The survey of 2,000 respondents from Japanese beer brand Kirin Ichiban, aimed to identify how UK consumers are spending their spare time and find out what they are looking for in their local pub.
The results found that Brits have less spare time than ever before with an average of just 10 free hours a week.
While at their local pub, one in three Brits opt for premium global beers and 70% of consumers feel that quality and superior taste (61%) are the main ways to justify paying more for a beer. Also, more than one third (36%) would pay more for a ‘pure’ beer.
Also, the survey found one in four (23%) opt for a Japanese beer. Premiumisation is becoming more prevalent across the industry and consumers are increasingly demanding quality, which was clear with 67% of those surveyed agreeing they want to enjoy a quality beer when visiting a pub. Almost two thirds (65%) of drinkers were keen to try something new in a pub setting.
Seeking global beers
Generational differences were also apparent with Millennials being the most adventurous (31%), stating they were seeking global beers.
The survey found some regional differences with participants in the south-east and London showing the biggest thirst for Japanese beers (25% respectively).
Brand heritage is still important to consumers as the research discovered this and philosophy was rated as highly important by 79% of respondents, and almost half (49%) look for a beer that only uses the ‘finest ingredients’.
John Clements, head of commercial marketing at Marston’s on behalf of Kirin Ichiban said: “The results of the survey identified a number of things.
“Firstly, consumers are more time-poor than ever and they are now looking to spend these precious hours in pubs, trying new things, and trading up their usual order."
Love the local
He added: “It is fantastic to see the public is still in love with their local, this provides a great opportunity for operators to broaden their horizons and try something new within their range.
“In recent years, it has been reported that wet-led pubs have begun to rise again and our survey findings do appear to mirror this.
“There is now a fantastic opportunity for operator to train their teams on the importance of beer, its heritage, brewing process and any brand stories because consumers are truly interested.
“Beer is the biggest cash generator in a till, operators shouldn’t be afraid to stock more unusual or premium beers, the consumer thirst is evident.”