A crisp lager, a hoppy IPA, or a rich stout? With beer’s unequivocal history as a beloved beverage, regional and personal consumer preferences have evolved to vary greatly – allowing space for flavourful innovation in the beer industry over time. But as the industry faces a shifting landscape, brewers must adapt and innovation is becoming paramount to staying ahead of the game. Enter Brew Shield: the secret weapon brewers rely on to maintain flavour- and aroma authenticity in their premium beers during distribution. (And it also protects beer colour!)
But how does Brew Shield help brewers navigate the challenges and opportunities facing the beer industry today? Let’s take a moment to review current industry trends and consider the value of a proven antioxidant to shield beer from extensive degradation.
Current challenges, opportunities, and risks
In 2023, the beer industry faces unique challenges and opportunities. As they explore new ways to connect with customers, innovative brewers and brand managers are rethinking their commercial focus in the wake of COVID-19. To compensate for the combined effects of recent events and a decade-long global trend toward lower consumption rates, new product categories and premiumisation are emerging as key growth strategies. While ingenuity and smart marketing approaches can help beer brands expand their reach to customers who will excitedly embrace adventurous styles, an antioxidant solution like Brew Shield might be the secret to maintaining them.
The IWSR (International Wine and Spirit Research) drinks market analysis (1) recently revealed that the beer market is leaning strongly toward value growth rather than volume growth. In fact, they report that by 2021 value growth was twice as much as volume growth. The blueprint to premiumisation is reportedly encapsulated by three central undertakings, each of which we conclude lends itself to some degree of risk (Table 1). As brewers commit to premiumisation, it becomes imperative that they protect the value of their higher-end brews by ensuring that they reach customers in their prime condition. By enabling a fragile product to consistently impress, Brew Shield can support premium brands as they build and maintain brand loyalty. Beers treated with Brew Shield have been shown to maintain flavour- and colour stability for longer.