Brands report 2013

Brands Report 2013

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The inside track G leaning insider knowledge in terms of which brands are selling well in the UK’s pubs and bars can save you time and money. So, don’t leave your stock decisions to chance and instead peruse the Brands Report 2013 — it’s a valuable insight into which drinks are booming, as well as those that are becoming less enticing.

This year’s report eyes subtle trends in drinks categories, and hints at which flavours and styles are being given a marketing boost to put them at the front of people’s minds.

Compiled by CGA Strategy, the listing details

the top 200 brands in England and Wales. This year’s report includes, for the first time, brand variants and flavours. In order to provide a meaningful year-on-year comparison, CGA has applied this year’s methodology (including variants) to last year’s results. This gives a more accurate picture of what products are achieving sales growth in the on-trade.

So, to help you pick a range that’s right for your outlet, let the Brands Report guide the way and do the hard work for you.

Jessica Mason

Contents 4 Introduction 6-39 Top 200 brands 40 Lager 41 Ale 42 Cider 43 Wine 44-45 Spirits 46-49 Soft drinks 50 RTDs/ liqueurs & specialities 51 Ones to watch

How the Brands Report is compiled

A

ll market data for the Publican’s Morning Advertiser’s Brands Report is sourced from CGA Strategy. Each brand’s position in the list is calculated from data compiled and analysed by CGA. The top 200 liquor brands and the top 25 soft drinks in England and Wales are measured by the moving annual total (MAT) sales figures in pubs, which are compared with like-for-like figures from last year. The brands are ranked on value

terms as this is a fairer measure than volume when comparing a mixture of liquor categories.

Brands are then rated and grouped in divisions of 10 (for soft drinks, five), then listed alphabetically.

CGA’s Brand Index tool provides total GB on-trade category and brand performance analysis.

Its data is based on an audit of a nationally representative sample of around 6,000 outlets. Outlet-

level visibility, positioning and pricing is supplemented by SKU (stock-keeping unit) volume data from more than 70,000 outlets sourced from major multiple groups and suppliers.

CGA provides a robust and ongoing measurement of rate-of-sale and rate-of-purchase by SKU, by region and by outlet type. Data is then modelled and applied to the sample of c.6,000 outlets to provide the full on-trade picture.

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INTRODUCTION

Seeking a premium experience Consumers are looking for drinks that offer higher quality and a taste of adventure

I

t seems that, although standard products have with a sweeter palate, or a traditional-style cider their place, what consumers are seeking this year with provenance and heritage. is something that stands out and is a little bit differValue brands, which began to climb the charts over ent. The past 12 months have seen a slight shift from the past couple of years, are slowly inching their way safe options to the downright intriguing, with the back down the ranks as publicans seek higher-quality Brands Report this year being full of interesting beers drinks with premium reputations. Since this year’s list boasting heritage and provenance, and ciders showencompasses all flavours and variants, it needs to be casing unusual flavours. Castle Rock Harvest Pale, noted that comparisons that have been made with last Chimay Blue and Ringwood Boondoggle have all been year are taken from CGA Strategy data including all of supported by pub owners looking to back decent ales. those variants. The reason for this is two-fold — for one Among ciders, Bulmers No17, made with red berries it is a truer representation of current trends and the and lime, has risen nine divisions to become one of brands that are selling well in pubs. the top 60 best-selling brands, sitting alongside the The other reason is to show how crowded the bar, likes of Kopparberg Strawberry & Lime, which is up back bar and fridges have become. So take note, with two divisions this year. Similarly, Rekorderlig so many brands appearing freking this year see are ers Wild Berries cider has risen seven diquently and some attaining high um ns co t ha W s out visions to 91-100. positions within the table, you’ll be is something that stand nt ere diff bit le litt Other ciders attracting attention able to predict where money will a is d an are Rekorderlig Apple, Rekorderlig be well spent and choose the products, flavours and Pear and Rekorderlig Winter, as well as Symonds modes of dispense that deserve space in your pub.

Founder’s Reserve and Westons Old Rosie, showing I hope the Brands Report proves to be a useful guide that people are either seeking a modern take on cider for your business.

New entrants

(in alphabetical order)

Brahma Castelbello Catarratto Castelbello Merlot Castle Rock Harvest Pale Chimay Blue Echo Falls White Zinfandel Laurent-Perrier Rose Brut Luxardo Black McEwan’s Lager Rekorderlig Apple Rekorderlig Pear Rekorderlig Winter Ringwood Boondoggle Symonds Founder’s Reserve Blanc Villa Maria Private Bin Sauvignon Westons Old Rosie

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Biggest risers

(in alphabetical order)

Bulmers No17

Hendrick’s Jennings Cumberland Ale Rekorderlig Wild berr ies Stella Artois Cidre

Biggest falls

(in alphabetical order)

Brains Smooth Gaymers Cider Glen’s Vodka Marston’s Burton Bitter Stowells Colombard chardonnay Wyborowa

Out of favour

(in alphabetical order)

Bass (draught) Brakspear bitter Bulleit Bourbon Everards Tiger Best Bitter Gaymers Pear Greene King IPA (Chilled) Jack Rabbit White Zinfandel Jacques Fruit des Bois Ketel One Kirin Ichiban Lamb’s Navy rum Marston’s EPA Miller Genuine Draught Santa Carolina Varietals Merlot Stones Bitter Young’s Special

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1-10 in alphabetical order Beck’s Vier

Foster’s

4% ABV – AB InBev (no change)

4% ABV – Heineken UK (no change)

The brand’s associations with art and music continue to keep it at the forefront of its audience’s minds. This year, Beck’s Vier was given extra kudos by its Beck’s Live events – a series of small gigs aimed at showcasing emerging and up-and-coming music talent at exclusive city venues – while through its Art Label initiative the brand promoted pioneering artwork by sponsoring artists such as Tracey Emin, Damien Hirst and Jeff Koons. Like the rest of the Beck’s family, Vier has certainly benefited from its close association with creativity. It has done this through its global campaigns like the Green Box initiative, which funded creative projects where resulting art pieces were displayed via ‘augmented reality’ in green boxes around the world.

Also Vier’s sponsorship of the various bars in London’s O2 Arena maintains its pulse with many musical genres and secures its top-10 brand listing for the fourth consecutive year.

The growing consumer demand for provenance and a desire for something different has begun to shape the way Heineken now markets Foster’s lager.

The brand has had a long-standing relationship with comedy – with its previous Foster’s Funny campaign having featured exclusive shows from the likes of Alan Partridge. But a new £7.5m campaign for the Foster’s brand this year has now shifted the focus on to its Australian heritage with adverts recreating the moment Ralph and William Foster first brewed the lager. This year also marked the start of a raft of investment for Foster’s as it celebrates its 125th anniversary. In the meantime, to show it still has something new and interesting to offer, Heineken has launched Foster’s Radler, a 2% ABV mix of Foster’s and cloudy lemon juice and supported it with a £4m poster, print and sampling campaign, while its posh variant Foster’s Gold has been boosted by TV advertising with stalwarts Brad and Dan making further appearances.

Carling 4% ABV – Molson Coors (no change) Carling has had a long-running association with football and pubs. Over the past couple of years there has been a significant investment in Carling, as shown by its £7.3m rebrand in 2011, the launch of Carling Chrome, new glassware and fonts, the introduction of the Brilliantly British, Brilliantly Refreshing tagline and Molson Coors’ ambitions to build it into a £2bn-a-year brand by 2014. As part of the PMA’s We Heart Lager campaign it was brought to our attention that, within the Punch Taverns estate, the average Carling stockist serves 50 pints of the lager a day. Add this to the support it gives Punch’s national quiz the ‘Great British Pub Quiz in association with Carling’, which has involved 700 pubs so far this year, it’s clear to see that Carling is still extremely active.

Carlsberg

Guinness

3.8% ABV – Carlsberg UK (no change)

4.1% ABV – Diageo GB (no change)

Last year, Carlsberg saw UK volumes dip 3% due to the “poor weather during the summer that more than offset the positive impact from the Diamond Jubilee and Euro 2012”. However, this was against the backdrop of the UK market being down 5%, and on balance it was a “good performance” in pubs that helped grow its market share. This year Carlsberg has: invested £4m in new global TV advertising using the tagline That Calls for a Carlsberg; launched a new global online campaign on YouTube; and continued the brand’s commitment to football with the start of Carlsberg’s threeyear deal to become the Official Beer Partner of the Barclays Premier League, cementing its place as an iconic football brand. This year Carlsberg also entered the lower alcohol beer market with the launch of its 2.8% ABV flavoured lager Carlsberg Citrus – the first new beer under the brand for a number of years, which will be supported by a multi-million pound marketing campaign.

It has been quite a ride for Guinness over the past year. In the 12 months to September last year, on-trade sales dropped by nearly 10% in volume and 5% in value, according to CGA Strategy. But the company said it was addressing the problems with a £33m campaign entitled Made of More in a bid to boost its fortunes. And it did.

Fast forward to this year and Diageo has signed a four-year deal for Guinness to become the Official Beer of England Rugby – a deal accompanied by renewed partnerships with Six Nations Rugby, Scottish Rugby, Welsh Rugby and Premiership Rugby. Guinness also kicks off its new quality accreditation programme to encourage pubs to pour the perfect pint of Guinness, which coincides with the installation of the new Guinness font. In addition, Diageo has ploughed a further £5.5m into a new TV ad, directed by award-winning Peter Thwaites, encouraging people to never settle for the ordinary.

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John Smith’s Extra Smooth

Smirnoff Red

3.8% ABV – Heineken UK (no change)

37.5% ABV – Diageo GB (no change)

Pairing the People’s Pint with the Grand National has proved to be a winner for John Smith’s since its sponsorship of the event began in 2005. Last Easter, Heineken launched a campaign for John Smith’s to encourage responsible drinking at the three-day event and publicised a high-profile poster and rail advertising campaign in Liverpool urging Aintree racegoers to think about their alcohol intake. Carrying racing-themed responsible drinking messages such as Get Home Straight and Too much makes the going soft, the posters reminded more than 150,000 race fans to pace themselves. Citing rising costs of energy and ingredients as well as rising beer duty, Heineken made the decision at the start of the year to reduce the alcohol content of its John Smith’s Extra Smooth variant from 3.8% to 3.6% ABV. A move that the brewer reiterated would not be implemented with its standard John Smith’s cask-conditioned bitter variant, which continues to stay at 3.8% ABV.

Last year, Smirnoff vodka launched #YoursForTheMaking in the UK as part of a £7m Western Europe media campaign designed to empower and inspire consumers to create new nightlife experiences. The campaign included a new television advert and its aim was to bring to life to the philosophy that if you try something new you will have a better time. The campaign set out to inspire and facilitate innovative nights for consumers. Smirnoff teamed up with influential people in the music and nightlife industry to identify new nightlife ideas that were then shared globally across YouTube, Facebook and Twitter. Consumers could also share their own ideas via the hashtag #YoursForTheMaking.

Stella Artois 4.8% ABV – AB InBev (no change) The Stella Artois focus over the past year has been on the brand’s 600 years of Belgian brewing and celebrating its history, “dedication and craft”. A lot of emphasis is now also placed on Stella’s chalice glass, which makes much of premium presentation and quality of serve. This goes hand in hand with its global World Draught Masters initiative, which encourages barstaff to perfect the drink’s nine-step pouring ritual – a competition that saw bartender Simone Mahdi, from Henry’s in Sheffield, triumph in the UK final. AB InBev ramped up the excitement by inviting drinkers to upload photos of perfectly poured pints of the lager to its Stella Artois Connoisseur Facebook page, boosting its presence online. In the meantime, AB InBev has championed the responsible drinking message via a nationwide poster campaign that uses the slogan: Like all works of art, one must take time to appreciate it. Please drink responsibly. This all sits rather neatly with the lager’s ongoing She is a Thing of Beauty campaign, which reiterates its premium credentials.

Peroni Nastro Azzurro

Strongbow

5.1% ABV – Miller Brands (no change)

4.5% ABV on draught, 5% ABV in bottles – Heineken UK (no change)

Peroni Nastro Azzurro not only continues to associate itself with Italian “style, passion and authenticity” and has been at the forefront of the volume growth of world-beer sales. Miller Brands highlights, in many varied ways, how Peroni is the gatekeeper to style – sometimes by launching interactive digital installations and giving people the chance to download an app with fashion advice and city guides from top fashionistas; other times by hosting a contemporary version of a traditional Italian opera across the UK. Its campaigns, which include advertising shot in stylish Italian locations from Lake Como to Milan, are often timed well to take advantage of summer sales and pre-Christmas and new year drinking occasions. With all this in mind, it should come as no surprise then that the brand’s last campaign was called Seasons and contributed to a 32% lift in sales value growth for Peroni in the on-trade year-on-year.

Strongbow has been given a boost thanks to brand owner Heineken’s multi-million pound promotional campaign that included a TV ad paying homage to the ‘Brit flick’ gangster genre, which itself evolved from Strongbow’s Hard Earned message. Strongbow has also been vying for a more premium audience of late and, throughout its campaigns, has been careful about its positioning in salubrious and high-end sites around London to appeal to slightly more affluent 18 to 34-year-old men. Tying into its more polished image, there has also been a significant investment to improve the quality of draught pours for Strongbow through the company’s Pint Perfection scheme, which has seen barstaff receive specific training on how to pull the perfect pint.

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11-20 in alphabetical order Amstel

Corona Extra

4.1% ABV – Heineken UK (up one division)

4.6% ABV – Molson Coors (no change)

Amstel has jumped up one division this year and retains a high position in the Brands Report despite a relatively quiet time on the marketing front. Its widely established position as a recognised international lager that doesn’t have to try too hard to get noticed works well with its slogan Time Well Spent, which alludes to the brewer’s belief that sometimes it is good to take time for things that really matter. Last year, Heineken rolled out Amstel-branded two-thirds-of-apint measure glasses to pubs, prompted by the new weights and measures regulations introduced last October. Whether or not the measure has gained any traction in pubs is yet to be seen, but this certainly hasn’t harmed sales of Amstel.

Bacardi Superior 37.5% ABV – Bacardi Brown-Forman Brands (no change)

Molson Coors has backed Corona Extra with huge marketing budgets once again by running what was deemed as its biggest-ever ad campaign for the brand last summer. The emphasis was on the bucket serve, which, according to Coors, makes Corona an ideal drink to enjoy with a group of friends. It also boosted its presence with billboard activity and 6,000 posters, as well as Facebook coverage and the new Corona mobile app. In addition, Molson Coors launched a sharing-size 710ml Corona Extra bottle in the UK off-trade last May.

Did you know...

■ Amstel The original brewery used the Amstel River as a water source for brewing and as refrigeration.

It was an obvious name to take for its creation.

Last year, Bacardi celebrated its 150th anniversary of bringing people together and hosted a range of exclusive parties in capital cities in an effort to get people together to create lasting memories. The rum brand maintains its steady position in the Brands Report this year, backed by the continuation of its ‘Cocktail Culture’ training, which aims to develop bartending skills, and was rolled out across Leeds, Bristol and Cardiff due to its success in Edinburgh and London. In addition, its spiced-rum brand extension Bacardi Oakheart is getting plenty of attention.

In the meantime, Bacardi has said it wants to ‘liberate cocktails from the cocktail bar’ and launched two new cocktails in bottles to help pubs cash in on what it describes as a multi-million-pound opportunity.

■ Corona First brewed in 1925 by Cerveceria Modelo, a company based in Mexico City. It wasn’t imported to the United States until 1979.

Budweiser

■ Budweiser The ‘Budweiser Frogs’ were

4.3% ABV on draught, 4.8% ABV in bottles – AB InBev (no change) Not only has Budweiser recently finished its second season of FA Cup football sponsorship, which gave its fans the chance to contribute photos via Twitter from matches for a new ‘fan film TV advert’ using the hashtag #tothedream, but it has just completed the first season of its Club Futures programme, an initiative in which £1m is invested into grassroots football over two seasons. Budweiser has ramped up its use of technology and social media lately and this can be seen through its live streaming of early-round games in the FA Cup, as well as making use of ‘phoneographers’ – amateur photographers who shoot entirely on smartphones – pitch-side at Wembley for the FA Cup semi-final matches.

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■ Bacardi The first distillery had a coconut palm planted at its entrance. It survived earthquakes, wars and distillery fires, leading to the prophecy that the company would survive in Cuba as long as ‘El Coco’ lived. In 1960 the Bacardi family was exiled from Cuba and ‘El Coco’ died. Today, a coconut palm is planted at every Bacardi Company.

named Bud, Weis and Er, and they started appearing in television commercials for Budweiser in 1995. The commercial was directed

by Gore Verbinski, director of the first three Pirates of the Caribbean films.

■ Gordon’s Gin and tonic dates back to the days of the British Empire in India. After a hard day in the baking sun, British officers would look forward to the cooler hours after sunset, when essential socialising could be done. Of course, sunset is when malaria-carrying mosquitoes are at their most troublesome. The British had discovered that quinine was useful in combating malaria, though its flavour left a little to be desired. Gin took away the foul taste of the quinine, and so the two were consumed together as the sun went down – the gin and tonic was born.

