Shepherd's Asahi brings in the flocks

Demand from discerning drinkers for trendy Asahi lager has helped the UK's oldest brewer toast record results.

Shepherd Neame, which has brewed in Kent since 1698, makes and sells Asahi Superdry under licence for the Japanese brewer and has been pushing the brand in London and other major cities.

Asahi volumes were up 5% overall with draught sales rising more than a third. Chief executive Jonathan Neame said: "The lager market is moving from mainstream brands and Asahi is a bit different." Overall pre-tax profits rose 25% to £8.7 million in the year to June 26, with revenues reaching a record £115.4 million.

The company also brewed a World Cup beer, 4-4-2, which did "pretty well" but the tournament was not much of a boost. Neame added: "England's performance was so dire people did not stay long in the pubs."