Mainstreams are key for Christmas claims Coors
Coors is throwing cold water on the idea that lager drinkers trade up to premium beers when they celebrate Christmas at the pub.
Research unveiled by the Carling brewer shows that only six per cent of lager consumers drink both mainstream and premium brands in the on-trade, limiting the potential to trade up.
John Holberry (pictured), Coors' director of on-trade sales, believes confusion has been caused by the performance of premium brands in the on-trade failing to match their success in the off-trade.
"In the pub people tend to drink pints and they are more likely to choose a mainstream lager if they are going to be drinking all night," he said.
"Research suggests this is true regardless of the time, the occasion or the outlet. People decide before they go out whether they are going to drink mainstream or premium and at Christmas two thirds of lager sales are mainstream brands despite the enormous increase in premium lager taps we have seen."
Mr Holberry's conclusion is that publicans should have more mainstream lagers on tap. "Although only two out of 12 fonts may be mainstream lagers, their sales are likely to exceed all the other draught brands on the bar put together," he said.
His comments come at a time when the trade is gearing up for the Christmas opportunity. Last year beer sales in pubs soared by 25 per cent in December and was worth an extra £250m over an average month.
Coors is also making the occasion a time to focus on product quality following new research from Cask Marque which indicates that nearly six out of 10 pints served in pubs are too warm, have poor head retention or are served in a wrong or dirty glass.
