Endeavour Group’s Head of Beer and Cider, Gill Webb, knows as well as anyone the challenges that are facing the beer category right now, but she also believes there is plenty of positive momentum in the category.
Speaking to National Liquor News, as part of its Wednesday Women series, Webb said she sees that brands are working hard to make beer relevant and appealing to younger legal age drinkers and it’s working.
“We’re seeing growth in mindful consumption, and the rise of brands that blend everyday sessionability with lifestyle relevance. Customers are increasingly choosing beers that reflect who they are and how they want to be seen, showing that beer still holds a strong, evolving place in modern culture – it’s just taking on a more balanced and meaningful role,” says Webb.
“What once centred on strength, heritage, and craft credentials has evolved into a focus on how beer fits into everyday life. Authentic, relatable brands that connect emotionally with consumers are winning, and flavour innovation continues to drive excitement and exploration.
“Heading into summer, I expect continued growth in lighter, more refreshing styles – think mid-strengths, crisp lagers, and fruit-infused beers and ciders – alongside ongoing experimentation with flavour and formats that suit social, outdoor occasions,” she said.
As well as adapting to changing tastes and lifestyle choices, Webb says that beer is redefining itself as modern, inclusive and relevant for the next generation of consumers.
“Beer is bringing new and younger legal age drinkers into the category by evolving with changing values, lifestyles, and demographics,” she said.
“Innovation in flavour, formats, and moderation is helping beer appeal to those seeking balance and choice. Social sessionable beers that fit casual, shared moments are resonating strongly, alongside brands that connect through purpose and creativity.”
Looking ahead, Webb is optimistic about where beer is headed. She sees a future where beer continues to grow, diversify, and connect with culture.
“Beer and cider will continue to evolve toward balance, authenticity, and innovation. Mindful consumption will keep shaping the category, alongside new flavours and formats that bring excitement and inclusivity. Cultural diversity will influence taste profiles, brand storytelling, and drinking occasions, creating richer choices for customers.
“My goal is to help lead that evolution – championing customer-led innovation, deep supplier collaboration, and a strong focus on team development to ensure we deliver a vibrant, relevant, and future-fit industry,” Webb concluded.
