Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!

A Global Perspective

May 1, 2004

A Global Perspective

by Sarah Theodore
Editor
I recently had the privilege of attending the judging of the Brewing Industry International Awards in London. In addition to learning more about beer, I heard a lot about the way the beer industry is changing worldwide.
The Brewing Industry International Awards, which date back 110 years, reward brewers for beer quality, with a unique distinction in that they judge beers on their commercial appeal as well as technical quality. The judges of the awards are practicing commercial brewers, which means it’s their job to not only know how to brew beer, but to follow industry trends and determine if a beer is going to appeal to consumers.
It was interesting to note that many of the concerns faced by brewers in other countries are similar to those here. For instance, the consumption slowdown in the United States is being echoed in the United Kingdom, and beer companies there are looking for ways to keep their products from getting lost in the incredible variety of beverages available to consumers. An example is the Beer Naturally campaign launched late last year by Coors Brewers, the U.K. division of Coors. The effort is designed to promote the diverse styles and flavors of beer, suggesting consumers approach beer the same way they approach wine.
During the competition in London, many of the judges took time out to talk to members of the press, tell us about the beers they were tasting, and the qualities that make the various styles of beer successful. Many of the judges not only talked about the varieties of beer, but the types of food that might pair well with those beers.
Their comments and the goals of the Beer Naturally campaign sound similar to the efforts of craft brewers in the United States who tried to elevate the image of beer for American consumers. In many ways, they were successful. In this month’s Category Focus, Jamie Popp reports that while U.S. consumption of beer has remained flat, many consumers are trading up to more premium products. And the Association of Brewers reports that the craft beer industry grew another 3.4 percent last year, its 34th consecutive year of growth.
In other parts of the world, the industry is just coming into its own. Central and Eastern Europe, for example, stood out during the awards, with a noticeable number of nominated beers. Polish beers received four nominations, and beers from Russia, Lithuania, Hungary and the Ukraine also were nominated.
Whether brewers are fighting for attention in mature markets or striking out in emerging ones, organizers of the awards hope that quality is a message that appeals to consumers everywhere. One of their goals, they say, is to “open up beer as a beverage for people”, and one of the benefits of winning is that the message of quality can be passed along to consumers.
I look forward to hearing more about the brewers’ efforts in England and elsewhere. In the meantime, we’ll find out which of the 69 beers nominated for awards during last month’s judging (eight of which are American) will take home gold, silver or bronze medals in an awards ceremony later this month. Look for coverage of the winners in our next issue.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Beverage News
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Brau Beviale: Global Beverage Perspective

    See More
  • BI News

    Enhancing the global supply chain

    See More
  • Beverage News

    IWSR reports mixed results for global beverage alcohol industry in 2024

    See More

Related Products

See More Products
  • sustainable.jpg

    Sustainable Food and Beverage Industries Assessments and Methodologies

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing