Spirit-flavoured beers enjoy strong growth

07 November, 2013

Value sales of spirit-flavoured beers are growing at 262% in the off-trade, according to new IRI figures (year to August 17, 2013).

The category is now worth £26 million to the off-trade, and Desperados supplier Heineken believes it could be a £200 category by 2016.

Deperados, which accounts for three-quarters of the category, is driving the growth, according to IRI figures which put it at 475% value growth in the year.

Martin Porter, Heineken’s off-trade sales director, said the drinks “respond to consumer demand for new and exciting beer drinking experiences”.

He added that the category has a healthy future because it is not reliant on promotions. 




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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