Navigate The Changes in The Beer Industry

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.

Strategic opportunity	Potential risk to brand
Premiumising existing brands: Through dedicated revisions to their branding and pricing structures, their perceived novelty could lend local mainstream beers premium status in export markets.	As supply chain complexity grows, so do opportunities for beer to become oxidised in transit. Slow supply chains or interruptions in the cold chain could catalyse the typical staling reactions, especially in warmer climates.
Investing in independent breweries: The craft beer revolution is indeed upon us. Consumers appreciate these genuine, perhaps more organic brews. The acquisition of established craft breweries allows multinational brewers to tap into their potential.	The commercialisation of existing craft beers creates a platform for smaller, but well-reputed brands to reach a wider audience. Unfortunately, the beer is likely to travel longer distances when individual orders are filled. Time, and potential exposure to sub-optimal storage conditions, may further taste- and aroma degradation.
Increasing focus on specialist beer varieties: Consumer curiosities and adventurous tastes drive interest in new and unique beer styles. The key selling points of these beers are often linked to the natural flavourful elements of the beer.	The nature of beer is for these defining flavour- and colour compounds to be susceptible to degradation. The resulting ‘lack of authenticity’ could have a devastating effect on consumer perception, and can detract from the beer’s perceived status.

Table 1: Premiumisation opportunities and manageable risks for brewers in 2023

Further to the above, the IWSR also identified the low- and no-alcohol beer categories as well as new product development in alternative product categories (like ready-to-drink hard seltzers) as trending advances in the global beer market.

As brewers drive value through premiumisation and new product innovation, they are investing considerable funds and resources toward delivering a product their customers will love (and therefore purchase at a premium price-point). Should that product be compromised before reaching customers, the impact on a brand they have poured their heart and soul into could be devastating. Once the recipe has been perfected, the final and perhaps most crucial step for brewers should be to ensure that this premium product reaches their customers in its prime condition. This is where Brew Shield comes into play.

Brew Shield addresses the root cause of beer staling through its natural scavenging abilities. By acting as a buffer against beer oxidation, the oak extract formulation ensures that the taste, aroma, and colour of premium beers are protected for longer. Furthermore, Brew Shield is compatible with low- and no-alcohol beers and even non-beer beverages like seltzers. As consumers appreciate the refreshing and flavourful nature of these creative formulations, it becomes all the more valuable for brewers to ensure that their products are protected from excessive degradation. In a simple liquid application, Brew Shield helps brewers maintain their reputable brands by keeping loyal customers satisfied with the same consistently high-quality product reaching them both near and far.

From expanding into novel product categories to embracing smart marketing strategies, breweries are demonstrating resilience by pushing the boundaries of what beer can be. With the aid of an innovative solution like Brew Shield, they can protect the sensitive flavours and aromas that truly define their products. The increased shelf-life could open new doors for brewers who strive to consistently deliver fresher-tasting beer to new markets. It also provides added peace of mind that the value of their local premium and novelty brews are being protected. To find out how Brew Shield can be used by your brewery, reach out to us via the links on this website. We look forward to partnering with more world-class brewers like you as they navigate their brands’ expansion and keep many happy customers loyal to their premium product offerings.

Brew Shield addresses the root cause of beer staling through its natural scavenging abilities. By acting as a buffer against beer oxidation, the oak extract formulation ensures that the taste, aroma, and colour of premium beers are protected for longer. Furthermore, Brew Shield is compatible with low- and no-alcohol beers and even non-beer beverages like seltzers. As consumers appreciate the refreshing and flavourful nature of these creative formulations, it becomes all the more valuable for brewers to ensure that their products are protected from excessive degradation. In a simple liquid application, Brew Shield helps brewers maintain their reputable brands by keeping loyal customers satisfied with the same consistently high-quality product reaching them both near and far.