In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Environmental concerns are increasingly influencing people’s purchasing habits across sectors, as evidenced by the growing demand for plant-based ‘meat’ and electric vehicles. But how might these eco-conscious consumers reshape the beer industry? And what can brewers do to be more sustainable?

Beer has been part of Chinese history for thousands of years, yet locals tend to see it as cheap, simple booze. Drinking Buddies is hoping to shift cultural perceptions and expand palates in the country by delivering carefully chosen craft brews from around the world on a subscription basis.

Served at trail runs, marathons, and Crossfit gyms across the US, Sufferfest offers beers made by athletes for athletes. Shaking off stereotypes, Sufferfest brews great-tasting, low-calorie beers for a refreshing, lean, and fitness-friendly experience for those who are prepared to earn their beer.

With the environmental, economic, and social impact of waste drawing more attention, brands are stepping up with innovative solutions. Stock’d Up's subscription-based service is preventing beer wastage by selling brews that would otherwise be thrown away.