The brand aims to aid independent retailers in profiting from the fastest growing UK consumer lifestyle choice and fulfil demand for a vegan centric mainstream lager offering
Award-winning Kestrel Premium lager is further supporting independent retailers by bringing a mainstream vegan offering to the market. Veganism is the fastest growing consumer lifestyle choice being adopted in the UK and independent retailers should look to cash in on the ever-increasing opportunity. Whilst there are some vegan beer products available, the consumer benefit is not readily communicated, and they are often in small craft cans at a higher price point which can detract from the appeal. Veganism is becoming an everyday choice for many, so shoppers will be actively seeking products that meet their needs but that do not charge a premium for the privilege. Products free from animal derivatives are big business and retailers should be aligned with consumer demand from the outset. Kestrel Premium Lager is available in a 4x500ml pack format. The campaign will be communicated from January, in line with Veganuary which saw 400,000 consumers sign up in 2020. Kestrel Lagers have all recently been certified as vegan buy The Vegetarian Society – the UK’s foremost recognised charitable organisation dedicated to inspiring, informing and enabling people to become vegetarian.
Nigel McNally, Managing Director at Brookfield Drinks (the UK distributor of the brand) commented, “we are seeing unprecedented growth for vegan products as more consumers; millennials and GEN Z’s in particular are continually looking for sustainable products and products that fulfil ethical and moral requirements. The market has seen exponential growth which is forecast to remain for the next 5 years, so we have some real longevity here. Some craft beers mention being vegan, but no one really shouts about it and here at Kestrel we are looking to change that. We want to really communicate that not only are we an award-winning, great tasting beer born in Scotland and crafted using the fascinating Holy Brewing Method, but that we are vegan and are actively pursuing sustainability and ways we can reduce our impact on the environment. We proudly supported the RSPB, donating over £100,000 to date and are keenly seeking ways in which we can support charities and good causes. Vegan and alternative products are often sold at higher price points but Kestrel Premium lager will remain as a premium value line, offering great margin opportunities to retailers and wholesalers, whilst still being sold at an attractive price to shoppers.”
Kestrel Premium lager will commence its vegan campaign to coincide with Veganuary. Activity will span consumer and trade media, Social media, and digital platforms. Wholesale and trade can benefit from price promotions throughout the campaign. Kestrel is committed to actively increasing its sustainability with new sustainable packaging being introduced in 2021, aimed at reducing plastic waste. The brewery also ensures all brewing byproducts are recycled as animal feed or organic compost.