Predictions for the Beer Industry in 2025

In this blog, we explore the trends and predictions for the beer industry in 2025, based on insights from beer experts. We look at the evolution of hop varieties, the rise of low-alcohol beers, and the changing dynamics within the craft beer sector.

Introduction and Reflection on 2024 🍻

"With the new year on the horizon, it's time to reflect on the highs and lows of 2024 in the beer industry. The past year has taught us a lot about the changing preferences of consumers and the innovations that breweries have implemented. The trends we observed range from the rise of new hop varieties to the increasing popularity of low-alcohol beers."

One of the most notable trends was the shift towards more sustainable and ethical brewing methods. Consumers are increasingly aware of the impact of their choices on the environment, which has led to a greater demand for local and craft beers. This has prompted breweries to focus not only on flavor but also on the origin of their ingredients and the production methods.

Another important development was the growth of the digital market, where many breweries have promoted their products through online platforms. This trend has made it easier for consumers to access a wider range of beers, including unique and limited editions.

The Rise of Strata Hop 🌱

Strata hop has taken an enormous flight in 2024. Originally introduced as a promising hop variety, Strata is now one of the most sought-after hop varieties among brewers. The unique flavor profiles, ranging from passion fruit to strawberries, have made this hop a favorite for brewing hazy IPAs and other hoppy beers.

What makes Strata truly special is its versatility. It can be used in various styles, from crisp pilsners to robust stouts. This versatility has led breweries to create experimental combinations, resulting in a new wave of innovative beers on the market.

• Popular Beers with Strata: Many breweries have revamped their best-selling beers by adding Strata, resulting in a fresh taste experience.
• Consumer response: The demand for beers with Strata has exploded, indicating that consumers are open to new flavors and experiences.
• Future Prospects: Expect more beers with Strata in 2025, as brewers continue to innovate and experiment with this versatile hop.

Hoppy Pilsners: A New Trend 🍺

In 2024, we saw a remarkable shift towards hoppy pilsners. This trend combines the refreshing taste of traditional pilsners with the complex hop aromas that we normally associate with IPAs. This offers a new experience for consumers looking for something that is both accessible and flavorful.

Hoppy pilsners are ideal for beer lovers who appreciate the bitterness of IPAs but do not always want the heavy body of a traditional IPA. This new style quenches thirst while providing a richer taste experience.

• West Coast Pilsners: These variants are particularly popular and offer a crisp, fresh taste with a powerful hop kick.
• Accessibility: Hoppy pilsners are perfect for both new and experienced beer drinkers, making them appeal to a wide audience.
• Innovation in the Sector: Breweries are experimenting with different hop varieties to create unique flavor profiles, leading to a thriving market for hoppy pilsners.

The Impact of Macro Craft Breweries 🏭

Macro craft breweries have made their mark on the craft beer sector in 2024. Despite the challenges they faced, such as the closure of breweries and the discontinuation of brands, some macro breweries have managed to reposition themselves and successfully enter new markets.

This development has led to an interesting dynamic within the sector. While some craft breweries resist the growing influence of macro breweries, others have begun to collaborate to increase their reach and impact.

• Competition and Cooperation: The relationship between craft and macro breweries is complex. While some craft brewers feel threatened, others recognize the opportunities for collaboration.
• Change of Brands: Macro breweries have adjusted their branding to better align with the craft beer culture, leading to greater confusion among consumers.
• Future Developments: It is crucial for craft breweries to continue communicating their unique stories and values to remain competitive in this changing market.

A Civil War within the Craft Beer Sector? ⚔️

The beer industry experienced a kind of 'civil war' in 2024, where craft breweries struggled to maintain their identity amid the increasing pressure from large beer producers. This situation has led to a division within the sector, with some breweries focusing on traditional brewing methods, while others experiment with bold and adventurous styles.

This division has led to interesting discussions about the future of craft beer. While some brewers advocate for more traditional approaches, others are determined to push the boundaries of creativity and innovation.

• Traditional versus Experimental Styles: The struggle between these two approaches has led to a thriving diversity of beers on the market.
• The Role of Consumers: Consumers play a crucial role in this dynamic through their preferences and feedback, which influence breweries in their decision-making.
• Future Trends: It is likely that this struggle will continue, but it also offers opportunities for collaboration and innovation within the sector.

The Rise of Low-Alcohol Beers 🍻

Low-alcohol beers have experienced unprecedented growth in 2024. More and more consumers are opting for this option, especially during social occasions. This is because they offer the possibility to enjoy the taste of beer without the side effects of high alcohol percentages.

The rise of low-alcohol beers is not just a trend, but a shift in the way people consume beer. Breweries are responding by creating innovative and flavorful beers with a lower alcohol content.

• Varied Flavor Profiles: From hoppy IPAs to fruity beers, the availability of low-alcohol options is growing.
• Accessibility: These beers are ideal for people looking for a refreshing drink without the heavy effects of alcohol.
• Social Acceptance: The stigmas surrounding the consumption of low-alcohol beers are decreasing, leading to their increasing normalization.

The Year of the Lager: Predictions for 2024 and 2025 🍺

In the coming years, we will see a further rise of lager styles. The demand for refreshing, drinkable beers continues to increase. Breweries will keep experimenting with different hop varieties and brewing techniques to create unique lagers.

The focus on quality and craftsmanship will remain the foundation for these styles. It is not just a trend; it is a return to the essence of brewing.

• Innovation in Brewing Methods: Expect new techniques and ingredients that enhance the flavor and drinkability of lagers.
• Reevaluation of Traditional Styles: There will be a greater appreciation for traditional lower styles such as pils and helles.
• Changing Consumer Preferences: The growing interest in lager will lead to a broader range and more variety in the market.

The Growth of New Zealand Hop Varieties 🌏

New Zealand hop varieties have found their way into the hearts of brewers and consumers. The unique flavors and aromas of these hop varieties offer a refreshing alternative to traditional American and European hops.

"With a focus on quality and diversity, we will see more beers that utilize New Zealand hops. These hop varieties are perfect for creating beers with a distinct character and complexity."

• Popular New Zealand Hop Varieties: Nelson Sauvin and Motueka are some of the most sought-after varieties that offer an explosion of fruity flavors.
• International Cooperation: Breweries around the world are starting to collaborate with New Zealand hop farmers to create unique flavors.
• Changing Market Perceptions: The acceptance of New Zealand hops will further transform the way consumers experience beers.

Normalization of Craft Beer 🍻

Craft beer is becoming increasingly normalized. What was once seen as a niche market is now an integral part of beer culture. Consumers are no longer afraid to try craft beers; they consider it a standard option.

This normalization offers breweries the opportunity to showcase their creativity without having to apologize for their product. It is an era where flavors and experiences are central, regardless of the alcohol content or style.

• Accessibility for Everyone: Craft beer is no longer just for the 'beer connoisseurs'. Everyone can now enjoy a craft-brewed beer.
• Focus on Quality: The emphasis is on delivering quality products that appeal to the consumer, regardless of trends.
• A Culture of Sharing: The craft beer community encourages the sharing of experiences and flavors, leading to broader acceptance and appreciation.