OnTap Magazine

ontapmag.co.za | Autumn 2025 | 19 I n the United States, the Brewers Association, the not-for-profit trade association representing small and independent American craft brewers, is embarking on a new chapter following the appointment of Bart Watson as President and Chief Executive Officer. Watson succeeds Bob Pease who retired after 32 years with the Brewers Association. Previously serving as Vice President of Strategy and Membership and formerly Chief Economist of the Brewers Association, Watson is already regarded and respected in the beer industry. What’s likely to be on Watson’s agenda this quarter? Three major events for starters… 1. WORLD BEER CUP WBC : Known as “The Olympics of Beer,” WBC is the largest, most prestigious and most competitive beer competition in the world. Last year 9,300 entries from 37 countries vied for global recognition. In total, 61,991 beers have entered the competition from 2006-2024 (excluding 2020)! Trinidad holds the highest rate of medals won per entry by one country at 50%, but has only ever entered two beers! Haiti has the gold medal win rate at 14%. Europe has the highest win percentages with Germany holding an impressive 7.5% overall medal win rate out of 2,314 entries and Belgium with 3% of 871 entries winning a gold medal. 2. CRAFTBREWERS CONFERENCE CBC : North America’s largest gathering for the beverage alcohol industry takes place 28 April – 1 May 2025 in Indianapolis and attracts more than 11,000 industry professionals who have the opportunity to meet with 550+ exhibitors and tap into trends via seminars across 12 different educational tracks 3. GREAT AMERICAN BEER FESTIVAL GABF® : Taking place 9-11 October GABF regularly draws more than 40,000 visitors and features approximately 2,500+ beers from 500+ breweries to highlight the best American craft beer, ciders, ready-to- drink cocktails, hard teas, and kombuchas. Well-known for his expert statistical analysis of the American craft beer industry, let’s take a look at the hottest market trends in American craft beer as identified by Watson and team last year: • Non-Alcohol Beer Boom: With the growing demand for mindful drinking, non-alcohol beer sales soared (over 30% year-on-year from January to October 2024) as brewers refined their techniques to deliver flavour-packed options with low or no alcohol. • Focus: After years of constant innovation, brewers are now focusing on refining the product and business models that have proven successful in a more competitive environment, while streamlining their offering by eliminating less successful SKUs. • Hospitality: Brewery owners are adopting innovative approaches to enhance the customer experience. These include offering a diverse range of dining options, alternative beverages, and mindful drinking choices, along with family-friendly activities such as menus for kids to colour.