As we raise our glasses to bid farewell to 2023, the ever-evolving world of beer is set to embark on a new journey in 2024. Prospero Equipment is offering insights into the trends that will shape the beer landscape in the coming year. From low ABV options to the ever-expanding reign of IPAs and the rise of ready-to-drink concoctions, let’s delve into what’s brewing on the horizon.

Beer Packaging Format: I Think I Can

One of the notable trends that took center stage in 2023, and we expect to see continue strongly into 2024 is the rising popularity of cans versus bottles. Despite supply chain challenges, the beer can continues to relegate bottles to near obscurity. Shelf space for canned products continues to grow relative to bottles, while bottled beers are now a mainstay only in certain specialized categories, such as barrel-aged beers. Likewise, the 16 oz can has continued to pick-up market share from its smaller 12 oz counterpart, finding itself the vessel for a growing variety of styles, including stouts, and seasonal offerings that have typically been found in glass, and in smaller formats.

Near Beer: Non-Alc Still Has Legs

Also continuing to surge in popularity are low alcohol (below 0.5% ABV) and non-alcoholic beers. With an increased focus on health-conscious choices, consumers have been seeking alternatives that allow them to enjoy the rich flavors of beer without the intoxicating effects. Breweries are employing methods such as reverse osmosis, vacuum distillation, or halting fermentation to produce beers with less than 0.5% ABV. The result is a beverage that mirrors the taste of traditional beer, appealing to those who savor the experience without the alcohol punch.

In addition to non-alcoholic beers, breweries are adding a slew of non-beer products to their offerings to keep pace with consumers changing palates and purchasing behaviors. Included in the mix are of course hard seltzers and spiked tea drinks, as well as drinks like hard kombucha and a variety of brewing based ready-to-drink (RTD) cocktails, more on these in a minute.

Beer Styles: The IPA Isn’t Going Away

IPAs, with their bold and hoppy profiles, will continue to reign supreme in 2024. However, an interesting twist awaits as consumers voice their desire for more stouts and porters without necessarily reflecting that support in market consumption. On the flip side, craft lagers and pilsners are poised to gain ground, slowly but steadily capturing the taste buds of beer enthusiasts who seek a lighter, crisper alternative to the robust flavors dominating the scene. The prevailing sentiment among brewers we’ve spoken to is for diversification of styles to be a growth factor and take market share back from the crowded IPA space, but few are expecting to see this happen at lightning speed.

Seasonals and Specialties: Drinking Around the Calendar

In the still expanding and evolving world of craft beer, seasonal releases will maintain their stronghold on consumer preferences in 2024. From spring varietals to Oktoberfest-inspired brews to the warm embrace of pumpkin-infused delights and the tantalizing dance of fruity notes tailored to specific seasons, breweries are set to take their customers on a flavor-filled journey. Some brands are even cultivating a cult following around limited seasonal releases, turning each brew into a sought-after experience that captivates the senses.
Calendar driven offerings are a way for breweries to carve out spaces for their brand offerings, and a place where the nimble craft market may be able to continue to steal market share from macro brands.

RTD’s: Still a Growth Play for 2024

As we bid adieu to 2023, the ready-to-drink (RTD) craze isn’t going away anytime soon. Analysts predict that the RTD category which today accounts for about $35 billion globally, that number is expected to increase to over $85 billion by 2030 . Fueled by factors such as convenience, the on-the-go lifestyle, time-saving preferences, innovative product offerings, a growing interest in health and wellness, the expanding beverage alcohol market, and the ever-evolving landscape of marketing and branding, RTDs are claiming the top spot on popularity charts. These beverages cater to the dynamic needs of consumers, delivering a refreshing and ready-to-enjoy experience straight from the bottle or can.
RTD’s are the purview of both brewing and distilled spirits these days, with wine infused cocktails beginning to make inroads, as are other categories including the burgeoning cannabis infused drinks category.

In the world of beer, where tradition and innovation coalesce, Prospero Equipment’s predictions for 2024 unveil a landscape rich with diversity. From the mindful embrace of low ABV options to the relentless reign of IPAs, the subtle resurgence of craft lagers, the ever-enticing allure of seasonal releases, and the convenience-packed dominance of ready-to-drink concoctions, beer enthusiasts are in for a tantalizing year ahead. As we clink our glasses to the future, let’s savor the flavors that will define the brews of tomorrow. Cheers!