With craft breweries being on the rise and increasing in their popularity amongst main stream consumers in South Africa, there are many trends that are shaping the industry - much of which can be seen in the global industry trends. We’ve put together a round-up of 5 trends that have caught our eye in 2017 so far.
Growlers
Whilst the trend of growlers in the US is nothing new, they are certainly taking off as a trend in South Africa. First developed in 1986, the modern growler was developed at the Idaho’s Otto Brother’s Brewing Company resembling a moonshine jug, though the term and concept has been around since the 19th century when fresh beer was carried home from local pubs in galvanized pails. Recently inaugurated in South Africa is the Growler Station, offering a selection of craft beers fresh from the tap to consume at home. In 2016, Jack Black launched the Growler Experience which offers branded collectable growlers encouraging beer drinkers to refill at the Jack Black brewery in Cape Town. The Brew Misstress, Lucy Corne recently put together a blog of where to fill up a growler in South Africa.
Sustainability
Sustainability is certainly one of 2017’s buzz words, and for good reason. With realities like global warming, climate change and a world-wide waste problem; people around the world are recognising the need for more responsible and sustainable methods of production. And so we have begun to see the rise of the eco-friendly beer, or brewery. New Belgium Brewing Co. is one of the thought leaders in this regard. The company is widely recognized for its progressive management, is owned entirely by its employees through a stock-ownership plan and produces 19% of its electricity on site. In 2016 Heineken unveiled the world’s first carbon neutral brewery in Austria, while Cowbell Brewing Company became the first carbon neutral brewery in North America. In South Africa, Darling Brew release Africa’s first carbon neutral beer, the Blood Serpent. This is a trend that will only continue on a massive growth trajectory into the future.
Brewpubs & local markets
With the rise of the brewpub, local has taken on a new meaning. Local no longer means within a country, within a province or even a city. Beer drinkers are now looking for new experiences within their neighbourhoods. Instead of talking about beers made in Cape Town or Joburg, people are talking about the beer made in the local Hout Bay micro-brewery, for example. This means that craft breweries will have to consider providing their beers on a national level within a more retail orientated space or look to satisfying the local market on a far smaller scale. With so many new breweries opening up in South Africa, we will find locals flocking to different suburbs to sample the beer on offer. New is after all, the favourite flavour.
Unique label design
The craft beer has long been associated with packaging that is aesthetically pleasing and unique. As the industry continues to grow, so do we see the increase of label designs bordering on full-on artwork fit for a pop-art gallery. In the Feb/March issue of VISI, a magazine dedicated to all things design and décor, an article was published on some of the current craft beer designs that are stirring up the market. Their commentary on the effect of great label design? That we eat (and drink) with our eyes. Included in the mix was Darling Brew, Mad Giant, Jack Black and Sxollie.
Quality is everything
Vast numbers of seasonal beers are being introduced across all brands and new beers being introduced regularly in order to add variety, change things up and keep consumers happy. But craft beer drinkers in South Africa are becoming all the more discerning. This means that quality (not variety) will be the ultimate decider on which breweries thrive. Craft beer drinkers are quick to lose their loyalty to a brand if the quality of one beer type is not up to their standards. This also means that, not just quality – but consistent quality is becoming increasingly important if any brewery wishes to stand out from the crowd.