Could the drinks binge end in a bad hangover?

It may already seem like a distant memory, but this summer’s heatwave, combined with the month-long World Cup coverage, sent consumers on an alcohol binge.

It may already seem like a distant memory, but this summer's heatwave, combined with the month-long World Cup coverage, sent consumers on an alcohol binge. Drinkers downed around a billion pints of beer, and the country's 60,000 pubs saw their takings soar. Scottish & Newcastle, the country's largest brewer, was certainly raising a glass after its recent first-half results showed a 12% rise in pre-tax profits, boosted in large part by the UK division. And the good news has kept coming, with Danish brewer Carlsberg raising its guidance for full-year earnings.

But drinkers aren't just queuing up for beer. UK cider consumption is fizzing, having increased by 10% this year alone. Undoubtedly the arrival of Magners on the UK scene has played a large part in this renaissance along with other premium brands, the Irish cider saw a 33% increase in sales last year. But the renewed popularity of the drink can be traced back to 2003, when Scottish & Newcastle bought Bulmers, owner of Strongbow. This was the beginning of the upturn in the drink's fortunes as the brewer positioned the brand as a serious alternative to beer. The result? Scottish & Newcastle's cider range, which also includes the Scrumpy Jack and Woodpecker brands, has enjoyed a 40% leap in sales over the past two years.

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