If ever you fancy going out for a beer, make sure you have a bunch of Brits in your party. According to a new report into European beer drinking culture commissioned by MBUK’s parent company SABMiller, one of the world’s largest brewers, the British are the most generous in Europe when it comes to buying a round.
And that’s not all, if you are looking for love, and with Valentine’s Day around the corner who isn’t, then the guys can’t go wrong with fixing a date with British women who lead the way when it comes to paying for their drinks when on a date.
The ‘Beer Etiquette’ report surveyed 7,500 men and women across 15 countries revealed many more surprising insights. These include:
• 82% of Brits are more likely to buy a round for their friends rather than split the cost
unlike the vast majority of Germans (90%) who prefer to split the bill and meticulously
work out who had what.
• The South West is home to Britain’s biggest round-buying region with 93% preferring to
buy drinks in this way. Midlanders are the least likely to get the drinks in for their friends
with a quarter (24%) splitting the cost of the round instead.
Britons are unconditional round buyers as over three quarters (77%) would buy someone a drink regardless of whether they thought they would get one in return.
• This generous spirit is highest in London where 85% of beer drinkers would buy
someone a drink without a guarantee of getting one back.
• However, only 70% of Southerners would buy a drink without knowing if the gesture
would be returned.
• Across Europe, Romanians are the least concerned with having the favour returned
when putting their hand in their pocket at the bar. 91% are happy to buy a drink without a
guarantee of getting one back – compared to just 16% of German and Spanish beer
drinkers.
Britons are happy to buy for up to six people per round (5.9). Additionally:
• 15% of beer drinkers would be generous enough to buy for ten people or more per
round.
• The Scots and Welsh buy Britain’s largest rounds – they are happy to buy for up to 6.8
and 6.9 people per round respectively.
• Northerners set the lowest limit of 5.4 people per round.
• Belgium is home to Europe’s biggest rounds with Belgians prepared to buy for up to
7.1 people per round.
British women lead the way when it comes to paying for their drinks with 19% indicating that they expected to pay for all their drinks when on a date with a potential partner.
• 50% said they would split the bill down the middle
• This contrasts to figures of just 8% in France and 10% in Germany
• By comparison, 82% of British men think they should pay for the drinks themselves
when out on a date, meaning they could save themselves some money.
Britons are happy to drink beer across a wide range of social occasions.
• The majority would drink beer on a first date (76%), at a wedding (81%), at a family
meal at home (77%) and with dinner at a restaurant (81%). The only occasion deemed
unacceptable to drink beer by the majority was business meetings (28%).
• Britons’ acceptance of drinking beer on first dates was the second highest in Europe
(behind Sweden) and also over 50% more than the European average of 48%.
• In Britain, Northerners are most likely to reach for a beer on a first date (82%).
Gary Whitlie, Managing Director of Miller Brands (UK) Ltd said:
“It’s good to see that Britain leads the way in areas of generosity and camaraderie when it comes to appreciating beer. The report has certainly highlighted some interesting idiosyncrasies about European culture and how, where and with whom we enjoy a beer.”
Miller Brands (UK) Ltd exclusive second report – “The Beer Drinkers Guide” focussing on beer consumption – will be published in the spring.
-ENDS-
Maureen Heffernan
Leisure PR & Communications
(M) 07860 529 242
Email: maureenheffernan@leisurepr.co.uk
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email : emmacurrin@leisurepr.co.uk
Notes to editors:-
The research for Miller Brands (UK) Ltd ‘Beer etiquette’ report was conducted by independent global research consultancy Added Value.
Added Value conducted interviews with 7,500 respondents in 15 countries – with a sample size of 500 in each market to ensure reliability of comparisons across markets. All respondents were regular beer drinkers (drinking at least once every two weeks) and the samples were nationally representative of beer drinkers (across age and sex quotas).
About SABMiller plc
SABMiller plc is one of the world’s largest brewers with brewing interests and distribution agreements across six continents. The group’s wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2008, the group reported US$3,639 million in adjusted pre-tax profit and revenue of US$21,410 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
About Miller Brands UK
Miller Brands was launched in 2005 and is a subsidiary of SABMiller, one of the world's largest brewers. Miller Brands have assumed responsibility for the development of all SABMiller’s international premium brands across the UK; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 30% year on year in a declining market and this is increasingly recognized and referenced by retailers.