Lager tops OLN Brands Report 2008

22 February, 2008

There are signs of a positive shift in the UK off-trade, OLN's Brands Report can reveal.

In spite of a looming duty hike and a rise in raw materials costs across the board - which many in the trade fear will spark off-putting price increases - the

off-trade has come into 2008 buoyantly, with overall alcohol sales growing ahead of inflation and most of the leading brands in growth.

Stella Artois still reigns as the top brand in the UK off-trade, despite a 4 per cent sales slump, followed by Carling and Foster's - showing that lager is still king for British consumers.

But further down the chart there are signs of change - Strongbow has leapfrogged Jacob's Creek and Budweiser to become the first cider in the top 10, and Carlsberg has overtaken Smirnoff Red to take seventh place.

Despite lager's dominance in the off-trade brands league, the beer market overall remained stagnant in the year to Jan 26 2008, according to the latest Nielsen figures - revealed in full exclusively in OLN's Brands Report, from page 21.

Light wine, meanwhile, grew by a very healthy 6 per cent

and looked like it had put its 2006 plateau firmly behind it.

Leading brands Hardys, Gallo, Blossom Hill and Jacob's Creek all showed strong growth.

Cider is the fastest-growing category in the off-trade, surging ahead 25 per cent, with over-ice brands Magners and Bulmers Original climbing 65 per cent and 380 per cent respectively.

Brands report, page 21

Top 10 brands

1.

Stella Artois

-4%

2.

Carling

-3%

3.

Foster's

+2%

4.

Hardys

+10%

5.

Gallo

+5%

6.

Blossom Hill

+5%

7.

Carlsberg

+18%

8.

Smirnoff Red

+13%

9.

Strongbow

+23%

10.

Jacob's Creek

+9%

Nielsen year to Jan 26 2008




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COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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