The on-trend tipples of discerning drinkers: Craft beer, gluten-free, lighter and adventurous options

From Food Ingredients First, by Gaynor Selby

Craft beer feels more “special” to consumers as they associate it with the term “premium,” says DSM exec

NPD in the alcoholic beverage category is connected with mindful drinking, a concept that encapsulates low- and no-alcohol, mainly driven by younger people who just aren’t as interested in alcohol as previous generations. This has led industry to innovate to appeal to cohorts of health-conscious consumers who are driven by health and wellness trends, as well as the “experience” surrounding drinking alcohol. These consumers are not necessarily tea-total but do need something a little more sophisticated to tempt them to the bar.

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  Filed under: Business of Beer, Columnists & Editorials, People of Beer
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