BrewDog headliner - German-style Pilsner, Lost Lager (4.5% ABV) is key to this, putting taste and flavour at the forefront, ensuring standout and cut through in a very crowded, competitive market.
With BrewDog viewed as the highest quality brand in leased and tenanted, and the most demanded craft beer brand in the majority of UK regions, Lost Lager is leading the charge, ranked #1 in five key consumer equity metrics, as validated by external research from CGA BrandBuilder 2022, including:
- #1 for brand image
- #1 for innovative/exciting
- #1 for on trend
- #1 for would recommend
- #1 for sustainability
This was reinforced when Lost Lager was awarded the Best International Lager at the World Beer Awards, being endorsed specifically for its great taste and quality.
Although lager is a key category all year round, with beer sales peaking during the summer months, so does the demand for lager. Lost Lager is one to back as the weather heats up, delivering the third highest draught ROS for any craft beer in the channel and outgrowing mainstream world/premium lager brands, +76.2% MAT. The brand also has the second fastest growing draught ROS vs any other craft beer in the top 10, +75.6% vs 3YA.
Lager drinkers are also looking for added value from their beer choices and sustainability is identified as a key reason to purchase for Lost Lager. This is where it presents a category first, as the original carbon negative lager. With 94% of premium lager drinkers caring about the environmental crisis, the brand engages this element in customer’s drinking habits, allowing them to make a simple change and benefit the planet.
As a result, just two years after launch, Lost Lager has not only become the 4th Largest Craft Brand in the UK Total trade by volume, but it is also holding its own in the lager category, as the 6th fastest growing lager for absolute growth in the off-trade, +40.8% to a value of £27.4m. Additionally, Lost Lager is now worth £13m in the On Trade, with draught making up £12.2m, +39.7% growth Vs YA.
With Lost Lager consumers more affluent, drinking out more often and having a higher spend per month on eating and drinking out than the average lager consumer, it is also considered a key recruitment tool, bringing more consumers into the wider Craft Beer category. As a result, stocking Lost Lager presents a potential +11% increase in total beer spend and an incremental Craft Beer spend of +21%.
Highlighting refreshment by driving awareness and trial, Lost Lager will be pouring at over 20 festivals in the UK this summer, including Kendall Calling, Boardmasters, Tramlines and South Facing. With recognition and demand high, there has never been a better time to get behind this growing, on-trend craft lager.
Three reasons to stock
- #1 recommended lager in the on-trade
- High ROS and outperforming other mainstream world/premium lager brands
- Recruits drinkers into craft beer, driving a higher spend
What bar staff need to know
Crisp. Clean. Refreshing. This planet first German-style Pilsner is a 4.5% lager brewed using wind power and a third less water. The addition of Spalter Select and Saphir hops combine vibrant citrus and herbal notes for an iconic lager taste that's both crisp and refreshing.
Perfect serve is the ultimate way to promote premium beer - it is vital in terms of value for money and justifying the higher price point. For Lost Lager that’s using branded glassware and providing a great pour. This will help to elevate the experience for the guests and showcase the quality of the product.
Being served with as much enthusiasm and passion that goes in to making it also helps deliver a great guest experience.
 CGA BrandBuilder 2022
 CGA OPMS MAT 25.02.2022 Vs 3YA
 CGA OPMS MAT 25.02.2022 Vs 3YA
 Kantar Bespoke research - BrewDog
 CGA OMPS MAT 31.12.2022 & Nielsen scantrack Total Off Trade MAT 28.01.23
 Nielsen Scantrack off trade MAT 28.01.23
 CGA OPMS MAT 25.02.2022 VS 3YA
 BrandTrack Aug 2022
*The new standard in lager. Highest rated. Fastest growing. Most awarded. Source: AC Nielsen ScanTrack: Grocery Multiples MAT data to 28.02.2023