Backed by massive advertising support from brewers, the UK has witnessed a very evident shift in drinking patterns in recent years and for the first time the top-ten-selling, off-trade beer brands in 1999 were all lagers. The popularity of lager in the UK can be measured by the fact that it now accounts for almost two thirds of the total beer market by volume, double the proportion in 1980. Some 42% of the population now drink lager, with sales increasing in volume to reach an estimated 4.5 billion litres since 1994. As a result, young consumers are more likely to start drinking lager than any other alcoholic drink.

Backed by massive advertising support from brewers, the UK has witnessed a very evident shift in drinking patterns in recent years and for the first time the top-ten-selling, off-trade beer brands in 1999 were all lagers. The popularity of lager in the UK can be measured by the fact that it now accounts for almost two thirds of the total beer market by volume, double the proportion in 1980. Some 42% of the population now drink lager, with sales increasing in volume to reach an estimated 4.5 billion litres since 1994. As a result, young consumers are more likely to start drinking lager than any other alcoholic drink.

Although there is an increase in off-trade business with an ever increasing number of foreign imports appearing on supermarket shelves, over half of all lager consumed is on draught. With most lagers for domestic consumption - including the overseas brands - actually brewed in the UK, the draught lager market has grown by nearly 30% over the last five years with the British the fourth largest beer consumers in Europe. Industry consolidation has built up competition and therefore marketing, which has increased general awareness of the choice of lagers in the UK, and of many new products such as lower-calorie or GM-free variants. Many drinkers, though, will remain loyal to a brand or small repertoire even when there are special offers available, but fashionable drinks - such as premium packaged spirits - are causing a minor threat to the young drinker's leisure Pound. Alongside a substantial advertising spend, is it a case of availability or visibility that will ensure future drinkers continue to purchase lager products, or will the consumers' increasing desire for value for money maintain lagers' strong position?

· Over half of all lager consumed in the UK is on draught.



· Pub operators are investing heavily in branded concepts to attract new consumers.

· Price and foreign heritage are often less important to the social lager drinker than ambience and surrounding.



This report covers the market for draught lager sold in the UK for consumption in the on-trade - such as pubs, clubs and restaurants. With advertising support seen as crucial, along with the implementation of new formats to cater for consumer demand, Draught Lager examines UK drinking habits and consumer attitudes towards brand value and its associations. This report analyses advertising in general as well as consumers' preferred venues for consumption, whether at home or out socially, and considers the impact of new bars on the profile of the lager drinker. As e-commerce impacts on the marketplace, can lager outlets provide the service to cope with the demand for convenience? Taking account of recent legislation and brewer consolidation, Draught Lager determines the likely future pattern for the UK lager sector.

Other Mintel reports of relevance include:

- Bottled Lager, Market Intelligence, February 2000

- Canned Lager, Market Intelligence, January 2000

- In-home Drinking, Market Intelligence, September 1999

- Off Licences, Retail Intelligence, May 1999

- Dark Spirits, Market Intelligence, April 1999

- Off-trade Lager, Market Intelligence, March 1999

- White Spirits, Market Intelligence, March 1999

- Fortified Wine, Market Intelligence, December 1998

- Cider, Market Intelligence, October 1998

- Alcoholic Soft Drinks, Market Intelligence, September 1998

- Champagne and Other Sparkling Wine, Market Intelligence, September 1998

- Alcoholic Mixables, Market Intelligence, July 1998

- Ales and Stouts, Market Intelligence, June 1998

- Liqueurs, Market Intelligence, June 1998

- RTD Alcoholic Drinks, Market Intelligence, April 1998

- Adult Soft Drinks, Market Intelligence, March 1998

- Low Alcohol and Alcohol-free Drinks, Market Intelligence, January 1998.