ARE LIFESTYLE BRANDS HERE TO STAY? AS THE BREWING INDUSTRY ON BOTH SIDES OF THE ATLANTIC STARTS TO EMERGE FROM THE PANDEMIC’S VICELIKE GRIP, BOB PEASE, CEO/PRESIDENT OF THE BREWERS ASSOCIATION THE NOT-FOR-PROFIT ASSOCIATION FOR SMALL AND INDEPENDENT AMERICAN CRAFT BREWERS, LOOKS AT WHAT’S ON THE HORIZON, WHAT’S NEW AND WHAT COULD BE NEXT.
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SUMMER 2020
M
indful drinking has been
years ago. What’s also interesting is the
sweeping both the food
demand features of this segment extend
and beverage sectors in
well beyond alcoholic strength.
recent years and in the
In a survey conducted by Nielsen on be-
beer industry these life-
half of the Brewers Association, we asked
style brands are characterised by lower
craft drinkers which ‘mindful drinking’
calories, lower carbohydrates, organic
choices they were more interested in
and other ‘health’ ingredients.
now compared with a few years ago.
It’s important to point out that this sector
Low ABV, gluten-free and non-alcoholic
is not new to the beer industry as lighter
were at the bottom of the list. The top
beer brands have been around for dec-
choices were low calorie, organic and
ades touted for their drinkability, but as
low carb. Craft beer drinkers clearly
beer drinkers age, they may be looking
demonstrated that the number one
for different beer options from their fa-
demand attribute for craft beer is still
vourite breweries compared to five or 10
flavour.
BREWERS JOURNAL EUROPE
