This article contains paid-for content in collaboration with Heineken.
Recent research from Brixton Brewery demonstrates that craft beer provides a real opportunity in the on-trade, with 61% of consumers preferring to purchase craft beer in this channel, and 84% saying they are happy to pay more for a craft beer vs a more mainstream beer.
Almost a quarter of craft beer drinkers are drawn to craft beer that has a close relationship to where it was brewed, and a story behind it. Provenance has always been at the heart of everything Brixton Brewery does, with beers, branding and activations that aim to give drinkers a taste of the neighbourhood they call home.
Beer with a story
As an enduring brand with two breweries in Brixton and a deep connection to its South London home, Brixton Brewery really taps into drinkers’ preference for beer with a clear provenance.
When the brewery began in 2013 their vision was to create delicious and accessible craft beers that offer drinkers a taste of Brixton, and share with them the area’s values of community, openness and inclusivity. Their beers are named after local landmarks, inspired by the flavours of Brixton Market, and the branding takes inspiration from the batik fabrics sold there, as well as local architecture and iconography.
Boxout ends
Brixton Brewery’s research has found that:
• 20% of craft beer drinkers are “overwhelmed by the choice” when ordering craft beer
• 85% of consumer are happy to pay more for a craft beer than a mainstream beer
• 63% of craft drinkers say the Brewery’s location affects their choice in some way – particularly younger drinkers
• 20% of drinkers are intending to experiment more and try new beers
Consumers are eager to learn more
Craft beer can be seen as an intimidating category with one in five craft beer drinkers saying that they are ‘overwhelmed by the choice’. At the same time, 86% of consumers – across all age groups and genders – are keen to learn more about craft beer which presents a real opportunity for operators and suppliers to tap into. Brixton offers these consumers an accessible craft option with bold, delicious and easy-drinking beers in recognisable styles, such as lagers and ales as well as regularly released specials. The above is all underpinned by an exciting brand that appeals to new drinkers and craft lovers alike. This breadth allows publicans to choose the range that most suits their customers, whether they are looking for a well-known style, or for something a bit different.
Brixton Brewery is benefitting from these consumer trends, having seen +124% growth in distribution points over the last 12 months, cementing its position as the UK’s 4th largest craft brand in the on trade . The brand looks to continue that growth throughout its tenth birthday year, with some special activations planned in celebration such as a LTD EDN birthday beer and a large party at their brewery.
Visit brixtonbrewery.com to find out more.
[1] KAM Media , craft beer drinkers survey 2023
[2] KAM Media , craft beer drinkers survey 2023
[3] KAM Media , craft beer drinkers survey 2023
[4] KAM Media , craft beer drinkers survey 2023
[5] KAM Media , craft beer drinkers survey 2023
[6] KAM Media , craft beer drinkers survey 2023
[7] CGA P06 On Trade Val Share Latest 12 Weeks
