USA v UK: What are the top tipple trends?

By Alice Leader contact

- Last updated on GMT

Best booze: how do US sales match up against the UK’s?
Best booze: how do US sales match up against the UK’s?

Related tags: Beer, Wine

The trendiest alcohol pours in the US, show IPA as the leading beer style, cider growing in popularity and white wine being one of the top 5 products for women.

But how do these American trends reflect the UK’s?


iPourIT published its annual report covering September 2018 to August 2019 that showed cider in the US is growing in popularity due to diet changes and taste preferences.

The top ciders included Ace Pineapple Cider ranking first with 15,136 pints, Angry Orchard Crisp Apple Cider ranking second with 8,708 pints, and Ace Perry Cider ranking third with 4,815 pints.

One of the key insights revealed females are having a strong presence in cider consumption while beer is more consumed by males.

But while cider consumption rises in the US, it seems it has a high reputation in the UK too.

According to The Morning Advertiser​’s 2018 drinks list, data supplied by CGA OPMS, MAT to 11/08/2018, cider in the UK grew by 0.1 percentage points, holding 6.4% of the market value.

Cider’s value increased by 2.8% and is one of the few long alcoholic drinks categories to show real growth. 

Fruit draught cider is the main driver. Fruit is driving growth in the category and prompting apple’s top line volume sales dip of 4.4%.

Craft lager

Domestic and craft lagers remain popular in the US as the report revealed that the volume of beer poured has increased by 24%, from 2,217,872 pints in 2018 to 2,749,563 pints in 2019.

Although craft in the UK only accounts for a small volume of overall beer sales, it has the loudest voice in the category.

It takes up almost 7% of beer value sales and is one of the most talked-about categories.

Lager is well represented in the craft segment, with the likes of Carlsberg’s Brooklyn Lager making waves on last year's list.

In the US, the top 50 microbrews and craft beers showed Firestone Walker ranking first with 15,426 pints, Blue Moon Belgian White Ale came second with 15,170 pints and Elysian Space Dust taking third spot with 11,132 pints.

The research unveiled by iPourIT showed taprooms that choose not to have national domestic brands on tap, benefit from offering a craft house brand.

Mainstream lager brands

The mainstream lager brands still hold much of the weight in the on-trade in the UK, accounting for 78% of lager volume sales.

Lager accounts for almost 70% of all beer sales – taking £69 out of every £100 spent on beer. The category has increased value share by 0.9%, compared with a very slight overall decline for total beer, which dipped by 0.4%.

Of the top 10 fastest-growing brands by volume, four are premium lagers, two standard lagers, two ciders, one rum and one gin.

In the US, lager is the second top beer style, with IPA as number one and cider as third.


While white wine only accounts for 2.6% of total products poured from iPourIt tap walls, it is one of the top five products poured by women with Hoppin’ Prosecco ranking first with 3,757 bottles.

The data revealed that the amount of wine poured in the US has increased by 27%.

But while the amount of poured wine booms in the US, all but two of the top 10 wine brands in last year’s list saw volume and value declines.

Jack Rabbit Pinot Grigio was the UK’s number one but saw a decrease in 0.9% in volume and 3.4% in value.

This behaviour is broadly typical of the category’s on-trade performance.

Related topics: Beer

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