Consumers will look for premium beers for Christmas season, says brewer
CUSTOMERS are on the lookout for that point of difference when it comes to the drinks selection this Christmas season.
Even with the cost-of-living crisis, consumers will still be looking to enjoy more at-home socialising with some more premium-end options.
This presents a strong opportunity for craft beer choices, according to Innis & Gunn, which reckons that there will be a chance that shoppers will be looking to trade up in their beers.
Crawford Sinclair, commercial director of The Innis & Gunn Brewing Company, said: “Premiumisation is continuing with people drinking less but they’re trading up in terms of quality, so ensuring a good selection of premium beer products is sensible.
“On beer specifically, retailers can expect consumers to premiumise their choices, opting for more world, craft and premium beers than usual.”
To do just that, Innis & Gunn has pushed retailers to stock up on a range of formats for the brand, including larger packs to suit those look for better value for money.
However, the brewer said its smaller four-pack option offers consumers the chance to explore more in the craft beer category, particularly if they are new buyers here.
Sinclair said: “Stock up with multipacks, promotions and bigger formats.
“These will deliver better value for money than the smaller formats and will likely appeal to consumers facing rising food and drink costs across all categories.
“One of the key trends we’re seeing is the move to the larger pint can format, which offers customers better value and increased sales for the retailers.”
