Mapping the trends of the future

With a plethora of beers from around the globe making their way to Britain, consumers seem content to take their taste buds on a world tour. We ask a panel of experts to predict the countries that will make their marks in the years to come

South America

No FIBS CEO John Harley

'I don't believe any one territory will dominate in the next couple of years. However, certain parts of the world will open up more with the rise and rise of a particular beer from that country. For instance, because of the Corona phenomenon, people are now searching out the real thing - genuine Latin American brands. Similarly, Peru could be a country to watch, with the rising popularity of Cusquena beer.

'Latin American beers are going to be the most interesting ones to watch for the simple reason that we haven't had many of them through yet - they are still relatively unknown to us. While they are based on the Pilsner style of brewing, they also have something different to offer - that Mediterranean style of drink.

'South American beers will add a spark to the UK market. They also have the advantage of having great food to accompany them, which makes them more appealing to the consumer and therefore easier to sell. Compare this to a Polish beer - you would think, 'what an earth am I going to eat with this?''

'Latin America has the dance, the rhythm and the heat, which definitely appeals to British consumers.'

Punch Taverns category manager Steve Martin

'Everyone should be keeping an eye on the Latin Americas, as the big brewers gain an ever-increasing presence there - Coors with Sol and Dos, and InBev with Brahma - both in the last few months.The next logical move for both brewers would be to import additional brands from neighbouring countries. This helps the imported beer market overall, as the big brewers give it more credibility - people realise the sector is here to stay, that it is not just a passing fad.

'In terms of speciality beers, I think the most movement will come from Europe, since it is there that people spend most of their holidays. Whereas 20 years ago you'd go to the Lakes or Blackpool for the weekend, you can now hop on a plane and be in Barcelona or Prague in a couple of hours. Not only is it more exciting, it can often be cheaper than staying in the UK. People then look for the beers they've discovered in Europe once they return back home.'

The Mediterranean

Specialist Brands Development national sales manager Adin Wener

'Mediterranean beers are most certainly the ones to watch - just look at where most people take their holidays these days. As a consumer, you want to recapture that week on the beach, whether that be via a Spanish, Italian, or Greek beer. I think it is the easy drinking element of the lighter beers that attracts people, as opposed to the more serious, 'challenging' beers such as Budvar.

'Birra Moretti, for example, has an excellent following over here, as does Peroni or San Miguel. Although brewed under licence in England, many Spanish restaurants get the genuine San Miguel imported from Spain, which has a higher abv of 5.2%.

'Cruzcampo, which is now the number one Spanish beer, is also doing well for this reason: people want to recreate that relaxed, holiday atmosphere once they are back at home.

'Equally, Latin American beers have really exploded over here in the last couple of years, with beers such as Sol, and Corona (even though it is brewed under licence here), being particularly popular.'

Africa and Iraq

Pierhead director of imported beer Michael Cook

'Out of war-torn countries there often come a number of interesting beers. For when a country is under hardship, there is invariably an influx of those people to Britain. Within 12 years you can guarantee there will then be a plethora of restaurants started up by those migrants, or by their children. And with the restaurants come beers from that country, which then make their way into pubs. The Thai and Chinese beers available in the on-trade now, first appeared here in restaurants. Similarly, there are a number of north African restaurants around, which offer beers such as Casablanca.

'But most recently, if you open the Time Out restaurant guide you'll see lots of Ethiopian restaurants opening up all round London. This must have something to do with the Ethiopians who arrived here around 12 years ago. Out of this I'm sure will come Ethiopian beers.

'Similarly, if the Poles continue to arrive here in the same sort of numbers as they have been, I'm sure a plethora of Polish beers will arrive on the scene in two or three years, just as in, say, 12 years, we are bound to see a number of Ira' beers over here.

'The Olympics will also help the speciality beer market over here, all depending on who does well. If, for instance, China does well, which I think it will, the media will be celebrating all things Chinese, including their beers. For this reason, I believe beers such as Shang Hai will be popular. It's about time we had some diversity.'

Poland

Charles Wells sales and marketing director Nigel McNally

'Poland has a rich heritage of brewing, and due to the recent influx of Poles over here, there is definitely a strong market for Polish beers. Not surprisingly, the Poles come over here, visit their local pub and then ask the licensee if he can get hold of the beer they used to drink back at home.

'From a technical point of view, Polish beers are very good beers, which have something different to offer the consumer in terms of taste. There is also no real obvious contender from the former Eastern Block out there at the moment.

'However, while the beer is good, many of them are not communicated in the right way - from an English point of view, the labels are not clear. Changing the labels too radically, though, could undermine the authenticity of the beer, so they need to be reviewed with caution.

'Any beer could work if it fits the criteria that we talk about at Charles Wells in terms of taste profile - providing the consumer with a different taste, but also having a legible label. Poland has the credibility of being a good brewing nation, so if they get those two factors right, then it could work.'

Russia

Spirit Group director of drink Andrew Villars

'Most of the Asian beers have already come through - there is not much room for more. However, Russia is the country to watch.

'Baltika from the Baltic Beverages Holding (BBH) is already with us. The beer is the second-biggest selling beer brand in Europe after Heineken, and BBH holds a 34% share of the Russian beer market. However, BBH also has two other substantial brands - Arsenalnoye and Yarpivo, which they have yet to export over here. Given that BBH has three of the top five Russian beer brands, I think the latter two are worth watching.

'The continent of South America also has potential. Now that InBev has a presence in Brazil through exporting Brahma, if this does well, almost by default, a number of other beers will follow suit. Already I can think of three beers to come out of Brazil - Nova Schinn, Bravaria and Lokal - so it will be interesting to see how well these do.

'Brahma is already capturing the imagination of consumers coming from Brazil, and the fact that it is exported by a major player gives it that extra credibility. I do believe that it is still very difficult for the smaller players to gain presence over here unless they're supported by a big player.'

China

AC Nielsen consultant Graham Page

'I see China as having the biggest potential, with all of the global brewers piling in to buy Chinese breweries or taking shares in them. Anheuser Busch, SAB Miller, Heineken, Carlsberg and S&N all have a presence there, with others fishing for their share. Furthermore, exporting Chinese lagers may be more profitable than selling in China because of low price points over there.

'While China is still communist, it is showing every sign of becoming more market-driven, with the building rate in Shanghai the fastest in the world and a new o