Ale brewers are taking a leaf out of the cider producers' books, by making the drinks appear more modern and female-friendly, according to a study by TNS Worldpanel.

Just like Magners, the Irish cider which led the resurgence in the apple drink, some brewers are marketing drinks designed to be poured over ice.

Around £364 million was spent on shop-bought ale in the year to 22 April, while £279 million was spend on cider, an increase of 32.7%.

Lager is still the market leader, with sales rising by 9.3% to £1.5 billion, Ananova reported.