[Markets] The Market For Beer

A recent report from UK market research firm Mintel entitled "Beer" reports that according to Jonny Forsyth, Senir Drinks Analyst, "Lager can undoubtedly innovate its way out of its current slump. If ever there was doubt about the importance of innovation in driving sales this can be dispelled by the value which flavoured vodkas plus pear and other fruit-flavoured ciders have added to their respective youth-orientated categories." Some questions answered in this report include: How can beer unlock the potential of off-trade sales? Are UK lager sales in permanent free-fall or will they recover? Can lager innovate its way out of its current slump? Can lager realistically attract UK women in sufficient numbers to stabilise overall sales?