Gordon’s 37.5% ABV – Diageo GB (no change) Having successfully promoted Gordon’s and tonic as the ideal way to start the evening through its 2011 Shall We G&T Started? campaign featuring actor Philip Glenister and actress Emilia Fox, Gordon’s has now begun to inject some glamour into the gin brand in a range of new ways. For instance, this year saw the start of Gordon’s teaming up with posh squash brand Bottlegreen to promote a new Elderflower G&T drink in pubs and bars. Those outlets stocking the serve were given branded PoS starter kits to help get the message across and make the serve a recognised bar call.

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11-20 in alphabetical order Heineken

Kronenbourg 1664

5% ABV – Heineken UK (no change)

5% ABV – Heineken UK (no change)

This is the year Heineken became serious about making sure publicans serve perfect pints, putting its money behind a quality scheme called Pint Perfection. In addition, it gained a lot of attention through its headline sponsorship of the Olympic Games in London, as well as via its tie-in with JD Wetherspoon (JDW) and its campaign to Paint London 2012 Green. Heineken also signed a deal to supply beer and cider to BT London Live, a series of free and ticketed events in Hyde Park, Victoria Park and Trafalgar Square, which ran during the Olympics and Paralympic Games, while its JDW promotion provided people with the opportunity to win a pair of tickets to the official Team GB Olympics celebration in a daily text-to-win draw that ran in 850 JDW and Lloyds No.1 outlets.

Jack Daniel’s 40% ABV – Bacardi Brown-Forman Brands (no change) Aligning itself with music has been a common theme for Jack Daniel’s and this year it is reminding people of this fact with TV adverts on music channels, as well as cinema and radio, with video footage of music greats all featuring in the campaign. The activity follows the recent launch of Jack Daniel’s annual music campaign JD Roots, which highlights the brand’s on-going commitment to music and sees artists return to their home towns to perform a series of one-off intimate gigs. Also last year, pubs were given PoS kits to generate awareness of JD whiskey variants Old No 7, Gentleman Jack, Single Barrel and Jack Daniel’s Tennessee Honey, and key serves including JD and cola.

Kronenbourg gets a shift in its marketing approach this year as it moves away from the previous Slow the Pace campaign, which centred on the idea of the brand as a beer to be savoured slowly, and instead promotes the premium beer’s provenance and taste credentials. Brand owner Heineken is rolling out new glassware for Kronenbourg – the first for the brand in a decade – and this will coincide with Kronenbourg’s new A Taste Suprême TV and outdoor campaign featuring former Manchester United football legend Eric Cantona as the star.

Did you know...

■ Kronenbourg 1664 In 1850 the brewery was moved to Cronenbourg, on the hills above Strasbourg in eastern France, the location it was finally named after.

■ Heineken Four days after the repeal of Prohibition in 1933, Heineken was the first imported beer to enter the US market.

■ Jack Daniel’s Unable to open the safe in his office, Mr Jack kicked out at it in frustration. This blow broke his toe and infection set in,

leading to his untimely death in 1911.

■ Jägermeister Hundreds of different-shaped bottles were tested by dropping them from a great height on to an oak floor, yet only one survived intact – the iconic Jägermeister bottle that exists today.

■ San Miguel Back in the late 1800s, the original San Miguel facility had two sections, one for ice production and the other for beer production.

Jägermeister

San Miguel

35% ABV – Cellar Trends (no change)

5% ABV – Carlsberg UK (no change)

The German herbal liqueur Jägermeister has fast become a must-stock brand. Last year marked the start of its first-ever campaign, It Runs Deep, signifying a multi-million pound investment from brand owner Cellar Trends, which involved outdoor, print, digital and social-media advertising. This was followed by a second wave in February this year. Also running alongside the campaign has been Jägermeister’s music activity, Jägermusic, which started in 2003 and gives the brand lots of presence at music festivals. This year, Cellar Trends will be launching a new “deep-freeze activation” for Jägermeister and will make sure that the brand has a presence at a whole host of popular festivals.

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San Miguel is promised significant marketing this year from brand owner Carlsberg to support the fact that it will now be available in carafe, as the brewer looks to increase the beer’s association with food. It is hoped that the two-pint branded carafe, which became available to pubs from Easter, will make beer a more appealing choice for dining couples who would normally choose wine when eating, and also present a sophisticated way of sharing beer with friends. Last year, marketing spend went on its upmarket summertime Picnic Concerts at venues such as Hampton Court Palace in south-west London, and Audley End, near Saffron Walden in Essex, as well as the launch of the 4.4% ABV brand extension Fresca, which received a £6m marketing campaign that had a halo effect on the core brand.

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21-30 in alphabetical order Beck’s

Greene King IPA

4.8% ABV – AB InBev (down one division)

3.6% ABV – Greene King (no change)

Beck’s continues its association with art and limited-edition labels, and this has helped it stand out from its peers. Last September, AB InBev showcased the work of four talents from the world of music on the front label of its 275ml Beck’s Pilsner bottles. The artists were singer/songwriter M.I.A., indie rock band Bloc Party, music photographer Anton Corbijn and the reggae/dancehall band Seeed. More recently, in May, AB InBev launched Beck’s Live, a series of intimate gigs aimed at showcasing emerging and up-and-coming music talent by putting them in front of sell-out crowds each month at Barfly venues in London and Liverpool, alongside more established bands and artists.

Bell’s 40% ABV – Diageo GB (no change) Bell’s has maintained its position in the 21-30 division this year, and this is good news for Diageo, which has spent the past couple of years investing in repositioning the whisky brand. Last year, Bell’s was given a £1.35m cash injection, which helped plug the brand through TV advertising, and boosted the message of quality and the growth of blended Scotch. More recently, Bell’s partnered with the Help for Heroes armed-forces charity to launch a limited-edition ‘Bell’s Help for Heroes’ bottle to raise £1m for the cause.

The four million limited-edition bottles, which featured a new label incorporating the Help for Heroes logo and the Bell’s branding, were supported across print, outdoor and radio, with a Help for Heroes message pointing out that, for every bottle sold, 10p would be donated to the charity.

In addition, Bell’s hosted a pub-quiz fundraiser in 10,000 pubs in the UK, with the help of British writer and comedian Danny Wallace.

Fuller’s London Pride 4.1% ABV on draught, 4.7% ABV in bottles – Fuller, Smith & Turner (no change) As part of Fuller’s Made of London campaign, the company has invested £3m in its flagship brand London Pride, giving it presence in the press, online, via posters, billboards, at bus stops and on the London Underground. The campaign features short stories about the brand, throwing the focus on London Pride’s provenance and how the beer came to be named. This year, Fuller’s also unveiled a new design for the London Pride bottle, which is sleeker and features an embossed outline of the River Thames.

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As pubs and rugby fans geared up for the start of the RBS Six Nations rugby union tournament, which took place throughout February this year, brewer Greene King launched a pub campaign to promote its Greene King IPA brand. More than 1,000 pubs participated in the activity for the ale, which marked the seventh consecutive year of it being the Official Beer of England Rugby. This was followed by Greene King investing £4m in both its Old Speckled Hen and Greene King IPA brands, which put the beers back on TV screens. The campaign launched during ITV1’s coverage of the FA Cup quarter-final replay between Chelsea and Manchester United in March, which gave the beers front-of-mind appeal while viewers were in the pub.

Did you know...

■ Beck’s The German brewery is based in the city of Bremen, in the north of the country. The Beck’s logo, a key, is the mirror image of the coat of arms of Bremen.

■ Greene King Greene King has hand-crafted ale for more than 200 years.

The company’s brewery still sits on its original site, at the centre of the historic market town of Bury St Edmunds, in Suffolk, where ale has been brewed since the days of the Domesday Book in 1086.

■ Bell’s A small shop opened in founder Arthur Bell’s home town of Perth, Scotland, in 1825, selling two of the most precious commodities of the day – tea and whisky. It was here that he developed his

selling skills and realised the potential of this liquid gold.

■ Fuller’s The company has been around since 1845, and is housed in a location that has had a brewery on it since 1654. In addition, Fuller’s is said to have won more Campaign for Real Ale (CAMRA) awards than any other brewery in the world.

■ Kopparberg The people who founded Kopparberg town went there for its copper reserves. However, copper and gold weren’t the only resources Kopparberg boasted. Bubbling from underground was something just as precious – soft water. Soft water has a low mineral content, which allows natural tastes to come through unaltered.

Kopparberg Mixed Fruit 4% ABV – Kopparberg UK (up one division) Standing head and shoulders above many other cider variants, Kopparberg Mixed Fruit has much to be pleased about. Having already taken the number-one spot as the top fruit cider by value in this year’s Cider Report, Kopparberg Mixed Fruit has climbed a division and also developed a loyal following of fans who have supported the flavour from its infancy. Kopparberg also recently developed a new design for its branded glassware – a 500ml serve, which comes in a case of 12 – accompanied by social-media campaigns to let people know all about it.

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21-30 in alphabetical order Sharp’s Doom Bar

Thatchers Gold

4% ABV – Molson Coors (no change)

4.8% ABV – Thatchers (up one division)

Doom Bar, under the ownership of Molson Coors since it acquired Cornish brewer Sharp’s in 2011, is now available in more than 6,000 outlets in the UK, and has registered phenomenal growth in the Brands Report. Now, with the marketing support from Coors – as well as substantial investments in the brewery – the beer is flying off the bar and remains in high demand. Last year, Sharp’s launched its ‘Race the Doom Bar’ challenge at the Extreme Sailing Series in Cardiff Harbour, South Wales, and made Doom Bar the official beer partner of the series. The brand was also given a major presence at the Cycle Show at the NEC in Birmingham, and at numerous regattas.

Thatchers Gold has boosted its presence over the past couple of years with extensive investment. The latest campaign for the brand put Thatchers back on TV this year as part of a £4m marketing push, which saw ads for Thatchers Gold appearing on ITV, Channel 4 and five. Thatchers Gold was also supported by poster advertising, social-media activity and sponsorships of Bath Rugby and Somerset County Cricket Club, which have helped it climb up a division in this year’s Brands Report.

Staropramen

Did you know...

5% ABV – Carlsberg UK (no change) Staropramen is the number-one Czech lager in the UK on-trade and the number-three world lager overall, with sales increasing at 5% year-on-year, according to CGA Strategy figures. Carlsberg UK’s support for Staropramen focuses on the brand’s authentic imported credentials, positioning it as ‘Prague’s gift to the world’. Advertising in men’s lifestyle magazines is backed by premium PoS, which includes the distinctive font and glassware. The newly-launched Staropramen Academy training programme is being rolled out to selected on-trade stockists, putting the focus on the brand’s unique Czech pour, with a tight foamy head that preserves the beer’s flavour and effervescence.

■ Sharp’s Doom Bar The brewery’s unique position on Cornwall’s Atlantic Coast is a major influence. Its main brand, Doom Bar, is named after an infamous sandbank at the mouth of the Camel Estuary.

■ Thatchers If all the apples pressed at Thatchers in 2009 had been lined up, they would have stretched from the company’s Somerset base to Indonesia.

■ Staropramen Staropramen means ‘old spring’ in Czech.

Tetley’s Smooth Flow

Worthington’s

3.8% ABV – Carlsberg UK (no change)

3.6% ABV – Molson Coors (up one division)

Over the past year, Yorkshire brand Tetley’s refreshed its sponsorship of ITV4 programmes as part of a £5m makeover. It used the strapline Tetley’s Sponsors Real Men’s TV and built on its previous ITV4 campaign. Meanwhile, a new Tetley’s pint glass featuring the Tetley’s Huntsman was introduced and complemented the brand’s updated Tetley’s Smooth Flow font, giving it a completely refreshed image across the board. This year, with the introduction of Tetley’s Gold Cask aiming to attract younger drinkers, it will be interesting to see how its arrival affects the brewer’s flagship ale.

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■ Tetley’s The brewery’s huntsman logo was introduced in 1920 but dropped in 2000 because of a vocal anti-hunting movement in the UK. However, in 2010, the image was revived.

■ Worthington’s Back in 1866 a Worthington’s chemist, Horace Tabberer Brown, pioneered brewing science in the separation and cultivation of pure yeast strains, and six years later the company became the first in the world to systematically utilise a laboratory in the brewing process.

Molson Coors increased production at its William Worthington microbrewery, which launched in Burton-on-Trent in Staffordshire in December 2010, almost four-fold last year. It also launched four seasonal variations of its Worthington’s ale in 2012, available in the on-trade to suit the time of year. The first to be unveiled was Worthington’s Spring Shield, which had a 4.2% ABV. Following this later in the year were the launches of Worthington’s Summer Shield, Autumn Shield and Winter Shield. All of this activity has helped to lift the brand a division in this year’s Brands Report.

B R A N D S R E P O R T 2 0 1 3

31-40 in alphabetical order Coors Light

Disaronno

4.2% ABV – Molson Coors (no change)

28% ABV – First Drinks (up one division)

Coors Light has firmly placed its emphasis on capitalising on the busy summer. The beer’s TV advertising has also boosted its presence and makes up part of the brand’s Closest to Cold TV campaign featuring actor Jean-Claude Van Damme. This year, Coors Light ramped up its off-trade marketing with cans and bottles displaying cold indicators saying ‘Cold’ and ‘Damme Cold’, which are activated based on temperature, but whether this will be rolled out to the on-trade is yet to be seen. On-trade performance last year was strong, with 25% growth in a market that has declined 4.4% in the year to date.

The Italian liqueur once again held its international bartender of the year contest – The Disaronno Mixing Star competition – last year. The threephase challenge asked entrants to create a unique Disaronno-based cocktail with the prize of a trip to Mumbai, in India, to take part in a Bollywood movie for the winner. With this kind of activity, First Drinks is keen to show how versatile Disaronno can be, illustrating its many uses on the back-bar.

Courvoisier VS 40% ABV – Maxxium UK (no change) Courvoisier has seen another great year pass with brand owner Maxxium continuing to plug Cognac cocktails through its Cocktails on a Grand Scale drive. The brand has collaborated with some of the UK’s top mixologists and developed a big event last summer to get people more interested in Courvoisier and help demystify Cognac. Maxxium also distributed PoS kits to the on-trade in the run-up to Christmas. Mainstream pubs were given branded glasses, tent cards and posters.

Crabbie’s Alcoholic Ginger Beer 4% ABV – Halewood International (down one division) Quirky advertising, combined with the brand’s long history of producing ginger wine and non-alcoholic ginger beer, have given it great appeal in the UK. In the lead-up to the festive season, Crabbie’s received its biggest-ever marketing spend for Christmas, including sponsorship of ITV, ITV2 and STV in a deal backed by a three-week ad campaign. Halewood also invested in more online activity, focusing on Facebook, Pinterest and Instagram. What followed was Crabbie’s getting its own 1950s-inspired ski lodge at The Outdoors Show in ExCeL London in January and in the spring it launched two new flavours: Raspberry and Strawberry & Lime.

Desperados 5.9% ABV – Heineken (up three divisions) Premium Tequila-flavoured beer Desperados was previously owned by SHS Sales & Marketing before Heineken took over the marketing, sales and distribution in February 2012. By the summer, Desperados was backing a series of live music events in around 400 pubs as part of a major national sampling campaign, and its branding, including art installations on large canvasses, began featuring heavily across the UK. In addition, Desperados hosted its own stage at three major UK festivals, activity that coincided with the launch of a new website designed for sharing Desperados content from music and sports ambassadors around the world, as well as information about parties and events.

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Eristoff Vodka 37.5% ABV – Bacardi-Martini (up three divisions) Eristoff has made great progress in the Brands Report this year, climbing three divisions to sit comfortably in the top 40 – gradually closing the gap between itself and category leader Smirnoff. In 2011, there was a JD Wetherspoon listing and the introduction of its Gold variant, and what followed was a makeover to draw attention to its wolf logo as part of a new print and outdoor campaign called Bring on the Night. The activity further cemented the brand’s relationship with its target audience of 18 to 24-year-olds and the brand has cunningly managed to raise its coolness rating through the grittiness of street-art wolf murals and late-night sampling campaigns.

The Famous Grouse 40% ABV – Maxxium UK (no change) Famous Grouse has many guises, but it’s still the original that holds its place in this listing. This year, the brand saw the launch of its own ginger-beer variant Ginger Grouse – an alcoholic ginger beer made with whisky, ginger and citrus served over ice with a wedge of lime. The brand went into around 4,500 pubs and bars in both 500ml bottles and on draught and was given a £4m marketing push to help it gain traction in the trade. Last summer, Maxxium UK broke with tradition by launching its first-ever summer advertising campaign for The Famous Grouse brand. The £1.5m TV drive, which included the ‘Grouse Hunt’ ad, aired until the middle of June before a second burst of the TV advertising activity graced our screens at Christmas.

41-50 in alphabetical order Smirnoff Ice

Abbot Ale

5% ABV – Diageo GB (down one division)

5% ABV – Greene King (no change)

Taking a tumble down the table again this year, falling back one division, Smirnoff Ice is now being swept aside in favour of more flavoured ciders and spirit beers looking for space in the back fridge. However, it does have to be said that, despite being neglected on the marketing front by Diageo over the past few years, it still maintains a pulse in the listing, even if it has slipped from the top 30.

With its distinctive mitre-shaped pumpclip, in homage to the abbey ale brewers that were chronicled in the Domesday Book almost 1,000 years ago, Greene King’s Abbot Ale benefited from its loyal consumer base as well as interest from drinkers introduced to the brand back in 2010 in the wake of a new look and a series of TV adverts on comedy channel Dave that saw national treasure Brian Blessed extolling the quality and virtues of the Greene King brand in his own unique way.

