COMMENT: Ale targets niches in beer war
By Datamonitor | 4 October 2002
UK Brewer Shepherd Neame has announced strong sales of Spitfire ale. The news reflects the fact that it can be easier to grow in niche markets rather than more mature mass markets. Real ale can no longer hope to compete equally basis with lager; instead, ale brewers are targeting small but loyal consumer bases. Spitfire now plans to release television adverts, but even this will not help real ale compete with lager.
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UK Brewer Shepherd Neame has announced strong sales of Spitfire ale. The news reflects the fact that it can be easier to grow in niche markets rather than more mature mass markets. Real ale can no longer hope to compete equally basis with lager; instead, ale brewers are targeting small but loyal consumer bases. Spitfire now plans to release television adverts, but even this will not help real ale compete with lager.
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