NEWS

Craft beer has become a firmly established part of the UK's drinks market. Once considered a niche category, it now offers consumers everything from traditional cask ales and crisp craft lagers to Hazy IPAs, Imperial Stouts, limited release special collabs and seasonal small-batch releases. While some headlines have questioned whether the craft beer boom has slowed, the reality is more nuanced.

The global drinks market offers immense potential. However, success in new regions requires a deep understanding of how culture shapes consumer expectations. