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Strategy Briefing

The Evolution of Craft: A New Era for Beer?

45 pages, Jun 2018

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The “craft” trend, still highly significant within global beer, is evolving as it matures. Growth in the US is decelerating, but the sector remains lively. At the same time, microbreweries are opening in new markets around the world, often incorporating distinctly local ingredients. Microbrewers face an array of challenges, meaning that innovation and flexibility are crucial. In this dynamic landscape, how is “craft” developing, and what does it mean for the wider beer industry?

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Consumers are still drinking less but still drinking better… and it still matters

Premiumisation remains the defining trend in beer. The global beer category has not witnessed any significance volume growth for many years, but in value terms sales continue to rise.

There is a lack of consensus surrounding the definition of “craft”

The US Brewers Association defines a craft brewer as being “small, independent and traditional”. These concepts form the basis for most interpretations of craft, but there is ongoing debate regarding ownership, size limits and ingredients. The term “independent” is becoming increasingly prominent.

The future is not looking so dark

Craft beer is no longer focused almost exclusively on dark beer, as it was in the early days of the movement. The desire for variety and innovation in core markets such as the US is encouraging microbrewers to branch out into different styles.

US craft enters a new era of more restrained growth

Growth in the US has decelerated. A rise of just 5% was recorded in 2017, which is a notable reduction from the double-digit growth witnessed a few years ago. A more moderate performance is not necessarily a cause for concern overall; however, there will inevitably be more brewery closures in the near future.

Innovation will be key in increasingly competitive and mature craft markets

Innovation through new styles and experiential offers –often through brewpubs –will help to maintain consumer interest. Disruptors affecting the wider beer industry, such as the rise of digital technology and growing health awareness, will also impact microbrewers. Adaptation and flexibly will be highly advantageous.

Global expansion: microbreweries are opening across the world

Craft beer growth may have become more restrained in its original markets, but there is huge growth potential elsewhere. While exports from the US and Western Europe are often a starting point, locally-owned microbreweries tend to be quick to follow and are opening in cities from Bogotá to Beijing and beyond.

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Introduction

Scope

Objectives

Key findings

The Bigger Picture

Premiumisation is one of Euromonitor’s focus megatrends…

…and continues to shape the global beer market

The future is not looking so dark

Brewpubs tap into the on-trade opportunity

Selected key craft beer markets: 2017 volume estimates

What is “Craft”?

What is craft?

Why is it not that simple?

Differences and similarities: Examples from around the world

Terminology and transparency

Corporate Craft: Oxymoron or Opportunity?

The craft sector is a core focus for acquisitions…

…but who has been buying what?

Advancing through acquisitions

Big brewer alternatives: craftin g brands that work

AN OUTLINE OF KEY GEOGRAPHIES

US: slow(er) and steady, or past its prime?

US: growing pains and expansion plans

UK: challenges to be faced in Europe’s biggest craft market

UK: no-alcohol ? no problem for craft

UK: differentiation through enhanced specialisation

Italy and Germany: two sides of the craft coin

China: trading up and branching out

Japan: craft represents a rare bright spot for beer

Asia: high growth expectations present opportunities across the region

Brazil: issues of independence are expanding geographically

Middle East and Africa: craft opportunities despite economy focus

What Does the Future Hold?

Considerable growth potential remains

Prevailing beer trends set to remain aligned with craft

For craft, Brexit means…?

Deceleration, disruption and developments

Appendix: Report Definitions

Definitions and terminology

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

The Evolution of Craft: A New Era for Beer?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Consumers are still drinking less but still drinking better… and it still matters

There is a lack of consensus surrounding the definition of “craft”

The future is not looking so dark

US craft enters a new era of more restrained growth

Innovation will be key in increasingly competitive and mature craft markets

Global expansion: microbreweries are opening across the world

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives

Key findings

The Bigger Picture

Premiumisation is one of Euromonitor’s focus megatrends…

…and continues to shape the global beer market

The future is not looking so dark

Brewpubs tap into the on-trade opportunity

Selected key craft beer markets: 2017 volume estimates

What is “Craft”?

What is craft?

Why is it not that simple?

Differences and similarities: Examples from around the world

Terminology and transparency

Corporate Craft: Oxymoron or Opportunity?

The craft sector is a core focus for acquisitions…

…but who has been buying what?

Advancing through acquisitions

Big brewer alternatives: craftin g brands that work

AN OUTLINE OF KEY GEOGRAPHIES

US: slow(er) and steady, or past its prime?

US: growing pains and expansion plans

UK: challenges to be faced in Europe’s biggest craft market

UK: no-alcohol ? no problem for craft

UK: differentiation through enhanced specialisation

Italy and Germany: two sides of the craft coin

China: trading up and branching out

Japan: craft represents a rare bright spot for beer

Asia: high growth expectations present opportunities across the region

Brazil: issues of independence are expanding geographically

Middle East and Africa: craft opportunities despite economy focus

What Does the Future Hold?

Considerable growth potential remains

Prevailing beer trends set to remain aligned with craft

For craft, Brexit means…?

Deceleration, disruption and developments

Appendix: Report Definitions

Definitions and terminology

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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