How operators can stay afloat amid declining beer sales

20-Jun-2018 - Last updated on 20-Jun-2018 at 09:52 GMT

Dropping level: beer sales fell for the first quarter of 2018, in comparison to the same period last year

Operators need to tap into sporting events and keep their finger on the pulse with the latest trends in order to keep pulling punters in, according to a purchasing company.

According to the British Beer & Pub Association, UK beer sales in the first quarter of 2018 have fallen by 1.7% in a year-on-year comparison with 2017, reaching their lowest point in two years.

As alcohol consumption continues to drop, Beacon Purchasing offers advice to operators on how to keep their head above water during these troubling times.

Beacon purchasing manager Kelley Walker said: “This summer we will see some great sporting events, which are often important for pubs and bars, including the FIFA World Cup, taking place.

“These are the perfect opportunity for organisations to maximise beer sales, with research from Heineken UK showing that 75% of all pubgoers watch football, with almost 20% of all UK adults specifically going to the pub to watch the game.

“By taking advantage of these types of events, as well as the latest in beer trends, operators will be able to meet consumer demand and boost beer sales.”

Sporting success

The FIFA World Cup is well underway and events like this can act as a great way to for operators to encourage and maximise sales.

Research from Heineken UK showed that 44% of adults drink lager when watching sport. Also, insight from Greene King found that selling a beer directly linked to the sporting event is a great way to boost sales too.

Sporting events can also create an opportunity for operators to offer a different serve. Beacon suggested a four pint pitcher for a special price not only works well for larger groups but it can also increase the speed of serve during busy periods, which is often a challenge for operators during sporting events and can be frustrating for customers.

Craft beer still here

Research from CGA found that craft beer retains the top spot as the leading drinks trend for the fifth year running, with Greene King noting that pale ales and IPAs are the most popular craft beer style.

Also, research from Molson Coors, brewer of Sharp’s Doom Bar and Franciscan Well Irish Pale Ale, showed the growth in craft beer reflects consumer interest in new and different styles.

While operators may wish to stock a variety of different craft beers to offer an inspiring choice to consumers, Beacon highlighted the importance of also stocking familiar favourites.

Seasonal importance

Beacon also recommended operators take note of consumer tastes varying depending on the season.

Blonde and golden beers are popular during the summer, due to their refreshing tastes, with Greene King showing that these have seen a growth of 7% year-on-year.

Lower-strength session ales are tried and trusted beers, providing customers with a recognisable brand and familiarity. These also sell better during the summer, as drinkers are looking for a clean, crisp taste that isn’t too heavy.