Big name beers key to future sales, says Budweiser

By Éilis Cronin in Industry News 16th December 2021

One of the world’s biggest brewers says that customers are increasingly buying premium and super-premium beers, with the name on the bottle of more importance than ever.

Budweiser says that by 2025 it expects 70% of total beer consumption in the UK to be of brands classed as premium or super-premium, against 61.7% now.

Budweiser, which brews Budweiser, Stella Artois and Corona, said that world beers are proving crucial in boosting sales.

Brand name matters even in alcohol-free beer, argued Budweiser, pointing to the success of its Budweiser Zero and Stella Artois Alcohol Free products.

Other factors have also boosted sales. Mark Wingfield-Digby, off-trade sales director at Budweiser, said: “Covid-19 had massive long-term implications on how Brits consume beer.

“As we look ahead to 2022 and beyond, premiumisation is our big bet.

“Combined with the increased momentum for at-home beer consumption, there’s a huge opportunity for retailers to drive sales through a robust premium line-up.”