Beer producers are demanding an end to the multiples’ low pricing tactics in order to invest in innovation.
Many of the top beer companies in the UK are raising their concerns about beer prices in multiples. Mainstream lagers are getting increasingly cheaper, while premium lager is now often cheaper than mainstream, excluding duty.
Kevin Brownsey, off-trade sales director for Coors Brewers, said: “The world has gone mad - pricing is lower than I’ve seen for a long time. It’s suicidal in the long term.”
Stuart MacFarlane, Interbrew UK’s MD of take-home sales, said Interbrew was confident consumers will move over to premium beers and so prices should reflect this.
“The focus should be on areas to satisfy the uplift of consumer demand such as using secondary sitings to increase visibility and availability of brands and increasing the amount of ready chilled available.”
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