It will come as no surprise that BrewDog has absolutely dominated the craft market this yearIt will come as no surprise that BrewDog has absolutely dominated the craft market this year, adding a mean £15m to its value. However, this time last year it was up a massive £32.4m (83.6%). Which suggests the craft kingpins could soon need to consider how to widen the base of shoppers they appeal to.
Beavertown’s near-500% increase is no surprise either. The London brand has been a long-standing favourite of craft beer drinkers, renowned simultaneously for innovation and consistency (and undeniably cool can designs). Since selling a 49% stake to Heineken last year, availability in the mults has gone through the roof, with new listings in Sainsbury’s and M&S, to name just two. If anyone could challenge BrewDog for the top spot in years to come, the smart money’s on Beavertown.
Wider availability and big brewers’ backing mean craft is getting cheaper: the average price per litre of every brand in the top 10 dropped this year.
The success of craft cans as a format is now having a “halo effect” on the rest of the category, broadening the appeal of the format in lager, cider, ale and stout, says Nielsen commercial business partner Gemma Cooper. “The craft category is now well established in single format and we now start to see the introduction of multipack offerings, which is driving branded success.