Guinness gets a rival as sales of black lager go through the roof
A pint of the black stuff has meant only one thing for generations of beer drinkers... Guinness.
Yet that's about to change as black lager becomes the fastest-growing tipple in Britain, with sales soaring 42pc in a year.
Supermarkets and pubs are struggling to keep up with demand for the brew - a cross between lager and bitter.
Tesco's current range includes Bernard Dark and Budweiser Budvar Dark from the Czech Republic, Xingu from Brazil and Zeitgeist from Scotland. Tesco's Peter Bexton said: "Black lager answers a beer drinker's prayer with a lager's crispness and an ale's flavour." A bottle of Bernard Dark is £2.05 against £1.55 for a Guinness. UK Guinness sales are still £1bn to black lager's £2.5m.
Did you get that last sentence that completely vitiates the rest of the article? It's a speciality of the tabloids, that. £2.5m total sales (for all brands in the black lager sector, do you mind) is supposed to be a rival to a market worth £1bn. That's 0.25%, in words A QUARTER OF ONE PER CENT. It's possible for black lager to grow 42% in a year precisely because it is coming from almost nothing!
By this logic the editor of the Mirror should be very worried about the competition from Unicorn, a folk music magazine covering Bedfordshire, Buckinghamshire, Cambridgeshire and Hertfordshire. It's got a circulation of 3000, which is 0.25% of the Mirror's circulation 0f 1.2m. He should be even more concerned about the Richmond and Twickenham Times. That sells a massive 15000 copies, over 1% of what the Mirror does and hence FIVE TIMES nearer to being a rival than black lager is to Guinness.