New breed of beer drinker emerges from lockdown

The study carried out by KAM Media and Brew//LDN highlights that during lockdown respondents have been drinking beer more frequently, sourcing beer from different channels, broadening their repertoire of beers, and even embracing brand new online drinking occasions.

However, despite this, the actual number of beers being consumed has remained stable overall.

The research found beer drinkers have also been pro-actively broadening their beer repertoire with 57% of respondents saying they are now more interested in searching out unique beers than they were pre-lockdown, and 47% of respondents said they’ve been seeking out more premium options.

Katy Moses, managing director of KAM Media, said: “Lockdown has provided beer enthusiasts with the opportunity to develop their ‘hobby’ further by exploring new, unique and interesting beers. Many have not only increased their repertoire of beers, but they’ve also been sourcing them from new and different channels, such as direct from the brewer and online subscriptions. This change will only lead to a more discerning and demanding beer consumer.

“Many stores saw an increase in alcohol sales during lockdown. The fact that so many people have been actively seeking out new beer brands to trial presents an opportunity for retailers. The right stores in the right location could really use this opportunity to differentiate their beer offer, to offer something different and become a destination for this new breed of beer enthusiasts.”

The study also found that there is significant support for local breweries, with 46% of respondents having bought beer direct from a brewer for the first-time during lockdown, and 79% of respondents suggesting they are much more interested in supporting them since lockdown began.

Moses added: “we’ve also seen an increase in collaboration between retailer and local suppliers during lockdown. Local brewers should definitely be a focus for the right stores.”

Increased socialising online during lockdown has also led to a new drinking occasion, the report shows. Almost 80% of respondents have consumed beer while ‘hanging out with friends online’ in the past three months and more than one-in-two expect to continue doing this when lockdown measures ease.

Moses said: “Retailers should be re-thinking their offer to cater for these new drinking occasions, from ‘Zoom quiz nights’ to drinks in the park with friends to garden parties. Don’t forget associated categories including snacks and also alcohol-free or low alcohol options too.

To access the free report in full visit www.brewldn.com/tradeinfo