A survey conducted by Japanese and Marston’s-owned beer brand Kirin Ichiban, which included 2,000 respondents and aimed to identify how the country’s drinking behaviour has changed, found that one in three consumers now choose premium global beers when drinking out.
There has also been a rise in premiumisation, with drinkers now demanding more from luxury through to artisan products.
The survey discovered that 87% of consumers want a premium drink that offers purity, with men and women aged between 30 and 44 finding ‘purity’ to be the most appealing quality in beer. Almost half (47%) of those surveyed believed a ‘pure’ beer would be better tasting.
The research also found regional differences with drinkers in the south-east finding ‘purity’ the most appealing trait, while in the north, one in five said they enjoyed a global beer over a traditional lager.
A huge 79% rated philosophy and brand heritage as highly important when choosing a beer and are after a beer that only uses the 'finest ingredients' (49%).
This suggests that drinkers are now looking for brands with a story to tell, as well as quality ingredients and a more premium beer when in their local pub.
Marston’s head of commercial marketing John Clements said on behalf of Kirin Ichiban: “The results of the survey highlight that consumers are trading up, drinking better not more, and looking for quality ingredients. They also complement the industry trend around the rise of craft beer.
“Craft beer has truly opened the doors for other beers. It has made consumers more interested in brewing methods, quality ingredients and, in turn, made them more willing to pay a premium for quality drinks.
“While there is an increasing demand to see new kids on the block, consumers are savvier than ever and seem to be looking for brands with integrity, global influences and unique brewing processes, as well as brands with a story to tell.
“Purity is a key trait when choosing beers so operators should consider swapping traditional taps for more premium global beers as consumers are looking to be more adventurous than ever."