BrewDog believes drinking beer is about discovery and experimentation, which has been reflected in the continued success of Craft Beer in recent years. Previously Lager has not traditionally sat within the Craft Beer repertoire, however, Lost Lager has changed that. With refreshment key during the summer months Lager has been identified as a significant style to introduce consumers to the Craft Beer category.
Paired with its sustainability credentials and the fact that 31% of new Lost Lager shoppers enter the Craft Category after buying Lost, the brand has been vital to helping recruit new shoppers and drive incremental sales.
Research shows quality (66%), taste (50%) and range (45%) are the top drivers to purchasing BrewDog, and the brand prides itself by working with the best brewers to ensure that Lost Lager does not compromise its ethos, to make people as passionate about great beer as they are. As a result, BrewDog’s Lost Lager was awarded Best International Lager at the World Beer Awards last year.
Lager drinkers are also looking for added value from their beer choices and sustainability was identified as a key reason to purchase when developing Lost Lager. This is where it presents a category first, as the original carbon negative lager. With 94% of premium lager drinkers caring about the environmental crisis1, the brand engages this element, allowing shoppers to make a simple change and benefit the planet.
This all means that just two years after it launched, Lost Lager has not only become the fourth-largest Craft Brand in the UK Total trade by volume2, but it is also holding its own in the lager category, as the sixth-fastest growing lager for absolute growth in the off-trade, +40.8% to a value of £7.2m3.
- Kantar Bespoke research – BrewDog
- CGA OMPS MAT 31.12.2022 & Nielsen Scantrack Total Off Trade MAT 28.01.23
- Nielsen Scantrack Off Trade MAT 01.28.23
