European-style fruit-led beer has become Britain’s fastest-growing beer trend, according to sales data from Tesco.
The supermarket has seen sales volume of these lighter beers grow by 250% in the last year.
Fruity beer styles have long been popular in Western European countries such as France, Germany, Belgium, Spain and Italy, and are associated with ‘after sport’ refreshment, particularly skiing and cycling.
Over the last 15 years, various European beers with fruity profiles have gradually become more popular in the UK. This includes Belgian strawberry brews Fruli and Bacchus Kriek and, more recently, Radler, a shandy-style beer from Germany and Damm Lemon from Spain.
Seven years ago, UK fruit lager brand Jubel was launched and quickly established itself as a popular beer for drinkers in the 21-35 age group. The company now has five different varieties – peach, mango, blood orange, lemon and grapefruit – of its 4% ABV strength lager and has seen volume grow in Tesco by more than 300%
Tesco beer buyer Ben Cole commented: “The soaring demand for fruit-led brews, particularly lager, has taken the UK drinks market by storm and is the biggest trend to hit the beer scene since the craft boom started more than 15 years ago.
“The trend actually has its roots in the craft beer movement because it introduced beers with tropical fruit profiles to more drinkers than ever before.
“For many people, the craft movement changed the perception of what a beer could taste like and opened many drinkers’ palates to a wider range of styles.”
