What's Brewing for 2025: Our Insights from The Great British Beer Festival
There’s been a lot of chatter in the headlines lately about the UK’s drinking culture, from claims that Gen Z are turning their backs on alcohol, to debates over whether government taxes are pricing people out of the pub.
Whatever your view, one thing’s clear: Britain’s pubs and independent breweries are more than just places to drink, they’re woven into the fabric of our cultural heritage.
That’s exactly why The Campaign for Real Ale (CAMRA) exists. This passionate organisation has spent decades championing our pubs, breweries, and, of course, real ale itself. After supporting CAMRA with pre-event promotion for their popular Great British Beer Festival, we couldn’t resist the chance to see the action firsthand – and were lucky enough to attend the opening trade day.
Thousands from across the hospitality industry filled the halls of the NEC, exploring hundreds of beers from every corner of the UK and beyond. Between sips, we joined expert-led talks covering everything from brewing innovation to the biggest challenges facing the sector today.
Experiences are key
One of the most reassuring moments came from a talk on Consumer Trends in a Changing Economy: Adapting to Changing Consumer Behaviours with Kate Nicholls, Chair of UKHospitality, Reuben Pullan, Senior Insight Consultant at CGA by NIQ, and James Buchanan, General Manager at Thornbridge Brewery, who shared research that challenges some of the doom-and-gloom headlines.
While spending habits have certainly shifted, she revealed that 75% of people still say going out for a drink is their number one way to socialise with friends and family. It’s proof that, even in the face of rising costs, people value the atmosphere, connection, and sense of community that only a trip to the pub can offer.
Trends are driving spend
Another noticeable shift within the hospitality sector is trend-driven spend. Many are more willing to pay for “Instagrammable” moments – from visually striking drinks and branded glasses to distinctive interiors and creative aesthetics.
Hyper-local and artisanal products are enjoying a surge in popularity too, showing that what matters most isn’t just the drink in your hand, but the story and sense of place behind it.
Catering for the masses is crucial
One thing that was clearly evidenced within the festival itself with not just a huge range of beers, perries and ales on offer but also low and no options, cocktails, ciders and soft drinks – CAMRA really went above and beyond to cater for everyone, regardless of preference.
After attending the talk on Tapping into the Low & No Alcohol Revolution, it’s clear that a large part of the security of the hospitality industry lies here. Alix Blease, Technical Sales Representative at Lallemand Brewing, Ben Gibbs, Founder of the Sober Boozers Club, and Steve Livens, Policy Manager, Product Assurance & Supply Chain at British Beer & Pub Association, it was clear that what we’d already started to suspect was true – consumer interest in the category is enormous and needs to be addressed. Driven by a focus on health and wellness, people are looking for new alternatives – and low and no could be the route to bringing beer back to popularity.
Sustainability matters
In Brewing a Greener Future: Sustainability & Reducing Environmental Impact, with Fergus Fitzgerald, Head of Production at Adnams, Ellie Wood, Sustainability Coordinator at Crisp Malt, and Alastair Tyson, Head of Carbon Measurement at Zero Carbon Services, the message was clear: sustainability is no longer optional.
Today’s consumers are increasingly climate-conscious, with higher expectations for brands to prove their environmental credentials. From reducing water consumption to cutting waste and minimising carbon output, pubs and breweries are being called to account – and those that act stand to win both loyalty and market share.
Keen to discover more key insights and consumer trends across the industry? Download our latest Hospitality & Leisure Insight Report 2025.