According to the Horizons Report 2024, produced by craft beer festival organisers We Are Beer, the five major factors that will shape the market are:
- artificial intelligence (AI) impact on value
- work and the rise of community
- shifting identities of the new drinker
- sustainability as strategy
- a new empathy driving mindful drinking
The report has been compiled drawing on experts from the world of mergers and acquisitions, green-tech entrepreneurs, leading brewers, industry CEOs and academics to name a few.
According to the report, AI will soon influence every aspect of the supply chain, from brewing to consumer recommendation and they said this will conversely help highlight the value of beer’s distinctly human qualities, such as connection, craftsmanship and creativity.
Changing attitudes
Changing social factors, including attitudes to work are changing fast, with people looking to spend more time at home highlighting the importance of community.
And with those changing attitudes, the reports looks at how breweries need to embrace inclusivity to recruit Gen Z consumers, while delivering diverse experiences and sustainability is now a non-negotiable - which creates opportunities for breweries to lead the way, the report claims.
While mindful drinking has been on the agenda for some time, the next five years will see a move away from ‘toxic wellness trends’ to a more empathetic approach to health. The report said breweries will need to respond to these changing demands, as the lines between drinker and non-drinkers, and drinking and non-drinking occasions, blur.
Extensive research
Greg Wells, co-founder of We are Beer, says: “We’re thrilled to be launching the Horizons Report 2024, the first of a new regular set of reports to emerge out of our new insights arm, and to announce the new We Are Beer Industry Expo & Conference.
“The report was created through extensive research and draws on the collective wisdom of industry experts and futurologists, and aims to empower business decision-makers by offering foresight to help inform strategy and help future-proof beer businesses.
“This is an exciting, dynamic category, and despite a tough few years there is huge opportunity on the horizon for businesses to enjoy.”
The inaugural We Are Beer Industry Expo & Conference will take place on 16 and 17 July 2025 in Magazine London, Greenwich, directly preceding the London Craft Beer Festival.