Consumer preferences are changing, and the beer market is transforming with them.

What's trending in 2026?

Non-Alcoholic Beer

Gen Z is increasingly choosing non-alcoholic beverages. In response, brands are expanding their non-alcoholic beer offerings and developing new consumption scenarios—from parties to travel.

New Flavor Combinations

The craft beer segment continues to experiment with berries, herbs, spices, and floral notes, thanks in part to the emergence of female brewers in the industry. Floral IPAs and fruity stouts are helping to attract a new audience and create unique flavor profiles.

Citrus Flavors

According to Verified Market Reports, citrus flavors account for approximately 32% of the flavored beer market. Lemon, lime, orange, grapefruit, and pomelo remain among the most popular flavors.

Functionality

Interest in beverages with added value is growing. Functional and non-alcoholic beer is becoming a promising area for category development.