Lockdown has made the UK ‘more curious’ when it comes to testing out a new tipple, a new study by sour beer producer Vault City has found.
The research reveals that around a third (31%) of UK drinkers are likely to be ‘more experimental’ when it comes to choosing drinks than they were prior to March 2020.
The study, commissioned to gauge how life has changed three years on from the UK going into lockdown, also found that almost three in ten people are more likely to spend more on less alcohol than they would before the pandemic. This suggests a shift in attitudes towards ‘more premium’ beverages.
Drinkers in Norwich and Sheffield (both 39%) are most likely to be more experimental when choosing alcohol as a result of lockdown, ahead of London and Birmingham (both 38%), with Glaswegians (36%) making up the top five.
Edinburgh-based Vault City Brewing produces new sour beers every fortnight with flavours ranging from Iron Brew and Rhubarb and Custard to Winter Berry Smoothie and Mango, Banana, and Coconut Crumble.
“We’re known as the mad scientists of sour beer for our weird and wacky flavour combinations, and we always encourage people to be more experimental when it comes to trying new drinks,” said brewery founder Steven Smith-Hay.
“Our sales have really spiked since lockdown, and I think it’s a combination of people being willing to try new things, but also expecting more from the drinks they spend their hard-earned money on.
“I think the days of ‘drink as much as you can for as little as you can’ are gone for most, and drinkers are becoming more discerning in their tastes. We’ve noticed they are more willing to pay more for a premium product, with emphasis on production, provenance, and experience rather than price.
“This appears to be a legacy of lockdowns, and shows that for many, the nation’s relationship with alcohol is changing.”
