18 Aug 2023

Craft beer, once a ubiquitous force that redefined the world of brewing, has seen its fair share of changes and challenges in recent times. A recent article in The Grocer has sparked discussions about whether we are witnessing the decline of craft beer.


In this blog post, we delve into the reasons behind this perceived decline and look at the evolving dynamics of the craft beer industry. With nearly 150 years in business, we’ve seen the ups and downs of many industries - and for now - we’re more than confident that craft beer is here to stay. Read on to find out more.

The shifting landscape of craft beer


The craft beer movement has captivated beer enthusiasts worldwide, with its innovative flavours, small-batch production, and unique brewing methods. Not to mention the creative bottles and cans that have attracted consumers and retailers alike for the past decade.


However, as the article in The Grocer suggests, recent trends indicate that the craft beer scene is undergoing a transformation, prompting concerns about its future.


Reasons for the ‘decline’


Has the market reached saturation?


Over the past decade, the craft beer market experienced explosive growth, leading to an influx of new breweries and an abundance of choices for consumers. This saturation has made it challenging for new entrants to stand out and for existing ones to maintain their market share.


However, it’s now the case that craft breweries are having to get more strategic with how they come to market and create a buzz. We see this as an inevitable growing pain of any product and, if anything, indicates that the sector is maturing rather than declining.


Has craft beer gone stale?


The mass appeal of craft beer has led to a degree of homogenisation, with some breweries replicating successful styles rather than pushing boundaries. It can be said that this can result in a lack of diversity and innovation, diminishing the uniqueness that once defined craft beer. However, we’d argue that breweries are simply tailoring their offering to suit demand - as all industries do.


We’re proud to back many craft breweries who are at many different stages of their journey. You can find out more here.


Some well-known craft breweries have been acquired by larger beer conglomerates. While this may provide financial stability, it has raised concerns about the independence and authenticity of these breweries. From our industry experience, we’re learning that many bigger breweries, while they want their share of the craft beer pie, are interested in developing the sector - and often have the experience and infrastructure required to do so (when many smaller companies don’t).




As consumer tastes continue to evolve, some craft beer enthusiasts are exploring alternatives like hard seltzers, ciders, and non-alcoholic options. This shift in preferences has impacted the demand for traditional craft beer styles. However much the market moves on, there will always be a market for those looking for craft beer and interesting alternatives to traditional ales.

Of course, the global pandemic brought about challenges for the entire hospitality industry, including craft breweries. Lockdowns, restrictions, and changes in consumer behaviour disrupted sales channels and impacted revenue - but we’re seeing strong signs of recovery despite the looming cost of living crisis.


A Resilient industry


While these challenges might signal a shift in the craft beer landscape, it's essential to recognize the underlying strengths of the industry.


Innovation persists; craft brewers have always been known for their innovative spirit. Even amidst challenges, many breweries continue to experiment with new ingredients, brewing techniques, and flavour profiles.


Plus, craft breweries have shown resilience by adapting to changing consumer preferences. Many are embracing trends such as low-alcohol options, sustainable practices, and unique collaborations.


While market saturation has prompted concerns, it has also given rise to a greater diversity of craft beer styles, catering to a wide range of tastes.


Helping new brewers come to market


Craft breweries are leveraging online platforms to connect with consumers directly, enabling them to showcase their products, share their stories, and reach a broader audience.


We see a future for craft beer and continue to support many smaller brands as they come to the wholesale market. Support for craft beer brands is still very much existent, which is overwhelmingly positive news for the future of our remaining independent brewers.


The craft beer industry is indeed experiencing a period of transformation. While challenges like market saturation and changing consumer preferences are real, they do not signify the death of craft beer. Instead, they reflect an evolution that is prompting brewers to innovate, adapt, and find new ways to connect with their audience. The spirit of craft beer—rooted in creativity, quality, and community—is alive and well.


As the industry continues to navigate these changes, we can expect to witness a new era of craft beer that builds upon its rich legacy while embracing the opportunities of the future.