growth comes profit — do you really want your pub to miss out on this?