Belhaven Brewery urges retailers to bet on black when it comes to the beer range
ACROSS the beer market, more and more consumers are beginning the see the appeal of stout options.
That’s the take from Belhaven Brewery, which says the stout category has remained buoyant throughout 2023 and, as such, reckons this strength could carry through into the new year.
Steven Sturgeon, head of marketing for Belhaven, said: “In the beer category, stout is making a strong resurgence with a younger demographic and brewers are making sure that their branding is hitting the target audience to really maximise on the potential growth in the market.
“Stout is a perfect choice for the colder months as we head into 2024, with its savouring and warmer qualities, so will be a big hit at the start of the year.”
With this in mind, the Dunbar-based brewer believes its Belhaven Black stout could be on to a winner with consumers heading into the new year.
And the timing for this works out, as well, as Belhaven Black saw a refresh during 2023, with a new design revealed for the stout during the Edinburgh Fringe Festival.
Sturgeon said: “With stout having grown its share this year and likely to continue especially in early 2024, Belhaven Black is the perfect choice for Scottish retailers looking to provide customers with a delicious and locally sourced stout
“With its recently refreshed look now on the shelves, we are confident that it aligns with current drinkers’ preferences.
“Belhaven Black is proven to also be a great addition to a hearty casserole or meat pie, which gives consumers more ways to enjoy it.”
Of course, with the winter months, plenty of people will be looking for those warming food and drink pairings to help them heat up during the colder season.
Offering a range of options will therefore appeal to different consumers who are looking to different stout options to best fit the meal.
With this in mind, stocking a selection that has already proved itself on the world stage could count, such as Belhaven’s Scottish Oat Stout, which won a Gold prize at the World Beer Awards 2022.
Sturgeon said: “Stores need to continue to provide consumers with information that elevates the experience of the product.
“Inspiring seasonal food and drink pairings will help draw the consumer’s attention and build confidence in the product, with its multiple uses.
“C-stores need to show the real value of the product by creating ideas on how to get the most from the product through POS and merchandise and recognising the trend for ‘yellow sticker’ sales.”
“In 2024, Scottish consumers will still be looking for brands with credibility and locality, so shouting about award-winning Scottish products is a must, too.”
