LAGER lovers have become healthconscious, responsible drinkers who value their local pub's diversity policies.
The UK's most popular style of beer was once associated with hooligans but research shows today's lager drinkers are keen on low-calorie, low-alcohol and gluten-free varieties.
A major survey found nine in 10 Brits want to drink low-calorie beers.
The same number reported being interested in switching to low and no-alcohol bevvies, found industry exerts Vypr.
And more than half (52%) would be willing to pay more for an ecofriendly lager or ale.
Vypr founder Ben Davies said: "There is a huge selection of specialist beers available now that will cater for all tastes, as well as allergies."
Six in 10 punters reckon a watering hole's approach to equity, diversity and inclusion is important, according to a separate poll by UKHospitality and CGA by NIQ.
UKHospitality Kate Nicholls said: "These new statistics show this work is clearly valued by the public and is actually a significant factor in where they choose to visit."
Lager's market share soared to 69.5% last year, with bitter on just 15.4%.

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BIDEN'S LEAVING GIFT IS..WORLD WAR 3

MAKE A MARC WITH AMORIM

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.