Local beers bring off-trade success to Marston's

03 December, 2010

Marstonís says increased sales of its local ale brands in supermarkets have helped grow volumes and profits in a challenging beer market.

Sales of Marstonís-brewed beer, including Pedigree, Hobgoblin and Brakspear, were up 4.5% to £106.1 million in the year to October 2.

Marstonís has around 60 beers in its portfolio and local brands performed strongly in supermarkets. Star performers in the multiple grocers included Ringwood (up 16%); Wychwood (up 5%) and Jennings (up 13%). This new off-trade focus did result in a small dip in beer margins, the company admitted.

In its report it added: ďIn the take-home market we have successfully built on our strong 2009 performance, with premium ales up 11%.

ďTake-home volumes now account for 44% of our external ale sales volume. We have achieved strong premium ale performance across the brand range, with Marstonís up 9%, Hobgoblin up 18%, Jennings up 53% and Ringwood up 187%.Ē




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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