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
  Tagged under: Alcoholic Beverage Category, craft beer, Gluten-free, Lighter and Adventurous Options, New Product Development, NPD