Beer has been the most exposed category of alcohol during Lockdown, dropping volumes by 7.1% globally last year according to IWSR figures. Of course the pandemic will have hit the draught beer sub-sector even harder as hospitality venues across the globe pulled the shutters down on the pumps.
However, beer volumes are forecast to grow by 2.5% this year, with IWSR predicting a 1.2% Category Annual Growth Rate from 2021 to 2025 – except for the US, where RTD competition has considerably impacted beer sales. The US apart, all of the Top 10 global beer markets (by volume) are projected to show growth into 2025.
The same can undoubtedly be claimed for draught beer sales around the world.
Mind the draught
With draught beer comprising nearly half of all beer sales here, one of the leading attractions in the reopening of pubs has been the return of demand for draught product.
Traditional pubs in particular look to their countermounts to supply something that’s been sorely missed during Lockdown by a myriad of appreciative returning customers.
Demand is high for draught Heineken and Guinness in The Palace bar in Dublin’s city centre, for example.
And draught contributes over 80% of turnover at Murray’s Bar in Macroom, County Cork, according to Denis Murray there, “… and if anything that’s increased a bit since we reopened in early June,” he says, “People are so delighted to get a real pint instead of drinking from a plastic glass at home.”
Similarly Pat O’Riordan in O’Riordan’s bar in Coachford, County Cork, says that his customers are simply delighted to be able to drink a pint of stout again.
“They’re fed up of buying cheap drink in the shops,” he believes, “They’ve had enough of that and are delighted to be able to sit down and have a proper pint and a proper chat with their friends.”
He adds that it’s great to see the older men coming back to the bar again, sitting down and enjoying a draught pint.
Draught sales drop to rise
Some 80% of stouts and ales were sold through hospitality in 2019, however with the closure of the on-trade only 43% of those two variant beer types were sold via the on-trade in 2020.
And where just over 60% of beer sales are usually to be found in Ireland’s pubs, restaurants and hotels, in 2020 estimates put this figure at only 29% of beer sales going through the hospitality sector.
Going forward, things can only look up so.
There’s no doubt about it, draught beer is the great lubricant for all ages when communicating with each other in the environs of the local pub.
And Irish publicans can now choose from a wide range of draught drinks today as opposed to just 50 ten or 15 years ago.
But with counterspace so limited these days, what’s out there, worthy of the publican’s consideration?
We look at some of the draught beers available to the post-pandemic publican.
Live every moment with Peroni Nastro Azzurro
Exemplifying the traditions of Italian craftsmanship, passion and flair upon which it was formed, Peroni Nastro Azzurro is partnering with Any Excuse to offer Irish beer-lovers the chance to enjoy the crisp and refreshing taste of a complimentary pint of Peroni draught and help show its support to bars and restaurants across the country.
We’ve all missed a lot over the last 18 months but with brighter days on the way Peroni encourages us to Live Every Moment.
It might be celebrating an engagement or a new job that you missed the opportunity to do, a meal with a loved one or spending time together with friends catching up and laughing. We all know that never again will we take these moments for granted.
Keep an eye on Instagram @PeroniIreland for more details on how customers can claim their digital voucher and complimentary pint of Peroni draught.
Heineken Ireland aims to inspire next generation of stout drinkers with launch of Island’s Edge
Heineken Ireland has announced the launch of an exciting new product called Island’s Edge. Already established at producing well-known stouts including Murphy’s and Beamish, Heineken Ireland has applied its 160 years of brewing expertise to produce Island’s Edge and brings something unexpectedly refreshing to Ireland’s iconic stout category.
The innovative brewing process of Island’s Edge was led by Heineken Ireland’s Head Brewer PJ Tierney in its iconic Leitrim Street brewery in Cork.
During the development process, a new hero ingredient that is brand new to stout was discovered – the addition of tea.
Tea reduces bitterness in a way that is unexpectedly refreshing, which is completely new in the stout category.
With an ABV of 4%, Island’s Edge is a creamy smooth stout, brimming with refreshment.
Island’s Edge is aimed predominantly at consumers aged between 28 and 35 years-of-age and it was launched in Dublin on July the 5th.
It will be available nationwide from September.
“We’re delighted to add yet another innovative and high-quality product to the Heineken Ireland portfolio and hope the refreshment of Island’s Edge will inspire the next generation of stout drinkers,” said Aisling O’Brien On Trade Channel Manager at Heineken Ireland, commenting on the launch of Island’s Edge, “At a crucial time for pubs and bars in Ireland, we’re excited to offer our customers a new and progressive Irish stout choice for pub-goers.”