Research published by the market analyst firm Datamonitor says that in a mature alcohol market, successfully touting drinks to non-traditional consumers will separate those gaining market share from those losing it.
The survey cites cases such as Bulmers, as well as Camra's recently launched push to win women drinkers over to the real ale market.
However, Datamonitor warned that marketers should try not to alienate exisiting drinkers with new brand identities.
Andrew Russell, consumer markets analyst at Datamonitor, said: "While chasing after new drinkers, however, manufacturers must carefully manage any new branding or advertising in order to ensure that it does not alienate their 'safe bet' traditional drinkers."
Cider is being positioned as a competitor to lager, and Datamonitor says that few current cider drinkers are going to drink more cider because of an advertising campaign.
The new Strongbow campaign, created by TBWA and based around the strapline "Get a thirst first", sends up the laddish advertising used by brands such as Foster's and Carling.
"These two new campaigns demonstrate the importance to drinks manufacturers of developing new audiences in order to promote growth. The search for new consumers will greatly increase the competitiveness of the drinks industry over the next few years," Russell said.
The volume of ales and stouts sold in 2001 fell by 1.8%, compared with the 1996 figure, to 2.9bn litres, while the volume of lager sold rose by 0.3% for the same period to 3.2bn litres.
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