Bulmers 4.5% ABV – Heineken UK (down one division)

Stowford Press 4.5% ABV – Westons (up one division) Stowford Press appeared on TV for the first time this year thanks to owner Westons giving all of its brands a £5m marketing boost to prepare itself for what it perceives to be “one of the most competitive years ever” as the category moves on from the over-ice era. The TV adverts for Stowford Press are cannily scheduled to coincide with the Investec Ashes Test cricket series between England and Australia, while there is also lots of planned sampling, press advertising, in-outlet activities and sponsorships throughout the summer. Last year, Westons made Stowford Press the Official Cider of England Cricket for the next three years, giving the brand presence at England home matches.

WKD Blue 4% ABV – Beverage Brands (down one division) Last year, Beverage Brands used ‘augmented reality’ technology to bring the WKD brand to life and promote WKD cocktails on packaging and T-shirts. It also launched its WKD Weekends – Bring it On! campaign, taking the brand ‘on tour’ to pubs, and boosted its presence with 75,000 giveaways in pubs – like giant branded sunglasses during the summer. What with its WKD Best Nite of Your Life Club Tour and the launch of the WKD Cocktail Kettle (a pitcher alternative) last year, followed this year by the launch of the WKD Cocktail Cone, there’s been no shortage of eye-catching behaviour from this RTD. With the launch of two variants – WKD Green and WKD Orange – a summer bank holiday campaign and ‘Pay Day’ promotional activity to run in pubs every last Friday in the month, there really could be more than one variant in the top 50 by next year. Down a division, but still a very popular choice.

Heineken has launched a new awareness campaign for its Bulmers cider brand across the on-trade this summer and started encouraging drinkers to ‘begin their night with a Bulmers’. The campaign, which uses the hashtag #beginwithabulmers, involved eye-catching PoS kits being delivered to 10,000 pubs and bars and Bulmers ‘hit squads handing out samples of the Bulmers cider range. Drinkers could also get involved in an ‘augmented reality’ experience by scanning Bulmers drip mats in participating outlets with their smartphones. Further print, outdoor and TV activity is also planned to support the campaign until the end of August.

Heineken has launched two new additions to the Bulmers range – Bold Black Cherry and Pressed Red Grape – as well as relaunching No 17 as Bulmers Crushed Red Berries & Lime.

Bombardier 4.1% on draught, 4.7% in bottles – Wells & Young’s (no change) Playing a leading role around St George’s Day and showcasing lots of patriotic appeal, Bombardier has benefited from trends for Britishness following the Olympic Games last year. The brand’s TV advertising, which featured comedian Rik Mayall as the bombardier, were part of a wider £5m marketing drive for the beer last year and, according to Wells & Young’s, was the brand’s biggest-ever investment.

Luxardo Sambuca 38% ABV – Cellar Trends (no change) Cellar Trends has invested a “substantially high amount” in Luxardo over the past few years and now the hard work is paying off since it has created a whole new awareness for sambuca, which has helped it become recognised as a mainstream spirit.

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B R A N D S R E P O R T 2 0 1 3

41-50 in alphabetical order Magners Irish Cider

Sol

4.5% ABV – C&C Group (down one division)

4.5% ABV – Heineken UK (no change)

Magners Irish Cider has returned to TV this spring with a new multi-million pound campaign, which distanced itself from its previous Made in the Dark slogan and introduced the new tagline Now is a Good Time, which focuses on getting people together. Magners has begun to pull out all the stops against the rising number of rivals in the cider category. Its latest marketing boost involved outdoor advertising and social media as well as new PoS. Magners is down a division on last year’s list, but we expect great things next year.

Mexican lager brand Sol received a new look for its bottle this year, which has been designed to emphasis the beer’s provenance and heritage. The updated look is also timed well for the brand as it helps it to take advantage of the growing demand for world beers. The new design has begun to be promoted in outlets, with PoS and a summer campaign targeting urban, affluent men.

Malibu

Southern Comfort

24% ABV – Pernod Ricard (down one division)

40% ABV – Bacardi Brown-Forman Brands (no change)

Malibu rum received a makeover this year and launched a more contemporary look to appeal to a wider consumer audience. The move – which saw the brand still sporting its iconic white bottle, while developing a more slender shape and a clear window near its base – involved a change in logo and typography. New-style one-litre bottles were rolled out from mid-March, with the 70cl format following in May. But that’s not all the brand has done to appeal to a broader market. Last year, Pernod Ricard launched Malibu’s sibling product Malibu Red, a mix of Malibu rum liqueur and Olmeca Tequila, which was supported via a huge social-media drive to boost its appeal among its male target audience.

Maintaining its position following last year’s dip, Southern Comfort sits neatly in the top 50. It added interest with its Lime and Bold Black Cherry flavours and this summer boosted visibility with umbrellas, bar runners, bunting, Optic signage and pitchers. A new TV ad for Southern Comfort hit the screens last November, as part of the biggest investment in the brand for five years, and there was radio and online activity until Christmas.

Russian Standard

Stella Artois 4%

40% ABV – Whyte & Mackay (down one division)

4% ABV – AB InBev (up one division)

Russian Standard will kick-start its summer with two festivals – Lovebox and Wilderness – and set up what it calls The Russian Standard House of Davai (meaning ‘let’s go’), an on-site area hosting its own line-up and Russian Mule cocktails. Last year, there was a budgeted £10m for the brand to boost its presence, but while a lot of effort was placed internationally with Miss Russia beauty pageant tie-ups and Moscow Fashion Week, little has been seen on these shores. By the company’s own admission, not all vodkas are created equal and Russian Standard has slipped a division this year. That said, we expect to see great things through its new UK distributor Whyte & Mackay very soon.

Cruising up a category from last year, Stella Artois 4% has had a steady year. Its last bout of marketing from AB InBev saw the brand variant revisiting its Triple Filtered with a Smooth Outcome theme for TV, cinema and video-ondemand (VOD) adverts and reminded consumers of not just its 1960s Continental theme and chalice glass, but also its sophisticated image.

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B R A N D S R E P O R T 2 0 1 3

51-60 in alphabetical order Archers

Captain Morgan

23% ABV – Diageo GB (down one division)

40% ABV – Diageo GB (up two divisions)

Slipping down one division from its place in the top 50 last year, Archers still proves that old favourites have their place on the back-bar. Perhaps with its relatively safe, unrivalled flavour offering and great mixability, it has cracked the conundrum of how to remain unbiquitous without needing to shout about it.

At the end of last year, Diageo revealed sales of Captain Morgan were up by more than 500,000 cases from the previous year and had hit the global 10 million case landmark.

Over the course of this year, through a series of campaigns, Diageo has begun to explore the history behind the legendary Captain Henry Morgan, bringing to life his escapades. It seems to have done the trick too, because this year it has climbed two divisions in the Brands Report.

Aspall Suffolk Cyder

Kopparberg Strawberry & Lime

5.5% ABV – Aspall (no change)

4.5% ABV – Kopparberg UK (up two divisions)

Aspall has seen success in many forms and, in this case, through its flagship cider brand, which has maintained it place since last year. In the meantime, the eighth-generation familyowned business has focused its attention on other variants, and making sure they grow. This is done in a variety of ways, including getting its seasonal Mulled Cyder offering stocked in Fuller’s, Peach Pub Company, Greene King and Mitchells & Butlers outlets, and launching a limited-edition Festival of Britten Still Suffolk Cyder commemorating the centenary of the birth of composer Benjamin Britten.

Fruit ciders are getting plenty of attention. Fresh off the back of launching a new summer advertising campaign that runs across TV, video on demand, outdoor and digital platforms, the ingredients are being acknowledged by the cider maker.

The campaign, which links the brand back to the town of Kopparberg in central Sweden and the forest behind the brewery, is part of a £10m investment that reveals each of the fruits used to make the cider.

Baileys

Oranjeboom

17% ABV – Diageo GB (down one division)

3.9% ABV – Shepherd Neame (up one division)

Cream liqueur Baileys was given a big marketing push globally by brand owner Diageo, but has slipped in the Brands Report.

Last October, as part of what was described by the company as the “most ambitious” campaign for Baileys to date, the brand hit TV screens with the strapline Cream with Spirit. The ads were supported by a press campaign shot by fashion photographer Norman Jean Roy with the theme being ‘modern womanhood’ to target its female audience. This year, Baileys is set to get a new look, promoted with a £1m marketing campaign in the UK.

The ‘Quirkily Continental’ classic Dutch lager, brewed

by Shepherd Neame in the UK under licence from Brouwerij de Oranjeboom in Breda, the Netherlands, has been the subject of minimal marketing activity but has still climbed a division. It could be that the trendiness of world beers has had an impact, or the brand’s low-key kudos-accruing activities – like sponsoring fashion brand 55DSL’s launch – are also contributing factors.

Bombay Sapphire

Red Stripe

40% ABV – Bacardi Brown-Forman Brands (up one division)

4.7% ABV – Diageo GB (up one division)

Bombay Sapphire’s Bombay Spirits Company Flavour Experience hit the road last summer, with 11 events in venues across the country dedicated to boosting sales of the gin.

Last year, in an attempt to “premiumise the G&T drinking experience” in the on-trade, Bombay Sapphire poured £1.5m into creating the appropriate glassware for ‘gin tonicas’ (serving G&Ts in a large balloon glass). Thirty thousand balloon – or copa – glasses marked the trend for drinking larger, icier and more heavily garnished versions of the G&T.

Red Stripe’s continued connection to festivals means that, despite marketing being minimal in other areas, it still maintains credibility within the live-music scene. Although it has been a relatively quiet time for the brand since Diageo took the distribution reins from Wells & Young’s, the Jamaican beer still managed to climb a division to make its way into the top 60.

Bulmers No17

Sourz Apple

4% ABV – Heineken (up nine divisions)

15% ABV – Maxxium UK (no change)

The red berry-flavoured No17 is up a whopping nine divisions this year, reflecting the trend for fruity variants. The cider, which launched in 2011, marked a significant shift for Bulmers, at a busy time for the brand, which launched a new look for its entire range at the same time. Luckily, the added stand-out value in the back fridges, as well as being at the forefront of a trend for berry ciders, has stood it in good stead – and sales have reflected the fact that this was a risk well taken.

Sourz Apple – which was introduced in 1999 – has seen tremendous growth in the on-trade since its launch and, despite starting out as a shot drink, has traversed the long mixed drinks category with ease. Maxxium UK invested £10m into launching Sourz into the RTD category with Sourz Fusionz, which is available in Apple Bite and Purple Twist flavours, and backed the launch with TV ads, sampling and appearances at festivals. Meanwhile, its limited-edition seasonal variants have helped keep the brand interesting.

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61-70 in alphabetical order Adnams Southwold Bitter

Finlandia

3.7% ABV on draught, 4.1% ABV in bottles – Adnams (down one division)

40% ABV – Bacardi Brown-Forman Brands (up one division)

Adnams Southwold Bitter, which was renamed from plain ‘Bitter’ in May 2011, is a copper-coloured beer, late and dry-hopped with Fuggles and brewed with East Anglian Pale Ale malt barley, sourced locally to the brewery. The bottled and canned version is 4.1% ABV, but no less classic. Attending food and drink festivals near its home turf alongside chefs and epicurean experts certainly does this beer no harm either. Adnams will hope to climb back up next year.

Last year, Finlandia’s ‘melting ice’ bottle was brought to market and coincided with a push to promote the spirit with food. Finlandia Vodka’s new global campaign To The Life Less Ordinary was a real departure in look, feel and focus from previous drives, with less emphasis on heritage, concentrating instead on what Finlandia represents. Owner BBFB also launched a Blackcurrant flavour, which joined other Finlandia variants: Cranberry; Lime; Mango; and Grapefruit. Its fashionable ‘less ordinary’ statement seems to have worked and has seen the brand climb one division in the list.

Antica Sambuca Classic

Jose Cuervo Especial Gold

38% ABV – Hi-Spirits (up one division)

38% ABV – Diageo (up two divisions)

Antica Sambuca, which is distilled at the family-owned Antiche distillery between Venice and the Dolomite mountains, retains its popularity through a regularly refreshed range of seasonal serves and long drinks, which give the brand a strong appeal in the ‘big-night-out’ market. However, the Classic serve proves to be the go-to choice for many consumers. Hi-Spirits supports the Antica range with bespoke PoS as well as a Pro-Pour dispenser, which enables barstaff to pour a shot quickly, accurately, and with no mess.

To show its involvement in its core audience’s pastimes, this year Jose Cuervo teamed up with Spotify and the University of Sussex to search for the best university music playlist in the UK, giving away prizes including Microsoft Surface tablets, ASOS fashion clothes vouchers and festival tickets. It has climbed two divisions this year, possibly owing to last year’s Who’s In? campaign, which saw adverts screened online and on ITV during Champions League football action last season.

Boddingtons Draughtflow

Magners Golden Draught

3.8% ABV – AB InBev (down two divisions)

4.5% ABV – C&C Group (no change)

The ‘Cream of Manchester’ has dropped another two divisions this year, after falling two in last year’s Brands Report, giving rise to concerns that ending production of the brand in Manchester has taken its toll. It will be interesting to see how it fares over the next 12 months as fans of the brew have tended to stay loyal in the past.

Magners Golden Draught, which is made using a higher proportion of the smaller, harder Dabinett and Michelin apples to produce a less sweet taste, has kept its position in the Brands Report this year. The draught variant is served extra cold, so there is no need for ice, and has also benefited alongside its sibling brand members from a new multi-million pound campaign called Now Is A Good Time, which has boosted the cider’s presence on TV and reinforced the message that Magners is a great ‘social drink’.

Budweiser

Marston’s Pedigree

4.3% ABV on draught, 4.8% in bottles – AB InBev (up two divisions)

4.5% ABV – Marston’s (down one division)

It has been a great year for the Budweiser 4.3 brew, which has risen two divisions since last year’s listing – a rise that it partly owes to the nation’s thirst for lower-strength beers.

According to a statement from its owner AB InBev last year, Budweiser 4.3 – which launched in April 2011 – experienced a “good uptake and a strong number of installs throughout the UK”. The bottles still come with 4.8% ABV beer.

Marston’s Pedigree bowled over its fans this summer, with a new version of the brew that launched ahead of the Ashes cricket series between England and Australia. Pedigree New World Pale Ale, unveiled in June, is made with Galaxy and Topaz hops from New Zealand, instead of the British Fuggles and Goldings, and will be sold alongside the original Pedigree, which is the official sponsor of the England cricket team. The company will hope that its Ashes marketing activity will give the brew decent exposure this year and reverse its fortunes in next year’s list.

Chekov Imperial

Old Speckled Hen

37.5% ABV – Booker (down one division)

4.5% ABV on draught, 5.2% in bottles – Greene King (down one division)

Having received a broader distribution from Booker, which bought wholesaler Makro in the UK, this own-label vodka brand initially benefited from the acquisition, as well as the economic climate boosting the value spirits market. However, as the ‘weekend millionaires’ have sought more premium brands from the on-trade, the likes of Chekov Imperial have fallen slightly out of favour this year – dropping down a division in the table.

With a return to TV for Old Speckled Hen as well as a multi-million pound investment from brewer Greene King, we’ll expect the beer to see a spike in next year’s chart, even if this year it has slipped a division. The latest campaign launched during ITV1’s coverage of the FA Cup quarter-final replay between Chelsea and Manchester United in April and reiterated the importance of familiar brands that people know and love, as well as the opportunity to capitalise on the boom in golden ale.

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B R A N D S R E P O R T 2 0 1 3

71-80 in alphabetical order Absolut Blue

Eristoff Black

40% ABV – Pernod Ricard (down two divisions)

20% ABV – Bacardi Brown-Forman Brands (up one division)

This year, Absolut has slipped down two divisions, which is a bit surprising for such an iconic spirit brand. Last year, Absolut’s limited-edition Absolut London bottle was launched in collaboration with artist Jamie Hewlett, one half of the creative force behind Damon Albarn’s Gorillaz, and seemed well-timed as our love for the nation’s capital was at an all-time high. Perhaps concentrating less on novelty bottles and more on selling through the on-trade might boost the brand once again next year.

The black variant of fruit-flavoured vodka brand Eristoff has been a great success story since its arrival in the chart last year. This year it has risen another division and something tells us that its wolfish identity and Bring on the Night campaign are things consumers find compelling too.

Sister product Eristoff vodka holds a place in the top 40, although the top 80 for Black is still pretty respectable.

Budweiser Budvar

Grey Goose Vodka

5% ABV – Budweiser Budvar (down two divisions)

40% ABV – Bacardi Brown-Forman Brands (up three divisions)

Slipping two divisions this year, Czech brewer Budvar is still ploughing ahead with big plans for the beer. Last year, Budvar mentioned that its two-thirds-of-a-pint schooner had been well-received by the trade, while this year, it made a £3m investment in its own canning line.

Super-premium vodka Grey Goose has flown up the chart listing, moving up three divisions since last year. Near the end of last year, Bacardi Brown-Forman Brands ploughed £1.5m into a campaign for Grey Goose in an attempt to raise awareness and drive trial. Its target group of 25 to 40-year-old drinkers of fine wine, Champagne and premium spirits was targeted through advertisements, posters and events in London, Edinburgh and Manchester.

