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3 Beer Trends to Stay on Top of the Beer Market

With the increasing development of craft beer and the premiumization effect, the traditional beer market has been hugely affected to the point of having declining sales numbers. Nevertheless, some companies have been investing in product development and have also realised that the consumer consumption habits and desires have changed a lot in the past years with the arrival of the digital era and the social media. This transformation is the reason for companies to discover the new consuming trends in the beer market.

1.    Drinking as part of an experience.

Consumers are more likely to consume alcohol while travelling to a different destination or as part of a relaxing and joyful holiday. Some breweries have taken this concept and have adapted their brand to offer a travelling experience with a brewery tour, a unique way to introduce new customers to the brand and to give it a social media presence.

2.    Pairing food and beer

As food and wine, people are starting to play with beer and food pairing, which has been a really big trend for the past year and will continue to attract more and more people. This trend offers an enjoyable and fun experience it is also a way of introducing people that don’t usually drink beer to try a product.

3.    Flavour and intensity of the beer

People are more and more receptive to trying different flavours of the beer. The craft beer category was built on the concept of giving people a more authentic product that plays with the intensity and flavours of the ingredients. But, companies are also producing different types of beverages like 0% beer or beers with a sweeter taste than regular beer to widen the appeal. They also trying to market their product to the millennial generation and are lowering ABV and offering it as an alternative to a soft drink.

With all these changes, it is has become more important to understand and learn about the consumer trends, the new challenges and main issues that the entire industry is facing. With the same purpose, Arena International brings together the most senior speakers in the most anticipated event of the industry, the 20th Anniversary of the International Beer Strategies Conference 2018 from the 8th to the 10th of May in London.

Countdown to International Beer Strategies Conference 2018