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NICOLAS DAUCHY, THE OWNER OF THE BRASSERIE DU SANCY
INCREASINGLY SOUGHT-AFTER LOCAL BRANDS
Beer can have countless personas and covers a remarkable array of flavours and
freshness. It is a space that resonates with the expectations of young, urban consumers,
due to its moderate pricing, reined-in alcohol content and marketing appeal.
The emergence of craft breweries across France is opening up new avenues for
consumers who want a greater choice of products, with regional provenance and
terroir characters broadening the scope further. In fact, independent breweries
have opened up the lower alcohol and flavoured beer category, whilst at the same
time acting as the custodians of powerfully-flavoured but also easy-drinking, palatable
range staples. They have successfully carved out a place for themselves alongside
market behemoths such as Kronenbourg, 1664, Grimbergen, Heineken, Stella
Artois, Leffe and Hoegaarden. The appeal of regionality comes with a great brand
image. The category is growing in a way akin to that of the wine industry, with
consumers drinking less but looking for a pleasurable experience with a beer that
is both flavourful and characterful. “The market is highly competitive”, comments
Olivier de Brueker, chairman of the Brasserie Lilloise. Demand has increased substantially
and the response to this has been an impressive number of new breweries
entering the fray. But the market generates constant appeal. Over the past ten
years, consumption has changed and offers genuine opportunities for craft beers
that show respect for tradition and provide product ranges that differ from those
of the large manufacturers. And that is undeniably a major plus point…
SUMMER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE
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