Core lager has a ‘safety net effect’ for retailers trying to balance their beer range, according to a new report from Molson Coors showing shoppers are more likely to experiment or trade up in a store where they can also buy their familiar standard favourites.
In a poll of 2,000 UK adults, nearly half (48%) of lager drinkers say they’re more likely to add something new to their basket they haven’t tried before if core lagers they recognise are available as well.
Core lager, which accounts for 17.9% of off-trade beer sales in the UK, is also the most popular and trusted option for shoppers looking for an alternative when their first choice isn’t available, the report shows.
Retailer input
Commissioned by Carling brewer Molson Coors, The Pour Report combines consumer research with insight from convenience retailers across England and Wales, including Jack Matthews, owner of Bradleys Supermarkets in Leicestershire, Nisa operator Sukhjinder Gill in Derbyshire, Go Local retailer Max Bashir in Middlesbrough and Premier retailer Fiona Malone in Tenby.
The report also challenges the idea that core lager is chosen on price alone. Among those that regularly choose core lager, less than half (42%) say price is the deciding factor, while 40% say they are most influenced by taste.
Kevin Fawell, UK&I sales director at Molson Coors Beverage Company, said: “Core lager is a huge part of the beer category and represents a significant commercial opportunity in its own right.
“We hear consistently from retailers that shoppers want confidence when they reach the beer aisle.”
“What our latest research shows us is the additional role familiar core lager brands play across the wider category. We hear consistently from retailers that shoppers want confidence when they reach the beer aisle. They may be interested in something new but seeing a familiar option they know and trust gives them the reassurance they need to explore.
Strong core
“Core lager and premiumisation shouldn’t be viewed as an either/or choice. A strong core range gives shoppers the confidence to explore while continuing to drive significant sales and meet the needs of the large number of people who actively choose core lager for its taste, familiarity and value.
“One shopper might be buying chilled bottles for that evening, another a multipack for friends coming over, while someone else simply wants the same lager they always buy. Core lager helps make sure there is something that works for everyone.”
More than a third of shoppers (34%) believe better promotions and discounts would improve their experience, with availability, clearer pricing and chilled stock also important.
Jack Matthews of Bradleys Supermarkets, said: “Demand for core lager continues to be strong and will remain a staple in the category - with brands like Carling continuing to perform as dependable, high-volume brands.”
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