Three months spent in lockdown has significantly shifted the way many are consuming beer in the UK, according to a new survey.
The study carried out by Brew//LDN and KAM Media, found that the majority of the 2,364 respondents have been drinking beer more frequently and sourcing from different channels.
An total of 46% of respondents bought beer direct from a brewer for the first-time during lockdown, while 87% said they plan to continue post-lockdown, signifying a potentially huge shift in off and on-trade sales.
Beer enthusiasts have also been pro-actively broadening their repertoire with 57% saying they are now more interested in searching out unique beers, while 47% said they’ve been seeking out more premium options.
Despite this, the actual number of beers being consumed has remained stable overall.
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 and could ultimately impact where they source their beers from in the longer term.”
Increased social distancing during lockdown has seen 79% of respondents confirming they have consumed beer while ‘hanging out with friends online’.
More than one-in-two expect to continue doing this even when lockdown measures ease, offering an interesting new beer drinking occasion for the industry.
Daniel Rowntree, co-founder of Brew//LDN, said: “A new breed of beer enthusiast is emerging from lockdown. The challenge for brands and breweries is to ensure that they remain relevant to the customer across all elements of this mix, from traditional occasions in the pubs and tap rooms, to ‘at-home’ occasions, ‘Zoom nights’ to drinks in the park and more.”
The study also showed that a much higher proportion of ‘beer enthusiasts’ are now drinking nearly daily; with 19% said they drink more than six days a week.
At an average level, respondents have been drinking slightly more frequently - an extra two days a month – but consuming fewer beers per ‘session’ (-9%) meaning overall consumption has remained stable.
Support local breweries has also increased, with 79% saying they are more interested in supporting them since lockdown began.
“We carried out the research because we had a strong suspicion that beer drinkers had changed up their habits during lockdown,” said Rowntree. “We wanted to work with KAM to ensure the beer industry had the right insights and knowledge to react.
“We were really surprised by the extent to which beer enthusiasts - people who already really “know their beers” - have been switching things up. The impact on the beer industry, on retail and the on-trade as lockdown eases will be significant.”
To access the free report in full visit www.brewldn.com/tradeinfo
