Brands Report. What's trending in clubs?
Our exclusive Brands Report reveals which brands are earning their place in the club bar and the overall position of Clubland in the On Trade
The 17th Annual Brands Report covers all drinks categories identifying the current leading brands in Clubland. An overview of the On Trade is also included in the full report to show where Clubland stands compared to some other channels such as pubs, and its position within the On Trade as a whole.
Key Findings
- Clubland accounts for 20% of On Trade premises.
- Clubland’s growth sees it take second place in the On Trade as a whole, behind Free Pubs.
- Wet sales are up by +1.4% against the On Trade’s +1.1%.Only Free Pubs have outperformed Clubland in overall wet revenue.
- Over the last 12 months Clubland served an estimated 1.08 billion drinks at a total level.On a per outlet basis, drinks sold rose 0.5% to 55,166 per annum.
- Beer and Cider are the most consumed beverage followed by softdrinks, with spirits just behind.
- In the Packaged LAD category, sales grew at +1.7%, with Clubland holding the fifth largest position.
Draught Lager
Draught Lager is the biggest category for clubs, accounting for 34.2% of sales in the last 12 months. Clubs have performed ahead of the overall Draught Lager channel, with Carling the best seller, followed by Madri Excepcional and Foster's.
Draught Ales & Stout
The brands that lead have won their hard-earned place at the club bar and the best sellers retain their position in the Top 5 – Guinness, John Smith’s, Worthington’s, Greene King IPA and Beavertown Neck Oil Session IPA.
Draught Cider
Overall the Cider brands of Heineken’s (Strongbow, Inch’s and 4 others) and Thatcher’s hold the Top 5 places. The companies between them sell two thirds of Clubland volume in the draught format.
Packaged LAD (Long Alcoholic Drinks)
Guinness 0.0% has been prominent in above the line media and heads up the Packaged LADs favourites, followed by Kopparberg Mixed Fruits, Peroni Nastro Azzurro, Corona Extra and Magner’s Original. Sales grew at
+1.7%, with Clubland holding the fifth largest position in the On Trade. Soft Drinks
Soft Drinks
Soft Drinks are the second largest category by value, at 15.1% of all sales in Clubland. Two global players dominate the category and whilst the leading player Coca-Cola GB is a longstanding contributor, their competitor has changed. Carlsberg-Britvic has, through the former’s acquisition, became the second dominant soft drinks producer in the On Trade. Across the top brands seven hail from Carlsberg Britvic with six backed by Coca-Cola GB.
Dark Spirits
The Dark Spirits category has had no Top 5 movement, with the range of well known brands remaining prominent on the optics of Clubland. This is the third strongest year-on-year trend across Clubland; sales at +4.7% was second best year on year trend.
White Spirits
White Spirits account for 7.9% of all sales, with the top brands retaining their relative positions compared to the previous year. Long established brand, Stolichnaya returned to the Top 15 and a relatively new brand Au Vodka entered the rankings.
Wines (Table & Sparkling)
The Wine category had suffered larger volume decline than many other drinks categories, but in the last year across Clubland sales revenue was marginally higher by 0.9%. In brand terms Jack Rabbit retains its top spot, with Pier 42, Blossom Hill, Oliver & Greg’s and One 4 One maintaining their positions. order.
Liqueurs
The category accounts for 5.5% of Clubland wet sales this year, up from 4.9%. The brands in this collective of spirits styles are featured highly in the cocktail and shooters consumer usage. So its continued growth will be supported by this phenomenon as has been the case across all spirits. The five leading brands have succeeded in retaining Top 5 positions, with only Tequila Rose and Baileys swapping places, in at number 3 and 4 respectively.
Fortified
A category that is oft overlooked, however one that is very distinctive. A possible home of a new trend opportunity following on from revivals in RTDs and Dark Spirits perhaps? The Top 5 pecking order is Martini, Cockburn’s, Harvey’s, Cinzano and Taylor’s.
For the full report click here
