“Despite its decline, lager has done little to proactively seek to address falling sales – perhaps an indication that for many years the category found growth so easy to come by. Apart from the ice-cold serve, there have been few, if any, genuine innovations in the sector over the past ten years.”

“What the recession has clouded is that lager sales have been struggling since 2004 and with the product now increasingly expensive the time has come for it to shed its ‘everyman’ image and re-invent itself as a drink that appeals to a more upmarket audience.”

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