What are the major challenges in developing a craft brewery in France?
In an episode of the podcast 1000 Hectos, Ludovic Mornand and Dorothée Van Agt discussed the future of the craft beer industry in France. This article explores the key points of their conversation, offering valuable insights into the challenges and opportunities facing craft breweries today.
Standing out in a crowded market
One of the key challenges for craft breweries is to differentiate themselves in an increasingly crowded market. Ludovic and Dorothée suggest that the key to standing out is to clearly define the brewery's mission and vision right from the start. This enables breweries to position itself uniquely in the market and attract a specific audience.
They also emphasize the importance of creativity and innovation in beer production. Craft beer consumers are constantly looking for new flavors and experiences, and breweries that can offer this have a competitive advantage.
Evolving consumer demand
Consumer demand for craft beer is also evolving. Consumers are becoming increasingly knowledgeable and curious, seeking to understand what they're drinking and discovering new flavors. This presents opportunities for craft breweries to create innovative, high-quality beers that meet these expectations. Speaking of consumer expectations, Studio Blackthorns has written two lengthy 2023 reports on the beverage, beer and spirits industry, available below (paid ebooks).
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Current challenges and potential solutions
Craft breweries face a number of challenges in 2023, including economic problems linked to inflation and raw material issues. To overcome these challenges, Ludovic and Dorothée suggest focusing on structuring the business and implementing a solid marketing and sales approach.
They also stress the importance of resilience and flexibility, as the economic context and beer market can change rapidly (as we saw post-Covid, for example). Breweries that can adapt and react quickly to these changes are more likely to succeed.
The impact of new technologies and innovations
New technologies and innovations can play a crucial role in the future of the craft beer industry. Whether it's improving production processes, creating new yeasts and malts, or optimizing distribution, innovations can help breweries improve efficiency and stand out in the marketplace. Ludovic and Dorothée mention the importance of keeping up to date with the latest technologies and being open to innovation. In particular, they refer to the’artificial intelligence (AI) which could also be a very interesting lever in the future.
Climate change and brewery adaptation
Finally, climate change can have a significant impact on the craft beer industry. Changes in weather conditions can affect the availability and quality of key ingredients, such as barley and hops. Breweries therefore need to consider adaptation strategies, such as using drought-resistant hop and barley varieties, or exploring new, more sustainable production methods.
The future of craft beer in France is both exciting and challenging. Breweries that can stand out from the crowd, respond to changing consumer demand, overcome current challenges, embrace new technologies and adapt to climate change will be the ones to succeed in this constantly evolving market.
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