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. 




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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