In association with Diageo
Diageo introduces new beers to UK at Publican Awards
Taking place at Battersea Evolution on 13 March, the Publican Awards is the place for champions in the sector and for high-profile brands to be seen.
Tailor your beer offer:
Diageo innovation and commercialisation manager Katie Hunter:
“Make sure that your range offers a clear laddering in price and flavour from mainstream to craft beers; if there is a big flavour and price discrepancy between your mainstream offering and a craft beer, the craft line is likely to underperform.”
The Open Gate Brewery will be brought over to London in style, said Diageo innovation and commercialisation manager Katie Hunter, who will be revealing the brewery’s Pilsner and Citra IPA.
“Be the first to try our new beers – Open Gate Brewery Pilsner and Open Gate Brewery Citra IPA, which our brewers are delighted to share with you,” said Hunter.
Guests at the awards will be among the first to try the new brews before their official market launch on 16 March, making it a “great chance to get a sneak peek”, she added.
“Our mission is to make the discovery of new beers a joyful adventure for everyone and our ethos at the brewery is to welcome all to try delicious beers.
‘New and different beers’
“There has never been a more exciting time to be in this vibrant category as consumers are becoming more and more interested in trying new and different beers.”
Mainstream brews are struggling, said Hunter, as consumers look to new and interesting styles and flavours. “Craft and world beers are performing highly as people consistently opt for ‘beers of taste’.”
Hunter continued: “Beer is likely to develop its journey into more interesting flavours and origins as consumers’ desire for taste continues, as well as curiosity around provenance.”
Mainstream lager sales dipped by 1.3% in year-on-year value terms, while world lager saw a sales growth of 11% in the on-trade, she added.
“There is a huge amount of interest in craft, but the category is still extremely small. We know there are three critical barriers to consumers buying craft beer at the bar, including price, quality and too much choice.”
Tailor your gin offer:
Diageo innovation manager Jennifer Hunter:
“Operators can take advantage of shoppers by offering a range of gins to suit the different characteristics of each shopper, at a range of price points, encouraging consumers to graduate from social gin drinkers to taste explorers and gin experts. By perfecting a simple gin and tonic, operators can take it to the next level by offering a range of tonics and garnishes to mix and match with consumer’s gin choices, driving value perception and premiumisation.”
Craft beer is usually 27% more expensive than a mainstream brand, but 7.5m Brits are interested in drinking from the category, which they will usually enter through familiar brands.
Gin growth rate
Gin, meanwhile, continues to grow at a significant rate – 23% to 30 December 2017 – and remains a key area for operators to tap into, said Diageo innovation manager Jennifer Hunter.
“The future of the gin category is incredibly exciting. Similar to trends we’ve seen in other categories, such as craft beer, consumers are loving exploring and trying new brands and taste profiles,” she said.
“We’re continuing to see innovation launch at both ends of the category spectrum with more accessible liquids available to invite new consumers.”
One of the brands recently launched by Diageo to tempt new drinkers into gin is Gordon’s Pink Gin, a fruity liquor ideal for mixing.
The gin will be served at the Publican Awards as a classic G&T, alongside a Pink Gin Spritz with lemonade and Prosecco.
Hunter continued: “Gin’s growing popularity has been fuelled by a winning set of unique attributes, including the versatility of the liquid, which is characterised by an abundance of alternative flavours, mixers or garnishes.”
The Publican Awards, in association with Sky, will take place next week at Battersea Evolution, London. To find out more and to book your tickets follow this link.
