OnTap Magazine

24 | Autumn 2025 | ontapmag.co.za Where and how consumers drink, has changed, in particular post pandemic. Brewers are adapting to these changing habits by offering beers and beverages to suit the time of day, otherwise called "dayparting". Energy in the morning for (re)hydration and recovery (caffeine, vitamins, pre- probiotics), for example, no-alcohol functional "sports" beers. Fuel in the afternoon (protein, calories, natural energy). And winding down in the evening beers (relaxing adaptogens, CBD/THC, nootropics). Consumers are increasingly drawn to "functional" drinks, especially those that support health and well-being. In fact, the adaptogenic drink market is booming with non-alcoholic beers and beyond beer beverages taking a good slice of this growth. Functional ingredients can promote relaxation and are said to help the body respond to stress and fatigue. The potential for innovation remains key to capturing each segment’s growth. A BEER FOR EVERY OCCASION Environmental stewardship is a shared responsibility. Proactive efforts by brewers are helping minimise their environmental impact. Reducing water usage, optimising energy consumption, managing waste effectively, sourcing sustainable ingredients, and adopting eco-friendly packaging practices, all aimed at preserving natural resources and mitigating climate change. Brewers are seeking technologies that provide efficiencies, cost savings and shorter-term investments especially in production processes that regenerate and reuse to counteract the environmental challenges and in doing so are not only on target for net zero but are appealing to the eco-friendly consumer. AI can support sustainability efforts. All production processes generate vast amounts of data. In brewing AI systems can analyse data on raw material quality, mashing and fermentation conditions, protein- polyphenol stabilisation, colloidal stability, flavour, aroma profiles, etc., to predict and adjust for optimising product processes and recipes to consumer preferences and reducing a brewery’s carbon footprint. Current trends in the beer and wider beverage world appear to be subject to increasingly influential pull and push effects. Changing consumer patterns and preferences are providing the pull or tailwinds, whereas increasingly tough trading conditions, deriving from a variety of newly coincident pressures are providing the push or the headwinds. For the agile brewer ready to pivot fresh opportunities await. ECO FRIENDLY CONSUMPTION then look no further than Hop Water or Hop Tea. It is exactly how it sounds: carbonated water with aromatic hops or infused with tea (or tisanes). Some have a splash of fruit added. While most hop waters make a perfect mixer for a non- alcoholic (or alcoholic) cocktail there are some that resemble a hazy IPA blending hop-derived tropical fruit flavours with mangoes, pineapples, and citrus fruits. But if you like hop bitterness and the mouthfeel or texture of a classic hop- forward beer then Hop Water is not for you. Delivering texture in a non-alcoholic version of an alcoholic beer is a challenge. Take away the alcohol (ethanol) and you reduce mouthfeel and affect the flavour profile. But there is another effect that alcohol provides when consumed in moderation: the feeling of relaxation, a temporary reduction in stress that makes people feel ‘happier’ and social. So, what if there was an ingredient that can mimic alcohol? It is called Alcarelle, developed by GABA Labs, a UK company, to mimic the pro-social calming effects of alcohol. It works by enhancing the effects of gamma-aminobutyric acid (GABA), a neurotransmitter in the brain that inhibits the nervous system’s ability to send and receive signals producing a ‘calming’ effect. Alcarelle is ready to begin the GRAS (generally recognised as safe) regulatory approval journey which could take a little time. Headwinds: Maturing and saturated markets Consolidation and rationalisation Health concerns Competition from other beverages Stricter regulations and taxation Historically high energy costs Fresh opportunities: Exploring new and emerging markets Crafting real innovation... locally Healthier and exciting no-alcohol beer categories Adapting to evolving consumer tastes Diversifying beyond beer offerings Technology and A.I. CHANGING DYNAMICS IN BEER