Craft beer has emerged as a strong industry contender in recent years, with microbrewery founders across the world getting down to business, trading their ‘staches for snappy suits. But now that major players have entered the game and hipster appeal has diminished, will it still be cool?

Often associated with pub chains and cask ale, England’s oldest breweries are adrift in the country’s growing beer market. As craft producers and multinational behemoths compete to edge traditional brewers out, how are old-school stalwarts adapting to the demands of discerning punters?

The craft beer industry has blown up in recent years – it's taken 11% of the US beer market – and fans are now turning to tech to get the perfect brew. Research has found that beer lovers are increasingly reliant on their mobile, researching via smartphones while browsing the shelves.

Historic breweries and Reinheitsgebot – 'German Beer Purity Law' has kept good beer at the heart of German culture, but people's palates are diversifying. With 82 craft breweries opening up across the country, Germans are embracing new flavours and the backstories behind the creation of craft beer.