Consumer Research from the Elephant Room Serves Up the Future of Beer

“Humankind was built on beer. From the world’s first writing to its first laws, in rituals social, religious, and political, civilization is soaked in beer.” William Bostwick

Beer has flowed through 10,000 years of human history, a constant companion, enriching our social fabric. 

But the weight of tradition has created industry inertia, and it’s time to act to make sure beer is popular for another 10,000 years.

The future vibrancy of the beer industry hinges on keeping up with shifting consumer preferences, through willingness to embrace change and challenge the status quo.

Our mission in the debut edition of Rulebreakers - our series aimed at identifying the pivotal shifts needed to future-proof sectors - is to help nudge you in the right direction.

We kicked things off by asking The Guestlist, our community of over 2,200 creatives, one big question to:

What change or improvement would you make to redefine the future of the beer industry?

We took these insights and went into some deep-dive consumer groups. We're big believers of the alchemy that happens when gathering audience thoughts and feelings in a relaxed, informal group setting where everyone can speak their truth without holding back.

After bolstering these conversations with some solid desk research, expert opinion and third party reports, we’ve crafted a blueprint for the future of beer.

Without further a-brew (sorry…), here are the five key topics that the full version of our Rulebreakers report digs into:

Breaking Brew Boundaries

There’s a pressing need to shatter the outdated stereotype of beer enthusiasts as exclusively straight, white men. Embracing an inclusive attitude that considers the wide range of today's drinkers - women, POC, the LGBTQ+ community - isn’t just a moral imperative; it’s a strategic move to tap into untapped markets and enrich brand narratives.

Healthier Hops

“Beer would always be my drink of choice, but I have to go for different options to push for body and health goals. Health-conscious options could change the future landscape of the beer industry.” Molly, 26

A common predicament: beer vs health goals. As health-conscious lifestyles gain traction, beer needs to find its place. We all know there’s a surge in demand for no/lo alcohol and calorie options, but beer brands need to transcend beyond the conventional, and find ways to offer genuine value. 

Beers Beyond the Bar

Beer’s versatility is its untapped strength. The pub and the pint will always be a strong combination, but our research highlights the emergence of new drinking occasions. From creative pursuits to moments of relaxation, modern consumers are challenging the traditional pub/bar-centric consumption model. There are a myriad of avenues for beer brands to integrate into the fabric of modern day life in novel ways.  

Pints & Plates

Wine traditionally tends to dominate the dinner table, but the culinary world offers fertile ground for beer to flourish. By positioning beer as a companion to gastronomy, we can elevate its status, crafting unique food and drink experiences that captivate the modern foodie’s imagination. 

Crafting Curiosity

“I always want to try new flavours.” Aneesa, 30

Where comfort drives loyalty, curiosity fuels discovery. Our research underscores a growing appetite among younger audiences for exploration and experimentation with beer. Today's beer lovers are venturing beyond IPAs and lagers, exploring sours, beertails, and gourmands, keen to be the first to discover new and interesting brews.

This is a clear call for beer brands to help ignite consumer curiosity, encouraging them to venture beyond their comfort zones. 

Want another round?

If you want to break moulds and create a future where your beer brand doesn’t just adapt to change, but leads it, we’re here to chat as your strategic and creative companion.

Our full version of Rulebreakers dives deeper into these five areas, exploring the key cultural drivers, pioneers, and actionable opportunities.

Thirsty for more? Get in touch with Dan Saxby at The Elephant Room to book in a deeper dive and what it means for your brand.