The craft of storytelling

Brand owners are using their heritage to launch new products including more beers from Guinness, cider from Smirnoff and an expanding range of Cidre packs from Stella Artois.

CRAFT and premium will be the key trends in beer and cider this year, according to big brand owners, and they have introduced a series of new products to make sure they stay on trend.
Stella Artois brand owner InBev has predicted that premium beer will continue to grow in 2017, following a year in which it says premium sales increased by 2.2%, while total beer sales fell by 2.4%.
A spokesperson said: “Taking cues from the on-trade, we are creating more meaningful, premium experiences for consumers in homes, such as offering the iconic Stella Artois chalice for a more premium serving experience.”
Diageo says craft will continue to be the big success story in alcohol this year, adding that consumers are interested in the stories, ingredients and provenance of products.
It launched Guinness Rye Pale Ale, the fifth product in its Brewers Project series, towards the end of 2016.
Diageo has launched two fruit varieties into the fruit cider category under the Smirnoff banner.
The Raspberry & Pomegranate and Passionfruit & Lime lightly-fizzed ciders combine fruit flavours with Smirnoff vodka.
Innovation commercialisation manager Claire O’Neill said: “By entering into the Fruit Cider category under the strength of the Smirnoff brand name, and with two original flavour offerings, we’re confident Smirnoff will take cider to the next level.”
• Industry group Britain’s Beer Alliance has secured further funding for its consumer campaign to help get its message across this year.
The campaign, There’s a Beer For That, aims to highlight the quality, diversity and versatility of Britain’s beer.
Programme director David Cunningham said: “I’m encouraged by how many trade partners are now involved.  The strong support shown by the four founding brewers – Heineken, Molson Coors, AB Inbev and Carlsberg – has been critical to its success.”