More than one in five Brits admit to being uncomfortable with the idea of change, with those in Plymouth and Norwich particularly reluctant to try something new (31 per cent), according to research.
To celebrate the launch of its new ale, Shore Leave, independent Scottish brewery BrewDog looked into Brits’ willingness – or lack thereof – to embrace change, in a bid to explain the nation’s reluctance to try new things.
It turns out that Brits are most habitual about their chocolate choices, with 18 per cent most reluctant to alter their choice of sweet treat, while the idea of switching phone make or provider (18 per cent) and deodorant brand (17 per cent) also spooks respondents.
And worryingly for BrewDog, giving a new beer a try isn’t high up on people’s agendas either (13 per cent would be most reluctant to change). But for those open to trying something new, reveals BrewDog, its new Shore Leave amber ale is on hand, ready to shake up the beer market.
Top five things Brits are most reluctant to change
| Rank | Item | Percentage |
| 1 | Chocolate bar | 18% |
| 2 | Mobile phones | 18% |
| 3 | Deodorant | 17% |
| 4 | Coffee for your house | 17% |
| 5 | Beer | 13% |
When it comes to beer, 46 per cent will never ask to try before buying, despite many being fearful of spending money on a tipple they might not like (34 per cent). That said, almost nine in 10 (87 per cent) admit they would be open to trying a new brew, while research also reveals over two-fifths admit to having “beer regret” after ordering a pint without asking for a taster first.
Shore Leave allows drinkers to continue to develop their craft palette / palate as this brand-new ale, brewed with Columbus, Citra and Mosaic hops, creates an interesting, complex, and sessionable beer – that might just tempt drinkers to ditch their standard go-to drink.
“It’s clear that many Brits are uncomfortable with the idea of change, and the age-old expression of ‘If it ain’t broke, don’t fix it’ can mean people could miss out on finding something better," said James Watt, founder and Captain of BrewDog
“With Shore Leave hitting the ale market, there is no better opportunity for drinkers to try a punked-up proper ale that might just tempt drinkers to ditch their standard go-to drink.”
