Adnams Case Study: overcoming the poor performance of the recessionary hit UK beer market

Published by: Datamonitor

Published: Sep. 10, 2009 - 15 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The UK ales segment has been hit by the recession, but new launches could help enhance consumer demand

The UK is a leading market for ale consumption, but its value is falling

Manufacturers are attempting to boost market growth with new launches that address key consumer trends

Adnams has boosted its performance in the recession by focusing on pricing and the long-term benefits of its sustainable cask ale business

Adnams' decision to hold 2008 prices to the end of 2009 has boosted its performance after it struggled in 2008

Cask ales are growing in popularity and could boost Adnams' long-term performance

Adnams keeps its product line small and exclusive to retain premium status, while limited editions help enhance consumer interest

The company is one of the few in the sector to focus on sustainability, an area of concern to a growing number of consumers

The company faces a number of threats to its long-term growth

Conclusion

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: The UK beer market by sector ($m), 2003-13

Table 2: Top 10 European countries for ales, stouts and bitters, per capita consumption ($m), 2008

Table 3: Top five leading claims and flavors in ales, bitters and stouts launches in the UK, 2005-09

List of Figures

Figure 1: UK ales launches rose strongly in 2008, as manufacturers attempted to boost the sector in the recession

Figure 2: Adnams produces a range of cask and bottled beers that address consumer desires for tradition, provenance and sustainability issues

Figure 3: Consumers in the UK are partly influenced by ethical considerations in their alcoholic drink choices

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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