Brewing giant InBev has told British pub operators they should be charging more for beer because consumers are willing to pay more.
Steve Kitching, managing director of on-trade sales, said some pub managers treat beer “like petrol” and have a “price point ceiling in mind, which they are wary of breaching.”
“Traditionally, retail pricing was determined purely on margin terms based on retailers’ need to make a certain percentage profit,” Kitching. “Today it’s more about what consumers are willing to pay, but there is still some way to go.”
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