How would you describe the ideal beer? If you asked a dozen different people, you’d likely get a dozen different answers, with just one common qualifier: “it has to be cold”. Indeed, that may be the only universal truth when it comes to beer consumption today, given the significant changes the industry has seen over the past two decades. Generational tastes and updated consumer habits, due to the pandemic, mean that beer companies have had to retool in order to meet the demands of their constantly evolving and diversifying market.
Customer behaviour today
Beer consumption isn’t quite what it once was, and this has significantly altered the landscape of the industry. One of the most notable recent changes we’ve seen is in the preferences of younger consumers. Classic beer variants like lagers and pilsners simply don’t cut it for them. This has spurred greater innovation among larger beer brands, leading them to branch out into craft beers and microbrews – premium products that their audience wants and is willing to pay for.
The main challenge lies in striking the right balance between a more diverse portfolio for a new generation of consumers and ensuring there’s no compromise on the strength of their flagship ‘legacy’ products.
Modern-day health trends have a role to play as well. There is a growing market for non-alcoholic beer, which can frequently command entirely different marketing and sales channels, which companies need to adjust to.
The Covid-19 pandemic has also naturally had a tremendous impact on consumer habits. With restaurants and bars being out of bounds for much of the last 14 months, alcohol sales have moved online, and as a result, e-tailers are trying to pick up the slack wherever they can. However, there is a belief that beer is likely to reclaim its previous social position once the pandemic has ended.
Impact on the beer supply chain
The changing patterns in consumer behaviour have understandably impacted the beer supply chain. Potential sales channels have splintered, and this has created different sales requirements to help meet the growing demands of a varied customer base. As a result, there are numerous challenges that companies must contend with:
How the right logistics partner can help
To meet the ever-present global demand for beer, supply chains need to be bolstered by efficient logistics offerings that can help provide seamless solutions to address the numerous challenges they may encounter.
I firmly believe that Maersk’s integrated and data-driven approach to logistics could provide a tremendous benefit to numerous players in the beer industry. We have already seen a positive response from brands like Heineken, and we see no reason why this can't be extended further to others as well.
As a true integrator of container logistics, we aim to connect, simplify, and optimise our customers' supply chain through global end-to-end solutions. And most importantly, we want to ensure that the beer will always be cold.
We are an experienced team of industry professionals who can help you find a solution that fits your needs. Click here to get in touch!