Some 71% of the 1,000 consumers surveyed for Kingfisher Drinks Boring Beer Index 2025 said they were uninspired by the beer ranges typically available in pubs, up from 69% in 2024.
Worryingly, 20% of respondents said they would leave a venue and go elsewhere if they didn’t like the beers on offer. Though, more positively, 29% of those surveyed said they were never bored of the beers they see in pubs.
The four lager brands consumers said they were most bored of seeing in pubs were Carling, Fosters, Carlsberg and Stella Artois, which was the same as last year.
Some premium lager brands have seen sharp increases, such as Madri, which has seen the number of respondents claiming to be bored of it almost double since the previous report.
More variety
John Smith’s topped the survey’s list of so-called boring ales while Guinness was cited as the most unexciting stout brand.
A range of beer styles and prices was found to be the most important factor for customers looking for the perfect line-up at the bar as well as a mix of well-known and established brands alongside some new options.
The report also noted 77% of consumers would happily choose a beer they had not heard of before.
An eye-catching tap (59.4%), recommendations from staff (58.9%) and special promotions (50.9%) were the main things found to influence consumers when exploring beer menus.
Younger beer drinkers in particular were looking for more variety, according to the Index, with just 22% of 18 to 30-year-olds always sticking to one beer while 27% of over-40s said they would stick to the same brand.
Perfect range
However, older drinkers were more likely to experiment with unknown brands, with 65.7% of over 40’s sometimes opting for a beer they’d never heard of compared with 54.6% of 18 to 30-year-olds.
Kingfisher Drinks chief operating officer Shaun Goode said: “We hope this report gives publican, bar and restaurants owners some good insight and advice to get more creative with their beer ranges.
“With trading conditions probably tougher than they’ve ever been before, it has never been more important for on-trade outlets to get their beer range right.
“The findings suggest publicans should include at least one or two less well-known brands in their range, and ensure their staff are well trained to talk about them, the new brand is prominently presented, and they may also want to consider an introductory price to drive trial.
“By combining their knowledge of local clientele and leaning on their suppliers, operators can create the perfect range of old favourites and interesting new brands to get their tills ringing.”
