Spirit-flavoured beers enjoy strong growth

07 November, 2013

Value sales of spirit-flavoured beers are growing at 262% in the off-trade, according to new IRI figures (year to August 17, 2013).

The category is now worth £26 million to the off-trade, and Desperados supplier Heineken believes it could be a £200 category by 2016.

Deperados, which accounts for three-quarters of the category, is driving the growth, according to IRI figures which put it at 475% value growth in the year.

Martin Porter, Heineken’s off-trade sales director, said the drinks “respond to consumer demand for new and exciting beer drinking experiences”.

He added that the category has a healthy future because it is not reliant on promotions. 




Bookmark this


Site Search

COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter