Unusual brews and rich IPAs are still crucial to stimulate consumer interest within the craft beer market, yet US consumers are increasingly attracted by lagers, classic West Coast IPAs, and balanced British-style ales. What’s driving them to revert back to these traditional beer styles?
Joshua M. Bernstein is a beer, spirits, food, and travel journalist, as well as an occasional tour guide, event producer, and industry consultant. He writes for The New York Times, Men’s Journal, Food & Wine, and Imbibe, where he’s a contributing editor in charge of beer coverage. Bernstein is also the author of five books in addition to the forthcoming revised edition of The Complete Beer Course.
Tom Bobak is the founder and editor-in-chief of American Craft Beer, a national craft beer news, lifestyle, and entertainment site based in Washington, DC. Founded in 2012, the publication targets the younger segment of the market, aged 22 to 44.
Dennis Malcolm Byron, aka Ale Sharpton, is an award-winning journalist, blogger at AleSharpton.com, photographer, event planner, merchandise designer, and beer judge.
Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.
With people looking to nostalgia for a sense of stability and familiarity, Edinburgh-based brewery Vault City has experimented with a British favourite: the Wagon Wheel. Balancing whimsy and sentimentality, the 'Vault Wagon' plays with flavour to send drinkers back to their childhoods.
The label on a can or bottle of beer can be a powerful marketing tool for craft breweries. While styles vary from abstract shapes to retro flair, many brands and enthusiasts have come to cherish animation-inspired designs. But why exactly are British drinkers drawn to this aesthetic?
Craft beer has played a comforting role during the pandemic, with richer, darker, stronger beers providing solace and feeding the curiosity of many at-home drinkers. Goose Island’s creative offerings are a reminder of the importance of craft beer and breweries in post-pandemic regeneration.
Big Drop Brewing Co. is catering to Britons who want the taste of booze, but without the units. It’s bringing the craft movement to the low- and no-alcohol segment of the beer market, offering those who are cutting back a spectrum of flavours so they don’t have to settle for lemonade or cola.