Older drinkers will halve beer drinking in four years
Beer consumption among older drinkers is to drop 50% in the next four years as they "trade up" to spirits and wine, according to market analysts Datamonitor.
Its new report says that overall consumption of alcohol among "senior drinkers" - those aged over 50 - is set to drop by 42% by 2010.
Wine is the only category that will experience growth in volume and value.
The report predicts wine sales will grow from £2.4bn in 2005 to £3bn in 2010, and volumes will have almost caught up with beer, at 415 million litres.
Report author Matthew Adams said: "Senior consumers perceive wine as being the healthiest alcoholic beverage."
Spirit sales are set to rise by 9.3% to 174m litres in 2010. Adams said this is because seniors prefer stronger drinks.
"Seniors are adopting a 'less but of the best' approach to alcoholic beverages," he said.
"The volume of the seniors market is on the wane but value continues to grow as seniors use their affluence and more developed sense of connoisseurship to trade up."
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Your CommentsRobert Feal-Martinez via email 19/05/2006"Interesting observations, however this 50+ consumer does not touch spirits and rarely drinks wine. The Majority of my main trade is 40 to 60 yearold and there certainly doesn't seem to be that trend. Men still drinking pints and women, halfs of Martini type drinks. I suppose really it depends what sort of establishment you survey."
John Ellis via email 19/05/2006"Comment:As more of the beer market has been taken up by smaller brewers, beers have got tastier. Therefore their appeal is increasing to the discerning drinker. It is therefore possible to drinke larger quantities of better quality beer at lower A.B.V. for a better "drinking experience" as the marketting people would call it. Therefore, mass-produced swilling-beer will lose market share, while quality beer will thrive. For that in-depth market analysis, please send half the amount that Datamonitor would normally charge direct to my holiday fund!!"
