clubmirror Ma rc h 2022
AT THE HEART OF THE COMMUNITY
Brands Report 2022 Who’s earning their place at the club bar? Top club brands revealed
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LEADER
CONTENTS 5
UK club bars forging ahead So who’d have guessed it? (Apart from everyone in the club sector that is.) Clubs are now the Number 1 seller of Keg Bitter in the UK and Number 2 in Draught Lager, the nation’s biggest drinks product category.
6 7 8 10 11 12 13 14 16
And there’s more. Club sales of Cask Bitter are on a par with the High Street Pub Channel, so holding our heads high alongside the likes of JD Wetherspoon.
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We’re also the on-trade’s Number 1 in many soft drink categories, including Glucose Drinks, Energy Drinks, Flavoured Waters and Squash, and Number 2 in Draught Cider.
18 20
What have I forgotten? Oh yes. We’re also Number 1 in the packaged LADs categories of cider, lager and stout, and marginally Number 2 in packaged (premium) 4% lagers. So there we have it. We’re delighted to present the Club Mirror 2022 Brands Report in association with industry analysts CGA. Do have a look at the top ranked brands in our featured categories. Does this reflect your club offering? And do your suppliers appreciate the value of your club? It’s time to raise the bar – and probably a glass or two! Here’s to club-supporting suppliers and brands that keep the members coming back for more. Enjoy the issue and look out for Bulletin announcements in the coming weeks on the Club Awards, Festival of Clubs, Club Business 2022, Club Act of the Year, Hospitality Social Media Awards and the Club Association Lunch. If you don’t already receive our Club Bulletin and/or Sports Club Bulletin, you can register at this link – https://www.clubmirror.com/subscribe
Caroline Scoular Editor, Club Mirror
Welcome to the Brands Report Draught Lagers Draught Ales and Stout Cider and Perry Packaged Beers, Ciders and RTDs Dark Spirits White Spirits Fortified wines and Vermouth Liqueurs and Specialities Wine Still and Sparkling – Brands Wine Still and Sparkling – Varietals Non Alcoholic Beers Soft Drinks
Editor Caroline Scoular Design David Foster Contributors Guy Brennan, Ashley Cairns, Mark Newton, Justin O’Reagan Events Jill Slingsby, Karen Foreman Events production Warren Tolley Sales Angie Webster Marketing & Social Media Cindy Hedmann Website Studio 44 Circulation Jon Hardy Accounts Andrew Soles Publishing Director Sean Ferris
Club Mirror is published by Alchemy Contract Publishing Ltd, Gainsborough House, 59/60 Thames Street, Windsor SW4 1TX. Tel: 01753 272022. Fax: 01753 272 021 Email: caroline@clubmirror.com; sean@clubmirror.com ACP Gainsborough House 59/60 Thames Street Windsor Berkshire SL4 1TX UK t. +44 (0)1753 272022 f. +44 (0)1753 272021 e.info@alchemycontractpublishing.co.uk www.alchemycontractpublishing.co.uk The views expressed in this journal are not necessarily those of the publisher. Club Mirror does not verify the claims made by advertisers regarding their products. CLUB MIRROR 3
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BRANDS REPORT 2022
Club Mirror Brands Report Analysing recent trends in the on trade has never been more difficult. Or to coin a phrase, ‘Prediction is very difficult, especially if it is about the future’. Nonetheless, CGA has continued to research the market over the past 18-months and, as always, share their findings on the club market with Club Mirror. CGA’s Mark Newton and consultant Ashley Cairns report.
