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In brewing, history, heritage, and new technology pair well. That’s one of the key takeaways from our visit to Affligem Abbey, a historic Brussels landmark that has brewed beer since the 10th century. Belgium is a global brewing powerhouse, and UNESCO has recognized its beer culture as an intangible cultural heritage. “There is no country in the world that is able to bring forward diversity in flavours, colours, alcohol percentages and aromas as Belgium,” says Belgian Brewers Federation CEO Krishan Maudgal. While this heritage continues to guide Belgium’s brewers, new technology and consumers’ taste for lower- and no-alcohol options are making an impact not only here, but across the globe. “We’re seeing consumers increasingly embrace moderate drinking, rather than full abstinence,” says Justin Kissinger, WBA’s president and CEO. “In fact, research shows most people who purchase no-alcohol options also drink alcohol. For the beer industry, that shift is an opportunity to expand the way people enjoy our product.” Thank you to Chase Pray for joining our visit to Affligem Abbey and read more about it in The Brussels Times: https://lnkd.in/etkGAmQ3

The world has made significant progress on reducing the harmful use of alcohol, and through collaboration with the public health community, policymakers, and industry, we can continue to drive numbers down and encourage moderation. “The brewers of the world play a specific role in reducing the harmful use of alcohol through our innovations to create lower- and no-alcohol products, an important tool to support moderate drinking,” says WBA Chair Emma McClarkin OBE FIH. “As the U.N. says, businesses can do ‘good while doing well,’ and the beer industry will continue to play our role in reducing the harmful use of alcohol through marketing, partnerships, and innovation.” Read more about how we can keep this momentum: https://lnkd.in/g6v8gR96

Our industry can absorb shifts in drinking habits and stay where it has always been – at the heart of celebrations and gatherings. “Beer’s character is not defined by its alcohol content, but by its craft,” says WBA President and CEO Justin Kissinger. “Even when alcohol is reduced or removed using modern brewing techniques, beer retains its flavour, its body, and its soul.”

"If we want to build healthier societies, we need to engage the private sector as part of the solution,” say Márcio Maciel, Executive President of SINDICERV - Sindicato Nacional da Indústria da Cerveja, and Justin Kissinger, President and CEO of WBA in CNN Brasil. The beer industry has made significant investments in reducing the harmful use of alcohol, and Brazil is a leading example of the transformation that’s possible. Brazil’s production of no-alcohol beer grew by more than 500% between 2023 and 2024, and its no-alcohol beer market is now growing by about 20% per year. Also, health data is showing positive progress. Hospitalizations attributable to alcohol fell by 52% between 2010 and 2023, and per capita alcohol consumption declined by 10.4% between 2010 and 2019. “Private companies play an important role in advancing public health goals,” say Maciel and Kissinger. “In Brazil and around the world, companies have strengthened responsible consumption programs, investing in education, awareness, and partnerships aimed at promoting more conscious drinking behaviors. These initiatives complement product innovation and contribute to a more comprehensive approach to addressing alcohol-related challenges.” https://lnkd.in/gx-Qdrc4

Alcohol policy should focus on common-sense efforts that support moderation. “Anything with alcohol can be abused, but not all drinking patterns carry the same risk,” says WBA President and CEO Justin Kissinger. “The highest risk patterns generally involve drinking high-strength products quickly. Stronger guidance should therefore focus on promoting patterns that are ‘low and slow’, encouraging consumers to choose lower-strength options and to pace themselves.” Read more about why we need to replace the standard drink with advice people can actually use: https://lnkd.in/en2pRhFn

“For consumers seeking a lower- or no-alcohol drink, beer is the obvious choice,” says WBA President and CEO Justin Kissinger in an op-ed for World Finance Magazine. Beer is lower in alcohol than most beverages in the category, and lower- and no-alcohol options are satisfying and increasingly popular. This type of moderation is a time-tested, evidence-based way to improve public health outcomes, and Kissinger encourages policymakers to support these efforts. “By creating a supportive regulatory and fiscal environment for brewers to do business, policymakers can ensure the beer industry continues to deliver positive outcomes to local communities around the world.” Learn more about time-tested, evidence-based ways to improve public health outcomes: https://lnkd.in/eD8FhNWa