How posh is your pint? Ten top lagers ranked by class preference

A YouGov survey​ has ranked popular lager brands, to show what percentage of each drink’s customers are positioned in the higher social classes.

Half of Peroni’s drinkers qualify in the categories, closely followed by Heineken (45%) with Kronenbourg in third with 39% of customers.

At the bottom of the list are Carlsberg and Carling, with less than a third of drinkers ranked in the higher classes, with Fosters slightly higher at 33%. The three brands are among the most popular in the UK, appealing to the mass market.

Andy Turner, category and trade marketing director on-trade for Heineken UK, which also owns Fosters and Kronenbourg, reflected on the table.

He explained that Heiniken and Kronenbourg’s high positioning are driven by sponsorship of events such as the Rugby World Cup and James Bond.

“Kronenbourg 1664’s ‘taste suprême’ campaign has underlined the beer's Alsace heritage. Foster's new marketing reflects the ‘can do’, go-getting attitude of millennials, and appeals to a far broader range of drinkers,” Turner told the PMA​.

“Whilst clearly a very generalised measure of positioning, this survey shows our brands where we would expect them to be, given core consumers, provenance and long term marketing strategies.”