Captain Morgan’s Spiced

Grolsch

35% ABV – Diageo (up two divisions)

5% ABV – Molson Coors (no change)

Last year, Diageo kicked off its first-ever football campaign for Captain Morgan’s Spiced rum with an unofficial music anthem for the Euro 2012 football tournament. It cost around £3m and featured a music video with lookalikes of famous football personalities, among other things. The video culminated in a pub, which firmly positioned the brand at the heart of the on-trade. No wonder it has climbed two whole divisions within the past 12 months.

This year Grolsch has stayed steady in the charts, which is good news for the stalwart of the on-trade, especially as the beer category becomes increasingly crowded.

A bigger bottle, new fonts and glassware, and a major marketing push all formed part of a rebrand strategy for the Dutch lager, which looks set to take advantage of the boom in world beers.

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49 Pimm’s No.1

Tuborg Green

25% ABV – Diageo GB (down one division)

4% ABV – Carlsberg UK (down two divisions)

It seemed we were full of love for all things British last year. However, Pimm’s has slipped a division in this year’s chart – something that’s inevitably put down to the weather. In April, Diageo launched a new variant – Pimm’s Blackberry & Elderflower – which it supported with TV adverts and posters to boost sales throughout the anticipated warmer months. The brand offers more variety now and is well placed to take advantage of the sun’s more recent appearance.

The Ashes starts here...

Down two divisions from last year’s Brands Report, a shake-up couldn’t come soon enough. Carlsberg 1st Test, Trent Bridge recently invested in a new font and refreshed branding, 10 to 14 July 2ndto Test, to coincide with a reduction in ABV from 4.6% 4%.Lord’s 18 popularity to 22 July The change was encouraged by the growing Old Trafford of premium beers at the 4% ABV level. The3rd newTest, branding 1 to 5 August was showcased in a hospitality area at Glastonbury, 4th Test, Chester-le-Street as well as in the ‘Tuborg Town’ at other major UK 9 to 13 August music festivals during the summer, including 5thHard Test, the Oval Rock Calling, Wireless and Reading.

21 to 25 August T20s: 29 & 31 August ODIs: 6, 8, 11, 14 & 16 September

“The Barmy Army is the epitome

of English Tribute Alepride and cheer, and with

an HQ in pubs, it’s the perfect part-

People are keen to get behind St Austell’s flagshipthe Tribute brand was relaunched Bunburys, world’s number-one sport, celebrity charity which on English as a Cornish pale ale thiscricket spring,team, to capitalise its will wear the Bombardier provenance and encourage trial. Stbadge Austellon said the move which presents a shirtsitand travel to games the what came its because needed to be clear to in drinkers Bombardier double-decker bus. to expect from the beer. As part of the rebranding,key the opportunity As the Official Cider of England to engage with beer received new purple livery and the snappy slogan: Cricket, Stowford Press is upping its “A delightfully delicious and drinkable beer that captures marketing investment this summer drinkers during the essential character of Cornwall.” with TV ads, tastings in Despite cricketslipping one division in the chart year, it should grow somethe morecricket grounds and this social-media activity.

4.2%ner ABV – St Austell Brewery for Bombardier.” (downThe onebrand division) is also sponsoring the

Participating will get cricketthroughout the next 12pubs months. themed glassware and a chance for

customers to win tickets to the Ashes, not only this summer but in Oz for the next Ashes series in the winter.

4.5%the ABV 5.2% ABV in bottles – “Over nexton fewdraught, months a num(no change) berMarston’s of trade and consumer activiclimbed tiesLast willyear, raiseHobgoblin the profile of thefive divisions and this year has sponsorship and encourage maintained its place, but this is a great feat for a beer fighting cricket fans among to drink a pint ofnumber of microbrews. During the for space a growing Stowford when watching the the brand comes into its own.

Halloween Season of Mischief, game,” says a spokesperson for This year, however, it has focused on ploughing money into brand owner Westons Cider. festivals and event sponsorships. With the Hobgoblin truck A special-edition Marston’s beer at this Blissfields willbar bepresent available for year’s the Ashes Tests.Beer Festival, as well as sponsoring Hammer’s Pedigree NewMetal World Pale Ale Golden will beGods 2013 Breakthrough Award the odd open-mic a 4% ABVcategory fusion ofand English malt and night, the brand is doing Australian create deepIts role in the successful everythinghops it can to to buy somea cool. golden ale with crisp,campaign floral aromas. beer-duty escalator also won it many friends.

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morningadvertiser.co.uk 23

B R A N D S R E P O R T 2 0 1 3

81-90 in alphabetical order Black Sheep Best Bitter

Jameson

3.8% ABV – Black Sheep (down two divisions)

40% ABV – Pernod Ricard (down one division)

This bitter from North Yorkshire is now produced on a national scale, but the brewery still uses time-honoured traditional brewing techniques and the highest-quality ingredients to create this archetypal bitter, which is served through an illuminated ‘Dazzler’ handpump. In the report, the beer has slipped down two divisions, but much must be said for the seasonal beers that have taken up Rob Theakston’s time since he took over running the brewery from his dad.

Slipping down by a division since last year, Jameson still shows that, amid fruity ciders and regional ales, it is still in demand. Pernod Ricard announced the return of the Jameson Cult Film Club series, which kicked off with bespoke screenings of Jaws in London last September. In addition, events such as St Patrick’s Day continue to be big draws for the Irish whiskey.

Carlsberg Export

Rekorderlig Strawberry & Lime

4.8% ABV – Carlsberg UK (down two divisions)

4% ABV – Chilli Marketing (up one division)

Down two divisions from last year, this high-octane version of the Carlsberg beer had its ABV reduced from 5% to 4.8% a couple of years ago, like many other beers. And there has been some focus on the brand in the on-trade.

However, the appearance of an Extra Cold version and Carlsberg UK’s multi-million pound expansion programme – to house a bottling line capable of filling millions of bottles a year – has not stopped the brand’s fall this year.

As well as launching many seasonal flavours, some that can be served hot or cold, and developing a range of cider cocktails, Rekorderlig will also move into draught this summer to mark the next phase in its £4m Beautifully Swedish campaign. To coincide with the move, it has launched another new flavour – Wild Berries – which joins Apple; Pear; Strawberry & Lime; and Peach & Apricot. In addition, the wood and stainless-steel font featuring LED lights that change colour depending on the flavour being dispensed is going all out to grab attention on the bar.

Deuchars IPA

Ringwood Best Bitter

3.8% ABV on draught, 4.4% ABV in bottles – Heineken UK (no change)

3.8% ABV on draught, 4% in bottles – Ringwood Brewery (no change) Ringwood has once again sponsored the Hampshire cricket team this year and has a tie-up with the Ageas Bowl (home of the Hampshire side), launching a competition to win a bunch of prizes. Ever present at local events like the New Forest Show, the New Forest Spring Fair and this year’s Vintage Nostalgia Festival, the brand has plenty of the feel-good factor, which has helped it hold its position this year.

Deuchars IPA has signed a new three-year sponsorship deal with the Edinburgh Fringe Festival, a move that extends a partnership begun in 2010 to the end of the annual event’s 2015 season. Despite being available nationally, the brand continues to focus its sponsorship on activities linked to Scotland, also partnering with Edinburgh events guide magazine The List for the first time this year.

No bad thing, since the brand has maintained its place over the past 12 months, so it must be doing what is necessary.

100,000+ 1,000+ weekly magazine readers

100,000+

average unique website visits per month (jan-june 2013)

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Join in with the news, views and much more at the home of the pub community: www.morningadvertiser.co.uk

24 morningadvertiser.co.uk

Ruddles Best Bitter

Timothy Taylor Landlord

3.7% ABV – Greene King (no change)

4.3% ABV on draught, 4.1% ABV in bottles – Timothy Taylor (no change)

Ruddles Best Bitter is an “English ale with hoppy citrus undertones, balanced by bitterness and a light sweetness”, according to Greene King, which now owns the brand. The brewer points out that “it has an aroma that is packed with soft, fruit notes, and a clean, moreish finish”.

Last year was the 60th anniversary of Landlord, and Timothy Taylor’s 4.3% ABV multi award-winning pale ale (4.1% ABV in bottles) has remained steady in the chart this year, maintaining its position after last year’s report saw it rocket up three divisions. It has been crowned Champion Beer of Britain four times, more than any other beer, and it won the accolade two years running in 1982 and 1983. When it last collected the title, in 2000, it also took the Supreme Championship Cup in the Brewing Industry International Awards (now known as the International Brewing Awards).

Not bad for a sexagenarian.

Stolichnaya Red Label

Young’s Bitter

40% ABV – Maxxium UK (no change)

3.7% ABV on draught, 4.5% ABV in bottles – Wells & Young’s (up one division)

Last year, Stolichnaya hit the screens with its first UK TV advert, which was part of its global advertising campaign entitled The Most Original Moments Deserve The Most Original Vodka. The ad, which was directed by Jonas Åkerlund, known for his work with Madonna and Lady Gaga, aimed to underpin the creativity and spontaneity of the brand. It also released Stoli Gala Applik, a red apple-flavoured vodka, and revived Stoli Hot and Stoli Sticki, based on flavours that were first introduced in 1962. With so much effort and attention, it is no surprise that the vodka brand has managed to retain its place this year.

The placement of Young’s Bitter on draught in all Young’s pubs – many of which were ideally located in London, pandering to thirsty tourists during last year’s Olympic Games – has lifted the beer a division in this year’s Brands Report. Young’s Bitter is also the first cask-beer brand to carry the Red Tractor logo. This stamp of approval guarantees that the Maris Otter barley used is of the highest quality.

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B R A N D S R E P O R T 2 0 1 3

91-100 in alphabetical order Birra Moretti

Skyy Vodka

4.6% ABV – Heineken UK (no change)

40% ABV – Skyy Spirits (up one division)

The Italian beer brand is becoming increasingly popular in the UK now. Its marketing, which has continually associated Birra Moretti with Italian food, family and long lunches, has been embraced by many a gastropub. Last year it teamed up with regional Italian bread supplier Crosta & Mollica for a summer-long promotion, which followed its already very successful Casa Moretti campaign, when chef Giancarlo Caldesi held masterclasses in pubs.

With a glamorous reputation globally and a big marketing push a few years ago for the premiere of Sex and the City, Skyy vodka has begun gaining ground in many of the UK’s fashionable bars. This it has done by subtle use of event sponsorship and, gradually, its ‘see and be seen’ upmarket reputation has paid off by pushing the brand up a division.

Imperium Vodka

Stella Artois Cidre

37.5% ABV – Matthew Clark (no change)

4.5% ABV – AB InBev (up nine divisions)

Sitting neatly in the top 100, Imperium Vodka – which, incidentally, has maintained its place since last year – doesn’t get talked about much. It has certainly benefited from two things: incredible distribution through wholesaler Matthew Clark, and packaging that looks similar to best-selling vodka brand Smirnoff Red. On a back-bar, we’re guessing that as a pouring vodka it appeals to many a pub looking for ways to get value for money.

Tipped for a rise in the chart this year, we were not disappointed. The brand has climbed a phenomenal nine divisions, to sit within the top 100 in this year’s Brands Report. For owner AB InBev, this is a remarkable brand extension and people can’t seem to get enough of its Continental style. All eyes are on the pear variant too, but for now we raise a chalice to the flagship Cidre.

Kopparberg Pear

Tiger

4.5% ABV – Kopparberg UK (down two divisions)

5% ABV – Heineken UK (up two divisions)

Along with the other fruit-cider offerings attracting attention, Kopparberg Pear has fallen slightly out of favour against tough competition in the 2013 Brands Report. Undoubtedly, though, it will benefit from the Swedish cider’s new summer advertising campaign, which runs across TV, video on demand, outdoor and digital platforms, as part of a broader £10m investment.

Follow Your Instinct is the name of Tiger’s latest campaign, which brewer Heineken UK is launching in conjunction with a new TV advert. It’s been a time of flux for the Asian beer brand, partly due to ownership complications, but with these nearly settled and the brand ripe to tap into the growth in world beers, it’s no wonder that Tiger has managed to climb two divisions up the table when it thought nobody was watching.

Newcastle Brown Ale

Veuve Clicquot Yellow Label

4.7% ABV – Heineken UK (down one division)

12% ABV – Moët Hennessy UK (up three divisions)

Newcastle Brown Ale has been trying to stem its decline in recent years, but, sadly, has taken another tumble down the table and dropped a division, just making it into the top 100. It was joined by two limited-edition variants – Summer Ale and Founders’ Ale – the first brand extensions in 85 years, but even this hasn’t generated the interest it needs. In the US, ‘Newkie Brown’ is a top beer. The question is, how can it replicate that here and reinvigorate the once-loved brand’s cult status?

Champagne brands have been included here for the second year, following a reworking of category data by CGA Strategy last year. Veuve Clicquot Yellow Label has jumped three divisions up the listing, proving that people are certainly still trading up and treating themselves. Glass of fizz to celebrate, anyone?

Rekorderlig Wild Berries

Vladivar Vodka

4% ABV – Chilli Marketing (up seven divisions)

37.5% ABV – Whyte & Mackay (no change)

Rekorderlig Wild Berries is celebrating a seven-division climb in the Brands Report, inching into the top 100 to show how berry cider variants are very much in fashion.

It will be interesting to see if the cider’s move to draught and the wider £4m Beautifully Swedish campaign will help it gain even more traction in pubs and bars.

Vladivar may have taken a tumble last year, but this year it has maintained its place. In other climes, Vladivar is bringing flavours to the table, including its Orange Zest, Green Apple Zest and Lemon Zest variants. In the UK, marketing from owners Whyte & Mackay has been on the quiet side, although the brand has benefited from sponsorship deals with the likes of Ministry of Sound, earning it a bit of kudos along the way.

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101-110 in alphabetical order Blossom Hill White 11.5% ABV – Diageo GB (up one division) Up one division since last year, Diageo has invested £1.2m in a Taste Of Summer campaign to place Blossom Hill in the spotlight as a fair-weather drink and to be upsold as a pre-dinner wine, as well as being ideal during and after meals.

Blossom Hill White Zinfandel 9.5% ABV – Diageo GB (up one division) Rosé styles are really capturing people’s interest. Bolstered

by Diageo’s Taste Of Summer campaign, hopefully the brand can continue its climb.

Butcombe Bitter 4% ABV on draught, 4.5% ABV in bottles – Butcombe Brewery (no change) Maintaining its place, Butcombe Bitter’s performance has given the Somerset brewer much to be pleased about. Despite tough trading conditions over the past year, the flagship brand has reaped the benefits of the hard work put in by the company. As both brewer and pub operator – increasing its estate to 20 sites last year – this has been a busy time, so it’s a remarkable achievement.

3.8% ABV – Heineken UK (down three divisions) The brand, which sponsors the Grand National, launched a poster campaign to encourage responsible drinking among the event’s fans this spring. Posters and rail ads on the routes to Aintree and at sites in and around the course had racing-themed messages, which should boost the brand after its fall in the Brands Report this year.

Leffe Blond 6.6% ABV – AB InBev (up one division) Leffe was one of the beers that started the craft-beer boom and set the stage for big companies to put world beers behind their bars. The brand has been on a slow, steady path to building up the traction it had two years ago, and has risen a division in the Brands Report, showing that world beers are still generating interest.

Magners Pear 4.5% ABV – C&C Group (down one division) Last year, C&C Group said continued growth of Magners Pear in the on-trade provided “relief against further volume decline for packaged Original, for which the competition over fridge space remains a challenge”. It will be interesting to see if C&C Group’s three new flavours, being launched in the Magners Specials range in the second half of the year, will compete strongly against other flavoured ciders or cannibalise sales from Magners Pear, which has slid a division this year. more 101-110 over page

▲

Roslyns

John Smith’s Original

it’s not what we do it’s the way that we do it Monthly management accounts Cost effective quality service Dedicated account manager People who know the trade Consultancy service Nationwide service Annual accounts Payroll bureau Stocktaking 0844 9744 030 www.roslyns.co.uk enquiries@roslyns.co.uk

morningadvertiser.co.uk 27

B R A N D S R E P O R T 2 0 1 3

101-110 in alphabetical order Smirnoff Lime

Tetley’s

37.5% ABV – Diageo GB (down three divisions)

3.8% ABV – Carlsberg UK (down two divisions)

Back in 2011, Diageo spent £1m across both the on and off-trade throughout the spring to drive sales of its Smirnoff Flavours range and visited venues in city locations with its pop-up bars for a big consumer sampling campaign to boost trial of the flavoured vodkas in long mixed drinks. If anything shows that they have been accepted into the pub industry, it’s their inclusion in the Brands Report, even if the Lime variant has dropped three divisions this year.

Tetley’s refreshed its programme sponsorship of ITV4 to support the brand’s makeover in a £5m campaign. The ‘idents’, which use the strapline ‘Tetley’s sponsors real men’s TV’, built on the theme of the previous campaign that had been running for the past year. Meanwhile, Carlsberg UK unveiled a new Tetley’s pint glass, which featured the Tetley’s huntsman and an ‘easy to grip’ flowline. All of this extra focus has helped put the flagship brand in the listings.

However, with more attention often going to its Smoothflow sibling, Tetley’s has dropped two divisions.

