Core Lager Drives Volume and Gives Shoppers Confidence to Trade Up

• Core lager brands rank among the biggest and most popular in the UK, accounting for 17.9% of total beer volume sales in the off-trade^[1]

• New report from Molson Coors, “The Pour Report”, reveals core lager’s additional role as a ‘safety net’ for consumers trying out new beers

• 48% of lager drinkers say they are more likely to try something new in store that also offers recognisable core options

Core lager has a ‘safety net effect’ for retailers trying to balance their beer range, according to a new report that shows shoppers are more likely to experiment or trade up in a store where they can also buy their familiar standard-tier favourites.

In a poll of 2,000 UK adults, nearly half (48%) of lager drinkers say they are more likely to add something new to their basket that they haven’t tried before if core lagers they recognise are available as well.

Core lager, which accounts for 17.9% of off-trade beer sales in the UK, is also the most popular and trusted option for shoppers looking for an alternative when their first choice isn’t available, cited by 27% of respondents – more than say premium lager (24%) or craft ale (14%).

Commissioned by Carling brewer Molson Coors, The Pour Report combines consumer research with insight from convenience retailers across England and Wales, including Jack Matthews owner of Bradleys Supermarkets in Leicestershire, Nisa operator Sukhjinder Gill in Derbyshire, Go Local retailer Max Bashir in Middlesbrough and Premier retailer Fiona Malone in Tenby.

The report also challenges the idea that core lager is chosen on price alone. Among those that regularly choose core lager, less than half (42%) say price is the deciding factor, while 40% say they are most influenced by taste. Familiarity (27%), brand reputation (23%) and promotions (20%) are also cited as important drivers of preference.

Kevin Fawell, UK&I Sales Director at Molson Coors Beverage Company, added: “Core lager is a huge part of the beer category and represents a significant commercial opportunity in its own right. What our latest research shows us is the additional role familiar core lager brands play across the wider category. We hear consistently from retailers that shoppers want confidence when they reach the beer aisle. They may be interested in something new but seeing a familiar option they know and trust gives them the reassurance they need to explore.

“Core lager and premiumisation shouldn’t be viewed as an either/or choice. A strong core range gives shoppers the confidence to explore while continuing to drive significant sales and meet the needs of the large number of people who actively choose core lager for its taste, familiarity and value. That’s the role established brands such as Carling can play within a well-balanced beer fixture.

“One shopper might be buying chilled bottles for that evening, another a multipack for friends coming over, while someone else simply wants the same lager they always buy. Core lager helps make sure there is something that works for everyone.”

According to the research, two fifths (41%) of lager drinkers say they always or often choose core lager over premium or craft, compared to only a quarter (25%) that say they rarely or never do so. And, of those that would choose core lager, 66% agree that it offers the best value for money.

And, more than a third of shoppers (34%) believe better promotions and discounts would improve their experience, with availability, clearer pricing and chilled stock also important.

Jack Matthews of Bradleys Supermarkets, which operates stores across Leicestershire, said: “Demand for core lager continues to be strong and will remain a staple in the category – with brands like Carling continuing to perform as dependable, high-volume brands.”

Always enjoy our brands responsibly – bedrinkaware.co.uk.

About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life's moments. We have breweries across the UK, including our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands, from the UK’s leading core lager brand, Carling, to popular favourites such as Coors, Madrí Excepcional, Pravha, Staropramen, Atlantic Pale Ale, Cobra and Doom Bar.

While its history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle, with a growing beverage range in the UK and Ireland including Aspall Cyder and Rekorderlig.

Notes to Editors

Consumer research was conducted by Censuswide among a sample of 2,001 UK adults aged 18+. Fieldwork was carried out between 3-5 December 2025. Censuswide abides by and employs members of the Market Research Society, follows the MRS code of conduct and ESOMAR principles, and is a member of the British Polling Council. Retailer insights were gathered through in-depth interviews with a panel of off-trade retailers from across England and Wales.

1. Circana, All Outlets, GB Off Trade, Core Lager Value Sales 52 w/e 16 May 2026

For further information please contact Grace Spencer via Grace.Spencer@citypress.co.uk.

Third-party news items are published as received for informational purposes. Publication does not imply endorsement by the Guild. Please use the contact details within the post for any enquiries.