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The Drinks Business
12 January 2021 By Edith Hancock
This year’s Beer & Cider Masters showed just how much the low- and no-alcohol sector of the category has improved in recent years, with some genuinely excellent brews receiving medals, writes
Edith Hancock.
It could appear trite to call this year’s edition of the Global Beer Masters unprecedented. This is the eighth blind tasting we have carried out in 2020 with full social distancing precautions in place. But, to paraphrase Churchill, never in the history of
db’s tastings have so many medals been awarded to so many alcohol-free beers made by just one brewer.
âIâd be stunned if sales across the industry were any better than 10% or 20% as good as last year,â said Chris Jowsey, the chief executive of Admiral Taverns, which has 1,000 pubs across the UK.
âItâs not unusual for lots of pubs to make anywhere up to 25% of their profit in December. For a lot of smaller pubs itâs really important because it carries you through the lean months of January and February, so itâs a bit of a disaster.â
âThe last two weeks of Christmas are absolutely critical, so whatever decisions are made will have a profound effect on trade across the UK,â Jowsey said.