23 Apr 2007


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New research reveals media is missing out on seven million beer fans

Source : British Guild of Beer Writers
Beer drinkers shun stereotypes and are young, affluent and, sophisticated, according to new research from the British Guild of Beer Writers into Britain's drinking habits.

There are now over 7.2 million people who want to read more in the media about beer, an increase of over one million since the British Guild of Beer Writers research was first undertaken in 2005.
Beer fans shatter the stereotype many have of beery people. Half a million of them are women. They are upmarket, affluent, and tend to be aged 25-44, finds the research commissioned by the British Guild of Beer Writers.
Beer fans, broadly speaking, are people who drink a wide variety of beer styles (not just lager), and are interested in quality beer and new flavours says the report Beer in the Media which was undertaken by drinks' marketing consultancy Storm Lantern.
British Guild of Beer Writers Chairman Tim Hampson said: "The research buries the myth that only wine is the drink of sophistication. Beer is not only an equal to wine, it clearly deserves greater serious coverage by the media - especially among those papers trying to appeal to people in the 25-44 age group.
"Beer fans are into beer because they are interested in food and drink generally. They also enjoy drinking good quality wine, like new recipes, new food products and exotic dishes. And better still they are avid readers of broadsheet press and magazines."
Storm Lantern's founder Pete Brown said: "This research proves emphatically that having an enthusiastic appreciation of beer is mainstream - most of the people drinking specialty beers and real ales do so not because they're beer geeks, but because they are more discerning about all food and drink.
"They actively search out information from quality magazines and broadsheet newspapers. Brewers are obviously aware that these are the media their drinkers read because these are the media they regularly advertise in. More editorial content about beer would surely be welcomed by readers."
Research methodology
The research was undertaken using TGI the largest research database in the UK, interviewing 25,000 people a year and asking about all their purchasing behaviour as well as lifestyle, attitudes and media consumption data.
The Beer in the Media report finds:
There are over seven million 'beer fans' in the UK - people who drink beer, but also drink a wide variety of beer styles (i.e. not just lager), seek out new beers and are prepared to pay more for quality
Beer enthusiasts are all around the country. They are young, upmarket, affluent and well-educated (55% aged 18-44, 63% ABC1)
They are mainly male (but still include half a million women)
They are voracious readers of quality newspapers and magazines, very interested in news and current affairs, travel sections, anything to do with new cars and gadgets.
A wide variety of male-oriented magazines vie for their attention with quality newspapers and supplements.
They are bon viveurs, passionate about food and drink, frequently entertaining at home if they are not in a pub or restaurant. They are inquisitive about food, but uninterested in low fat, fads and health scares -life is for living!
They are twice as likely to read papers such as The Independent, Guardian and FT as the population as a whole. They are more likely to read these papers than wine drinkers are. (For example, 20% of all Guardian readers are beer fans).

Contact details:
Tim Hampson, Chairman British Guild of Beer Writers, 07768 614283, tim@infopub.co.uk

Pete Brown, Founder, Storm Lantern, +44 (0)7941 123048, petebrown@stormlantern.co.uk

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