Abstract
The UK lager market faces significant challenges. A declining volume of alcohol and beer consumption has intensified competition in this market:
A policy of price discounting is not a sustainable strategy - lager suppliers need to continue to improve their product offer both to retain existing customers and to attract new customers to the drink
The success of the cider category in generating new sales can be seen as a threat to the lager sector but should also be seen as indicating that consumers are looking for new drinking experiences that resonate with modern lifestyles
View Cart
