A turn on the beer calendar: What happened?
For more than a decade, artisanal beer was synonymous with authenticity and the flag of the social experiment in vessels, especially floating in the meetings of young generations. However, that brilliant stage seems to be reaching a sun’s glimpse. The growing difficulty in maintaining the flame on independent breweries, faced with increasingly high costs and a demand that fades, marks a script change in beer history.
Who are the protagonists of change? The history of consumers in two key generations
Millennials: from the boom to the reality of adult life
Those born between 1981 and 1996, known as millennials, enjoyed their youth in a scenario of vertiginous technological advances and a globalized economy that opened roads and opportunities. For them, artisanal beer was more than a simple drink: it was part of their social identity, a symbol of belonging to a vibrant community where IPA and local beers were the stars of the gossip and celebration.
Z generation: the revolution of awareness and healthy decisions
The Z generation, which was born in a digital world and with access to instant information, is changing the rules of the game. Concern for health, well -being and ecological impact dictate many of their daily choices, including preference for lighter drinks or alcohol -free alternatives. The trend is not only a passenger fashion, but a declaration of priorities that redefines consumption in the 21st century.
The decline of artisanal stars and the rise of other drinks
Throughout the last decade, artisanal breweries offered much more than a product: they were spaces of coexistence, creativity and community in its purest form. However, the saturated market, combined with a more cautious economy and the appearance of new waves in drinks such as Hard Seltzers or cocktails ready to drink, are pushing consumers to explore other paths. The figures also reflect this change: consumption in the United States reached low historical levels in 2022, with figures that were not seen since before millennium.
The impact of the health and economic crisis
The Covid-19 pandemia left open injuries in the industry, especially for those who had their livelihood in beer tourism and physical meeting spaces. The reduction in the influx, added to the increase in production costs – increases in key supplies and logistics chain failures – further aggravated the situation. Gallopant inflation, with increases that exceed 70% since 2000, makes it more difficult to keep accessible prices without sacrificing quality.
GEN Z and Millennials: A reconfiguration in consumption habits
While traditional breweries struggle to stay afloat, changes in the tastes of those who once driven their growth mark the course. Millennials, now in adult stages with family and work responsibilities, are leaving behind the long nights with IPA to opt for more moderate drinks or reduce their consumption in general. But it is the young people of the Z generation who carry the baton in the transformation, drinking 20% less than their predecessors to the same age, and much more inclined towards without alcohol and healthy alternatives.
New tastes and opportunities in a market instead
The growing popularity of without alcohol beers, with brands that reach millionaire valuations, indicates a trend that comes to stay. In addition, cannabis consumption, increasingly legal in several countries, is presented as a direct competitor for the attention and pocket of the young consumer. The beer industry does not sleep in the laurels: big names already launch without alcohol and diversify their offer to capture an increasingly aware audience of their health.
Where does the beer culture go?
Although the artisanal scene is going through a complicated moment, there are lights on the horizon. Innovation, quality and adaptation to new preferences can open surprising paths. The question is not only if the craft beer will be saved, but if it will be able to reinvent himself and find a space in the consumer’s heart. It is clear that the panorama that was once dominated by traditional beer adventures is now enriched by new and politically correct new alternatives, which reflect the changes in society itself.
