What's brew­ing? In­ter­na­tional beer trends

From food pair­ings to the lat­est craft move­ment, HN un­cov­ers beer trends that have got us foam­ing at the mouth 9 IN­TER­NA­TIONAL BEER TRENDS

Hospitality News Middle East - - CONTENTS -

Adri­an­judges of Tier­ney-jones,the World Beer chair­man Awards, of of­fers a glob­al­within the per­spec­tive in­dus­try on what’s tak­ing shape 1. In­dia pale ale: The in­flu­ence of the Amer­i­can craft beer revo­lu­tion con­tin­ues. 2. Au­then­tic lager: A move to­wards lagers that are in­flu­enced by Ger­man or Czech tra­di­tions. 3. Bar­rel-ag­ing: Beers that spend time in a va­ri­ety of bar­rels, in­clud­ing whisky and bour­bon. 4. Sour beers: I was re­cently talk­ing at a craft beer con­fer­ence in Peru and brew­ers there showed in­ter­ested in mak­ing sours. 5. Re­dis­cov­ery of old recipes: Sim­i­lar to the Guin­ness and Carls­berg brands’ ap­proaches. 6. Fruit IPAS: The ad­di­tion of fruit to IPA.

7. Mod­er­at­ing con­sump­tion: The grow­ing sales of Radlers, shandies and low-al­co­hol beers and the re­cent re­launch of Bud Lite in the UK shows that some drinkers are mod­er­at­ing con­sump­tion.

8. Reach non-tra­di­tional con­sumers:

Brew­ers have re­al­ized that they can reach out to non-tra­di­tional beer drinkers, such as women, there­fore ad­ver­tis­ing has moved away from the mas­cu­line side of things.

9. Low-al­co­hol va­ri­eties:

We have to dif­fer­en­ti­ate be­tween low al­co­hol and non-al­co­hol. Low-al­co­hol (say 0.5 per­cent) has more chance of suc­ceed­ing than the non-va­ri­ety, es­pe­cially since low al­co­hol has more taste. Twenty years ago, non-al­co­hol beers in the UK were seen as a joke; there was one called Kal­iber, which I re­call just tasted like wort - malty and sweet. So maybe there is a brand­ing/ life­style ele­ment of low-al­co­hol that non­al­co­hol va­ri­eties don’t have. In the Mid­dle East, non-al­co­hol beers are pop­u­lar in coun­tries where al­co­hol is banned.

ABOUT ADRIAN TIER­NEY-JONES

The Uk-based jour­nal­ist writes about beer, food, pubs and travel. He also con­trib­utes to many mag­a­zines and news­pa­pers and has writ­ten many books, in­clud­ing the best-sell­ing 1001 Beers You Must Try Be­fore You Die and his lat­est, The Seven Moods of Craft Beer.

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