As ‘2020’ also means perfect vision, let’s use it as a metaphor to look ahead at the upcoming twelve months in the world of beer. What will be the key trends in brewing as we start a new decade? Only time will tell. But here are my thoughts…
The rise of the specialists
“The thing everyone knows about craft beer is that all bets are off. These days, all manner of fruit, nuts and kitchen sinks go into modern beer. In turn this has generated a new audience of drinkers keen to go down the rabbit hole after it, and beer is never likely to be the same again.
“We say this is great – more choice has to be a good thing – but it has led to so much competition within the industry that something has to give. One of the ways in which this can shake out is with specialist breweries – those turning their backs on all but one type of beer, and making that as best as they can.
“London’s Bohem Brewery and Pillars Brewery both make only lager (the former, only Czech-style lager), for instance. As the world’s most popular style, their focus makes sense – but as 2020 moves on look to others to create only dark beers, or solely concentrate on India Pale Ale. Putting all your eggs in one basket can give you a great reputation. If it’s earned.”
Low and No
“Alcohol-free is on the rise. There are many different reasons why people are cutting back on booze, but whatever lies behind it, they still want to take part in social occasions. As such, the market for ‘Lo & No’ is gaining ground – even if it is starting from a place where it has to play catch-up.
“Currently this sector is less than 5% of the UK beer market, but sales are increasing and we think will break out in 2020. As these options become more widely available, people are more likely to try them, and as the last remaining stigmas of drinking less recede, look for more canned/bottled and draught alcohol-free beers in keg appearing this coming year.
“We predict more breweries will add a 0.5% product to their line-up and more will appear that stick solely to alcohol-free beers, like Suffolk’s Big Drop Brewing Company. For many people Lo & No isn’t so much a trend to follow as a new way of life – after all, beer is something we should all be able to enjoy, whether we want to cut back, cut it out, drive afterwards or for any other reason. 2020 is the year when this will come to the fore even more.”
Take it Away
“Nothing can rival the pub or bar when it comes to drinking beer, but sometimes the pull of the sofa is strong and impossible to resist. Sales of bottled and (particularly) canned craft beer are on the rise – but there’s another option for those who are after a great beer in the most comfortable environment they know. And 2020 could be its time to shine.
“The Growler sounds like it could be a euphemism for something else, but these portable beer jugs are a common sight in other countries. They first appeared a long time ago, with stories of local urchins being tasked with collecting beer for people (for a small fee, no doubt), and the bubbling beer creating a ‘growling’ noise as the pressure leaked out.
“But Growlers mean you can get the best of both worlds – freshly poured draught beer from the pub, enjoyed at home. They won’t ever replace the pub any more than a pizza on your knees can replace going to the Pizzeria, but when you need to stay at home, now the beer can come to you. And yes, there is a canned version (called, inevitably, the Crowler).”
Coffee Beer
“Let’s end with something more specific – a type of beer that looks like it might hit the bigtime this coming year. The UK coffee market has grown every year for the past twenty and is currently valued at over £10 billion, so look for brewers to increasingly reference its popularity with more coffee beers this coming year.
“They are the perfect blend (if you’ll pardon the pun), with the roasted, bitter malt an exact match for the dark roasted beans that otherwise find their way into your morning cup. As coffee and beer are so similar, people who love one usually more than appreciate the other, and the addition of coffee to a dark style like porter or stout is a no-brainer (although coffee IPA is also good).
“For 2020 look for more brewers to up the ante and instead of merely releasing a dark beer with coffee beans in the recipe, go the whole hog. Adding something like vanilla, chocolate or milk sugars (lactose) gives a mocha or latte feel, and all three together results in something that wouldn’t be out of place if it were given to you by a Barista. Coffee beer could be big in 2020.”
By Jeff Singer, Commercial Manager, Beer Piper