The outlook for beer is positive, with a slight increase in total volume sales expected over the forecast period. Lager is expected to benefit from a further recovery of on-trade consumption and the popularity of new value-added concepts in this category.
The strong recovery of the on-trade has been a lifeline for craft breweries as they rely heavily on pubs, bars and restaurants for sales. The further recovery and growth of the on-trade will be essential for the survival of small and mid-sized craft breweries in particular.
The launch of Heineken Silver is an effort to modernise the company’s product range and to appeal to young consumers (of a legal drinking age). Heineken has already proven successful in targeting this consumer base with Birra Moretti and Desperados, but the brewer wants to use the further promotion of Heineken Silver to improve the image of Heineken lager in general.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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