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Drinkers looking for quality and credibility
A growing number of young people are demanding genuine imported beers instead of the mass market brands, according to a new survey of 2,500 British consumers by the Bavaria brewery.
The survey by the Holland-based brewery of male and female drinkers identified an emerging group of drinkers who actively seek out new lagers and beers in a search for quality, taste and credibility.
This group currently only represents 5% of drinkers, but the figure is expected to grow as Bavaria believes the new lager connoiseurs are influential people in their wider group of friends and so should be able to convert some of them to quality imported lagers.
Sarah Swainson, UK marketing manager of Bavaria beer, said: The real ale enthusiast, as depicted by Camra, is being joined at the top table by this new generation of connoisseurs. As early adopters, they are more likely to influence their peers, who similarly may be growing tired of the same old beers and want to take their tongues on an overseas odyssey. They can tell the difference between the genuine article and what is brewed in the UK under licence.
She added that retailers should consider giving smaller and quirkier imported brands a chance so the lager connoisseurs have the choice they are looking for.
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