In 1980 more than 80% of the beer in the UK was consumed in pubs. Over time, a series of economic squeezes, changing demographics, health awareness campaigns, the ban on smoking in pubs and, perhaps most crucially, aggressive price discounting by supermarkets have produced a seismic shift. Data just reported shows that supermarket and off-licence sales comprised 51% of all beer sales in the UK during 2015. Would this be a good or a bad thing if you were one of the 145,000 pubs, clubs, restaurants or hotels that sell beer in the UK? Who wins and who loses out of this change? And what would a strategic response to this trend data look like?