Matthew Clark responds to trends with 100 new beer listings

Claire Dodd

Claire Dodd

04 April 2017

Matthew Clark has added 100 new listings to its 'Boutique Beers' range in response to consumer demand for IPAs, pale ales and 'craft' lagers.

The premium beer portfolio now includes 270 beers from 14 different countries, and includes 40 IPAs, more than 30 pale ales and more than 50 lagers and Pilsners. The drinks distributor said it was responding to a 107% rise in its sales of lagers, while one in every four beers it sells is now an IPA or pale ale.

Speciality draught lager sales are up 60.3%, while global draught lagers are up 24% and global packaged lager up 14.9%.

It also said it was responding to the rise in 'younger millennials' consuming premium world and craft beers, with 'a selection of much talked about niche styles', such as Gose beer which it said was attracting drinkers due to its lower-abvand sour flavour.

Justin Wylde, category manager for beer, cider and softs at Matthew Clark said: 'Now, more than ever, we’re seeing customers demand a choice of beers wherever they go, whether that’s for Spanish beers in a tapas restaurant, or local beers in every local pub. Nine out of 10 consumers are interested in learning about different styles of beer, so we want to make it easy for operators to provide a range of options.'

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