Monday, 25 October 2010
Premiumisation in practice
As noted on their own blog, BrewDog have now got three of their beers listed in Morrisons, who of the “big four” supermarkets arguably take the most conservative approach to their beer range. They are Punk IPA, 5am Saint and Trashy Blonde, and they are priced at a somewhat eye-watering £1.59 for a 330ml bottle. Tesco, in comparison, sell Punk IPA and 77 Lager for £1.39 a bottle. Morrisons sell a wide range of 500ml premium bottled ales for £1.69 each, or £5.50 for 4, which works out at 27.5p per 100ml. The BrewDog beers, in contrast, are 48.2p per 100ml, 75% dearer. Are they better beers than Pedigree or Abbot Ale? Very possibly. Are they that much better? The jury is still out on that one. I did pick up a bottle of 5am Saint, as I’ve never tried that particular beer, but in general I think I’ll be waiting for the offers to kick in.