BrewDog has become the first craft brand to appear in The Grocer’s ranking of Britain’s 100 Biggest Alcohol Brands.
Meanwhile Greene King and Marston’s both slipped out of the Top 100.
According to MCA’s sister title the anarchic Scottish brewer has overtaken established brands such as Jägermeister, Southern Comfort, Amstel and Cobra, with sales up 170.5% (£24m) to £38.6m, to join The Grocer’s exclusive ranking in 65th place [Nielsen 52 w/e 22 April 2017].
Punk IPA was the main driver behind BrewDog’s success, accounting for £23.8m of its sales, on volumes up 122%. But its other core beers, 5am Saint, Dead Pony Club and Elvis Juice, also added significant value, contributing a £8.47m to the brand combined. Nanny State, its 0.5% beer, grew by 219.8% (£1.6m).
Meanwhile Greene King saw sales dip 2% to fall from 97 to 101 and Marston’s dropped 12 places to 105 with sales down 8.3%.
The top five comprised of Stella Artois; Smirnoff; Fosters; Budweiser and Carling.