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here are many issues which have been impacting the on trade in recent history. This includes the UK leaving the EU, the Covid-19 pandemic and now of course the Omicron variant. But saying that is stating the obvious. Perhaps more concerning are the specific issues that have significant consequences for clubs and the broader on trade. Costs are rising across the whole of the trade spectrum. Some customers are still to return (although these appear to be quite a small proportion of the total customer base). On-going staff shortages are impacting the capability for plenty of premises, as well as the supply chain - particularly driver shortages. There are also production constraints, such as packaging unavailability and CO2 gas shortages. The impact of energy costs also cannot be ignored. On the positive side, there is the pent up demand for entertainment, meeting and socialising. Added to this the restriction on travel has undoubtedly helped with the ‘Staycation’ and UKbased holidays pushing up demand. So, regarding the future, there would seem to be plenty of bumps in the road to come. The best advice is that it is sage to deal with each difficulty as they arise by assessing them and to form an action plan to at least mitigate their impact on the wider business. Opportunities will also arise, so again be prepared to exploit these profitably. (And it should come as no surprise that club committees around the country are working even harder now than ever before.)
Background This year’s Brands Report is slightly changed from the traditional Club Mirror format. It reports on the leading brands across 11 product categories, identifying the Top 5, followed by other leading brands in the category. These are the 11 categories: 1. Draught Lagers 2. Draught Ales and Stout 3. Cider and Perry 4. Packaged Beers, Ciders and RTDs 5. Dark Spirits 6. White Spirits 7. Fortified Wines and Vermouth 8. Liqueurs and Specialities 9. Wine – Still and Sparkling 10. Non-alcoholic Beers 11. Soft Drinks
One thing that we can be assured of is that the constant change in circumstances will lead to new challenges and opportunities. Whilst the on trade has a long established order, it is not insulated from change, and, while there will always be revered club stalwarts, if we look at the Clubland market 10 and 20 years ago, it is undoubtedly true that there have substantial changes. In the box below are some famous brands that do not appear in this year’s report, either because they no longer command the same level of popularity at the club bar or have ceased production altogether . Allbright Bitter Ansells Bitter Castaway IPA Castlemaine XXXX Courage Best Bitter Federation Pale Ale Greenall’s Original Holsten Pils Labbatt’s Löwenbräu McEwan’s Lager Red Card Ale Samson Skol Tankard Teachers Toby Bitter Trophy Bitter Two Dogs Woodpecker
CLUB MIRROR 5
BRANDS REPORT 2022
Draught Lagers Brand
Ranking
Carling Carlsberg Danish Pilsner Coors Foster’s Stella Artois
Top 5 Brands
Amstel Birra Moretti Madrí Excepcional San Miguel Tennent’s Lager
Brands 6 to 10
Becks 4% Budweiser Carlsberg Export Estrella Damm Heineken Original Kronenbourg 1664 Peroni Nastro Azzurro Pravha Staropramen Bud Light
Brands 11 to 20
1
Carling A long standing leading brand launched in the late 1950s. Carling remains ever popular in Clubland with a strong national presence.
2 3
Carlsberg Danish Pilsner The beer recipe was changed several years ago but it has remained a brand that is purchased widely. Coors A second brand from Molson Coors that has grown in popularity over the last 20 years. This replaced and rebranded Coors Light.
4
Foster’s Foster’s came to the UK in the 1980s on a wave of Australian popularity and brewery acquisition. Long established as part of the UK beer scene.
5
Stella Artois The Budweiser Brewing Group’s leading brand. Stella Artois’ Belgian heritage is seen in their advertising. It is the leading premium lager in the Top 5 brands.
OTHER BRANDS Tennent’s Lager It is the leading brand in the Scottish market and is the oldest UK lager dating back to 1880s.
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Draught Ales and Stout Brand
Ranking
Greene King IPA (Cask) Guinness John Smith’s Extra Smooth Sharp’s Doom Bar (Cask) Worthington’s Creamflow
Top 5 Brands
Belhaven Best Caffrey’s Fuller’s London Pride (Cask) Guinness Surger Tetley’s Smoothflow
Brands 6 to 10
Boddingtons Draughtflow Brew XI Caledonia Best Draught Bass (Cask) Greene King East Coast IPA Greene King IPA (Keg) Marston’s Pedigree (Cask) Newcastle Brown Ale Ruddles Smooth Sharp’s Atlantic Pale Ale
Brands 11 to 20
1
Greene King IPA (Cask) Greene King India Pale Ale is a long established brand that has grown steadily through the decades to find the Top 5 standing. A big supporter of Rugby.
