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How Beer Is Fast Becoming an Aspirational Lifestyle Brand


By: Ben Sillence


Beer is not only a crafted combine of 4 components—it is a mirror to drinkers’ shifting attitudes and expectations, stretching the class into wellness, magnificence, health, and even the metaverse.

Evolving past the craft increase of the final 20 years, the class is now brimming with new brews that stretch beer into unchartered territory. From way of life collaborations and cross-category hybrids to unique components and dietary advantages, beer is now hyper-fragmenting, concentrating on particular way of life values or events because it redefines its place in our fashionable existence.

More Attitudinal, Less Product-Focused

The craft beer revolution heralded a brand new period the place long-established conventions have been re-written or discarded. That rule-breaking, unconventional angle is now so firmly related to the business even the product format is present process an evolution with unprecedented ranges of innovation.

New codecs, flavors, and options blur boundaries with different classes, borrowing developments and rising beer’s attain to new drinkers. Breweries should now compete not solely with each other, but additionally with comfortable drink giants and premium spirit manufacturers. The “subsequent” on the planet of beer is multi-faceted and fast-moving. However, what stays sure is that beer manufacturers will proceed to replicate the ever extra fragmented attitudes of the drinkers they search to draw.

Fitting Modern Lifestyles

One of the extra significant shifts out there has been the gradual evolution of beer from a selection of alcohol to a life-style assertion, with the rise of low and no-alcohol choices being a key indicator.

No-alcohol has turn into a possibility to sign a health-conscious shopper, and the de-stigmatization of low/no-alcohol beer is rising. Launch methods, selection, and elevated positionings now improve beer’s positioning with each sober-curious and common drinkers.

Brooklyn Brewery has elevated its no/low proposition with a single-minded, assured limited-edition vary. While no/low design executions have been considerably apologetic up to now (and utterly missing in design taste), these Brooklyn Brewery packs lead from the entrance with a shiny, optimistic aesthetic.

Similarly, the Heaps model aspires to “premium-ize” low ABV merchandise by adopting a drop technique extra generally used within the style, music, and premium spirits area and creating a way of anticipation amongst customers.

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Responsible Drinking & The Sustainable Sip

You are what you drink, and your selection of beer is an announcement of your values, pushing manufacturers to introduce new codecs and merchandise that allow them to attach with the socially and eco-conscious. Concerns over the atmosphere have began driving producers to assume innovatively about their waste, even to the purpose of utilizing beer by-products and surplus components to stretch into adjoining classes. For occasion, a latest instance comes from Molson Coors with their Golden Wing model, a milk different that makes use of barley derived from the brewing course of and incorporates twice as a lot calcium as 2% milk. 

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Toast Ale, within the UK, makes use of surplus bread to exchange barley, utilizing much less land, water, and power and avoiding pointless carbon emissions. By giving all earnings to charity—not shareholders—they fund change and try to repair the meals system. While brewing their beers, additionally they interact their customers in dialog to encourage optimistic motion for the planet.

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New Frontiers

Beer manufacturers are additionally looking for new and disruptive methods to attach with their audiences, reducing via the noise with extra radical celebrations of heritage and intriguing collaborations or by transferring into the digital area.

Expanding past the bodily, manufacturers are utilizing new digital marketing campaign dynamics and activations to create covetable, collectible restricted editions and interesting promoting that join profoundly with customers who need to declare a stake of their very own. 

Stella Artois has teamed up with digital horse racing platform ZED RUN making a sequence of limited-edition breeds full with themed skins. Additionally, Budweiser launched The Heritage NFT assortment, 1,936 distinctive digital can designs representing 1936, the 12 months the primary Budweiser can was unleashed upon the world. The assortment was accessible to customers through two completely different token varieties at launch to drive worth via shortage and encourage flipping.

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So, what’s subsequent for this thrilling class?  

Well, we now have just a few predictions for 2023 and past:

Borrowed Appeal

Brands will lengthen their attain by connecting with non-beer drinkers via evocative merchandise emphasizing taste and experiences usually present in wine and spirits. Borrowing style sensations and design cues from premium classes will emphasize comfort and straightforward consuming expertise of beer. See Carlsberg’s unique experimental beers launched to have a good time 175 years of brewing.

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Borderless Brews

The hyper-fragmentation of beer will proceed. Innovative manufacturers will look to blur or take away the borders with different classes brewing merchandise that straddle the strains between power, comfortable drinks, sports activities diet, and spirits. For instance, brewed with grapes from a close-by winery, Firestone Walker has created a uniquely refreshing rosé beer, Rosalie, to convey a brand new viewers into the class.

More With Less

The low/no class will broaden with propositions that includes extra performance, significantly round well being and wellness, by together with nutritional vitamins and probiotics. Plus, they may develop into magnificence with additions resembling collagen. Future-forward beer manufacturers will change the narrative round low/no merchandise, focusing much less on what isn’t there and extra on what added advantages they now prominently include. Think Lifted with its alcohol-free beer enriched with 10g of plant-based protein per can for less than 83 energy. Made for athletes of all ranges, the lager helps those that need to get well post-workout and luxuriate in a great-tasting beer with out compromise.

Digital Breweries

Following the instance of different way of life classes, beer manufacturers will start to open digital breweries with devoted merchandise solely accessible on-line. That will in the end drive site visitors to bodily shops or real-world merchandise launched based mostly on the recognition of the digital model. Early indications of this embrace Heineken, who final 12 months unveiled their new launch, Heineken Silver, at their digital brewery on the metaverse platform Decentraland.

These predictions, together with latest launches and improvements within the class, spotlight the long-term shift of beer into a life-style assertion. The hyper-fragmentation of product choices will proceed as manufacturers brew more and more bold merchandise, stretching into new events, in the end redefining our relationship with one in all humanity’s oldest pleasures. 


Ben Sillence heads up the technique staff at Lewis Moberly in London, having beforehand led the worldwide design and innovation operate for manufacturers resembling Dove Galaxy and Maltesers whereas at Mars Wrigley. After beginning as a product designer, Ben has gone on to steer technique and innovation initiatives for world manufacturers resembling Gillette, Reckitt Benckiser, Campari, and AB InBev. He additionally commonly writes on branding and shopper developments for business and mainstream media the world over.

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