Adnams Case Study

Overcoming The Poor Performance of The Recessionary Hit UK Beer Market

Publication Date	September 2009
Publisher	Datamonitor
Product Type	Report
Pages	12
ISBN Number	not applicable
Product Code	DAT15749

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Summary

This case study on Adnams forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the UK ale producer has overcome a challenging period by focusing on pricing issues as well as premium and ethical business practices.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
- The UK ales segment has been hit by the recession, but new launches could help enhance consumer demand
- The UK is a leading market for ale consumption, but its value is falling
- Manufacturers are attempting to boost market growth with new launches that address key consumer trends
- Adnams has boosted its performance in the recession by focusing on pricing and the long-term benefits of its sustainable cask ale business
- Adnams' decision to hold 2008 prices to the end of 2009 has boosted its performance after it struggled in 2008
- Cask ales are growing in popularity and could boost Adnams' long-term performance
- Adnams keeps its product line small and exclusive to retain premium status, while limited editions help enhance consumer interest
- The company is one of the few in the sector to focus on sustainability, an area of concern to a growing number of consumers
- The company faces a number of threats to its long-term growth
- Conclusion
APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: The UK beer market by sector ($m), 2003-13
- Table 2: Top 10 European countries for ales, stouts and bitters, per capita consumption ($m), 2008
- Table 3: Top five leading claims and flavors in ales, bitters and stouts launches in the UK, 2005-09
List of Figures
- Figure 1: UK ales launches rose strongly in 2008, as manufacturers attempted to boost the sector in the recession
- Figure 2: Adnams produces a range of cask and bottled beers that address consumer desires for tradition, provenance and sustainability issues
- Figure 3: Consumers in the UK are partly influenced by ethical considerations in their alcoholic drink choices