The next big thing: suppliers' predictions

Rupert Thompson, managing director, Refresh

I think that over the next two or three years there will be an increasing trend towards brands with real points of difference in the way they are produced, and in the story and people behind them. Consumers in many areas are looking for authenticity, passion and real values - witness Ben & Jerry's ice cream and Innocent Smoothies, and the whole environmental and organic movement. The big international brands are increasingly viewed as dull, corporate, impersonal and distant. The old mantra that small is beautiful will prove to be relevant again. Imported beers are the first stage in a move towards greater discrimination, but the sector is really about specialism and imports are only one part of that.

Chris Duffy, customer marketing controller, Heineken UK

Looking ahead it is clear that genuinely imported Continental beers with a strong provenance will outperform other beer brands, and licensees need to be prepared for this shift in focus. The rise of Continental-style drinking in the UK is already invigorating the beer category, and looks to be the next big thing in 2008. Consumers are demanding more premium and authentic beers and licensees should be maximising this opportunity.

Michael Cook, director of imported beer, Pierhead Purchasing

Coinciding with the launch of our Mexican dark ale Cerveza Potro, we are expecting the popularity of South American beers to continue and are equally excited about the recent interest in Asian brands. To this end we will be launching an iconic Chinese brand in the new year called ZhuJiang. We will also be launching a range of unusual fruit beers from South African brewer Robson's. We expect these unique brews, made with tropical fruits like mango, pineapple and strawberry, to prove extremely popular among fruit beer enthusiasts and women. Another trend that we expect to take off is the category for beers that can be stored like fine wines in order for them to develop with age. Coopers Vintage Ales were first launched in 1998 with the beer selling out in five days. Further vintages have been released in most years since, including 2007.

Nick Miller, sales director, Miller Brands

We believe that most consumers are looking for beers that offer more than simply coming from an unusual part of the world. UK consumers are becoming increasingly more discerning and demanding in their repertoire of beers, and brands that offer a relationship will be the ones that win. Outlets should look to stock and support beers that can credibly substantiate their listing with a genuine point of difference, rather than ones that may be a short-term fad. This includes brand education, quality PoS and promotional activities that add value to the outlet, not just the brand. This will encourage consumers to adopt these brands rather than just try them.

Mike Teague, sales director, Bavaria (UK)

The big area of growth next year is definitely non-alcoholic lagers and this is already evident in UK supermarkets. Tesco and Sainsbury's have already dedicated extra fixture space in store for this new category. Over the next 12 months consumers will see the introduction of Bavaria's new range of alcohol-free flavoured lagers - apple, peach and lemon. All are 0% abv and have been brewed without alcohol in them. The flavoured alcohol-free lagers are also a perfect choice for the on-trade because they not only taste superb, but also appeal to a wide range of consumers in pubs, including nominated drivers, pregnant ladies and those who like the taste of lager without the effects of alcohol.

Neville Hall, sales and marketing director, Budweiser Budvar UK

I think you are going to see more and more of the big boys scrabbling to get hold of any half decent specialist brands that are still on the loose in the world to make up for the steady decline in their mass-produced brand volumes, which is going to continue. I am sure this rush, thanks to the almost unquestioning regard in which the savants seem to view specialist/imported beers at the moment, is going to let some bum products in, and this will be potentially damaging for this as yet almost unsullied sector. The consumers will find them out, however. A new generation of well-informed drinkers who scorn marketing hype, but are becoming more and more versed in the art of using their own senses to evaluate a beer, are looking for honesty in their products and from the people who brew them.

Steve Kitching, commercial and field operations managing director, InBev UK

We believe speciality beer will continue to go from strength to strength. Consumers are demanding product quality and an exceptional drinking experience, which is why the speciality beer category is growing. The heritage behind a Belgian-brewed brand like Leffe and its brewing tradition have become as important to consumers as the taste and perfect service. Consumers are increasingly looking for a gastronomic experience by pairing beer with food - and speciality brands are particularly well suited to this because of their taste profiles; for example, Leffe Blonde and crème brûlée is a match made in food-lovers' heaven. Food pairing is where retailers can make the most of the growing consumer demand for a quality dining and drinking experience.

David Preston, director of marketing, Coors Brewers

I recently met up with some bar managers in London and I asked them this question. One answered: "When will you guys ever learn? The next big thing is the small thing." The way he saw it was once the niche brand he is selling becomes big, he'll ditch it and move on to the next small thing, make that successful and try to move on again. I wouldn't say that should be the rule in this area, but it's certainly an interesting approach.