According to the Beer Global Market Report 2020-30: COVID-19 Impact and Recovery Report, the microbrewery industry as a whole across the world is set to see growth this year, albeit at a reduced rate due to the global pandemic with an increase from $214.9 billion in 2019 to $216.5 billion this year.
Looking ahead to next year, there are trends that microbreweries can tap into to help boost sales and connect with new audiences. Here are three we’ve found to wet your whistle:
Showing lager some love
Lagers have had a bit of unsavoury reputation in the beer world, often not being seen as a ‘true’ craft brew. While IPAs have continued to be a widespread choice with brewers and customers alike, they’re not to everyone’s tastes due to their hoppy nature, which some people may find a little too bitter. Lager is one of the most well-loved kinds of beer in pubs and across the world, and customers who are dipping their toes into the craft beer market in a bid to support small or local businesses may prefer to opt for something that feels recognisable. It is therefore expected that more microbreweries will delve into the lager market in 2021 to capture this audience.
Life is rosy
Rosé wine has long been a popular drink. Inspired by the pink wine, for beer and wine lovers there is a hybrid of the two – rosé beer. While it is not a totally new product, more breweries have been experimenting with rosy brews. To produce this pink drink, grapes are used as a fermentable. With fruity, rosé beer growing in popularity, especially with consumers in the warmer months, it is expected that more microbreweries will be tapping into the trend in 2021.
Leave out the alcohol
The Society of Independent Brewers’ (SIBA) British Craft Beer Report, which was published in March, found that sales of non-alcoholic or low alcohol beer was up by 30% since 2016. It also found that 23% of 18-to-24-year-olds are now teetotal, an increase of 6% from the previous 12 months. It’s no surprise then that no or low alcohol options have been popping up across the market. As consumers continue to look for booze-free tipples that provide a different experience from regular soft drinks, the ‘nolo’ market (as it has been dubbed) is set to barrel along into 2021.
Article credit – The Insurance Centre.