Carling has been knocked off its perch as the best selling beer in the UK, statistics show.
The Burton-brewed old favourite Carling has now been outstripped by Italian lager Birra Moretti, owned by Heineken UK. Heineken claims the changing of the guard comes as “drinkers continue to opt for more premium beer options”.
Data from food and drink supplier affiliate CGA says Birra Moretti draught sales grew by 9.6% in the last quester compared to the previous year. Data says boozy Brits drank £246.7million worth of beer in this period, the Morning Advertiser reports.
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Drinkers are “opting to drink higher-quality products such as Birra Moretti in venues despite an overall decline in beer consumption”, Heineken argued.
Heineken UK beer brands unit director Veronica Sica said: “The continuing rise in popularity of Birra Moretti reflects the increased importance of great quality experiences, and therefore a willingness to pay more for them.”
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Sica added: “Birra Moretti encourages the drinker to live the Italian lifestyle through the ideas it cultivates; enjoying great craftmanship, spending time with friends and enjoying a good meal together.
“As beer drinkers continue to prioritise quality experiences in pubs, bars and restaurants, the value this premium Italian lager offers is clear, which is why it has now overtaken Carling to become the UK’s favourite”.
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It comes as beer lovers are staring down the barrel of a brutal price hike, as the industry seeks net zero targets.
Proposed fees from DEFRA could see beer producers forced to pay more for each of the bottles they produce or import as part of the environmental department’s Extended Producer Responsibility (EPR). Organisations inside the beer industry have warned that the illustrative base fees outlined by DEFRA could see the price of a bottle of beer go up by around 7p.
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This, trade organisation the British Beer and Pub Association has said, would be the equivalent of increasing the duty on beers by around 21% and “inevitably will lead to price increases for consumers.”
The fees, they say, are too high following the government’s estimated fee release on August 15. The government. Meanwhile, says that “EPR for packaging is a cornerstone of tackling waste in the UK.”
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