Around £1 in every £4 spent on beer in London now goes to a “super-premium” brand, according to Miller Brands.
Defined as beer that has a clearly defined and understood provenance, authenticity and brand story and costs £4.15 per pint or higher, super-premium brands have corned a massive 25 per cent of the London beer market.
Peroni Nastro Azzurro is the UK’s number on super-premium beer, with Pilsner Urquell and Kozel also building a head of steam registering a double-digit revenue growth in parent company SABMiller’s full-year results, released today.
Gary Haigh, Managing Director of Miller Brands UK, said: “As we progress from world beer into a new era of high growth super-premium beer, we are immensely proud that Peroni Nastro Azzurro continues to spearhead this change.
“The growth of Pilsner Urquell Tank Beer has been outstanding too, with acclaimed restaurateurs and premium pub owners wanting to centre new openings on its authentic, unpasteurised and fresh appeal. Since the launch of the inaugural Tank Beer in 2013, we’ve seen over half a million pints of Tank Beer sold.
“We have already seen the growth of super-premium spirits and now beer is heading in the same direction as consumers seek genuine, authentic taste and a story behind their beer.”