British consumers are more discerning than ever when it comes to choosing a pub.
Better beer from improved tap systems can often influence their choice.
For example, in Britain there are currently
over 45 lager brands to choose from. This
compares to around 35 brand choices in
Germany, or 28 in France. "British beer
drinkers expect choice and diversity with no
lack of quality in their drinking habits," says
Chris. "In addition, they demand a selection
that includes standard and premium lagers,
as well as cask ales and speciality beers."
One way to tackle the sophisticated British
market is to cater to different consumers at
different times of the day. Many British pubs
now offer food from early in the day until late
in the evening, attracting people for brunch,
lunch and dinner. "Pubs often match their
offering to the occasion and time of day, to
get around the need to provide different
venues for different consumers' needs,"
Lucas comments. "For example, some pubs
serve food throughout the day. Then in the
evenings they will clear the tables away and
change their look for a different crowd."
PUB VISITORS
Is there such a person as "the typical British
pub visitor", then? The simple answer is that
there isn't. "The best way to deal with the
British beer drinker is through the portfolio
approach," says Chris Duffy. "This enables
us to provide a range of beers that meets
consumer needs and ultimately delivers
category growth and increased profitability
for customers."
Chris highlights a variety of situations the
brewer and the pub has to contend with.
"Consumers in Britain need a range of
beers to suit many different occasions. For
example, some are looking to wind down
after work, while others are out to celebrate.
Others want to drink premium lagers without
a high alcohol content, and yet others are
looking for traditional ales."
Meeting the consumers' expectations is
paramount, says Lucas. He believes brewers
need to be able to offer Britain's beer
drinkers a wide-ranging selection of high-
quality products to satisfy demand. "As
we combine Scottish Newcastle's strong
portfolio with Heineken's range, it's clear
we're in the unique position of being able to
offer Britain's beer drinkers the product they
want, when they want it," Lucas says.
The British pub has been resilient in the
past and is having to adapt once again to a
new set of social and economic challenges.
Willie Crawshay, Managing Director of S&N
Pub Enterprises, believes that the number of
pubs in the UK will depend on their ability to
adapt. "Only the best will adapt and prosper.
We aim to be the best in community locals,
providing good beer, a value food offer and
traditional pub entertainment." Elsewhere the
emergence of gastro pubs and family pubs is
demonstrating how excellent retail standards
help to satisfy an ever more demanding
customer.
Chris. Duffy&Heineken.com
World of Heineken 39 - winter 2008/2009
