1. TIME FOR BEER Petra Wetzel

2. TIME The right time ? Enough time ? Time of the day ? The time has come ? It’s beer’s turn ?

3. BEER bier bierre pivo birra cerveza beer (US) it’s all the same consumer category - “let’s go for a beer” ---------------------------------------------------------------- beer (UK) Beer = ale brands “let’s go for a Lager is something else pint”

4. TIME FOR BEER… Good image is good for all categories. Bad image is bad for all categories. Consumers care about image. Perception is Reality...to think about its image. Beer is beer is beer.

5. Ales are for older men, beards and anoraks Lager louts, football hooligans (sponsorship!) Lagers – mass produced, full of chemicals Lagers – for the unsophisticated drinker “Pint of lager please. What brand? Don’t care” Beer belly, brewer’s droop, beer is fattening The Image of Beer in Britain?

6. IMAGE OF BEERS, LAGERS, ALES Not cool Unhealthy lifestyle Only for men (Or ladettes) BUT… Guinness?

7. UK beer and wine consumption

8. TIME FOR BEER Beer sales in the UK have been in decline for some years Wine sales continue to rise Alcohol will continue to be our favourite social “drug” (safe in moderation) Let’s give beer back its rightful place as King, for the right reasons Beer is Beer is Beer

9. TIME FOR BEER Opportunity for smaller independent British brewers to lead the change Niche brands Marketing can be different from global brands PR as well as marketing; big local influence Collaboration is the name of the game Untapped female market : 50% of population

10. WHY COLLABORATION? Cooperative model in other fields works well Shared services still allow competition EBC is good example of non-competitive networking, but UK doesn’t make much use of it Tested collaborative idea in Scotland but little interest. Offended SIBA! e.g. distribution, packaging, quality/safety, procurement

11. Opportunities to partner with the big brewers, locally nationally and for export They do many things extremely well : take the best bits Most have been around for longer than many of us Global consumers WEST experience is good ; two-way collaboration Opportunities

12. WEST’s CONTRIBUTION TO BEER’s IMAGE? Reinheitsgebot = dispel any perception that lagers have to be full of chemicals Relationship and respect for Tennents wouldn’t be expected Non association with macho Deliberate support for feminine values Beer can be stylish, wholesome, cool Keg beers do not have to be filtered and pasteurised Beer is bier is bierre is cerveza is pivo

13. and finally... Thank you SIBA