UK lager has had its day

UK consumers will drink on average 11 litres or 19 pints less of the product by 2012.

The new findings will make difficult reading for the country’s brewers, who may face the possibility of having to enter new markets to ensure future profitability in their operations.

“The traditional lager lout, with his beer belly and pint in hand, maybe becoming a rarer breed here in the UK, as the lager market has well and truly lost its head,”

“As people are much more aware of the wide choice available, drinkers now realise that there is more to life than just a pint of lager,”

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