Beer has transformed into something unrecognisable from the days when brewers were trying to super-chill products so much that flavour disappeared.
Innovation has changed dramatically, gone are the days when tinkering with the ABV was thought of as innovation, he added.
‘Taste was less important’
“There was time when brands dominated the market and the taste was less important,” said Bath. “Few people talked about the beer and the breweries, but now they do.”
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This can be seen in the number of breweries opening every week, driven mostly by the rise of craft beer, which is leading the sector’s innovation.
These smaller brands now have a following and are witnessing similar love from consumers to that which the bigger mainstream brands did years ago, he added.
‘A whole new audience’
“Brand love is helping consumers to move on and there’s a whole new audience. We’re all so lucky now that there’s so much going on.”
Bath continued: “Long may it continue that beer is as important as the brand behind it. The brewing and the brewers are the rock stars of our trade.
The Beer Summit was brought to you by The Morning Advertiser in association with Diageo and law firm TLT.