2
Guinness The draught Stout, launched originally in 1959 with its all-in-one high and low pour, created that well-known bit of theatre around a pint of Guinness. Its sponsorships of Rugby provides theatre that helps to fill clubs.
3
John Smith’s Extra Smooth The Tadcaster-brewed beer from Heineken UK is a long-term, traditional favourite in Clubland. A previous headline sponsor of Club Mirror’s Club Awards for many years, it is also a well-known favourite on the race courses around the UK.
4
Sharp’s Doom Bar (Cask) The Cornish brand from Rock has expanded to national status under Molson Coors. It is a leading cask beer with a distinctive flavour.
5
Worthington’s Creamflow Worthington’s Creamflow is a strong heritage brand from the Molson Coors stable. Another long-term Club Awards sponsor, it continues to be a strong performer around the country from its Midlands, Wales and West roots.
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BRANDS REPORT 2022
Cider and Perry Brand
Ranking
Kopparberg Mixed Fruit Magners Original Strongbow Strongbow Dark Fruit Thatchers Gold
Top 5 Brands
Bulmers Original Carling Black Fruit Cider Kopparberg Strawberry & Lime Old Mout Cider Pineapple & Raspberry Stowford Press
Brands 6 to 10
Kingstone Press Old Mout Cider Berries & Cherries Rekorderlig Strawberry & Lime Strongbow Cloudy Apple Thatchers Somerset Haze
Brands 11 to 15
1
Kopparberg Mixed Fruit This brand continues to perform strongly in draught and packaged formats. The fruit variant cider is a substantial element of the Cider market.
2
Magners Original The brand originates from Ireland in the 1930s Initially launched into Northern Ireland in 1999, Magners became widely available in the UK in the early part of 20th century.
3
Strongbow For a long time Strongbow has been HP Bulmers’ top cider. It continues to be a leading draught product in the GB Clubland market.
4
Strongbow Dark Fruit Relatively new in that the fruit flavoured ciders, This variant only took off in the mid 2010s. Since then it has grown substantially alongside Strongbow’s original cider.
5
Thatchers Gold The Myrtle Farm cider maker Thatchers have advertised their leading cider brand extensively since 2017 with a sustained TV campaign. They retain a Top 5 position in the Clubland cider market.
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BRANDS REPORT 2022
Packaged Beers, Ciders and RTDs Brand
Ranking
Budweiser Corona Extra Kopparberg Mixed Fruit Magners Original Peroni Nastro Azzurro
Top 5 Brands
Bulmers Original Guinness Surger Kopparberg Strawberry & Lime Newcastle Brown Ale Old Mout Cider Berries & Cherries
Brands 6 to 10
Becks Bulmers Crushed Red Berries & Lime Carlsberg Lager Coors Desperados Rekorderlig Strawberry & Lime Rekorderlig Wild Berries Smirnoff Ice Red VK Blue WKD Blue
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1
Budweiser Globally the ‘King of Beers’ from the Budweiser Brewing Group has been one of the most valuable beer brands in the world. It remains a firm favourite across the UK in the packaged beer category.
2
Corona Extra The Mexican beer began to make its mark in the UK as a ‘party beer’, and today it is one of the most widely available beers in the fridges around UK Clubland.
3
Kopparberg Mixed Fruit Bottled Cider has become a staple in the fridge and Kopparberg Mixed Fruit is leading the way for the fruit variant ciders.
Brands 11 to 20
4
Magners Original Magners Original’s popularity as the leading bottled cider remains. The once novel serve, using a pint glass filled with ice, helped to establish the brand.
