2018 Global Beer Industry Trends

Pretzel Agency | 18 

Food & Beverage Trends 

18’ BEER 

CATEGORY 

TRENDS



EDITOR’S NOTE 

Welcome to Pretzel’s 2018 Global Beer Category Trends. 

Beer making is one of the oldest rituals and based on volume the most 

popular alcoholic beverage on the planet. Yet, global beer consumption 

is on decline and big beer struggles to excite consumers. 

1. Return of Lagers 

2. Keep it Local 

3. Milkshake IPA’s 

4. Beer Tales 

5. Hop Revolution 

6. Taproom Breweries 

7. Surprising Packaging 

Timea Ella Jonas 

CEO @ pretzel.agency



Return of Lagers 

In the past years the beer industry was shaken by 

the rise of the craft beers. Beer varieties like IPA 

and ALE excited the customers and depreciated 

Lager’s image. 

Beer companies have an opportunity of re-storing 

Lager’s image by inviting the consumers to rediscover 

the rich brewing heritage of lager 

varieties like Pilsner, Helles, Kolsch and Alt bier. 

#pilsner #helles #kolsch #altbier 

3



Keep it Local 

Customers appreciate products that are inspired 

by local heritage, ingredients and personal 

stories. The products gain trust of local 

customers when produced regionally or locally.. 

We have seen successful ‘Regionally Inspired’ 

products launches, especially in places where 

markets are saturated and brands have 

difficulties to stand out, or gain relevance. 

#Barley #Corn #Rice #Hops 

4



ENVISION THE FUTURE 

WITH PRETZEL. 

We help companies innovate to build brands, grow businesses 

and transform categories. Let's seize the opportunities of 

tomorrow!



Milkshake IPA’s 

These easy to drink ‘milkshakes’ are gaining 

popularity among craft brewers. Why the name? 

Milkshake IPA is a classic IPA brewed with 

lactose to achieve milder and full-body mouth 

feel. Looking for a twist? You can choose 

between classic, vanilla and fruity flavors. 

#MilkshakeIPA 

6



Beer tales 

Beer cocktails are hot topic every summer and 

there is more than a handful of beer mixes 

available on the shelf's resembling alcopops. 

There is however a new trend commencing in 

high-end cocktail bars using craft beer instead of 

soda. What are the benefits? Completely natural, 

low sugar and calorie mixed beverages that suit 

‘real-men’. 

#Amaro Spike #Michellada #Beerita 

7



Hop Revolution 

Hops make beer refreshing and they are 

responsible for the unique bitter flavors 

resembling citrus, pine and herb. Yet, most of 

beers available on the market are made from a 

single hop type and the products are not built on 

hop credentials. 

After the craft beer revolution, customers feel 

that most of the commercial beers have little or 

no flavor. It is an opportunity for big brewers to 

explore the rich world of hop varieties, and uptrade 

their brands with hop inspired premium line 

extensions. 

#Amarillo #Cascade #Fuggle #Saaz #Willamette 

8



PRETZEL HELPS YOU INNOVATE. 

CUSTOMER CENTERED 

INNOVATION STRATEGY 

Is Innovation-led growth part of your 

company strategy? 

Is your portfolio competitive in your markets in 

comparison to your competitors? 

Do you have a feasible innovation pipeline 

considering resources, scalability and top-line 

growth? 

Do you have a comprehensive map of 

customer insights and jobs-to-be-done that 

translate into successful value propositions? 

Are you the trend setter in your industry? 

Do you have a ‘second-act’ strategy? 

PRODUCT FUNNELING & 

DEVELOPMENT 

Does your products emotional and functional 

benefits reflect the current customer trends 

and market demands? 

Is your brand positioning and visual identity 

reflecting your customer aspirations and 

desired segmentation goals? 

Are you uncertain what are the winning 

formats, textures, flavors and fragrances? 

You are looking to maximise your innovation 

potential without CapEx investment, but short 

on ideas? 

Does your innovation team needs an external 

support of project managers? 

BUILDING INNOVATIVE 

ORGANISATION 

Is your organisation agile enough to supply 

innovative propositions to ever changing 

customer demand? 

Does your people have the knowhow to lead 

organizational change that disruptive 

innovation demands? 

Are your people ready, mobilised and 

motivated to deliver successful market 

innovations? 

Do you require help setting up an innovation 

incubator or a lab to improve innovation cycle 

time?



Taproom Breweries 

Bigger craft breweries are investing in their 

legacy and credentials by opening doors to 

local communities; establishing bars, concerts 

and community events venues right at the 

brewery sites. 

What is in it for the breweries? Building a loyal 

customer circle and spreading positive WOM. 

#WhiteFrontierTapRoomBrewery 

10



Surprising Packaging 

Brand packaging can make or break your brands. 

The packaging needs to speak to the consumer by 

complying with their values furthermore conveying 

emotional and functional benefits. 

Premium and mainstream brands are increasingly 

investing in creative packaging and design 

solutions launching paper wrapped and wax sealed 

line extensions to up-trade. 

+1 Global Trend: Environmental consciousness 

Consumers are done with plastic. Producers are 

facing new legislations and bans on plastic 

packaging, straws and cosmetic applications. It’s 

time for brewers to rethink foils, rings and 

secondary packaging. 

#Paper #Wax #EnvironmentallyFriendly 

11



LET’S TALK ABOUT THE FUTURE. 

PRETZEL Strategy & Innovation HQ 

Verbier, Switzerland 

 

Global new business enquiries 

0041 76 740 16 09 

ella.jonas@pretzel.agency

2018 Global Beer Industry Trends

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