| Table of Contents: | DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The UK ales segment has been hit by the recession, but new launches could help enhance consumer demand 2
The UK is a leading market for ale consumption, but its value is falling 2
Manufacturers are attempting to boost market growth with new launches that address key consumer trends 3
Adnams has boosted its performance in the recession by focusing on pricing and the long-term benefits of its sustainable cask ale business 5
Adnams' decision to hold 2008 prices to the end of 2009 has boosted its performance after it struggled in 2008 5
Cask ales are growing in popularity and could boost Adnams' long-term performance 6
Adnams keeps its product line small and exclusive to retain premium status, while limited editions help enhance consumer interest 6
The company is one of the few in the sector to focus on sustainability, an area of concern to a growing number of consumers 7
The company faces a number of threats to its long-term growth 9
Conclusion 10
APPENDIX 11
Case study series 11
Methodology 11
Secondary sources 11
Further reading 11
Ask the analyst 12
Datamonitor consulting 12
Disclaimer 12
List of Tables
Table 1: The UK beer market by sector ($m), 2003-13 2
Table 2: Top 10 European countries for ales, stouts and bitters, per capita consumption ($m), 2008 3
Table 3: Top five leading claims and flavors in ales, bitters and stouts launches in the UK, 2005-09 4
List of Figures
Figure 1: UK ales launches rose strongly in 2008, as manufacturers attempted to boost the sector in the recession 4
Figure 2: Adnams produces a range of cask and bottled beers that address consumer desires for tradition, provenance and sustainability issues 5
Figure 3: Consumers in the UK are partly influenced by ethical considerations in their alcoholic drink choices 8
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