Celebrating our off trade success

W e’re proud to share that our core beers outperformed their respective categories in the off trade last year.

Tribute pale ale (4.2% abv) was the best performing of the top 30 brands in the premium ale category across the off trade.

As well as significantly investing in the Tribute brand last year, we also launched a new 10 x 440ml Tribute can SKU. Joining the 4 x 500ml pack, both SKUs played a key role in helping boost overall volumes through increased distribution, while reaching new audiences and appealing to new drinking occasions.

Proper Job (5.5% abv) was the top-selling single bottled IPA in 2022 and korev lager (4.8% abv) - boosted by significant marketing investment throughout last year and new pack formats - charted as the third fastest-growing of the top 25 world beer brand across the off trade.

We saw higher growth than any other top 15 premium ale brewer throughout the festive period too - 17% up on 2021. Tribute alone saw a whopping 35% increase in sales, compared to the previous Christmas – bigger growth than any of the 25 best-selling premium ale brands on supermarket shelves.


Charlie Johnston, head of off trade sales, St Austell Brewery said:

“We’re delighted to see our beer brands continue to go from strength to strength. We’re incredibly proud of our well-established retailer relationships and fantastic teams across our business who work so hard to drive on-shelf availability throughout the year - particularly throughout the all-important Christmas trading period.

“In 2022, we continued to invest in our two breweries, in Cornwall and Bath, and in marketing our brands. We also introduced new SKUs to strengthen our offering and reach new customers. As a result, we had the best year on year performance of any of the top 10 premium ale brewers. It’s great to see more customers than ever choosing St Austell beers to take home and enjoy.”