The historical past of beer goes again 1000’s of years, making it one of many world’s oldest beverages. In 2023, greater than 166 billion liters of beer have been drunk throughout the globe. This determine is anticipated to extend to 170 billion in 2024, and additional enhance to 180 billion by 2027. At the same time as beer consumption is anticipated to extend, non-alcoholic beer and seltzer choices have gotten more and more fashionable, particularly throughout the month of January when thousands and thousands of individuals throughout the globe take part in Dry January.
The historical past of beer dates again to historic Mesopotamia the place archeologists have found ceramics still sticky with beer residue from 3400 B.C. and the ‘Hymn to Ninkasi,’ an ode to the Sumerian goddess of beer from 1800 B.C which describes a recipe for beer. Transferring ahead to historic Egypt, everybody drank beer as part of their regular diet, from pharaohs to peasants and even youngsters. The beer we all know immediately is a results of Christian monks from the Center Ages adding hops to the brewing process.
The consumption of alcohol has shifted as generations change spending and consumption habits. Gen Z is coming of authorized consuming age, however this presents challenges for alcohol manufacturers as 45% of Gen Z who’re of age have by no means consumed alcohol. Shoppers on this age vary usually tend to flip to non-alcoholic options resembling Heineken 0.0 or White Claw’s new line of seltzers with 0% alcohol. Whereas these options usually are not as fashionable as their alcoholic counterparts, greater than 7.8 billion liters of non-alcoholic beer is anticipated to be consumed in 2024, with that quantity growing to nearly 9 billion liters in 2027. Child Boomers are reaching retirement age, which may result in a change of their consuming habits on account of a decrease in disposable income.
Heineken, produced within the Netherlands, is the most well-liked beer model on the earth and is favored in more than 75 countries together with Brazil, Australia, and Greece. The Netherlands exported greater than USD 2 billion worth of beer in 2022. One other fashionable beer globally is Guinness, which is produced in Ireland. Guinness is hottest in 20 nations throughout the globe together with Chad and Guyana. Eire rounds out the highest 10 main exporters of beer, exporting greater than USD 313 million worth of beer. Mexico produces Modelo and was the worldwide chief of exporting beer, exporting greater than USD 5.4 billion worth of beer in 2022. Modelo is the most well-liked beer in a number of nations together with Chile, Argentina, and Angola. Beers which might be produced in a country are sometimes not the most popular beer in that nation, such because the case with Guinness and Eire, Brahma and Brazil, and Modelo and Mexico.
Dry January represents one other change in alcohol consumption. This occasion dates again to 1942 when Finland held ‘Sober January’ to assist in the battle in opposition to the Soviet Union. Nevertheless, different nations, such because the United Kingdom, have yearly campaigns for Dry January to deal with reducing the harm caused by alcohol in society. Within the UK, greater than 175,000 people signed as much as take part in Dry January 2023 and greater than 260 million people from the United States participated.
The beer market is altering on account of new shopper preferences and consumption habits. The historical past of beer reveals that though non-alcoholic beers and seltzers are rising in popularity, the beer market will stay robust for years to return.