5
Peroni Nastro Azzurro The northern Italian beer has only expanded into Clubland in recent years; initially the brand launched into top end city bars. However, now it is well established its availability is ubiquitous.
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BRANDS REPORT 2022
Dark Spirits Brand
Ranking
Bell’s whisky Captain Morgan Spiced Rum Courvoisier VS *** Famous Grouse Jack Daniel’s
Top 5 Brands
Captain Morgan Jameson Johnnie Walker Black Label 12 Year Old Martell VS *** Whyte & Mackay
1
Bell’s Whisky Bell’s is a brand with tremendous history of over 170 years. It remains prominent and has high popularity in the blended Scotch whisky category.
2
Captain Morgan Spiced Rum The trend for spiced rum saw the brand rise rapidly. TV advertising featuring the distinctive pirate captain have supported the volume and distribution growth across Clubs.
3
Courvoisier VS *** Courvoisier VS leads a busy field of competitive brands in the ever popular cognac category. The distinctive packaging helps focus attention on back bars in Clubland.
Brands 6 to 10
Havana Club Especial Hennessy VS *** Brands Jack Daniel’s Tennessee Honey 11 to 15 Whiskey Liqueur Jules Clairon Brandy Kraken Black Spiced Rum
5
Jack Daniel’s The great bourbon from Orange County Tennessee, USA. The rise of Jack (or JD) and Coke iremains one of the most popular spirit and mixer drinks.
4
Famous Grouse A well-established brand that has risen up the blended whisky category to marked prominence. It’s long-term and high profile sponsorships in rugby keeps the brand to the fore with target consumers.
CLUB MIRROR 11
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BRANDS REPORT 2022
White Spirits Brand
Ranking
Bacardi Carta Blanca Bombay Sapphire Gordon’s Gordon’s Pink Gin Smirnoff Red
Top 5 Brands
Absolut Blue Beefeater Jose Cuervo Especial Gold Red Square Whitley Neill Rhubarb and Ginger Gin Chekov Imperial Vodka Eristoff Vodka Glen’s Vodka Vladivar Vodka Zamoyski Vodka
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1
Bacardi Carta Blanca The white rum giant still dominates its specific category. There are many significant cocktails featuring Bacardi Carta Blanca, none more so than the Cuba Libre.
2
Bombay Sapphire Bombay Sapphire burst on to the market in the early 2000s as it changed ownership. It has been to the fore of the Gin revolution of this century.
3 4
Gordon’s The King - or Queen - of Gins remains a most influential brand in the gin market.
5
Smirnoff Red Smirnoff history emanates from the days of Imperial Russia and has been a favourite of the British Vodka drinkers for many years.
Brands 6 to 10
Brands 11 to 15
Gordon’s Pink Gin Pink is a most recent brand extension of the Gordon’s brand. Pink has undoubtedly been one of the most successful in the market over the last five years.
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BRANDS REPORT 2022
Fortified wines and Vermouth Brand
Ranking
Cinzano Bianco (Vermouth) Cockburn’s Ruby (Fortified) Harveys Bristol Cream (Fortified) Martini Extra Dry (Vermouth) Martini Rosso (Vermouth)
Top 5 Brands
Cockburn’s Special Reserve (Fortified) Croft Original (Fortified) Martini Bianco (Vermouth) Stone’s Green Ginger Wine (Fortified) Taylor’s LBV (Fortified)
1
Cinzano Bianco Cinzano Bianco is one of three vermouths in the set of the Top 5. Cinzano has a long history dating back to 1757 and is now with the Gruppo Campari.
2
Cockburn’s Ruby Ruby port is the most popular of the Port styles. Cockburn’s is the leading seller as well as one of the famous Port Houses, first established in 1815.
3
Harveys Bristol Cream This is a long-standing traditional Sherry with a particular English twist. The brand dates back to 1796 in the home-of-Sherry, Jerez, and has been sold around the world since those early days.
