Since pubs reopened in April 2021, cask beer sales are down by 76 million pints. As craft culture and an ale revamp changes people's drinking behaviours, artisanal drinks and authentic storytelling is playing a key role in winning over The Culture Stewards who are reframing community, culture, and craft against the backdrop of globalisation.

We spoke to Melissa Cole, an award-winning writer and broadcaster and one of the UK's leading beer and food experts, about her thoughts on these developments:

What was the biggest change for beer in 2021?
A lot of small producers have started contracting and they're looking to harness the local market. Urban wineries, like Renegade, are seeing the value of having on-site contact with their consumers. The alcohol market is contracting and the first generation of craft drinkers are now moving into middle age, having families, or stepping up their careers. As such, people are thinking more holistically about their lifestyle.

What should we look out for from The Culture Steward in 2022?
There’s a rising interest in brewing your own drinks. The home brew market is huge and boasts a very scientific community. However, I think we’re going to see some waning demand for the technology as there are lots of people who would choose not to buy beer from certain companies because they don’t like their practices or the practices of their parent company.

Brand in action:
Guinness has launched a regenerative farming scheme working alongside both Irish farmers and suppliers to reduce the carbon emissions of barley production. The collaborative approach is building a better understanding around regenerative processes and adapting them to fit in with local practices and customs.