Discussing the impact on InBev’s lager stable alone, Stuart MacFarlane, UK MD of take-home, said the average per-litre price of standard lager last Christmas in the multiple grocers was 6p less than in 1995, falling from £1.24 to £1.18. He said the price of premium lager had fallen even further, by 24p from £2.01 to £1.77. “If the average price of premium lager had been held at the same level as 1995 - £2.19 - this alone would have increased the value of Christmas sales in 2004 by £40m.”
He said there had been greater price stability last Christmas with the blow of discounting eased by the by the emergence of 20-packs rather than 24-packs. Brewers say there should be a focus on all pack sizes this Christmas to prevent deflation.
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