A new study is reporting that that beer sales in UK bars, pubs and restaurants are in trouble…serious trouble.

Here’s the deal….

According to a study conducted by the British Beer and Pub Association (BBPA) and the Marston’s pub chain, the English aren’t choosing beer like they used to when they’re out on the town. In fact sales of beer in bars, pubs and restaurants in the UK have fallen by a third since 2007.

On-trade beer sales which peaked at 5.7 billion pints in January 2007 dropped to 3.6 billion pints in 2019…

On the positive side (hey there’s always a silver lining …right?), although pub-goers are buying less beer, they’re trading up to more expensive premium brands when they do.

The report which politely explains a sales drop of almost a third in 12 years as a “levelling out,” found that almost half of consumers surveyed are looking to upscale their drink choice.

The just released report, which was overseen by analysts Kantar, CGA and Alcovision, found that “the main beneficiaries of this growth have been craft beers and import brands, growing by 194,000 and 218,000 pints respectively, both categories which command higher price points…

This overall decline in beer volume stands in contrast to sales of low and no ABV beer, which have risen by 30% since 2016.

The Drinks Business is reporting that 40 new low and no ABV beers have entered the UK’s on-trade in the last two years alone.

According to the British Beer and Pub Association’s report, 65% of consumers are trying to lead a healthier lifestyle. And part of that directive means drinking less alcohol…

This migration to low alcohol beers is being led by 18-24 year olds, the report claims.

Around 9% of that age group have already switched to low or no ABV beers, with those between 18-34 being the most likely to consider switching at 22%.