The low alcohol (“lo”) beer segment is gaining traction, especially in parts of Europe, complementing the growing interest in no-alcohol beers. This growth is driven by tax incentives, traditional beer styles, and brewer innovation.
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Brewers are adapting to Gen Z’s slower beer adoption by diversifying into RTDs, hard seltzers, and flavored beers. IPAs’ bitterness deters some drinkers, but educating consumers on diverse beer styles remains key. Emphasizing beer’s variety alongside other beverages may help revitalize interest as Gen Z’s alcohol preferences evolve over time.
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To reach broader audiences and appeal to drinkers of every age, breweries are producing flavorful sodas that are as compelling as craft beers.
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As industry headwinds continue to gather, brewers and other beverage producers must invest more resources in building their brands, especially by building relevant differentiation into the brand.
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Many breweries are now producing light lagers to meet the growing consumer demand for low-calorie, easy-to-drink beers. These light lagers provide a refreshing alternative for beer enthusiasts and often feature unique ingredients and branding to stand out in the market. Breweries see these offerings as a way to attract a broader customer base and provide an approachable option in their taprooms and retail spaces.
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Russell L. Ackoff and James R. Emshoff’s paper “Advertising Research at Anheuser-Busch, Inc. 1968-1974” revolutionized beer marketing by categorizing drinkers into types, such as Reparative and Social. Their insights informed iconic campaigns like Miller Time and This Bud’s For You, highlighting the lasting impact of their work as the 50th anniversary approaches.
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