"What obtained us below will not get us to the future." I was struck by these remarks made by the Carlsberg Chief Executive Officer, Cees't Hart.

In an address to The Brewers of Europe Forum in June, he also went on to determine 3 crucial trends for involving with a brand-new generation of beer consumers: function, sustainability as well as health and wellness.

Remarkably, he additionally discussed the value of makers speaking favorably about beer, and extremely remarkably, about 'each various other's beer', in order to continue growing the market.

Clearly, the fast-shifting brewing landscape is setting off ever before deeper as well as extra creative thinking. And nowhere are these patterns a lot more noticeable than in the craft brewing revolution we're seeing unfold before our eyes.

At DSM we just recently carried out a survey among craft beer drinkers that sustains Carlsberg's conclusion-- namely that craft drinkers care deeply about their beer, where it originates from, and also what it suggests for their health and wellness as well as the planet. Our study additionally takes place to expose that the largest boost in craft beer consumption is taking place among those consumers aged 18-30, where we can speculate these worths are deeply held.

What do more youthful people believe concerning craft beer? These are all concerns we asked in our survey ... and we got some surprising as well as informative solutions.

More young people are drinking craft beer
Compared to 2 years ago, practically half of the under-30 year olds we surveyed had actually enhanced their intake of craft beer. Not surprisingly, beer top quality was their primary top priority. That's not all.

These more youthful enthusiasts are daring
Almost fifty percent of our study respondents drink craft beer since they such as to attempt something brand-new. With craft beer, consumers can trying out a huge diversity of beer designs and also taste accounts. And the more youthful the customers are, the more likely they are to drink craft beer outside the home, at a pub or restaurant.

Purpose truly is essential
More than 45% of 18-to-30-year olds we checked agreed strongly that the beer they consume states a whole lot concerning them. In that sense branding shows up to be still extremely essential: Beer classifies trigger 60% of this team to make an acquisition.

Sustainability resonates
Craft beer is checked out as a more sustainable item, according to our survey participants. To back up the sustainability tale, craft beer fans are progressively looking for some background details on the beer, like its components or background.

So, what does this mean for the sector?
In my view, craft start-ups as well as developed breweries all have a role to play to satisfy this growing customer demand for high-quality, cutting-edge drinks that align with their obligation to add a better, more sustainable globe. This will certainly be crucial for catching a new generation of consumers and that of generations to find.

Compared to two years ago, basically half of the under-30 year olds we surveyed had increased their intake of craft beer. Virtually fifty percent of our study participants consume craft beer because they such as to attempt something brand-new. With craft beer, customers can experiment with a big variety of beer styles and preference profiles. Craft beer is viewed as a much more sustainable item, according to our study participants. To back up the sustainability tale, craft beer followers are increasingly looking for some history details on the beer, like its ingredients or history.