Reports
The Good Beer Drinker ’26 | Full Report
The Good Beer Drinker isn’t drinking less — they’re drinking more deliberately. Where 2025’s story was about drinker confidence returning to beer, 2026’s is about intentionality, experience and moment: beer has stopped being a default and become a decision.
The Future of Craft Beer in the UK Grocery Channel
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. It was led and authored by Ben Penrose, from STRIQE.
Strategy brief: recruiting the next generation of good beer drinkers
We state what marketers must do to recruit the next generation of drinkers into good beer. By identifying three key challenges or barriers into the category at present, we’re able to present strategic recommendations and actions people can take.
This is a strategy briefing but is informed by our own survey data, expert interviews,
The Good Beer Drinker ’25 | Full Report
The full Good Beer Drinker ’25 report, outlining the major factors impacting consumer choice and relationship to the category. Designed to help people put the drinker at the heart of marketing and sales. Checking in and building on the Good Beer Typologies.
We Are Beer Horizons 2024 | Full Report
A white paper investigating the trends shaping the future of beer. With clear strategic opportunities and implications for beer businesses.
We Are Beer Horizons 24 | Executive summary
Exec summary of a white paper investigating the trends shaping the future of beer. With clear strategic opportunities and implications for beer businesses.
The Good Beer Drinker '24 | Full Report
The full Good Beer Drinker report, outlining the major factors impacting attitudes and behaviours in 2024 with a full segmentation breakdown of our drinker typologies.
The Good Beer Drinker '24 | Summary report
The Good Beer Drinker summary report, outlining the major factors impacting attitudes and behaviours in 2024 with a full segmentation breakdown of our drinker typologies.
We Are Beer Insight - Drinker Typologies
A breakdown of the drinker typologies drawn from our segmentation work in the Good Beer Drinker. Detailing the 5 key typologies central building good beer and drinks brands.