Brands 6 to 10
Cockburn’s (Fortified) Crabbie’s Green Ginger (Fortified) Brands Harveys Club 11 to 15 Amontillado (Fortified) ROC Fine Ruby Port (Fortified) Tio Pepe (Fortified)
4 5
Martini Extra Dry Extra Dry was the second product from the Martini Company, launched on New Year’s Day in 1900. Martini Rosso The first brand produced by the Martini Company in 1863, this is a mix of wines, botanicals, sugar and alcohol.
CLUB MIRROR 13
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BRANDS REPORT 2022
Liqueurs and Specialities
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1
Antica Sambuca Classic The Italian anise-flavoured spirit takes many forms in its serve, including its most famous – the flaming Sambuca that toasts the coffee bean. Brand extensions exist but the classic remains the most popular.
2
Baileys Baileys came to prominence in the 1980s and has since created its own substantial niche in this category. Accepted as a standalone drink , it is especially popular in cocktails and after dining.
3
Jägermeister The herb-infused digestif came into fashion widely in the 1980s. The shot drink is predominantly favoured by the younger drinker.
4
Pimm’s No.1 Pimm’s No 1 is a classic English fruit-cup or , most popularly, as a summer cocktail. A gin-based combination, it was first presented in the 1840s.
5
Sourz (Apple) Sourz was a late 1990s innovation that had its foundation in the late-night drink occasion. Sourz remains the most popular of its genre, with the vibrant green apple and distinctive packaging prominent.
Brand
Ranking
Antica Sambuca Classic Baileys (Cream Liqueurs) Jägermeister Pimm’s No.1 Sourz (Apple)
Top 5 Brands
Amaretto Disaronno Archers (Peach) Malibu Sourz Cherry Sourz Raspberry
Brands 6 to 10
Antica Black Sambuca Antica Sambuca Raspberry Luxardo Sambuca dei Cesari Southern Comfort Tequila Rose (Cream Liqueurs)
Brands 11 to 15
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BRANDS REPORT 2022
Wine Still and Sparkling – Brands Brand
Ranking
Blossom Hill Jack Rabbit Oliver & Greg’s Pier 42 Stowells
Top 5 Brands
Giotto Healy and Gray i heart Invenio One 4 One
Brands 6 to 10
Wine Brands (Champagne & Sparking) Barefoot Bottega Hidden Road One 4 One Scruffy Dog
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1
Blossom Hill A classic mainstream wine brand which retains a firm fan base across clubs for those wine drinking members looking for the reassurance of a well-known supermarket brand. A value-driven selection with broad appeal.
2
Jack Rabbit The most popular overall GB on trade wine brand, Jack Rabbit remains a very popular choice for mainstream wine drinkers across Clubland (and importantly it’s not available in the off trade). The brand was the wine supplier to the Club Awards back in 2013.
3
Oliver & Greg’s Another on trade only brand that has built a solid reputation, with a range of contemporary wines particularly popular in Scotland.
4
Pier 42 This value wine brand has made a particular focus on miniatures (187ml) which remain popular. The practicality of the format makes it a good option for those venues where throughput is lower.
5
Stowells One of the oldest and most traditional wine brands out there which has always done well in Clubland. Its instant recognition and reassuring image helps to maintain its appeal.
Brands 11 to 15
Wine Still and Sparkling – Varietals Brand Glera (Total Champagne & Sparkling) Merlot - Still Pinot Grigio – Still Sauvignon Blanc – Still Zinfandel – Still Chardonnay – Still Malbec –Still Shiraz – Still Cabernet Sauvignon –Still Chenin Blanc – Still Colombard Chardonnay – Still Macabeo Parellada (Total Champagne & Sparkling) Tempranillo –Still Muller Thurgau – Still Pinot Noir – Still
Ranking
Top 5 Brands
Brands 6 to 10
Brands 11 to 15
1
Glera The grape, previously known as Prosecco, continues to enjoy huge popularity as the mainstream fizz of choice across the on trade. Its easy accessibility as a good value celebratory option keeps it front of mind for all kind of events.
