14/12/2017 – News / Craft Beer / UK / Alcohol / Beverages
Research shows UK’s canned craft beer sales soaring
Canned craft beer sales in the UK have risen by 327 per cent in the first eight months of the year, according to new data from consumer research firm Nielsen.
It has been said that cans account for a quarter of craft beers sold in the UK, as the research, which took place from January to August 2017, demonstrates the booming growth for craft beer.
The research includes data from grocery multiples and off licences, and shows that cans are now an increasingly popular choice for craft beer instead of a bottle. Grocery multiples sold in can saw a rise of 349 per cent while off-licence sales in cans saw an increase of 140 per cent.
Martin Constable, chairman of industry trade body Can Makers, said: “The growth of the canned craft beer market over the past year has exceeded expectations and has paved the way for other craft drinks makers to enter the market. We are beginning to see a trend of adult soft drinks and cocktails looking to achieve similar success.
Packaging for ‘Millennials’
“Craft brewers have understood that choosing the can is the best packaging option for retaining the product’s quality and authenticity, delivering those complex tastes that consumers love. It has inspired other drinks and majors to take a fresh look at their packaging and how they can use it to be innovative and stand out on the shelf to the consumer.”
The research states that part of this rise in popularity can be attributed to consumers’ changing attitudes. Consumers, particularly ‘Millennials’, are increasingly looking for packaging that fits in with their own lifestyle and image: standout design, lightweight, easily recyclable; as well as a great quality product kept in perfect condition.
Additionally, brands are now able to choose the canning option best suited their needs. The recent introduction of lower volume contract lines in the UK, as well as a wide choice of mobile lines for hire and lines for purchase, has contributed to the growth. Brewers also understand that their customers are looking for greener packaging options so are being savvier by choosing the most recycled pack format on the market.
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