We Are Beer’s latest white paper, Horizons 2024, highlights all that is promising in this resilient £20bn industry.
High-quality beer is on a growth trajectory. The two major trends set to shape the next half-decade, community and sustainability, are perfectly aligned to the beer category and offer avenues for meaningful, long-term growth.
The first of these can be found in how, across age groups — and especially among younger consumers — people view work and how a successful life is evolving.
Flexibility, balance and community are central to new aspirations. This shift is influencing where, when and why people choose to drink, giving beer brands an opening to align more deeply with consumer values. Adapting to these softer values requires rethinking not just the product but the experience around it.
Exciting potential
For an industry historically tied to ‘end-of-workday’ culture, this rekindled focus on community and connection offers exciting potential.
As Government investment flows into community-building projects, pubs and breweries are uniquely positioned to serve as modern gathering places, fostering connections and revitalising neighbourhoods.
After all, few things build community like great beer in a welcoming space and this moment allows beer brands to take the lead in re-establishing themselves as a community cornerstone.
The second trend shaping our future is sustainability, particularly as the Budget unleashes investment into clean energy and green technology.
No longer just a ‘nice to have’, environmental responsibility is quickly becoming essential for brewery survival. As major retailers and regulators prioritise sustainability, breweries will need to innovate in clean energy, waste reduction and supply chain efficiency in order to remain attractive to customers and therefore keep a competitive edge.
Appetite from community
We anticipate ‘green ratings’ to be as influential to buyers as flavour, style, ABV and price have been. Sustainability will therefore soon be a hygiene factor in brand appeal.
The opportunity is for beer to lead the way in consumer goods, it’s a simple product that captures people’s imagination and there’s an appetite from within the community that the next era is built a more sustainable foundation.
Where previously ‘quality at all costs’ was the mantra that must now include a brands environmental impact from ingredients to brewhouse efficiency to retail and distribution.
For an industry built on creativity, resilience and camaraderie, the next five years offer immense potential.
By leaning into community, sustainability and evolving consumer values, the beer industry can leave the struggles of the past half-decade behind and move forward stronger than ever. The future is bright indeed.