Brewers of Portugal celebrate International Beer Day – Diversity of styles, zero alcohol, and social responsibility underpin the trends and concerns of the brewing sector
This Friday, August 2, it is time to gather friends and toast to International Beer Day. The ephemeris, celebrated on the first Friday of August of each year, began to be a local celebration in 2007 when a group of California friends set up the commemorative date with the aim of savoring beer in good company and extolling those who enjoyed it. produce and serve. Today, the occasion is already a worldwide event, with more than 50 countries marking this day the passion for beer.
In Portugal, the Brewers of Portugal are also associated with this event. “In addition to being a good excuse for socializing and tasting beer, always responsibly, International Beer Day is also an opportunity to remember the dynamism and importance of the beer sector for the country’s economy. This event is not an occasional one, but it was not until August a month that accelerates its consumption and its celebration ”, underlines the Secretary-General of the Brewers of Portugal, Francisco Gírio.
In 2018, the Portuguese consumed 69% of beer in the Horeca channel, a fact that reveals the appetite of Portuguese consumers for consumption away from home, especially in leisure activities, associated with meals and the friendliness on the terraces and cafes. We are the # 1 European country in societal consumption away from home. And the most appreciated drink by the Portuguese! Cheers!
Although sometimes not evident in public opinion, it is important to note that over 98% of Portuguese drink beer in the true style of the Mediterranean diet, ie moderately and responsibly. On the other hand, irresponsible and excessive drinking, while far below the European average, is a problem that all alcoholic sectors are fighting and actively partnering with public and private entities, which truly care about minimizing irresponsible consumption among adults and the prevention of unhealthy practices through training and education.
Not surprisingly, a current industry trend is to focus on the non-alcoholic and low-alcohol beer segments that meet the demands of today’s consumer who wants to associate new drinking experiences with responsible drinking. and healthier choices. Non-Alcoholic beers are even the new trend of the European market and are a segment with great growth potential.
Natália Cavaleiro Costa, nutritionist and consultant of Cervejiros de Portugal, underlines “that beer can and should be combined with a healthy lifestyle, which fits the Mediterranean diet. When consumed in moderation, beer is a fermented food with numerous nutritional advantages. Option 0.0 has given new emphasis to these advantages, being rich from a nutritional and hydration standpoint, and positively distancing itself from many juices and sodas with high sugar levels. ”
Another current market trend is the proliferation and adherence of the Portuguese to the diversity of handcrafted beers. With hundreds of varieties, colors, flavors, and textures to suit all tastes, beer is one of the most consumed beverages in the world. In Portugal, the sector contributes 80,000 direct and indirect jobs and generates over one billion euros a year, based on an almost entirely national value chain.