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WHAT IS BEER INNOVATION? To me, beer innovation doesn’t start when a new product hits the market. That’s often the final chapter. 🍺 The journey behind it can be long — from market insights, a bold vision, science and experimentation to brewing, production and, finally, the beer in the glass. 🔬 This week, I went behind the scenes at the brewery, bringing our beer experts together to explore that journey and get a closer look at what it takes to turn ideas into reality - and bringing an innovation to market🎬 One thing that stood out to me: great beer innovation is never the work of one person or one discipline. It takes deep expertise, curiosity and collaboration across the entire process. And this is (some of) the fantastic team behind it! I’m genuinely impressed by their knowledge and passion. Experiences like this remind me how much there is to learn when we bring different perspectives and expertise together. A QUESTION FOR MY BEER INDUSTRY NETWORK 🍻: Which part of the innovation journey do you think is most underestimated — the science, the brewing and production, or getting the final product just right? #BeerInnovation #BrewingScience #TrueToBeer Victor Forman Dave Shapiro Antoine R. Teresa Canive EvodiaBio

Brewers spend months getting a beer’s hop character just right—but what happens to that aroma between the brewery and the glass? A new UC Davis brewing study compares traditional dry hopping and Yops® across alcoholic and non-alcoholic beers, tracking how terpene transfer and retention influence hop aroma over time. Click below to see what’s really happening inside the bottle 👇

As hop-derived flavor technology matures, Cambridge brewery Pixie expects to use fewer hops going forward. Hear why:

Brewers spend months getting a beer’s hop character just right—but what happens to that aroma between the brewery and the glass? A new UC Davis brewing study compares traditional dry hopping and Yops® across alcoholic and non-alcoholic beers, tracking how terpene transfer and retention influence hop aroma over time. Click below to see what’s really happening inside the bottle 👇

Brewers spend months getting a beer’s hop character just right - but what happens to that aroma between the brewery and the glass? A new UC Davis brewing study compares traditional dry hopping and Yops® across alcoholic and non-alcoholic beers, tracking how terpene transfer and retention influence hop aroma over time. Click below to see what’s really happening inside the bottle 👇

What is happening in the American beer market? 🇺🇸🍻 I have been going to the US several times a year for many years - for work and pleasure. (And work-pleasure😊) Having great customer relations AND a family cottage where my family members from coast to coast meet every summer, has allowed me to follow the beer market a bit “from the inside”. I have enjoyed how it has been a constant inspiration for the rest of the beer world riding on an “IPA wave” of innovations. What I have seen more recently is an American beer market that is going through a post-boom "reset" defined by overall volume softness, a shift toward moderation, and consumer preferences shifting towards lighter, easy-drinking styles. With every shift comes a need to re-think - and great opportunities for success! Here are some of the trends I see that offer great opportunities for continued beer category relevance and strong brewery business models: TREND 1: THE NON-ALC MANDATE No longer a niche: Non-alcoholic (NA) beer has evolved from a temporary wellness trend or Dry January fad into a permanent staple. A few breweries have been leading this trend for years, and I got to meet with them and talk about what they see on the horizon for further category growth. When “all” breweries move towards non-alc offerings, competition changes. Movements continue towards “000” with zero alcohol, calories, gluten and beyond. TREND 2: THE IPA CORRECTION Let's be clear: The Hazy IPA isn't dead, but its total dominance is over. The "more is more" philosophy that led the way for decades has now shifted towards “less is more”, and the 2026 IPA category is defined by balance and a return to clarity. The "extreme" end of the market (Triple IPAs, Milkshake IPAs, and sweet Fruited Sours) is shrinking with consumer palate fatigue which makes many IPA innovation projects look different than in the past. TREND 3: THE LAGER RENAISSANCE With consumers moving away from heavy, intense beers like thick Hazy IPAs and sweet pastry stouts, many of them move “back to basics” or forward to new expressions of good basics. Classic styles like lagers, pilsners, and rice lagers are high priorities in many brewers’ innovation pipelines because drinkers chase high drinkability and classic, crisp and clean "beer-flavored beer" - maybe with a twist of lime, apple or something even more exotic🍋🟩🍏. I’m on my way to the US soon again. I can’t wait for the next conversations 🍻🇺🇸 When I go, what should I pay extra attention to this time around?🧐🚀 #usa #innovation #beer #trends #yeast #fermentation #aroma EvodiaBio #Denmark #biosolutions