Led by the craft movement and new, fruity flavours, cider’s evolution from park bench brew to hipster favourite is well underway. Heineken is now looking to corner the premium end of the market with the launch of its ‘20s-inspired Blind Pig brand. How is it building indie appeal?

Often associated with pub chains and cask ale, England’s oldest breweries are adrift in the country’s growing beer market. As craft producers and multinational behemoths compete to edge traditional brewers out, how are old-school stalwarts adapting to the demands of discerning punters?

The popularity of craft beer is continuing to grow in the UK, with over 11,000 artisan alternatives to a regular lager available across the country. Now, Goose Island is hoping to create the ultimate branded beer experience with the Vintage Ale House, a food-led pub concept based around its brews.

Craft beer has emerged as a strong industry contender in recent years, with microbrewery founders across the world getting down to business, trading their ‘staches for snappy suits. But now that major players have entered the game and hipster appeal has diminished, will it still be cool?