Craft beer ‘helping’ to boost mainstream beer sales
That’s according to Krombacher’s UK sales and marketing director Stephan Kofler, who told The Morning Advertiser craft beer was encouraging consumers to seek out beers from other countries.
Craft beer’s massive rise is not detrimental to the sales of the larger mainstream brands, but is reinvigorating the category and leading more consumers to seek out products based on origin, he claimed.
He added: “I believe the craft sector has reinvigorated the beer category in general and helped create a more discerning consumer.
“Craft and world beer have been the key trends with many consumers looking to move away from standard mainstream brands and instead search out beers of different origins, styles, ABVs and taste profiles.”
The craft boom
As a result of the craft beer boom, consumers were more concerned about the origin of what they were drinking now than ever.
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“Consumers are definitely taking more of an interest in where, how and by whom a beer is produced, so offering a unique and exciting range is a great way for casual-dining operators to distinguish themselves from the masses,” he added.
“Pub managers and operators have to offer beers with a point of difference to set their range apart from local competition so they need to be brave and creative.”
While there is a notable rise in interest in beer, many pubs were not tapping into it effectively by not giving it enough space on menus, as well as not providing enough information.
It was vital operators took advantage of their websites to offer consumers an up-to-date list of the beers on offer in their sites, as well as detailed information about the brews, claimed Kofler.
Beer deserves space
“Many operators don’t give beer the space it deserves in menus and it’s a mistake, as it is a great product for the cross-sell, just like wine,” he added.
“Nowadays, most menus are available online as well so it’s an opportunity missed if beers aren’t included, as the modern consumer places a huge importance on the beer range.
“To take advantage: menus need to provide good tasting notes, details on style, bitterness and heritage, plus beer and food matching recommendations.”
Meanwhile, Kofler noted a rise in the number of consumers searching for no or low-alcohol beers, citing it as an area of growth pubs should seriously consider.
He said: “I think no/low-alcohol world beers will continue to be an area of growth, especially as more consumers stop or cut down on the amount of alcohol they drink.”
