summary presentation and commentary 2014 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Summary Presentation and Commentary 2014 PowerPoint Presentation
Download Presentation
Summary Presentation and Commentary 2014

Loading in 2 Seconds...

play fullscreen
1 / 31

Summary Presentation and Commentary 2014 - PowerPoint PPT Presentation


  • 64 Views
  • Uploaded on

Summary Presentation and Commentary 2014. Agenda. Momentum Craft Pricing Presentation Training. Agenda. Momentum Craft Pricing Presentation Training. There ’ s a beer revolution happening in Britain. Trebling of breweries since millennium Three new breweries a week

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Summary Presentation and Commentary 2014' - zorion


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
agenda
Agenda
  • Momentum
  • Craft
  • Pricing
  • Presentation
  • Training
agenda1
Agenda
  • Momentum
  • Craft
  • Pricing
  • Presentation
  • Training
there s a beer revolution happening in britain
There’s a beer revolution happening in Britain
  • Trebling of breweries since millennium
  • Three new breweries a week
  • More beer styles than ever before
  • Record CAMRA membership
  • Mainstream media acceptance
and cask ale is at its heart
And cask ale is at its heart
  • Volume:
    • 2.2 million barrels – or 634 million pints a year
    • Volume increase of 1.1% in 2013, and a further 1.3% in 2014 YTD
  • Value:
    • £1.72 billion
    • Value increase of 23% since 2010
  • Share:
    • 16.1% of all on-trade beer
    • Outperforming total on-trade beer by 4.5% - sixth consecutive year of outperforming the rest of the on-trade
recruiting new drinkers trade needs to catch up on fading stereotypes
Recruiting new drinkers – trade needs to catch up on fading stereotypes
  • 15% of all cask drinkers tried cask ale for the first time in the last three years
  • A third of all 18-34 year-olds have tried cask, and 65% of all new recruits are aged 18-34
  • A third of all female alcohol drinkers have tried cask – and 75% of trialists still drink it
agenda2
Agenda
  • Momentum
  • Craft
  • Pricing
  • Presentation
  • Training
awareness of craft beer
Awareness of craft beer

Mintel: six million UK adults say they have drunk craft beer in the last six months

a definition of craft brewing
A definition of craft brewing!

Craft

Pronunciation: /krɑːft 

NOUN

  • An activity involving skill in making things by hand:

the craft of cobbling

[AS MODIFIER] Denoting or relating to food or drink made in a traditional or non-mechanized way by an individual or a small company:

craft brewing

a craft baker

Source: Oxford English Dictionary

craft beer and cask ale
Craft beer and cask ale
  • Cask ale and craft beer are NOT the same.
  • But most cask ale is craft beer.
  • And in the UK, most craft beer is cask ale.
agenda3
Agenda
  • Momentum
  • Craft
  • Pricing
  • Presentation
  • Training
pricing
Pricing
  • Off-trade ale is growing faster than lager, even though it is significantly more expensive

£2.47

per litre

£3.98

per litre

why is this price premium reversed on trade
Why is this price premium reversed on-trade?
  • Cask ale still trades at a price deficit even to standard lager
  • Craft cask beer sells on average for £1 per pint less than craft keg beer
  • Trade is setting a dangerous precedent, and missing a profit opportunity
agenda4
Agenda
  • Momentum
  • Craft
  • Pricing
  • Presentation
  • Training
agenda5
Agenda
  • Momentum
  • Craft
  • Pricing
  • Presentation
  • Training
summary
Summary
  • Cask is thriving within an improving beer market
  • The craft beer boom is good for cask because most craft beer in the UK IS cask
  • This underscores the weakness and danger of cask pricing versus other beers
  • The consumer lacks knowledge about what makes cask so special – education provides potential for further growth
  • But the licensee needs to invest more in staff training to fully exploit the potential for cask – and avoid the current growth of interest going into reverse