We take a look at the trends to look out for this year in the microbrewery business.
Keeping it old school
While microbreweries offer the perfect opportunity for people to discover new beer flavours and styles, the ever-popular IPAs are now seeing competition in the form of cream and brown English-style pale ales and stouts. These are being updated for modern palettes but are seeking to avoid their sugary counterparts to allow people to enjoy the merits of ‘beer flavoured beer’.
Targeting health-conscious drinkers
While the hard seltzer craze has cooled slightly, the popularity of low-alcohol and low-calorie drinks remains high for health-conscious individuals. This may see craft breweries producing more lagers to satiate this demand. The added benefit of this is that these are often easier to drink compared to heavier ales, making them an ideal light drink for warmer months.
Low and no alcohol beers
Taking the concept of healthier beers one step further, many brewers are looking at creating ultra-low and no alcohol beers that are worth drinking. Gone are the days when the non-drinker is resigned to a night of tepid beer-flavoured water – now, they can expect a whole host of options that taste just as good as their alcoholic counterparts.
Word of mouth marketing
As craft beer continues to leave a huge impression in the market, aficionados have taken their appreciation online with fan pages on social media. This word-of-mouth style of marketing is hugely effective and will likely see more brewers turning to these channels to create awareness of new releases.
Finding the right match
Collaborations are gaining steam in the craft beer community with microbreweries coming together to create new and exciting drinks, taking advantage of their shared resources and community. This enables microbreweries to discover new techniques and diversify their offering in the process, bringing increased variety and depth.
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