Amongst all the noise about 'craft keg revolutions', let's attempt some clarity.

The majority of draught on-trade beer drank in the UK is kegged.

The majority of that kegged beer is lager.

The majority of the remainder is stout and bitter.

The craft / boutique / artisinal whatever-you-will keg is a niche within a niche.

The revolution will not come from these beers.

The revolution will come when a major brewer with font space secured in outlets throughout a comprehensive national distribution network chooses to enter the market.

Chooses.

When a keg beer is brewed that appeals to the casual cask fan. And the lager fan.

When the market predictions say the time is right.

When a brand can be developed, researched, trialled and promoted.

I fully expect, within the next five years, to see a major nationwide keg brand launched, appealing to cask ale drinkers looking for more consistency and to lager drinkers looking for more flavour. Something gold. Something premium.

And it will shift the axis of the UK beer market.

The revolution will be pressurised. Just not in the way that the geeks think it ought to be. >