Consumers flock to bottled ale

Premium bottled ales managed to grow 4 per cent in a stagnant market, and now have a 37 per cent share of the value in the ale category, from a quarter share of its volume.

But in the multiple grocers PBAs grew 9 per cent over the past year - which means independents and specialists are missing out on a growing category.

In a struggling ale market, the brands that can count a premium bottle among their SKUs are the ones growing: just look at Old Speckled Hen (+10%), Newcastle Brown Ale (+5%), London Pride (+13%) and Hobgoblin (+6%).

There's been plenty of activity in the sector over the past year, with product launches, major multiples giving the category more shelf space and lots of marketing activity, including sports sponsorships. Supermarkets are expanding their own-label PBA ranges as well, showing their confidence in the market - and Marks & Spencer has even released a ­bottle-conditioned range.

Distribution deals such as Thresher Group's team-up with the Society of Independent Brewers' Direct Delivery Scheme mean PBAs are becoming more available to shoppers and adding much-needed interest to everyday beer ranges.

Another area showing plenty of growth is imported and speciality beer. Miller Brands' Peroni Nastro Azzuro grew sales 40 per cent, Corona grew 23 per cent and InBev UK's Leffe Blonde was up 37 per cent. Mexican Sol (+15%), Czech Budweiser Budvar (+8%) and Singapore's Tiger (+5%) showed steadier growth.

It's not just brands with heritage and stories to tell - although th ey certainly seem to be gaining currency . Last year's launch of Foster's Twist was the biggest grower in the top 50 beers, with a massive 713 per cent sales boost.

Premium bottled ale market

Value: £161 million

4 per cent up on last year

Volume: 571,000hl

5 per cent up on last year

Share of the off-trade ale market by value: 37 per cent

Share by volume: 25 per cent

Source: Nielsen GB off-trade to Oct 6 2007

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