Thursday, August 14, 2008

Bringing it all back home

One of the major trends in the drinks market over the past thirty years has been the move from drinking in the pub to drinking at home. Surely one of the major reasons behind this, although rarely acknowledged, is the rise in car ownership. Beer is a very heavy substance, and so if you don’t have a car it is hard work to lug enough of it home for a decent drinking session. Even in the mid-1970s, most ordinary working-class families didn’t have a car, but now (assuming they are actually in work and not living on benefits) they do, so it becomes much easier to stock up on beer at home. And, as the market grows, obviously retailers will start tailoring offers to cater for it. There’s not much point in offering multibuy deals on 15-packs if the customers have to carry them home on the bus.