06/10/2026
Flavour is playing an increasingly important role in what consumers choose in the on-trade. But what does that mean for b**r?
In the latest instalment of our Category Agony Aunt series with the The Morning Advertiser Lock In podcast, HEINEKEN UKs Head of On-Trade Category, Serena Smith, joins Ed Bedington to explore whether flavoured b**r is becoming b**r's big thing.
Fruit and flavoured b**r may only account for 1% of total b**r value today, but it's growing +34% year-on-year and is now worth £168m in the UK on-trade.
And, with younger consumers increasingly seeking discovery, flavour and more premium drinking experiences, is this a category operators should be paying closer attention to?
👉 Listen to the episode here: https://www.eazle.co.uk/huk/en/CategoryAgonyAuntFlavouredB**r
👉 Read the full category advice here: https://www.morningadvertiser.co.uk/Article/2026/09/29/the-morning-advertisers-lock-in-podcast-episode-120/
And let us know, what you would like Serena to cover next?
Whether it's category trends, ranging, pricing or driving footfall, I'd love to hear the questions and challenges you're facing. Drop a comment below with your question, which could feature in a future episode.
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