Sourz Cherry

WKD Iron Brew

15% ABV – Maxxium UK (no change)

4% ABV – SHS Drinks (up two divisions)

A few years ago, cherry flavours were in vogue and given superfruit status; in drinks, the flavour made a comeback from the cherry-infused varieties of the ’80s. At a similar time as the lift in interest in cherry, in the summer of 2011, Sourz made its TV debut as part of a seven-figure investment in the brand by distributor Maxxium. It marked the start of a new UK-wide campaign to attract new drinkers and establish a better connection with existing fans. The fact that Sourz Cherry made it into the table demonstrates that pubs and bars are selling lots of bottles of the brand and that consumers have embraced it.

28 morningadvertiser.co.uk

Last year WKD was at the forefront of digital technology, using ‘augmented reality’ technology via the blippar smartphone app to bring the WKD campaign to life on packaging and T-shirts for Freshers’ Week, and to promote WKD cocktails. Last Halloween, its themed cocktails such as Zombie Brew (a cocktail pitcher of WKD Iron Brew, herbal liqueur and lemonade) helped boost sales of the brand among its wider promotions, such as its WKD Weekends – Bring It On! campaign. It is great to see it climbing the ranks.

111-120 in alphabetical order Banks’s Bitter

Odessa

3.8% ABV – Marston’s (down two divisions)

37.5% ABV – IWS (International Wine Services) (no change)

This session bitter in the Marston’s portfolio has slipped two divisions in the Brands Report. This shows that, even with a great product, reputation, loyal following and a raft of marketing activity, maintaining your product position is hard work. Perhaps it will do better next year.

A couple of years ago Odessa took a significant fall down the table, but last year it managed to hold its own and maintain its place. This year, the Ukrainian vodka brand has stayed steady once more. Perhaps, during a time when there is a resurgence in world brands it is in the right place at the right time. Or, perhaps it’s the work of a savvy wholesaler pushing more value-based vodka brands as an alternative to more costly spirits.

Cobra

Red Square

4.3% ABV on draught, 4.8% ABV in bottles – Molson Coors (up one division)

37.5% ABV – Halewood International (down one division)

This year Cobra Beer relaunched its Cobra Train advertising campaign, which it has claimed is the most successful in the brand’s history and has helped secure on-trade sales growth for the Indian beer. Alongside the ad campaign, Cobra completed its brand redesign and provided support to help on-trade outlets bring Cobra’s Indian heritage to life.

Dropping a division this year, Red Square vodka has unfortunately reversed its move up the table in 2012.

That said, it’s a credible option for an alternative pouring vodka brand when set against the usual suspects.

Johnnie Walker Black Label 12 years

Sailor Jerry

40% ABV – Diageo GB (up one division)

40% ABV – First Drinks (up two divisions)

Recognised across the world, this blended whisky has received a push from its owner Diageo of late to reassert its status in the UK. Last year, the launch of the new Johnnie Walker range – Johnnie Walker Platinum Label and Johnnie Walker Gold Label Reserve – marked Diageo’s intentions to tap into increased volume sales of 20% over the past year, as well as offer up a compelling choice within the range. However, it is Black Label that has continued to be iconic to consumers and it unsurprisingly goes up a division in the Brands Report.

With its West Coast tattoo parlour chic, Sailor Jerry has regained lost ground from last year when it dropped six divisions in the table.

This year it is up two and reminding us why we loved it in the first place. Going hand in hand with its rock ’n’ roll styling, it announced The Flash Collection, a series of annual collaborations with likeminded artists inspired by the ‘tattoo flash’ of Norman ‘Sailor Jerry’ Collins. First in the series is The Clash guitarist Paul Simonon, who designed three limited-edition pieces – a leather jacket, T-shirt and a neckerchief. This in itself makes it a perfect hipster brand.

Martell VS

VK Blue

40% ABV – Pernod Ricard (up two divisions)

4% ABV – Global Brands (no change)

After last year’s three-division drop, Martell VS is back up two divisions this year, gaining some of the ground it had lost. The Cognac brand received a packaging makeover last year in an attempt to better reflect the drink’s luxury status.

While other RTDs are strutting their stuff, VK’s iconic blue bottled brand is taking some time out of the spotlight, and stayed steady this year. To address the competition, owner Global Brands is channelling traditional British beach holidays in a new promotion for the range, distributing sand castle buckets to be used as punch bowls. The brand has had a lot of focus on new flavours, serves, music festivals and social-media engagement and a lot of activity targeted at students around Freshers’ Week.

Moët & Chandon

VK Orange

12% ABV – Moët Hennessy UK (no change)

4% ABV – Global Brands (up two divisions)

While other Champagne brands have risen in the ranks over the past year, Moët & Chandon has maintained its position in the 2013 listings. Since fizz was only included within the Brands Report for the first time last year, we’ll toast its stability in the table as it still stands out as a significant list item among a sea of beers and spirits.

It is good to see the VK brand’s Orange flavour emerging as a best-selling variant behind the flagship Blue. Last year, Global Brands made much of its What’s Your Flavour? campaign, which invited Facebook users to come up with flavour suggestions that would be trialled in on and off-trade venues in the UK. But, looking at the evidence of which flavours are selling, it might be more prudent to simplify the range. All eyes will be on this variant for next year.

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B R A N D S R E P O R T 2 0 1 3

121-130 in alphabetical order Banks’s Original Smoothpour

Smirnoff Black

3.5% ABV – Marston’s (up three divisions)

40% ABV – Diageo (no change)

Brewed from local water and hops, this beautifully balanced beer from Marston’s is up three divisions in the listing this year. For those who seek a beer that is smooth and full-bodied with a malty, warming and slightly fruity taste – as well as being easy drinking – look no further.

Maintaining its position in the Brands Report this year, Smirnoff Black vodka is, by brand owner Diageo’s description, “a rich and distinctive vodka, with a chocolate aroma, big spiced flavours and a velvet, rounded mouth feel”. Could its continued presence in the listing perhaps be down to people seeking out new and different flavours, or could it be that it has benefited alongside its betterknown sibling Smirnoff Red? Either way, it’s good news for the variant.

Cointreau

Smirnoff Green Apple

40% ABV – First Drinks (up two divisions)

37.5% ABV – Diageo (down three divisions)

Still using its ‘Be Cointreauversial’ catchphrase, the orange liqueur distributed in the UK by First Drinks is up two divisions this year. According to the company, the ‘Cointreauversial’ movement is now thriving in New York, London and Tokyo. The company also hints that women have adopted the brand and the catchphrase, which could be the reason it has seen an increase in sales.

Contributing to many a long mixed drink, as well as easy-to-make cocktails, Smirnoff Green Apple shows that it’s not just berry fruit that can produce sales. It is down three divisions compared to last year’s listing but remains a significant variant.

Courage Best

Tanqueray London Dry Gin

4% ABV on draught, 3.8% ABV in bottles – Wells & Young’s (down three divisions)

43.1% ABV – Diageo GB (up one division)

It dropped two divisions in 2012, but this year it has sunk another three. Perhaps with so much emphasis and attention being placed on Wells & Young’s other beers, this is to be expected. It needs a change in its fortunes next year to halt the decline.

Climbing a division, Tanqueray London Dry Gin has benefited from a £15m global push. This year, the brand teamed up with posh tonic Bottlegreen, which launched its Pink and Elderflower varieties to the trade, showing how well they go with Tanqueray.

A win-win for both premium brands.

Maker’s Mark

VK Apple

45% ABV – Maxxium UK (up two divisions)

4% ABV – Global Brands (up three divisions)

Another move up the table for Maker’s Mark as it climbs two divisions. Not bad, considering it shot up five in 2012.

Its brand owner pointed out that, traditionally, Bourbon is made using rye, but Maker’s Mark is made with soft red winter wheat, which gives it a sweeter taste ideal for cocktail making. Activity surrounding the brand urged people to compare the different tastes of wheat and rye breads alongside Maker’s Mark.

Despite the brand taking a pounding from others trying to force it aside, VK still maintains a number of flavours in the Brands Report. Here, its Apple flavour shows that it still has mass appeal, celebrating a climb of three divisions in the 2013 list.

Mansfield Smooth

Woodpecker

3.9% ABV – Marston’s (no change)

4% ABV on draught, 3.5% ABV in bottles – Heineken UK (down two divisions)

Apparently, this regional ale is embraced in the Nottinghamshire town of Mansfield and the local area with such unswerving loyalty that it has maintained its place in the Brands Report. It moved up eight divisions in 2012, while this year it holds its position with no noticeable marketing activity.

Impressive stuff indeed.

30 morningadvertiser.co.uk

This stalwart cider brand has a dedicated following, which means it still has a place in the Brands Report, despite its fall this year. It has had a quiet time on the marketing front, but it is unlikely to be cast aside and forgotten since so many consumers have great memories of the brand.

131-140 in alphabetical order Addlestones

Harvey’s Sussex Best Bitter

4.8% ABV on draught, 5% ABV in bottles – C&C Group (down two divisions)

4% ABV on draught, 3.6% ABV in bottles (Blue Label) – Harvey’s (down one division)

This traditional cloudy cider has experienced something of a roller-coaster ride in the Brands Report since its debut two years ago. In 2012, it rose three divisions into the 111-120 grouping but this year has dropped back two. There has been a lack of high-profile marketing activity and, with an emerging craft-cider scene encroaching on its territory, the next 12 months could be a crucial time for the brand.

A firm favourite at PMA towers (we are based in West Sussex, after all), this champion brew is the company’s most popular beer, accounting for 90% of its brewing capacity. The brand fell a whopping four groups in 2012, and toppled another division in this year’s listing. This comes despite on-going investment in the brewery and the company’s pub-expansion programme – its 47th outlet (the second in London) launched last year.

Brothers Strawberry Mixed Pear Cider

Holsten Pils

4% ABV – Brothers Cider (down two divisions)

4.8% ABV – Carlsberg (down one division)

The brand faces increasing competition from the crowded fruit-cider category, but its roots at the Glastonbury Festival, together with its British heritage, keep the brand relevant for target consumers. By concentrating on slightly more British flavours – including Toffee Apple and Wild Fruit – the brand also manages to stand out in the melee, but it’s this Strawberry Mixed Pear combination that has proved the most popular of all, appearing three divisions higher than the only other Brothers flavour to make the cut (Brothers Pear, 161-170).

As one of the Carlsberg Group’s biggest brands globally, Holsten seems to suffer from a lack of investment in the UK. This is borne out here as the lager has dropped a division in its Brands Report listing this year, following a roller-coaster period in which it plummeted seven groups in 2010, rose one a year later and then, last year, slipped a further two.

Courage Directors

Marston’s Smooth

4.8% ABV – Wells & Young’s (up two divisions)

3.6% ABV – Marston’s Beer Company (down three divisions)

Following several years of decline in the Brands Report, this stalwart of the ale category is finally gaining ground this year, posting a rise of two groupings. Recently the brewer has kept things quite low-key in terms of this brand and there has been little activity since a new look and campaign were unveiled in 2011, so it will be interesting to see if the momentum continues.

This keg beer has dropped three divisions from its placing in the Brands Report last year. It is made with British Goldings and Fuggles hops, but the late addition of American Cascade hops, which is one of the most popular hops on the craft-brewing scene, gives this brew a trendy edge.

Fetzer Coldwater Creek Merlot

Rekorderlig Pear

13.5% ABV – Matthew Clark (up three divisions)

4.5% ABV – Chilli Marketing (newcomer)

Having been acquired by Chilean wine company Concha-y-Toro (owner of the successful Casillero Del Diablo brand) from American producer Brown-Forman back in 2011, this is already one of the few well-known wine brands in the UK, partly because of its long-standing listing in JD Wetherspoon (see below).

This is the third most popular variant of the fruit-flavoured cider, and in its debut year in the Brands Report, it joins four other flavours. Importer Chilli Marketing has made much of the brand’s Swedish heritage in its promotional activity since the UK launch in 2009 and it’s a move that looks to be paying off. Skål!

Fetzer Coldwater Creek White Zinfandel Rose

Spitfire Ale

10% ABV – Matthew Clark (up two divisions)

4.2% ABV on draught, 4.5% ABV in bottles – Shepherd Neame (down three divisions)

Synonymous with JD Wetherspoon, which lists three of the brand’s Coldwater Creek wines by the glass, this Californian wine has clambered up two divisions in this year’s Brands Report.

The second consecutive slippage for the Kentish ale as, following its drop of three groups last year, it falls a further three this year. However, a high-profile two-year deal with comedy duo Armstrong & Miller, which was unveiled back in February, will no doubt go some way to turn around the brand’s fortunes going into 2014. The two are starring in a series of TV ads for the brand, as well as doing a number of live appearances as their RAF alter egos.

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B R A N D S R E P O R T 2 0 1 3

141-150 in alphabetical order Castle Rock Harvest Pale

Sourz Raspberry

3.8% ABV on draught, 4.3% ABV in bottles – Castle Rock Brewery (newcomer)

15% ABV – Maxxium UK (up three divisions)

This is the first appearance in the Brands Report for the flagship brew of the Nottingham-based Castle Rock Brewery. It’s an award winner – even walking away with the gong for Champion Beer of Britain at the Great British Beer Festival in 2010. The PMA’s very own Roger Protz has described it as “the finest blond beer I’ve drunk in many a year”, which means it more than deserves its spot here.

This is the third and final flavour from the Sourz portfolio that features in the Brands Report this year – raspberry, it seems, is not as popular a flavour with this market as apple and cherry. While limited-edition variants and new, exotic flavours (such as Sourz Mango launched just four months ago) drive interest and promote the brand, it is the more familiar core flavours that continue to drive Sourz, as illustrated by those that made the Brands Report cut this year.

Havana Club Especial

Tennent’s Lager

40% ABV – Pernod Ricard (no change)

4% ABV – C&C Group (up three divisions)

This will be the brand’s fourth consecutive appearance in the Brands Report and, following two disappointing years when the rum fell several places, this year it has managed to maintain its position. This is good news for both the Cuban government and Pernod Ricard, which co-own the brand. The rum sector has become more competitive, but this remains a favourite tipple with rum aficionados and general punters alike, which bodes well for the brand’s future.

Up a staggering three groups this year after its debut in the Brands Report listing in 2012, this brand continues to go from strength to strength under the stewardship of C&C Group, which acquired it from AB InBev in 2009. Scotland’s favourite lager remains a top tipple north of the border, but the company will be hoping its alignment with those classic lager tie-ups – music and football – will bring it new fans further south as well.

Hendrick’s

Thwaites Wainwright

14.4% ABV – First Drinks (up five divisions)

4.1% ABV – Daniel Thwaites (up three divisions)

A new entry last year, the “Most Unusual Gin” has rocketed up five divisions in this year’s list, rewarding years of hard work from the team at First Drinks. Launched way back in 1999, the brand has helped spearhead the revival of gin, with its apothecary-style packaging and signature cucumber serve, and it also remains bang on-trend with the Victorian-style marketing.

Originally a limited-edition brew, this beer proved so popular the brewery brought it back as a permanent part of its range in 2007, and what a shrewd move that turned out to be. Last year it was the fastest-growing of the top 25 ale brands, according to CGA Strategy. This year, the brewery has injected £2m into the brand in a bid to make it into a top-10 cask ale within the next three to four years.

Jennings Cumberland Ale

Wadworth 6X

4% ABV on draught, 4.7% ABV in bottles – Jennings (up five divisions)

4.3% ABV – Wadworth (down one division)

The real-ale resurgence continues to have a positive effect on traditional brewers such as the Cumbria-based Jennings. Its flagship Cumberland Ale has been brewed for more than 100 years, but has more recently become the company’s best-selling brand outside the Lake District. Its growing popularity has resulted in a rise of five groups for the brand this year, as it spearheads the company’s expansion around the UK.

The Wiltshire-based brewer Wadworth has been brewing 6X for more than 80 years and the brew is considered to be a classic traditional ale. Boosted by its cricketing tie-ups – the brand sponsors the Wadworth 6X West of England Premier League tournament – and by the reinvigoration of ale, this brand remains a stalwart of the category despite a slide of one division this year (following a rise in 2012).

Rekorderlig Winter

WKD Purple

4% ABV – Chilli Marketing (newcomer)

4% ABV – SHS Drinks (down one division)

This limited-edition variant (made with apple, cinnamon and vanilla) was boosted with a pop-up bar last November, which recreated a Swedish forest in the middle of London complete with pine trees, Scandi music and food (including very delicious elk sausage rolls), alongside warm cider made with this Winter flavour. Its popularity extended beyond the capital, however, as its new entry in this year’s Brands Report listing testifies.

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Originally launched as a limited edition back in 2011, The Purple One has proved so popular that it is now the third-highest-ranking WKD variant in the Brands Report (behind Blue and Iron Brew and ahead of Red). The trend for fruit flavours has inspired SHS Drinks to launch orange and green WKDs in recent months and this variant looks set for further growth, despite its fall down a division in this year’s listing.

B R A N D S R E P O R T 2 0 1 3

151-160 in alphabetical order Adnams Broadside

Kozel

4.7% ABV on draught, 6.3% ABV in bottles – Adnams (down five divisions)

4% ABV – Miller Brands (newcomer)

This ruby-coloured ale has plummeted a further five groups, following last year’s fall of one. It remains popular with real-ale fans but, at a hefty 4.7% or 6.3% ABV, may be out of step with the market – and is losing out in terms of profile to younger siblings in the Adnams range such as Explorer or Jack Brand.

