A wave of disruption is hitting the consumer industries, and this year’s London Craft Beer Festival is a fitting symbol.
In the biggest celebration of modern beer to date, over 10,000 consumers descended on London’s Tobacco Dock for the UK’s largest gathering of independent craft breweries. As a visitor to the show, what united the 70 or so best breweries from across the globe was authenticity, provenance, and localism. From the self-styled ‘Born in Bristol’ Left Handed Giant to the 40FT Brewery built entirely out of repurposed 40-foot shipping containers, the festival was nothing less than a masterclass in brand story-telling.
The booming craft beer market represents a monumental shift in consumer behaviour. Big beer businesses are struggling as younger consumers become more discerning in their choices and buy products that they believe reflect their personalities, and even their world view.Connecting with a new generation of consumers and staying relevant is arguably the biggest challenge faced by any consumer goods business – whether you’re in beer or beauty.