THE RETURN OF THE KING: CRAFT LAGER’S NEW REIGN
Lager is without a doubt the most brewed, consumed and prolific beer style on the planet. But utter it in the same sentence as “craft” and you might find yourself on the receiving end of a few curious looks. Once shunned and oft considered boring by craft drinkers, the style is experiencing a swift renaissance, rising from the mainstream macro ashes and being rightfully lauded for its technical challenge and adaptable character.
Today, craft-driven consumers are finding appreciation for lagers that are full-flavoured and showcase process and ingredients, while inadvertently being a marker for a brewer’s technical prowess.
Does the rise of “boring old lager” signify that craft beer has come full circle? Global preference for lager among most beer consumers is a potential cause for the influx of marketable and approachable bottom-fermented beers. With craft beer’s growing presence and market share, it was only a matter of time before the two worlds collided.
Importantly, the modern brewer can find a happy medium between piquing the interest of a broader crowd (and moving more units), while sticking to the ethos and expectations that resonate with a progressive, and sometimes turbulent craft beer industry.
In the constantly evolving era of beer, lagers are cutting through the saturated, sub-style-dominated tap line ups and offering consumers a new perspective on an old favourite.
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Source: Beer & Brewer