craft, life-style branding and past

The beer market faces some severe structural challenges: the youthful client is drinking less than earlier generations and hard seltzers and RTDs increasingly gaining traction.

But this does include an upside. It’s driving brewers to innovate like by no means earlier than: and people which can be keen to rise to the problem will form the following technology of beer.

Exploring new classes comparable to low and no alcohol will likely be key. But it’s additionally going to be more and more about considering past the beer itself. Brands have to suppose extra about how they match into individuals’s life, values and aspirations.

It’s going to be an fascinating evolution. Beer manufacturers have to navigate altering tastes. They also needs to look to life-style manufacturers outdoors the class for inspiration. But it’s additionally going to be about constructing on what craft has already finished finest: build up a motion based mostly on high quality, authenticity and connection.

“The rise of craft breweries has shaped beer over the past decade, influencing tastes, innovation and brand strategies,” observes Fredrik Svalstedt, a companion at Swedish design company, Pond Design.

“But with rising costs and slowing sales of craft beers, many brand owners are sliding back to low-cost lagers, signalling a return to traditional, easy-to-drink refreshment.

“But beyond this craft-versus-traditional divide lies another route: a bold new frontier for beer.”

Enter Beer 3.0.

“Some pioneers are pushing beer’s boundaries, driven by the same creative approach that made the craft sector so successful,” stated Svalstedt.

“It’s beer 3.0, if you will, where brands borrow from lifestyle, wellness and adjacent categories to stay relevant and stand out: and are set to change the category once more.”

Here are some methods during which new manufacturers can cleared the path, and what mass market manufacturers can study from their strategy…

Embrace the hybrid

Category blurring is being seen throughout the beverage trade with more and more artistic outcomes.

“In the desire to offer unique flavors and healthier options for new audiences, some brands are blurring categories by offering hybrid products,” explains Svalstedt. “The concept of blending ingredients from beer with those of wine or cider production isn’t new. But recently this phenomenon has become increasingly popular.

“For example, Italian brewers started seriously blending beer and wine, leading to the official recognition of Italian Grape Ale in 2015 – a trend that has since exploded globally. There has also been a resurgence of beer-cider hybrids.

“The popularity of such hybrids shows the appetite for discovery and excitement, and how brands can make their offerings more appealing to different audiences. They also play into the strong human drive to experience new tastes and new sensations. Brands should constantly strive to satisfy that need – to look for the unexpected, the new flavor experiences that go beyond the latest trends.”

Change the story

Being in contact with right now’s customers (together with what they stand for, what they worth and what they aspire to) will likely be essential shifting ahead.

Brands comparable to yoga garments model lululemon and vitality drink model Celsius have proven the elevated significance of life-style branding.

“Brands need to be aware of changing consumer priorities,” stated Svalstedt. “Younger consumers are the most sober curious and ‘alcohol-free’ generation ever, consuming about one-third less beer and wine than previous cohorts. This is driven by increasing awareness of wellness, more understanding around mental health, but also lifestyle changes, like more entertaining at home and less ‘going out’.

“Some new brands are catering to these shifts, launching innovative products that fit better with the younger consumer’s changing needs. Meli Quinoa Beer, for example, taps into wellness and lifestyle trends with minimalist design and natural aesthetics, appealing to the sober-curious generation.”

Look past your sector

Part of understanding the buyer is about taking a look at what they need: not simply from inside the beer class however from additional afield.

“You also need to recognize that competition doesn’t just come from within beer, but also from adjacent categories,” stated Svalstedt.

“Consumers are increasingly interested in functional drinks, for example. So brands like Collider are producing ‘adaptogenic’ beers that use functional mushrooms and mood-boosting botanicals instead of grains. These very low or non-alcoholic options are designed to promote relaxation and mental clarity without the negative effects of alcohol.

“The key here is to understand people’s motivations on both a macro and a micro level, so that brands can identify those subtle shifts in consumer drivers. Only by being aware of those, can brands create sharp, relevant offerings with the right design and story.”

Rethink the event

Brands additionally want to contemplate the beer consuming event. The moments during which we eat is consistently altering. Take meals, for instance, the place persons are shifting away from the three-course meal towards snacking on smaller plates. Similarly, beer consuming doesn’t should be confined to a meal or an evening out. Brands ought to continually be seeking to uncover totally different contexts for a beer – as a post-workout deal with, perhaps, or the ‘on-the-go’ refreshment?

“Brands like Lagunitas’ Daytime IPA are starting to redefine these occasions with lighter profiles and designs that align with active, on-the-go lifestyles,” notes Svalstedt.

At the top of the day, brewers should be ready to go outdoors of their consolation zone.

“What marks out this new frontier in beer is exciting evolution and the bravery to explore new possibilities and meet ever-changing consumer expectations,” stated Svalstedt.

“Beer 3.0 is full of opportunity. The future of the category belongs to those bold enough to reimagine it.”