England, the number one market in the world for stout sales (specifically Guinness), is growing less interested in the beer style by the year. The main blame for the decrease in stout consumption is a growing interest in ciders and spirits among younger drinkers.
(Video note: This was an ad aired in England during the Rugby World Cup. Guinness hoped that the Rugby tournament would stimulate struggling sales in the Queen's land).
A Nov. 11 story in the Off Licence News reported that stouts lost 1.1% of its market share in the overall sale of beer in England. The story reported that beer sales as a whole improved by only 0.3%, according to Nielsen Research.
Off Licence News' story said the prospect of improved sales look grim for the stout market in the coming year, namely because a poor growing summer limited the growth of primary beer ingredients. The Society of Independent Brewers said that the cost of barley went up 40% and the cost of some hop varieties doubled.
In 2006, Guinness--the de facto stout of England--suffered a 4% drop in sales and a 6% drop in consumption in Britain, according to a Dec. 2007 story in Drinks International.
Guinness need not worry too much about England. Despite the drop in Guinness' main sales market (and in Ireland--its second-best market), sales elsewhere in the world continue to grow. In fact, two of Guinness' fastest growing markets are Nigeria and Canada.
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