Miller Brands launched this Czech beer, named after the local word for goat, back in 2010. A programme to push distribution in targeted areas this year, such as pockets of south-west London and Manchester, is beginning to pay dividends as the company concentrates on growing the brand. Staff training is key to this drink’s success, according to MD Gary Haigh, who said it was one of those brands that “really took off when recommended and served correctly by barstaff”.

Brains Bitter

Martini Extra Dry

3.7% ABV – SA Brain (down two divisions)

14.7% ABV – Bacardi Brown-Forman Brands (down two divisions)

Some 12 pints of this cask ale are sold every minute and it is, as a result, the Welsh brewer’s best-selling cask beer. The brewer calls it “the complete Welsh beer experience” and puts its popularity down to its easy-drinking style, which is made by blending Goldings and Fuggles hops, grown on the Welsh border, with fine, pale malt.

A £2m campaign to create a new drink for Martini has yet to pay dividends for this brand. Targeting the beginning of the evening, between 5pm and 8pm, the company created the Martini Royale, a mix of Martini and Prosecco, which was promoted to 20 to 30-year-old women in a bid to find a new generation of Martini drinkers.

Brains Smooth

Stowells White Zinfandel

3.7% ABV – SA Brain (down five divisions)

11% ABV – Accolade Wines (no change)

A big drop of five groupings for this brand but it nonetheless remains the Welsh brewer’s best-selling beer. It has enjoyed something of a stellar rise since its launch in 1996 but it seems Welsh drinkers are now beginning to follow the rest of the country when it comes to turning away from smooth-flow beers.

This is one of just two wines from the mighty Stowells family to make it into the Brands Report this year (its white wine cousin appears somewhat lower in the 181-190 category). Historically, this has been one of the more brave wine brands in the on-trade, embracing draught serves and single serves long before most others but, as wine drinkers become more and more sophisticated, it needs to become even more innovative.

Brooklyn Lager

VK Cherry

5.2% ABV on draught, 5% ABV in bottles – James Clay (up one division)

4% ABV – Global Brands (up three divisions)

Ticking both the “world” and “crafted” boxes, this American lager from the mighty Garrett Oliver at his Brooklyn Brewery has posted a rise of one group. Importer James Clay offers the bottled and draught versions of this brew such is its popularity. Last month beer writer Pete Brown named it in his Top 50 World Beers in the PMA.

Among the PR stunts used to raise the profile of the whole range was last year’s successful competition for VK fans to come up with a new flavour for the collection. Brand owner Global Brands reported a “phenomenal” response with thousands of entries ranging from the ordinary (strawberry) to the weird and wonderful (pixie juice). The competition proved that the “RTD market is still hugely important to today’s consumers”, said the company.

Hardys Private Bin Rosé

Westons Old Rosie

11.5% ABV – Accolade Wines (no change)

7.3% ABV – H Weston & Sons (newcomer)

The highest ranking of the Hardys range this year, this pink is a key part of JD Wetherspoon’s wine list, where it jostles for space with Fetzer Coldwater Creek and Blossom Hill (both White Zinfandels), which feature in the Brands Report this year. This is said to be a drier rosé than the two Californian offerings and, of course, hails from Down Under rather than the US.

A rebrand last summer seems to have worked wonders for this cider, as it makes its Brands Report debut. The redesign was based on feedback from both cider and ale fans and made more of the steam engine the brand is named after, and the fact it is a cloudy cider. It was revealed at the Great British Beer Festival last year, where Westons was the first-ever cider company to have a brewery bar.

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B R A N D S R E P O R T 2 0 1 3

161-170 in alphabetical order Antica Black Sambuca

Concha y Toro Sauvignon Blanc

38% ABV – Hi-Spirits (no change)

12.5% ABV – Concha y Toro UK (up one division)

Distributor Hi-Spirits has been pushing this sambuca brand out of the late-evening slot and into early evening by promoting it not just as a shooter but also as a long mixed drink or pitcher serve. It will be boosting that this summer with a range of branded glassware and pitchers to further raise awareness of the drink’s versatility.

This Chilean wine company continues to go from strength to strength in the UK market. However, it has signalled a drive for its Casillero del Diablo brand, which includes a push into the on-trade this year, following its phenomenal success in the off-trade. This could mean a quiet few years for some of the other brands in the portfolio, such as this one – which has climbed a division in this year’s listing – as resources are diverted.

Blackthorn

E&J Gallo Family Vineyards White Grenache

4.7% ABV – C&C Group (down four divisions)

9.5% ABV – E&J Gallo (up one division)

A decline in draught cider sales has taken its toll on this brand, which has slid a further four groups this year following a drop of nine groups last year. It has also never quite recovered from a change in recipe back in 2009, which made it less dry, and the company had to bring back the original cider a year later (as Dry Blackthorn, to be sold alongside Blackthorn) after a consumer outcry. Die-hard fans remain loyal to the cider but owner C&C needs to do something radical soon, if it is to arrest the brand’s decline.

The classic Californian rosé, which has gone up a grouping in this year’s listing, has boosted its appeal with a new generation of drinkers via a range of wine cocktails, including the Gallo Rosito (White Grenache and ginger ale, garnished with strawberries and raspberries) and the Gallo Californian Cosmo (White Grenache shaken with vodka citron, fresh lime and Cointreau).

Brains SA

Kirov Vodka

4.2% ABV – SA Brain (no change)

37.5% ABV – Halewood International (up three divisions)

Immortalised on Welsh rugby shirts and a stalwart of bars across South Wales, the land across the Severn just wouldn’t be the same without this brew, which has maintained its position in this year’s Brands Report listings.

This vodka is made from molasses, is distributed in the UK by Halewood International, and has surged three divisions up the list this year. The brand has had to fight hard to come back from an unfortunate spate of bad publicity nearly a decade ago, when it was unfortunately targeted by criminals, who sold counterfeit bottles.

Brothers Pear

Luxardo Black

5% ABV – Brothers Cider (down two divisions)

38% ABV – Cellar Trends (newcomer)

Appearing several groupings below its Strawberry Mixed Pear sibling (131-140) this, and the rest of the range, will be hoping to benefit from a £5m marketing campaign and a recent packaging revamp, which was timed to celebrate Brothers’ fifth birthday. “This next stage of our journey reflects the changing needs of the British cider market,” said the Showering brothers at the unveiling.

The Luxardo sambuca range in the UK now numbers some eight variants, as diverse as cola and chilli & spices. However, it’s the classic white and black sambucas that remain its best-performing flavours (the clear Luxardo Dei Cesari is the most popular this year). A focus on the brand as part of a mixed drink, alongside continued growth in the shooter market, bodes well for the brand.

Bulmers Pear

Thatchers Traditional

4.5% ABV – Heineken (down two divisions)

6% ABV – Thatchers (down one division)

With four of the five big brewers now playing in the cider market, alongside a host of smaller brands, the bottled-cider sector is looking like a dangerous place to be for an old hand like Bulmers. However, owner Heineken has kept things fresh with a new look unveiled in 2012 and new flavours earlier this year. It is also keeping up momentum by investing in a new campaign for the brand this summer, to encourage drinkers to choose a Bulmers at the start of the evening.

After a rise of three places last year, this cider has dropped back one this time around. Nevertheless, the continued popularity of this cider, which is made from an original recipe dating back to 1904, proves there is still a thirst for classic, well-made ciders in among the newer, fruity concoctions.

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171-180 in alphabetical order Beck’s Blue

Hardys Private Bin Chardonnay

0.05% ABV – AB InBev (up one division)

13% ABV – Accolade Wines (down one division)

This alcohol-free brew has risen one group, following its debut last year – and it is still the only non-alcoholic brand to make it into the Brands Report. It’s a shame that the marketing of alcohol-free brews is so tricksy in the UK (until relatively recently you couldn’t refer to the ABV of a brand even if it was low, under the Portman Group’s Code), as this clearly stifles growth.

Acclolade Wines boss Paul Schaafsma has indicated that he wishes to build a platform for some of Hardys’ more premium wines, such as its Eileen Hardy or the HRB ranges, in the UK on-trade but he will nevertheless ensure this JD Wetherspoon exclusive range remains a key brand for the company.

Chimay Blue

Pilsner Urquell

9% ABV – Fuller’s, Cave Direct and James Clay (newcomer)

4.4% ABV – Miller Brands UK (up one division)

The growth in world beers might be a modern fashion but it is having a positive effect on even the most traditional of brands, as the debut of this classic Trappist ale demonstrates. It is brewed at the Notre-Dame de Scourmont Abbey and is one of just six Belgian beers that can carry the ‘Authentic Trappist Product’ label. A tie-up with London brewer Fuller’s earlier this year to bring Chimay Gold to the UK for the first time will further boost the brand’s profile.

This Czech lager was a new entry in the Brands Report last year and has enjoyed double-digit growth in the last fiscal year, according to owner Miller Brands’ last set of results. The company is hoping to replicate the success of its Italian Peroni brand in the UK and is believed to be readying a big push for the Pilsner this summer.

Fetzer Coldwater Creek Chardonnay

Theakston Best

13% ABV – Matthew Clark (up two divisions)

3.8% ABV – Theakston (up two divisions)

Sold by the glass in JD Wetherspoon, this wine’s position indicates that the “ABC” crowd (anything but Chardonnay) has been less influential in shaping the nation’s wine-drinking habits than at first feared. It’s still not quite as popular as its Merlot and White Zinfandel siblings, however, which both gained slots five groupings higher (131-140).

This brew has been the brewery’s best-selling session ale for some years and, with a rise this year of two groups, that looks set to continue. Five different hops, including Target and Challenger, are used to create a pint of this Yorkshire ale, to give it a “complex yet subtle” taste.

Glen’s Vodka

Tia Maria

37.5% ABV – Glen Catrine (down four divisions)

20% ABV – First Drinks (down three divisions)

A drop of four groups this year for the budget vodka, after plummeting an astonishing six in 2012, and you have to wonder if there’s any way back for this brand. A lack of marketing support and a market of ‘weekend millionaires’ spending less but ‘spending better’ are unlikely to help its cause either.

This year brand owner First Drinks has swapped singer Paloma Faith for new kid Laura Mvula, as it continues to drive associations between the coffee liqueur and music.

On-trade distribution is high for this brand, at 92%, but the challenge is to drive more frequent consumption.

To this end, the company is investing £5m this year in a campaign to make the brand relevant to younger female consumers and to remind old fans of simple serves such as Tia Maria and Coke.

Goldschlager

Tyskie

40% ABV – Global Brands (up two divisions)

5.6% ABV – Miller Brands UK (no change)

This cinnamon schnapps with floating flakes of gold made its debut in the Brands Report last year and has further built on the achievement by moving up two groupings this year. The Swiss liqueur is imported by UK distributor Global Brands, which has struck gold in the late-night bar and club sector with the drink, which is marketed as both a shot and a glitzy cocktail ingredient.

The Polish brand has maintained its place this year, despite the effects of an immigration slowdown, as the economic crisis makes the UK less attractive to Polish workers. Owner Miller Brands will be hoping, however, that the lager’s heritage (the Browary Ksiazece – where it is brewed – was opened in 1629), and its provenance, will help it appeal to a wider UK market via the world-beer boom.

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B R A N D S R E P O R T 2 0 1 3

181-190 in alphabetical order Brahma

McEwan’s Lager

4.3% ABV – AB InBev (newcomer)

3.6% ABV – Wells & Young’s (newcomer)

This Brazilian beer was launched into the UK in 2005 in bottled form but it took until last year for brewer AB InBev to invest in a draught version. It’s a move that, if its debut in the Brands Report is anything to go by, looks to have taken the lager to another level. Growth has no doubt been helped by the boom in world beers, and with both the World Cup and the Olympics in Rio de Janeiro on the horizon, if AB InBev plays its cards right, this brand could be on the cusp of something special.

This brand seems to be going from strength to strength since its shift from Heineken to Wells & Young’s, which acquired it two years ago. A new variant, in the form of McEwan’s Red, which was launched in April, also bodes well for the fortunes of this Scottish favourite, as the company looks to grow the brand south of the border as well.

Castelbello Catarratto

Ringwood Fortyniner

12% ABV – Matthew Clark (newcomer)

4.9% ABV – Marston’s (down two divisions)

It’s an unusual grape variety, only really grown in Sicily, but that hasn’t stopped this dry white wine from proving popular with wine drinkers. In fact, the Catarratto grape is said to taste somewhat like Chardonnay but with a hint of Viognier.

An over-production issue has also made this a very good-value choice.

One of the three key Ringwood beers to make it into the chart this year – Best Bitter comes in first at 81-90, while Boondoggle scrapes in at 191-200. Owner Marston’s has recently invested in a re-brand for the range featuring new packaging logos and a strapline, Visit The Winding Downs, so it will be interesting to see where the brand is this time next year.

Erdinger Weissbier

Stowells Colombard Chardonnay

5.3% ABV – James Clay (down one division)

12.5% ABV – Accolade Wines (down five divisions)

From the world’s biggest wheat-beer brewery in Bavaria, this brew has been a solid feature of the Brands Report for for many a year but it has dropped a group in 2013. Perhaps the increasing competition in the world-beer category has had an effect on a brand that has minimal marketing support, or perhaps the taste for wheat beers in the UK is on the wane – as fellow brand Hoegaarden also posts a drop this year (see below).

One of just two Stowells brand wines to make it into this year’s Brands Report (Stowells White Zinfandel comes in at 151-160). However, the drop of five groups for this Australian wine perhaps demonstrates the declining appeal of a big, buttery, Aussie Chardonnays against the new wave of lighter, lower-ABV and more refreshing tipples.

Hoegaarden

Symonds Founder’s Reserve

5% ABV – AB InBev (down three divisions)

4.5% ABV on draught, 5.5% ABV in bottles – Heineken (newcomer)

A second year of decline for the Belgian wheat beer, which falls three groups in this year’s report. Once the jewel in AB InBev’s world-beer portfolio, the brand seems to be suffering from a lack of support in recent years, just at the same time as the world-beer category (which it can rightly claim to have spearheaded in the UK) is booming.

From a stable that includes mighty brands such as Strongbow and Bulmers, this cider gives Heineken a presence in a higher end of the market catchily entitled “accessible heritage” ciders. As a result, advertising to date has concentrated on the brand’s heritage – it was established in 1727 – and there has been a strategy of seeding the brand in urban areas.

Laurent-Perrier Rosé Brut

Wyborowa

12% ABV – Laurent-Perrier (newcomer)

40% ABV – Pernod Ricard (down seven divisions)

This is a serious pink fizz for connoisseurs, and it comes with a serious price tag to match. This doesn’t seem to have affected its performance in pubs and bars, however, as its debut here shows drinkers continue to flock to the distinctive bottle whenever a night out calls for one of the best glasses of rosé Champagne.

This Polish vodka brand is down a shocking seven groups this year, which is perhaps the result of a lack of high-profile marketing support recently – it seems a long time since the heady days of its 2008 campaign There’s no ‘V’ in Wodka. Or maybe it is down to a more competitive spirits category these days. Nevertheless, this rye vodka remains a favourite of top mixologists, so don’t write it off just yet.

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191-200 in alphabetical order Castelbello Merlot

Rekorderlig Apple

12% ABV – Matthew Clark (newcomer)

4.5% ABV – Chilli Marketing (newcomer)

This red from the Matthew Clark portfolio makes its debut here this year. Made from 100% Merlot grapes grown in the Veneto region of Italy, it is said to have notes of cherry and bramble and a “soft, light finish”.

This is the fifth flavour from the Swedish Rekorderlig portfolio to make it into this year’s Brands Report and one of three to make its debut. Among the myriad fruit flavour combinations Rekorderlig offers in the UK – peach & apricot and passionfruit have been some of the more recent additions – it’s good to see that classic apple makes the cut as well.

Echo Falls White Zinfandel

Ringwood Boondoggle

11% ABV – Accolade Wines (newcomer)

4.2% ABV on draught, 4.4% in bottles – Marston’s (newcomer)

The eighth and final white Zinfandel from various brands to make the Brands Report this year, this underlines the on-going popularity of the sweet style of rosé. Brand owner Accolade describes this varietal as “the perfect accompaniment to girly get-togethers” and suggests food matches of fruit salad or summer pudding.

The third and final Ringwood beer in this year’s Brands Report, this blonde ale’s unusual name comes from an American term first coined in the 1920s, meaning work of little value, “which we have interpreted to mean ‘jolly’ or ‘any excuse for a pint’,” says the brewery. Wherever the name came from, this brew has been doing jolly good work for Ringwood this year.

Gaymers Cider

Villa Maria Private Bin Sauvignon Blanc

4.5% ABV – C&C Group (down five divisions)

13% ABV – Hatch Mansfield (newcomer)

Following the news in May that volumes for the Gaymers brand had fallen 16.4% in the previous quarter, the brand’s drop of five groups here will come as no surprise. The company blamed the increased competition in the cider sector, as well as the bad weather, so will be hoping for a better performance off the back of the recent hot spell, next year.

The first appearance in the Brands Report for this now iconic New Zealand Sauvignon Blanc. The 50-year-old brand has seen huge changes in the wine industry in its time but has always remained at the forefront of fashion, being among the first wines to ditch cork in favour of screwcap, and was one of the key brands to spearhead the boom in New Zealand wines in the UK.

