The buzz about beer: What are the key trends for 2016 and beyond?

By Rachel Arthur

- Last updated on GMT

What are the key beer trends for 2016 and beyond?

Related tags Beer market Brewery

Innovations in the beer market are coming from all directions – but which ones will really thrive and drive the category forward? 

We’re going to explore the biggest trends, the most promising opportunities, and look at how challenges can be conquered in Beer and Beyond a free-to-attend online event on Tuesday 8 March (register here​). Our panel of experts will share how they see the industry being shaped in the coming years.

Modest growth, yet many opportunities

The global beer market is predicted to grow only modestly in the coming years, with growth rates not expected to exceed 3%, according to figures from Canadean.

Yet stepping back from the headline figures and looking at individual categories reveals there are still areas of great opportunity.

Take for example premiumization – a trend seen across the beverage industry – which continues to take hold in beer, with some of the biggest multinational brewers identifying this as a key part of their portfolios.

Looking at the global map, Africa continues to be the fastest growing beer market, with a rising population and urbanization.

And the craft beer scene continues to be an astonishing category to watch, promising plenty more innovations and ideas for 2016 and beyond.  

Ask your questions

Beer and Beyond is a free-to-attend, online event, hosted by

Kevin Baker, senior consultant at Canadean; Edward Brunner, head of food and beverage systems at Cambridge Consultants, and Simon Spillane, Public Affairs Director, The Brewers of Europe, will form our panel. 

The event will also be your chance to ask where they believe the biggest opportunities – and challenges – are for the beer industry.

  • Should brewers be concerned about society’s drive towards healthy living?
  • Just how long will craft keep booming for?
  • What are the untapped opportunities in the beer market?
  • How can brewers engage with their consumers – and how can they stand out from the crowd?

The forum will take place on Tuesday 8 March at 10.30am New York time / 4.30pm Paris time. Register for free here.

Smart packaging, nitro beers, protein punch…

Beer has been a dramatic category to watch, not least with AB InBev and SABMiller’s megabrew deal​ announced in November, and the resulting sale of big brands​ to meet regulatory approval.

But it’s not just multinational brewers in the limelight. San Diego-based craft brewer Ballast Point​ was bought by Constellation Brands for $1bn in November, while other craft brewers have also attracted the attention of the brewing giants (Heineken and Lagunitas,​ AB InBev and Camden Town,​ and the list goes on).

And innovations range from nitro beers​ to new craft beer delivery services;​ smart packaging such as bottles that light up on touch,​ and even beers which pack a protein punch.

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