BEER may have had major competition for the young adult wallet in recent years but it’s still by far the biggest-selling long drink and it has seen remarkable innovations and developments from big brands, craft beers and more, many of which appeal particularly to young adults.
• Scotland’s biggest beer brand Tennent’s Lager is the sponsoring force behind the country’s biggest music festival T in the Park – a major draw to young adults, of course. Festival organisers have just announced the line-up for 2016 which will include headliners The Stone Roses, Calvin Harris, and Red Hot Chilli Peppers.
George Kyle, head of sponsorship, Tennent’s Lager, said: “Tennent’s Lager co-founded T in the Park back in 1994 with our partners DF Concerts, and we’re incredibly proud to have been at the heart of this great festival ever since.
“As the T in T in the Park, our commitment to Scotland’s live music scene has remained strong throughout the past 23 years, and we continue to support grassroots talent through our unsigned initiative T Break.
• Heineken has launched new packs in its Desperados beer and Old Mout cider ranges. Spirit beer Desperados is now available in 25cl individual cans, as well as a 6 x 33cl pack. Old Mout Kiwi & Lime and Passionfruit & Apple flavours are available in 10 x 33cl with Kiwi & Lime also available in 4 x 33cl packs.
A Heineken spokesperson said: “According to recent research, planned at-home social occasions and spontaneous meet-ups with friends, in a more relaxed environment, are increasingly important to younger adults. As the only flavoured beer with growing volume sales over the last two years, Desperados is well placed to provide products for retailers to increase sales around these popular mid-energy occasions through their new can variants.”
• The craft beer revolution has seen many young adult drinkers become more interested in ale. But they often don’t know where to start and McEwan’s has moved to give them a hand with McEwan’s IPA said Tara Karimian, marketing manager for McEwan’s Beers.
“Our research found that an IPA style beer is of significant appeal to younger drinkers with 45% of drinkers aged 18-24 preferring an IPA. What’s more they attract a more affluent audience too with 44% of ABC1s drinking an IPA at least once a month.
“We’re finding that lager drinkers are increasingly interested in ale and are moving over to beers like McEwan’s IPA. Across the sector there has been a wonderful influx of new session ales and hoppy lagers which are the perfect alternative to lager for someone looking to try something with a bit more taste.”