Jack Rabbit Merlot

WKD Red

13.5% ABV – Accolade Wines (down one division)

4% ABV – SHS Drinks (down one division)

This no-nonsense wine brand has been at the forefront of innovation in the wine category since its launch. It was one of the first to take wine on to draught in the on-trade and its Jack Rabbit Wine Club, which rewards stockists with everything from T-shirts to iPads, is going from strength to strength. It will be interesting to see if the company can reverse this year’s decline over the next 12 months.

Despite a decline of one division for this variant, the brand’s tongue-in-cheek advertising has given it a longevity that many in the RTD category can only envy. This year, activity has included traffic cone-shaped cocktail pitchers, themed cocktails such as the One And Coney and the Megacone, flashing wristbands, and a competition to run this month called PayDay, which aims to give a helping hand to drinkers in need of funds at the end of the month.

Marston’s Burton Bitter

Zubrowka

3.8% ABV – Marston’s (down five divisions)

40% ABV – First Drinks (no change)

One of the brewery’s oldest beers – it is said to have been created in 1834 – this venerable ale has dropped five groupings this year. This is just one of several classic ales from brewers all over the country that seem to have suffered as the ale category becomes more and more crowded.

A shift to the First Drinks fold a year ago marked a new start for this brand, which received a new look and direction as a result. It looks like we might have to wait a bit longer for the results though, as the bison grass-flavoured vodka from Poland maintains its place this year.

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LAGER

Category is still a dominant force at the top of the chart Lager occupies 12 of the top 20 places in this year’s list, as the popularity of ‘speers’ becomes apparent and world beers gain traction

divisions Tiger has jumped two

ooking at the progress made by lager brands o p P e r f o World beers get a foothold •T over the past year, it’s safe to say that it’s r Proving that lagers with an ABV close to 4% are S been a good 12 months. where the market is, Budweiser 4.3 has climbed Desperados This is not only reflected at the top end two divisions to reach the 61-70 group. of the chart where lager still dominates — And Tiger’s jump of two divisions to move Budweiser 4.3 occupying 12 of the top 20 places — but also next to Birra Moretti in the top 100 (both Tiger where there is little change. occupy the 91-100 slot) clearly demonstrates Beck’s Vier, Carling, Carlsberg, Foster’s, that world beers are gaining traction.

Tennent’s Peroni Nastro Azzurro and Stella Artois all Cobra is having a good year too, rising a diviLager maintain their position in the top 10 while sion to enter the 111-120 grouping, while Holsten Amstel, Budweiser, Corona Extra, Heineken, Pils has slipped a division to the 131-140 slot and is Kronenbourg and San Miguel sit comfortably being tailed by other fast climbers. Tennent’s Lager within the top 20. is one of these, rising three groups into the 141-150 slot.

Staropramen has had a good year and stays steady Brooklyn Lager and Kozel, meanwhile, both sit in the in the 21-30 bracket, but there are other interesting 151-160 division, representing a one-division climb for developments afoot within the lager category.

Brooklyn Lager and marking a confident arrival in the For one, Desperados Tequila beer makes an appearlist for new entrant Kozel. ance in the 31-40 division (up three groups), showing Pilsner Urquell and low-alcohol lager Beck’s everyone there is a thirst for ‘speers’ (spirit-flavoured Blue are both toasting a one-division lift into the 171beers), and offering something different to reinvigorate 180 grouping. the category.

Among the new entries in Stella Artois 4% has climbed two what has been a fairly good Desperados arrives in the Brands Report divisions into the 41-50 grouping at 31-40, showing everyone that there is a thirst for year for all are Brahma and and sits alongside Sol, while TuMcEwan’s Lager, which both ‘speers’ (spirit-flavoured beers) borg Green (in the 51-60 category sneak in at 181-190. for the previous two years) fell two divisions to 71-80.

Next year we hope to welcome brands like Estrella Taking its place are the likes of Red Stripe Damm, which has seen a tremendous uplift in sales (up one division to 51-60) and Oranjeacross bars, particularly as it has all the world-beer boom, which has shot up two categories to credentials of provenance and premium quality also grace the 51-60 section in this year’s list. that are hitting the mark with consumers.

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B R A N D S R E P O R T 2 0 1 3

Budweiser sits comfor tably within the top 20

For the majority of ale brands it wasn’t such a good year, and a fair few have dropped divisions. The biggest losers are: Adnams’ Broadside (151-160); and Marston’s Burton Bitter (191-200), which are both down five divisions, followed by John Smith’s Original (101-110); Courage Best (121-130); Marston’s Smooth (131-140); and Shepherd Neame’s Spitfire (131-140), which have slipped back three divisions.

Those that have dropped two groupings include: Boddingtons’ Draughtflow (61-70); Black Sheep Best Bitter (81-90); Tetley’s (101-110); Banks’s Bitter (111-120); Brains Bitter (151-160) and Ringwood’s Fortyniner (181-190).

Beers that have slipped slightly this year, dipping only one division in the Brands Report and now sitting in the 6170 slot are: Adnams’ Southwold Bitter, Marston’s Pedigree, and Old Speckled Hen. Meanwhile, St Austell’s Tribute Ale drops down a rank to the 71-80 grouping and Newcastle Brown Ale

rS

op Perfo r me •T

And the big fallers are...

slides one division to 91-100.

Others that have dropped a grouping include: Harvey’s Sussex Best Bitter (131-140); and Wadworth 6X (141-150).

However, there are also a decent amount of ales that have actually moved up the charts.

The best performer is Jennings’ Cumberland Ale, which has rocketed up five divisions into the 141-150 group. Banks’s Original Smoothpour (121-130), meanwhile, and Thwaites’ Wainwright (141-150) have both surged up three divisions.

Also having a good year are Courage DirecTop performer tors (131-140) and Theakston Best (171-180), which Jennings’ Cumberland Ale have both risen two divisions, while Young’s Bitter (81-90) has climbed the table by one group in this year’s listing.

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here are 49 ales in this year’s Brands Report, making up nearly a quarter of the products listed, and showing that ale is an incredibly important category for pubs. Twenty two of these brews feature in the top 100, including seven in the top 30.

Of these, those maintaining their place include Guinness and John Smith’s Extra Smooth, which are in the top 10, with Fuller’s London Pride, Greene King IPA, Sharp’s Doom Bar and Tetley’s Smooth Flow keeping their 21-30 slot — and welcoming Worthington’s, which is up a division from last year. Also staying steady are: Wychwood Hobgoblin (71-80); Deuchars IPA (81-90); Ringwood Best Bitter (81-90); Ruddles Best (81-90); Timothy Taylor Landlord (81-90); Butcombe Bitter (101-110); Mansfield Smooth (121-130); and Brains SA (161-170).

Castle Rock Harvest Pale (141-150) and Ringwood’s Boondoggle (191-200) are new entries this year and get their moment of glory in the list.

Original Smoothpour Jennings’ Cumberland Ale Thwaites Wainwright Chimay Blue Ringwood’s Boondoggle

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Ale may be a vital category for pubs but almost half of those included in the Brands Report have seen a fall in their position

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Imported ales The boom in world lagers has perhaps fuelled the success of Leffe Blonde, AB InBev’s 6.5% ABV speciality beer, which is the highest-ranked imported ale in this year’s Brands Report and rose a division to 101-110. Belgian Trappist beer Chimay Blue, meanwhile, enters this listing this year, showing it has enjoyed a great 12 months as more pubs see the opportunity that stocking interesting world beers represents.

However, Hoegaarden has had a tougher time of late — last year it dropped one division and this year it has fallen another three to 181-190, showing that people are picking Leffe instead.

Also in the same division as Hoegaarden is Erdinger Heffe Weiss, distributed by James Clay, which fell one grouping and seems to be falling victim to a similar fate. With just a handful of imported ales — and two near the back end of the listing — it looks like, by next year, Leffe Blonde may stand alone near the top, with Chimay Blue continuing to climb the ladder.

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Chimay Blue continues to climb the ladder

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CIDER

Strongbow puts in a sector-leading performance

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ditional-style ciders such as Addlestones, Bulmers No17 Woodpecker, BlackRekorderlig thorn and ThatchWild Berries ers Traditional have dropped divisions, Stella artois while others such Cidre as Westons Old Rosie (151-160) and Symonds Founder’s Reserve (181-190) are new to the report.

Magners Brothers Cider seems to have Irish suffered slightly from the intense Cider and competition this year and makes Magners its first appearance at 131-140 with Golden its Brothers Strawberry Mixed Draught are Pear, with Brothers Pear just bealso in the hind at 161-170. table Gaymers also appears to have top e At th taken a tumble down the table, we see Kopparberg hitting the list at 191-200 and only Mixed Fruit just making it into the Brands Report — we hope to see a better performance from it next year. at 21-30 This less-than-impressive showing from the old stalwarts serves only to highlight that things in the cider category really have changed for good.

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varieties of cider from 17 different brands, which should go some way to illustrating the success of cider sales in pubs. Strongbow continues to be the sector leader, however, remaining in the top 10 for another year.

The cider category has experienced some of the biggest gains over the past 12 months, with the likes of Bulmers No17 jumping an astounding nine divisions to reach the top 60, while Rekorderlig gets a mention on the listing five times with different flavours, its Strawberry & Lime cider coming in highest at 81-90, rising one division from last year’s figures.

Stella Artois Cidre also leapt up nine divisions, a remarkable feat, showing how its marketing has really taken hold.

Rekorderlig Wild Berries also made a seven-league climb to reach the top 100.

However, one brand that has remained unaffected by the crowding of fruit ciders within the category is Stowford Press, which has climbed a division to reach a respectably high 31-40 position, and shows that credible premium ciders will always get themselves noticed.

At the top we see Kopparberg Mixed Fruit at 21-30, up one division from last year, and Thatchers Gold by its side, also having jumped one rank in the past 12 months.

Strongbow Kopparberg also celebrates two of its continues other varieties in the list — Kopparberg to be the Strawberry & Lime at 51-60 and Kopparsector berg Pear at 91-100. Thatchers also has its leader Thatchers Traditional in the report at 161170, a slight dip for the cider.

Magners Irish Cider and Magners Golden Draught are also in the table — at 41-50 and 61-70 respectively — while the company’s Magners Pear variant is at 101-110.

Aspall Suffolk Cyder has remained stable this year, staying in the top 60.

What’s most interesting is that tra-

ntion in the listing five Rekorderlig gets a me vours, its times with different fla ming in co er cid e Lim & Strawberry highest at 81-90

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New to the Brands Report...

Westons Old Rosie

One brand that has remained unaffected by the crowding of fruit ciders within the category is Stowford Press

WINE

Fizz and pink drinks top the trends Blossom Hill has had a great year, while rosé and sparkling wines continue to do well

Accolade Wines (previously Constellation) retains two places within 151-160 with Hardys Private Bin Rosé and Stowells White Zinfandel backing up the fact that rosé and blush wines are incredibly popular

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op Perfo his year there are 16 different wines in the Brands •T r Report and 13 different brands. It is evident S that there is a thirst for fizz and pink drinks, Veuve Clicquot as well as Sauvignon Blanc, Chardonnay and Yellow Label Merlot. Diageo’s Blossom Hill brand takes the top spots this year, with Blossom Hill White climbing Fetzer Coldwater a division to 101-110 alongside Blossom Hill Creek Merlot White Zinfandel, which has also risen a grouping Hardys Private to enter the same division.

Accolade Wines (previously Constellation) Bin Rosé retains two places within 151-160 with Hardys Private Bin Rosé and Stowells White Zinfandel, backing up the fact that rosé and blush wines are incredibly popular.

Concha y Toro Sauvignon Blanc has climbed a division to reach 161-170 as has E&J Gallo op Perfo •T Family Vineyards White Grenache, r S also joining the Castelbello blush trend.

Catarratto Two Chardonnays reside in the 171-180 Laurent-Perrier division, Fetzer Coldwater Cuvee Rosé Brut Creek Chardonnay, which Castelbello has climbed two divisions and Merlot Hardys Private Bin Chardonnay, which has dropped one division to sit alongside it.

New entries to the Brands Report include Castelbello Catarratto (181op Perfo 190), Echo Falls White Zinfandel •T r (191-200) and Villa Maria Private S Bin Sauvignon Blanc (191-200).

Stowells Colombard CharEcho Falls White Trends are donnay has had a tough Zinfandel already showing a year, dropping five divisions thirst for fizz Villa Maria Private to 181-190, while Accolade Bin Sauvignon Wines brand Jack Rabbit Blanc Merlot has dropped one league to 191-200, which means it will have to try extra hard next year to keep a place at the table.

Fizz Veuve Clicquot Yellow Label celebrates a leap of three divisions this year, bringing it into the top 100 brands. Moët & Chandon Brut Impérial (also Moët Hennessy UK) has maintained its place at 111-120 this year and Laurent-Perrier Cuvee Rosé Brut enters at 181-190, straddling both the popular rosé category and ticking the box for fizz.

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B SPIRITS R Canny campaigns and A support provide a tonic N DT S R E P O R T 2 0 1 3

The best performances this year have been fuelled by clever marketing, while stylish, artistic branding and an emphasis on provenance are also boosting sales

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he back bar of many a pub has too often been Vodka o p P e r f o Eristoff Vodka’s climb towards the top is someT underused and mistreated. No longer just a • r thing to behold this year. For a brand that was handy space in which to keep things, it is S in fact a spotlight for what differentiates your launched in the UK just four years ago, stating Eristoff pub from its competitors. its intentions to take on the category leader The best performers this year are the spirSmirnoff Red, it’s incredible to see its Grey Goose its that have proven time and time again that progress up the chart. Leaping three savvy marketing and a heap of support can divisions — making it the second Hendrick’s result in high sales. best-selling vodka in the Brands Report — is incredible.

This year, Eristoff Vodka has shot up Stalwart of the back bar, three divisions (into the 31-40s), meaning the Smirnoff Red is still the only spirit brand, with its edgy identity, is on target to give brand within the top 10 and shows no the UK’s number-one vodka Smirnoff Red a run signs of moving. for its money.

It is also interesting to see that there are Super-premium vodka Grey Goose is also on no less than 10 vodka brands within the the climb, leaping three divisions to reach the top 100 this year.

71-80 grouping.

These movements show that pubs seem to be Grey Goose has had Russian Standard is still in the getting a bit more savvy with their stock as they top 50 (in the 41-50 grouping) this a great year take steps towards delivering customers experiyear, leaving the likes of Finlandia — ences that cannot be replicated at home. which rose a division to make it into However, it is Hendrick’s gin, which markets itself the 61-70 slot — in its wake. with ‘Curious’-themed events and has a quirky, irrevChekov Imperial, meanwhile, has erent style that is the real climber here, rocketing up fallen out of favour slightly, dipping one five divisions to reach the 141-150 grouping. division in the chart, but also in the 61-70s.

Tie-ups with premiumisation, provenance, and Grey Goose has had a great year, climbing distinctive and artistic branding have all played three categories to enter the 71-80 division alongside their part in pubs’ spirits offering too.

Eristoff Black, which also celebrated a lift, and Absolut This year, spiced options and subtly stylish brands Blue, which has seen a decline of two divisions in the are dominating back bars up and down the country. past 12 months.

In short, spirits that are easy on the eye — as well as on Stolichnaya Red, meanwhile, maintained its place the nose — are doing well. in the 81-90 slot, and Imperium also stayed put in the top 100 — at 91-100.

In addition, Skyy Vodka (up a division) and Vladivar continue to be top 100 brands.

We are also seeing a selection of flavoured vodkas featuring in this year’s listing.

It’s no surprise that the trend is led by category leader Smirnoff with its Smirnoff Lime variant which, despite a decline of three divisions in this year’s Brands Report, sits within the top 110.

It is joined by sibling variants Smirnoff Black, which has stayed steady in the 121-130 grouping, and Smirnoff Green Apple, which has slumped three divitowards sions, but also sits comfortably at 121-130.

Eristoff Vodka’s climb the top is something Others, like Glen’s and Wyborowa, have taken conto behold this year siderable dives over the past year.

Overall, the big trend for vodka in pubs is that the brands that are the most captivating and interesting

Captain Morgan is this year’s big success story, climbing two divisions into the 51-60 set and leading the way for other dark rums.

It is followed closely by the Captain Morgan’s Spiced variant

Brandy Over the past few years there has been much speculation as to whether or not the brandy category — Cognacs in particular — was due a revival.

After having posted a rise in the past few years, Courvoisier VS has held its position in the 31-40 set, showing some updating has taken place to push it to the front of consumers’ minds as a mixable spirit.

are those that are premium or flavoured, with a few of the me-too brands losing their way. In short, for a vodka brand to stand out, it needs its own identity.

Gin Category leader Gordon’s has maintained its position in the 11-20 section, which is no big surprise considering the amount of marketing that has supported the iconic brand over the past few years.

Bombay Sapphire has risen a division this year to reach the 51-60 grouping. The brand is really beginning to place gin on the pub map, a move that has been heralded for some time, but has until now been largely confined to stylish bars with mixologists.

Tanqueray has risen another division this year, entering the 121-130 section to show that it has staying power among other big brands — as well as new launches. Meanwhile, a big success story comes in the form of Hendrick’s, which has rocketed up five divisions this year to make it into the 141-150 group.

ing two divisions into the 51-60 set and leading the way for other dark rums. It is followed closely by the Captain Morgan’s Spiced variant, which has climbed two leagues this year into the 71-80s.

