The brewer’s latest Pour Report found 48% of lager drinkers were more likely to try something new in a pub or bar if recognisable core lager brands were also available.
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Core lager accounts for 35% of total beer volume sales in the on-trade, equivalent to one in every three pints sold.
The report said familiar standard-tier brands acted as a “safety net” for consumers, helping venues balance premium and craft options with recognisable choices.
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The research, based on a survey of 2,001 UK adults, found core lager was also the most popular alternative when a drinker’s first choice was unavailable.
More than a quarter of consumers, at 27%, said they would choose core lager in that situation, compared with 24% for premium lager and 14% for craft ale.
The report also challenged the idea core lager was chosen mainly on price.
Among those who regularly choose core lager, 42% said price was the deciding factor, while 40% said taste was the biggest influence.
Familiarity was cited by 27%, brand reputation by 23% and promotions by 20%.
Trade-up opportunity
Molson Coors UK and Ireland sales director Kevin Fawell said core lager remained a major commercial opportunity for pubs and bars.
He said: “Core lager is a huge part of the beer category and represents a significant commercial opportunity in its own right. What our latest research shows us is the additional role familiar core lager brands play across the wider category.
“We hear consistently from operators that consumers want confidence when they walk up to the bar. They may be interested in something new but seeing a familiar option they know and trust gives them the reassurance they need to explore.”
Fawell said core lager and premiumisation should not be seen as “an either/or choice”.
He added: “A strong core range gives consumers the confidence to explore while continuing to drive significant sales and meet the needs of the large number of people who actively choose core lager for its taste, familiarity and value.”
Value and familiarity
The report found 41% of lager drinkers always or often choose core lager over premium or craft, while 66% of those who would choose core lager agreed it offered the best value for money.
More than a third of consumers, at 34%, said better promotions and discounts would improve their experience, alongside availability, clearer pricing and chilled stock.
Terry Wheatley of Heavitree Brewery, which operates 40 pubs across the South West, said: “Core lager will always have a strong role in community pubs, sports-led venues and outdoor drinking occasions.
“It will continue to sell more volume than premium lager overall.”
Molson Coors said the report combined consumer research with insight from venue operators, publicans and wholesalers across England and Wales.