2
Merlot King of the reds, Merlot continues to sell well, with its instant recognition and easier drinking style being a primary driver for sales.
3
Pinot Grigio The most popular white grape varietal, Pinot Grigio is still a hugely popular choice for mainstream wine drinkers across the trade. Its ubiquity helps it to cover all the bases.
4
Sauvignon Blanc This distinctive white grape has seen great success for New Zealand in recent years and adds a more premium focused visibility to provide solid sale performance across the board.
5
Zinfandel While this is a red grape, much of the volume sales is from branded White Zinfandel. There still remains a large level of support for the sweeter, more traditional US style of rosé wine in Clubland.
CLUB MIRROR 17
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BRANDS REPORT 2022
Non Alcoholic Beers Brand
Ranking
Bavaria 0.0% Becks Alcohol Free (Blue) Heineken 0.0 Draught Heineken 0.0 Packaged San Miguel 0.0%
Top 5 Brands
Adnams Ghost Ship Alcohol Free Erdinger Alcoholfrei Estrella Galicia Alcohol Free Old Speckled Hen Low Alcohol Peroni Libera Birra Moretti Zero Bitburger Drive Carlsberg 0.0% Free Damm Fürstenberg Brewery Alcohol free
Brands 6 to 10
Brands 11 to 15
1
Bavaria 0.0 % Bavaria 0.0% Original has a slightly hop-like, malty and fruity aroma with a strong bite in the aftertaste, brewed by the Swinkels family with mineral water from their own spring.
2
Becks Alcohol Free (Blue) A German-style pilsner lager brewed in Germany using only barley, hops, yeast and water (as per the 1516 German purity law ). It uses same brewing process as traditional Beck's and is then dealcoholised.
3
Heineken 0.0 Heineken® 0.0 is double brewed with the same natural ingredients as those used for Heineken® Original. Alcohol is then removed via vacuum distillation.
4
San Miguel 0.0% With hoppy and grainy flavours, 0.0% is brewed as per San Miguel original but with fewer fermentable sugars, thus limiting the generation of alcohol. It is suitable for vegans and vegetarians.
5
Adnams Ghost Ship Alcohol Free Adnams Ghost Ship Alcohol Free is a fruity and aromatic pale ale with a lemon and lime aroma. Its 0.5% alcohol content means it can legally be classified as alcohol free.
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BRANDS REPORT 2022
Soft Drinks
20 CLUB MIRROR
Brand
Ranking
Coca-Cola (Draught) Coca-Cola (Packaged) Diet Coke (Draught) Diet Coke (Packaged) R.White’s (Draught)
Top 5 Brands
Diet Pepsi (Draught) Pepsi (Draught) Pepsi Max (Draught) Schweppes Lemonade (Draught) Schweppes Lime Cordial (Draught)
Brands 6 to 10
Britvic Blackcurrant Cordial (Draught) Britvic Lime Cordial (Draught) Diet Pepsi (Packaged) Pepsi (Packaged) Schweppes Lemonade (Packaged)
Brands 11 to 15
1
Coca-Cola Coca-Cola remains the global leader in carbonated soft drinks. That it holds a strong status in the UK’s clubs should be no surprise.
3
R. White’s R. White’s is the mainstream lemonade of the Britvic Company. R. White’s has long been the favourite of the ‘secret lemonade drinker’ in the on trade.
2
Diet Coke The diet variety has benefitted over recent years with the introduction of the ‘Sugar’ tax on soft drinks.
4 5
Diet Pepsi Diet Pepsi increasingly challenges the standard colas with its increased health awareness campaigns. Pepsi Pepsi is the second brand globally and challenges strongly in Clubland as well as in the wider on trade. Music features strongly in its promotional activity.
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