Following the trend for spiced rums, Sailor Jerry is up two divisions from last year, to join the 111-120 club.

Another rum listed is Havana Club Especial (141-150), which offers plenty of flavour to classic cocktails.

The rise of American whisky is upon us

Rum Bacardi Superior, which has maintained its 11-20 placing once again, was the sole rum for many a publican last year. But this time round, a couple of others have crowded into the top 80, with a total of five in the Brands Report — illustrating that the rum trend is gaining traction in pubs.

Captain Morgan is this year’s big success story, climb-

Bombay Sapphire has risen a division to reach the 51-60 grouping

Martell VS has had a climb this year too, up two groupings to reach the 111-120 slot. It has not been an easy path, with many a new brand or flavour along the way shouting for space.

Hopefully, next year we’ll also see Rémy Martin return to the table. Then we can really start talking about the category’s resurgence.

Whisky

Category leader Gordon’s has maintained its position in the 11-20 section, which is no big surprise considering the amount of marketing that has supported the iconic brand over the past few years

The rise of American whisky is upon us, with Jack Daniel’s and Maker’s Mark just two examples of how there’s a growing interest in the category that was once dominated by Scotch brands.

This year, while some of last year’s featured brands have dropped out of the Brands Report completely, the whiskies that are present have maintained their placing, with the exception of Irish whiskey Jameson, which has slipped down one division to 81-90.

Johnnie Walker Black label 12 Year Old has climbed a division to sit within the 111-120 set and Maker’s Mark has jumped two groupings to reside within the 121-130s.

Aside from this, there has not been much of a shift among the iconic stalwarts of the pub.

Out in front in the whisky brands league is Jack Daniel’s, which nestles among the 11-20 division, followed closely by king of the Scotch category — Bell’s — in the 21-30s section.

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B Soft drinks R Adult softs dominate pubs’ offer A N D S R E PS O R T 2 0 1 3 While child-specific softs have fallen out of favour, products that can be served as a mixer or stand-alone soft option rule, alongside premium adult-orientated choices

Carbonates still dominate, as seven out of the top 10 fall into this category, with Coca-Cola and Pepsi taking four of the top five spaces

ales of soft drinks show how the category has been squeezed a little by the all-important factor of fridge space, but trends towards premium adult soft drinks rather than drinks for youngsters are starting to stand out.

While the brands at the top remain relatively unchanged with colas and lemonades staying steady, it’s clear to see that flavoured variants of big brands are feeling the pinch.

And, despite more families being welcomed into pubs, the non-alcoholic offering features no drinks that are directly marketed to children.

Robinsons Fruit Shoot, Robinsons Fruit Shoot My-5 and Robinsons Squash have dropped off the table completely and, instead, we’re seeing drinks that work well as both mixers and stand-alone soft drinks.

AG Barr-owned Strathmore maintains a solid position within the top 15, but is unaccompanied by other water brands, indicating that many pubs are possibly giving away tap water to customers, rather than upselling any mineral water.

For the majority in the rest of the chart, things remain fairly steady, with 17 out of the 25 brands maintaining their position this year — just two fell: J20 Apple & Mango slipped one division to 16-20 and Britvic Pineapple dropped one division to 21-25.

In addition, we welcome three new brands to the

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table: Tango Orange, which is in at 16-20, and Britvic Bitter Lemon and Monster Energy, both in at 21-25.

Two brands managed to post a rise this year, Britvic Squash, which offers a ‘diluted’ cost-effective alternative to some other softs for children, and Schweppes Slimline Tonic, showing that we’re enjoying increasingly Tango Orange health-conscious is in at 16-20 mixers.

Pub stalwart Appletiser, despite the fact that it is placed near tempting flavoured ciders, still manages to hold its own, which is great news and shows that it remains incredibly relevant and is loved by consumers looking for premium soft drinks.

Carbonates still dominate, as seven out of the top 10 fall into this category with Coca-Cola and Pepsi taking four of the top five spaces between their ‘full-fat’ and diet variants, alongside R Whites Lemonade.

Red Bull still remains the only energy drink in the top 10 this year, but with the appearance of Monster Energy it’s now time for Red Bull to take note that it’s not the only energy drink that pubs are gravitating towards.

Strathmore maintains a solid position within the top 15

B R A N D S R E P O R T 2 0 1 3

Soft drinks in alphabetical order 1-5 Coca-Cola CCE

Diet Coke CCE

As the ubiquitous bar cry of the masses, Coca-Cola’s position at the top is no surprise. CCE recently said it believed there was a £2.1bn growth opportunity in soft drinks in the UK and added that “visibility will play a key role”. CCE’s Share A Coke campaign, which replaces the Coca-Cola branding with a variety of names on its glass bottles (see picture), may also give the brand a boost this year.

The diet variant will benefit just as much from CCE’s Share A Coke campaign and also from the company’s research into the importance of stocking a range of soft-drink options. This drink’s popularity coincides with the nation gaining more interest in being health-conscious.

Diet Pepsi Britvic Maintaining its place since last year, Diet Pepsi’s popularity remains stable and shows that good brands are very much here for the long haul.

Pepsi Cola Britvic Last year, PepsiCo launched the global campaign, Live For Now, and began to look at strengthening its pop-culture roots. Its Transform Your Patch drive, which made over neglected green spaces, fulfilled its aims.

R Whites Lemonade Britvic This iconic lemonade brand ticks all of the boxes for nostalgia as well as reliability. Its ‘Secret Lemonade Drinker’ moments may be a distant memory, but the consumers’ fondness for the brand have afforded it cult status – and it is a current favourite.

11-15 Britvic Orange Britvic

Schweppes Slimline Tonic CCE

Britvic’s flagship orange juice offering holds its spot this year, which is no mean feat as there is some tough competition.

Having climbed one category from last year, this option combines two of the nation’s great loves – a great tonic mixer and a feeling of being virtuous.

Britvic Tonic Water Britvic Also maintaining its place and demonstrating our love of G&Ts (among other drinks), it’s good to see tonics now getting more recognition in the soft-drinks listing.

Schweppes Tonic CCE Stalwart of the trade and a familiar sight behind many a back bar, this has dropped back a division in 2013, perhaps suffering from a broader range of premium tonics making their mark in pubs.

Strathmore Mineral Water AG Barr Staying steady this year, Strathmore is the only water brand in this year’s top 25 soft-drinks chart. It must be doing something right.

16-20 Britvic Tomato Britvic

Schweppes Orange CCE

Britvic Tomato remains in the top 20 in this year’s soft-drinks chart, which is perhaps a sign of how much we love a Bloody Mary.

Maintaining its place, this on-trade stalwart is still the perfect accompaniment to vodka, securing its place in the top 20.

Irn-Bru AG Barr Despite the proposed merger between AG Barr and Britvic collapsing, the former has every reason to be confident of its position as a standalone company, with Irn Bru holding steady for another year confirming this.

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Tango Orange Britvic J20 Apple & Mango Britvic Despite its redesigned packaging and more ‘sophisticated’ bottle shape, J20 Apple & Mango has slipped a division this year. Perhaps this is down to increased competition from fruity ciders claiming sought-after fridge space.

New to the table, Tango has been around for a while.

Back in the Noughties, it received a £5m cash injection and had a revamp in 2007. Perhaps its rise in popularity once again has led Britvic to think twice about linking with Orangina owners AG Barr.

6-10 Britvic Squash Britvic Up one division since last year, we’re noticing that diluted soft-drink options are becoming more the norm. With the increase in families frequenting pubs, perhaps this has become a cost-effective way to cater for younger customers.

Red Bull Red Bull UK

Schweppes Lemonade CCE

The energy-drink brand continues its tie-up with extreme sports, but has also focused on broadening the range. In January, Red Bull made its flavoured drinks (blueberry, cranberry and lime) permanent and backed them with a £3.5m marketing boost. But is its focus still on the core offering? This year, it just needs to worry about Monster Energy’s presence in the soft-drinks chart.

Schweppes Lemonade benefited from a £3.5m joint Celebratory British Summer campaign with Diageo last year, which saw the brand promoted alongside Pimm’s to push long mixed drinks.

J2O Orange & Passionfruit Britvic Britvic redesigned the packaging of the J2O brand in tandem with the launch of reformulated core flavours, including Orange & Passionfruit. Its popularity could be linked to its slimmer bottle shape and lower calorie count, which coincided with the new look.

Schweppes Squash CCE Maintaining its position for a third year running, the Schweppes range of cordials shows that diluted drinks are the order of the day when it comes to refreshment.

21-25 Appletiser CCE Despite ongoing competition from bottled ciders and new adult soft drinks, Appletiser has not fallen from favour and stays put for another year. Containing no preservatives and no added sugar, it certainly ticks boxes for the health-conscious.

Britvic Bitter Lemon Britvic It’s an old favourite and makes a mean St Clements. Oh, and it has made it into the top 25 soft-drinks listing, despite a distinct lack of marketing activity. Impressive.

Britvic Pineapple Britvic Falling one division, this old favourite has had little marketing for years and is perhaps beginning to feel the weight of neglect, while other fruity options steal the nation’s hearts.

J20 Apple & Raspberry Britvic Maintaining its place, J20 Apple & Raspberry stays put in 2013, possibly owing to its flushed hue being bang on-trend. Taking full advantage, Britvic also redesigned the packaging.

Monster Energy Monster Energy/CCE This is a new entry in the soft-drinks chart this year and the energy drink is clearly gaining traction in the market, reinforcing the fact that we do have a love for the more interesting soft drinks.

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RTDs

Four brands battle it out It’s been a tough year for RTDs, but some brands are clearly good sellers

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ust four brands made it into the top 200 this VK Cherry has o p P e r f o as the base spirit, follows Crabbie’s at 31-40, marking a drop year, with all of them posting a slip down the leapt three •T r of one division since last S scale. Neither Bacardi Breezer nor Reef divisions to year and continues the made the Brands Report this year, with Reef reach WKD Iron Brew brand’s steady decline, failing to make a comeback after slipping 151-160 owing largely to owner from the chart last year.

VK Orange Diageo’s lack of marketing The Halewood International-owned VK Apple support in recent years.

Crabbie’s brand, which is not an RTD in the WKD Blue — owned by SHS traditional sense, dropped one category this VK Cherry Drinks — is by far the most poputime around, placing it at 31-40. For Crabbie’s lar WKD preference and comes in at this is the first sign of the brand waning since its 31-40, marking a slight one-division slip launch in 2009 and subsequent success. from last year. What’s also interesting to see Smirnoff Ice’s core variant, which uses Smirnoff Red is that WKD has four variants within the Brands Report in this order: WKD Blue (31-40), WKD Iron Brew (101-110), which is up two divisions from last year, WKD Purple (141-150) and WKD Red (191-200).

Similarly for Global Brands’ VK range, it is the ‘Blue’ variant (111-120) that is selling well, alongside the brand’s VK Orange flavour, which is up two divisions from last year. VK Apple is also celebrating a three-division climb this year, WKD Blue — owned by SHS Drinks becoming a top 130 brand, while VK Cherry — is by far the most popular has leapt three divisions to reach 151-160 and certainly deserves some recognition.

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Boundaries blurring Brands are competing hard to win drinkers’ loyalty

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Orange liqueur Cointreau has jumped two divisions to make the top 130 brands

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t has been a mixed year for liqueurs and specialop Perfo ity spirits as the boundaries between drinks •T r categories becomes blurred and more drinks S compete to stand out. Nearest the top of the ing that it has well and truly arrived.

Brands Report, Jagermeister has kept its place Pimm’s, meanwhile, has slipped one divithis year, showing a steady performance at 11Sourz Raspberry sion to 71-80, despite having had plenty of 20. It is now being tailed by almond liqueur Luxardo Black support through patriotic events of late.

Amaretto Disaronno, which has climbed one Sourz Cherry remains steady at 101-110, division this year to sit at 31-40. In the next while orange liqueur Cointreau has jumped rank down are Luxardo Sambuca Dei Cesari, two divisions to make the top 130 brands.

Southern Comfort and Malibu, with the latter The biggest climb comes from Sourz Raspsuffering a one-division slip. berry, which has rocketed three divisions to make it Others that have tumto the top 150, ahead of Antica Black Sambuca at 161bled are stalwarts of the 170. Showing that black sambuca is well and truly on-trend, trade: cream liqueur Luxardo Black hits the table for the first time this year to sit Baileys and peach alongside its rival Antica. schnapps brand ArchAnother climb comes from cinnamon liqueur Goldschläger, ers, both at 51-60. Meanwhich has risen two divisions to 171-180, while, sadly, Tia Maria while, Sourz Apple holds The biggest climb has dropped three divisions to join it in the same grouping. steady in the top 60, show- this year comes from

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ONES TO WATCH

What will move and shake in 2014?

We predict Tennessee Honey, Bacardi Oakheart and Aperol will make the list next year Bacardi Oakheart

Zeo

Back in September 2011, Bacardi launched Bacardi Oakheart, a smoky spiced rum that targeted a male audience. It supported the launch with £3m worth of advertising and sampling, and pushed the ‘Oak and Coke’ bar call in pubs. Its timing was spot-on for the spiced rum trend, and it’ll be interesting to see what happens in the next 12 months.

The new Russian soft drink Zeo, which has been developed to mimic the kick of vodka, but without containing alcohol, was launched in pubs and bars in London and Brighton at the end of April, alongside an £8m marketing campaign. Although it is the first launch from new company Freedrinks, it has bold aims to be stocked in 3,500 on-trade outlets by December. The drink comes in three variants: Burst (peach & grapefruit), Crush (blood orange & citrus) and Zest (twist of lime) and, with each 275ml bottle containing less than 60 calories, there’s no guilt either.

Oddka Vodka Pernod Ricard brand Oddka Vodka, which launched last October, launched its global rollout of Oddka this spring. As well as its original Oddka Vodka, the rollout includes flavours such as Electricity, which apparently tastes like a bolt of lightning; Salty Caramel Popcorn; Fresh Cut Grass; Wasabi; and Apple Pie. The brand’s irreverent marketing style is similar to the likes of Hendrick’s Gin and panders to people’s curiosity and love of things a bit different.

BrewDog Punk IPA Controversial Scottish brewer BrewDog has gone from strength to strength over the past few years. And sales of Punk IPA, its flagship beer, continue to rise. Even back in the first quarter of 2010, Brewdog announced a 250% growth in sales and revealed that Punk IPA accounted for 55% of its output.

Jack Daniel’s Tennessee Honey It was a year ago that Jack Daniel’s honey-based whiskey liqueur launched on these shores.

Tennessee Honey, a 35% ABV liqueur, was designed to broaden the appeal of JD and is distilled using the Jack Daniel’s No.7 whiskey as its base. As the first new product from the JD family for more than a decade, it was supported by a £2m campaign and quickly became worth almost £18.5m. Already the ‘number four imported whiskey’ just eight months after it was launched nationwide in the UK, this has been a real hit in many pubs.

Aperol Aperol Spritz ( just add Prosecco and a splash of soda water) is quickly becoming a cult apéritif and gaining some real momentum in the on-trade. It has an unmistakable orange hue, which comes from three types of orange, grapefruit, and hints of rhubarb — along with an array of herbs, roots and spices — and is proving to be the drink of the summer.

Estrella Damm Estrella Damm, a 4.6% ABV premium lager known as ‘the beer of Barcelona’, has seen sales triple year-onyear in the UK at a time when world lager is in 10.6% volume growth and 14% value growth (CGA Strategy Brand Index: MAT to 1/12/2012).

Clear and targeted distribution ensures that, first and foremost, Estrella Damm is available in premium outlets only, so if your pub is of a similar calibre to a stylish bar, it’s a great fit. During May last year, the brand partnered with Channel 4 and, ever since, awareness of Estrella Damm has increased significantly, with the brand reaping the benefits of a £3m national campaign.

Trends to watch Looking at the likes of Carlsberg’s Somersby brand and Carling’s British Cider, we can see that the growing trend for many beer brands is to jump categories and launch a cider. Perhaps a few of them examined the success of Stella Artois Cidre and thought, ‘we’ll have a piece of this’.

The launch of Foster’s Radler was ideal for those who want a refreshing beer, but not a big alcohol intake. More like a shandy than a lager, it’s bound to catch on with consumers.

As gin gains more traction across pubs, so too do premium tonics. Both FeverTree and Bottlegreen tick that box and offer a G&T that you’d be proud to serve. Some aficionados talk about the premium botanicals in the gin. Others think it’s all about the tonic and the vital role it plays in making a perfect drink.

As ‘speers’ (spirit-flavoured beers) begin to be embraced by the on-trade,

Cuvana (rum beer) and Dead Crow (Bourbon beer), both owned by SHS Drinks, have been released. Either this is a very savvy move, or a bold one.

We think both.

Coconut water has been selling out across supermarkets as the new trend for refreshment finds we are a nation not shy of admitting our fondness for coconut. This could mean it makes its way to the on-trade soon to tap into consumers’ desires for refreshment with a difference. Watch this space.

Looking at the change in beerdrinking habits, it seems people are heading to pubs, starting with beer, then moving on to spirits like Bourbon earlier than usual. This could show that spirits are being embraced in people’s drinking repertoire more readily. With TV series Mad Men helping fuel the trend, it would not be a surprise to see more brown spirits in next year’s Brands Report.

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