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Vault City names Norwich and Sheffield most experimental cities

A report from Vault City Brewing has revealed that Norwich and Sheffield are the most experimental cities in the UK when it comes to alcohol, according to research.

The study was commissioned to gauge how life and consumer habits have changed three years on from the UK’s pandemic lockdown. One of its biggest discovery points is that three in 10 people are more likely to spend more money on less alcohol, suggesting that the public is shifting towards more premium and expensive spirits and beverages.

City by city, consumers in Norwich and Sheffield are most likely to be more experimental when choosing alcoholic beverages (39%) as a result of the lockdown, ahead of London, Birmingham and Glasgow which round of the top five. Research also showed that in the UK as a whole, 31% are likely to be more experimental.

Vault City is a sour beer producer which supplies supermarkets Tesco and Morrisons as well as more than 200 independent bars and restaurants across the UK.

Founder Steven Smith-Hay commented: “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. 

“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.” 

24 March 2023 - Bradley Weir