P-32 - The Times They Are a Changing and What to Do About It

Overall, beer sales declined again in 2024.  Young adults are now using alcohol at a significantly lower rate than their counterparts from 20 years ago: their use-rate is now just above those aged 55 and older, who have the lowest drinking rate.  Factors that are contributing to lower use in young adults are a greater concern for fitness and health and a negative association between alcohol and health.  In addition, the intake of marijuana and the widespread use of weight-loss drugs appears to have also reduced consumption.  The challenge for the brewer is to engage young adult consumers with products that are nutritious and have limited negative health implications. To do this the brewer needs to think beyond English, Belgian, and German beer styles and their non-alcoholic versions.  The dimensions of these new creative spaces should include exploration of alternative sources of starch and flavor, as well functional ingredients.