BOOZE ‘REVOLUTION’

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CRAFT beers are driving mainstream booze brands from supermarket shelves.

The trendy ales are soaring in popularity as drinkers turn their back on traditional brews.

Sales of Britain’s top 20 craft brands have surged 71.9% to £124.7million in the last year.

Their combined growth is £58.2m. The increase is almost double that of the 20 biggest booze brands, which have seen combined sales inch up just 0.6%.

Trade magazine The Grocer said: “Welcome to the revolution – a coming of age for craft booze.”

It added: “Some of Britain’s biggest brands have been ousted from the shelves to make way for these newcomers.”

Its report shows Scottish brewer BrewDog has become the first craft ale producer to appear in its Britain’s 100 Biggest Alcohol Brands table.

BrewDog has overtaken top brands such as Jagermeister, Southern Comfort, Amstel and Cobra.

The firm’s sales are up 170.5% – £24m to £38.6m – as it enters the league table in 65th place. The popularity of its Punk IPA craft ale was the main reason for its success, accounting for £23.8m of sales.

BrewDog’s head of UK sales Steve Ricketts said range revamps had been “some of the most exciting we have seen in beer”. He added: “This has not only had a positive effect on our business, but the whole craft industry.” ®

REAL POPULAR: Craft ale is booming hobby for the 58-year-old soon grew into an obsession. Nick spent hours on the internet every evening looking for new varieties, like rhubarb flavour. Deborah said: “I gave him the book so it’s possibly partly my...