The category has exploded beyond the confines of a drink for social occasions, and now goes as far as health, beauty, sports and the metaverse.

Emerging from the craft boom, beer is brimming with new brews that meet the needs of a diverse audience.

From lifestyle collaboration and cross-category hybrids, to reinterpreting heritage and driving sustainability, beer is no longer a crafted mix of four ingredients.

It is a mirror to the shifting value-sets and behaviour of consumers, and a tangible indicator of the hyper-fragmented future of the wider drinks category.