In Germany, beer is considered a pure drink – brewed according to a 500-year-old regulation – but most people just want it to be cheap and easy to drink. A craft beer movement is gaining momentum as a result. But is German beer culture in danger of losing its heritage?

When you head out for a drink, are you more likely to hunt down craft beers and new brands of ale, or do you find yourself sticking to the classics? Research suggests that younger drinkers tend to opt for pints they’ve seen on the TV rather than adventuring into uncharted waters.

Between the rise of the wellness movement and more moderated attitudes to consumption, alcohol brands are having a hard time. In response, Carlsberg is celebrating its Danish roots in its latest TV campaign, dubbed ‘The Danish Way’. Can going back to basics lure people back to the lager?

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?