10

8 Mkt: Premium Ale

MBC: Premium Ale 6

4

2

0

-2

-4

-6

-8 Nov 10 Nov 11 Nov 12

% g

row

th

2

1

0

-1 Total Beer

-2 Cask

-3

-4

-5

-6

-7

-82010 2011 2012

Volume (‘000brls) % -/+ Volume (‘000brls) % -/+ Volume (‘000brls) % -/+ Volume (‘000brls) % -/+ Lager Premium-1.9%9,208 Cask Ale -4.2%Total -0.3% Cask Ale

2,157Beer 801Ale-3.0% -4.8%Market 4,178 StandardKeg Ale -9.3%14,340 Cask Ale 2.2%2,021Stout -5.6% 1,356954

Traditional Mild 20%

Traditional Bitter 86%

Golden Bitter/Ale 94%

Strong Bitter/IPA 59%

Strong Mild/Old Ale 17%

Stout Porter 44%

Strong Ale/Barley Wine 12%

Speciality Beer 21%

0 20 40 60 80 100

Lightly flavoured

Full of character Refreshing

HoppyFull bodied tasting

Strongly Fruity flavoured

Easy drinking A balance of bitterness & sweetness

Malty tasting Spicy

Golden (such as blonde & summer beers)

Amber (such as traditional pale ales & bitters)

Darker (such as milds, porters & stouts)

Scotland 61% 35% 3%

North East 15% 76% 10%

Lancashire 14% 80% 6%

Yorkshire 12% 84% 4%

Midlands 13% 82% 5%

Harwest Wales 3% 85% 12%

East Anglia 4% 93% 2%

London 5% 93% 2%

Southern 3% 91% 6%

Harwest England 4% 93% 3%

0 20 40 60 80 10 0 120

Golden Amber Dark

Having a drink with food

At a beer festival

Having a quiet drink withfriends and family

In certain types of pubs 40%

34%

31%

19%

It’s from a brewerwith a good reputation

An opportunity to try something new

It’s a beer I’ve tried before and liked

It’s the style of beer I like 48%

44%

44%

31%

1% 3%13%16%

30%

46%18% 12%

23% 38%

1 2 Sparkler on BOTTOM Use good, steady of empty glass initial pull to

create head

3 4 5 PERFECT PINT!

sparkler IN beer Essential to keep At finish of dispense,

Present with brand UNDER beer head top up keeping sparkler

facing customer

Offer a sample to new customers 95.3%

Describe different beer styles 90.3%

Chalk boards 79.8%

Posters/dripmats 78.3%

Social media 61.7%

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