That's the base: what kind of beer the zoomers drink and what Kraft has to do with it

What is cringe to some is Spanish shame to others. With the beginning of a new era, not only language changes — fashion, interests and, of course, tastes change. Including beer. We wondered what kind of beer people of different generations prefer, whether the fashion for craft beer among millennials is still alive, and what the Zoomers like.

Who likes what kind of beer

It turns out that the theory of generations, which was proposed by Americans William Strauss and Neil Howe, works in the field of food. The year of birth directly affects what food, drinks and lifestyle a person chooses.

The following picture emerges for beer:

— Generation X — those born between 1965 and 1979 — are beer traditionalists who choose the classics that have been tried and tested over the years, both imported and domestic;

—  Millennials — children of the eighties and early nineties — drink mostly imported beers, and craft — still;

— Zoomers — born after 1996 — are more health-oriented, so they don’t drink much beer. But if they do drink beer, they drink trendy drinks — fruit and tomato varieties, as well as beer smoothies.

What’s on trend

The beer industry has seen several consistent trends in recent years, and these trends are expected to be with us into 2025. Let’s take a closer look at what beer lovers can expect in the new year.

First of all, imported beer will return to us. After sanctions were imposed, some brands left the market, and the share of foreign beer decreased to 7% of the total volume. Now imported beer is experiencing a new wave of popularity in our country, the former demand for it is returning, which means that there is hope for the appearance of familiar labels in stores.

Non-alcoholic beer is still in fashion, and the reason for this is the fashion for a healthy lifestyle. Significant funds have been poured into advertising of beer without degrees, even Olympic champions support popular brands of non-alcoholic beer. According to statistics, sales of non-alcoholic beer have increased by more than 20% in the past year, and this is probably just the beginning.

And, of course, unusual flavors were and still are in trend. Craft breweries are still at the top of their game — vegetable, tomato and mushroom gose, unusual fruit and berry drinks, and «soupy» flavors like tom yam are at the peak of popularity.

No matter how old you are or what kind of beer you prefer, there’s sure to be a drink you’ll love at Lambic. And also in our beer restaurants — a wide choice of dishes, quality service and always cozy atmosphere. We are waiting for you!

Date : 20 December

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