8 min.
1345 pplDespite the fact that the beer market has shown some decline in the last 9 months of 2023, experts consider it one of the most stable and able to generate trends and retain customers successfully. From this article, you will learn what 2024 will be like and what to expect from the beer industry.
Contents:
What is the market situation?
According to the USAIS, during 3 quarters of 2023, beer production decreased by 1.45%, or to 625.6 million decaliters. Beer showed a 1% drop, and beer-based drinks — 4.6% drop. According to Rosalkogoltabakkontrol, in general, the indicators are stable, since 2022 was characterized by overproduction due to an attempt at import substitution.
Brewers say that the reason for the decrease was the high administrative burden, i.e. the introduction of labeling, which caused heavy stress to small and medium-sized enterprises. There are also specific figures of losses incurred by the industry – RUB 2.6 billion of excise taxes were received less than due. However, the TRPT representatives deny both reasons, referring to the counterfeit goods present on the market, the volume of which is RUB 35 billion annually.
While brewers continue to complain, alcohol market analysts call the foamy drink a leader. Vadim Drobiza, CIFRRA Director, mentions once again that Russia has ceased to be a vodka country long ago and has become a beer country. It is because the beer share is 2/3 of all alcohol on the market, and more and more buyers are moving from the other categories to this one. This trend is not only continuing, but is also developing actively.
As evidenced by statistical data, the sale of beer increased by 0.9%. Such a stable interest of Russians is due to the quality and affordability of the domestic product, a variety of beer brands, and the manufacturers' fast response to global trends. Besides, beer retail does not suffer from a decrease in the range of imported beer. Its nominal volume has dropped, but the variety remains the same. Further to that, domestic production is focused on meeting consumer demand for a craft drink.
8 Prominent Beer Industry Trends in 2024
Rent-beer as a basis
This year, crafters will have to adapt again. The efficiency of production and the cost of beer will be prioritized. In other words, a low brewing price and a high affordability for customers are a must. For this reason, many producers are ready to postpone experiments with complex processing methods, aggressive hopping, and long aging in barrels. It is better and more correct to focus on rent-beer, or rather on simple lagers.
Newstalgia
A new term of newstalgia has appeared in beer trends. It is formed by two English words – new and nostalgia. It is designed to express a new feeling based on the desire to try something familiar, but still fresh. The purpose of newstalgia is not to idealize the past, but to leverage it in order to create a new product, relevant here and now. This trend has already touched decor, fashion, and cinema. As for breweries, in combination with the concept of rent-beer, new flagship brands will be launched, which will begin to revive styles and lines that have been excluded from the portfolio, and use retro design.
Not just beer
Breweries continue to follow the trend of conscious consumption, expanding the range of non-alcoholic beer and alternative drinks. The latter category includes non-alcoholic tea, hop water, kombucha, hard seltzer, and various cocktails. This allows reaching more consumers, but still continue to work with the same beer ingredients on the same equipment. Besides, such a variety increases the commitment of fans to a particular brand and allows them to consume it at any time of the day: in the morning you can drink hop water with citrus flavor, refresh yourself with non-alcoholic beer or kombucha in the afternoon, and relax with a double IPA or a strong stout in the evening. Moreover, all these drinks are up-to-the-minute for any occasion and under any circumstances, whether it's a pool party, a gallery presentation or important negotiations.
The trend towards "conscious consumption" also involves reducing the servings. It is rumored that soon the basic beer container will be a 236 ml bottle.
No bubbles
More and more manufacturers are abandoning carbonation so that beer meets the needs of the buzzer generation, and they do not like the body's reaction to bubbles. Therefore, the future belongs primarily to flavored low-alcoholic water. Therefore, brewing companies intend to launch a line of strong ice tea with hops.
Uniting for the sake of the future
About 5–7 years ago, when interest in craft beer was at its peak, even a small brewery could quickly and easily get back on its feet and have every chance of scaling up. Therefore, lots of such production facilities were opened, which led to fierce competition and increased product manufacturing costs. All this is combined with the changing consumer preferences. Consequently, many breweries found themselves in a rather difficult situation: some no longer manage to be hyperlocal, while others lack the scale for national distribution. Global analysts believe that the unification of such industries is a way out of the situation — the alliance would allow staying afloat, reducing costs and loading surplus capacity. Otherwise, they simply face closure.
Brand values
The craft boom cannot be based solely on the creation of original beer, because the optimism of its fans is fading gradually. So it's time to stand out by values. This means that it is not enough to be just a brewery with a wonderful pilsner. Customers want to see their continuation in the beer brand, to have more common points of contact with it — the same beliefs, motivation, principles, and landmarks.
Therefore, the mission of brewers is now not only an attractive product, but also an intangible component that emphasizes unique advantages. This is what will create an emotional connection between fans and the brand. Such values can be:
- lifestyle — healthy lifestyle, weekly outdoor weekends;
- association with sports, IT industry, biker culture — running beer clubs, beer yoga;
- taking care of the environment;
- promotion of traditions;
- charity.
Beer festivals
Breweries have set themselves the goal of surpassing any other producers with their events and lifting beer fans off the sofas. Therefore, festivals bring together both producers of spirits, craftsmen, musicians, and manufacturers of craft cheeses, honey, and meat snacks. The agenda also necessarily includes activities and competitions — from tasting contests and beer yoga to races with a good prize pool.
Analysts predict a huge number of themed beer events, and most are betting on lager fests. So 2024 is likely to be marked by lager. However, along with it, brewers actively offer to try juicy, beautiful and non-bitter beer with cannabis and curdled milk. Besides, pink beer, which is fermented with grapes, is becoming increasingly popular.
More hospitality
Friendly service is not a strong point in pubs. It has always been the case. However, this did not affect the queue for beer. Today, however, an exemplary bartender must adapt to new realities and become literally an animator for adults. Bars should offer vegetarian dishes, gluten-free products, soft drinks and cocktails. Nice printed menus must also be available.
Trendy beer brands
The lager, light and dark, is definitely the leader. The first type is obtained by bottom fermentation at 3–15 °C. It has a pleasant-looking golden color, soft bitterness and no foreign flavors. The most popular type of light lager is a light refreshing pilsner brewed from Pilsen malt and Saaz hops.
Dark lager is obtained from roasted barley, so the shade of the drink varies from amber to brown with ruby tints. It is appreciated for its notes of chocolate, caramel, bread crusts, and fruits.
The porter, which has made a real revolution in brewing, is also noteworthy. The dark brown color, strong malt aroma and wine flavor can warm even on the coldest winter evening. Chocolate, caramel, and liqueur hints may also be present in the taste.
Stout is in the top three, too. Roasted malt determines its black color, but the highlight of the drink is not the color, but the aftertaste. Chocolate and coffee are clearly distinguishable in it. However, the drink may have additional features depending on the country of origin; for example, American and English stouts are sweeter and stronger.
Next come pale ale and weissbier. Pale ale has become especially popular in craft brewing. It is prepared using a special malt, providing it with an interesting bronze shade. This beer contains little alcohol, which makes it a perfect match for any dishes. Weissbier, or wheat ale, is made not from barley, but from wheat. This is a typical summer beer with a slight bitterness and a pleasant clove-banana aroma.
Besides, customers are showing more and more interest in Belgian and brown ale, amber and trappist beer, as well as the Russian imperial stout. It can be assumed that in 2024 their sales will increase significantly, and who knows, maybe in 2025 they will approach the top three.
This year promises to be remarkable in terms of customer interest in a variety of beer brands. Therefore, the range will be expanding not only with craft drinks, but also with the reimagined classics.
