At We Are Beer, our mission is to empower the beer industry through events, insights, and collaboration. As part of this mission, we’ve launched an industry forum to foster stronger ties and meaningful engagement across the community.
To build a dynamic and informed network, we’ve conducted ongoing research into the market, the consumer, and the wider environment we all operate in. Recent reports include:
- Horizons 2024 – Highlighting five major trends shaping the beer industry
- The Good Beer Drinker 2024 – Profiling consumer types and their motivations across on- and off-trade
Following strong interest in these reports, we commissioned new research into the future of Craft Beer in the UK Grocery channel—a fast-growing but sometimes divisive part of the beer landscape. The aim is to explore the challenges, perspectives, and opportunities that will shape the category in 2025 and beyond.
The research, conducted in April to June 2025 includes interviews and insights from UK Grocery retailers and brewers. It was led and authored by Ben Penrose, an experienced Food & Beverage expert and passionate Craft Beer advocate. With a background as both supplier and buyer for some of the UK’s largest grocers, Ben brings a unique and practical perspective for both brewers and retailers.
This report presents aggregated findings and the key themes emerging from those conversations. We’d like to thank all contributors for their openness and shared enthusiasm for Craft Beer.
Published: 15 July 2025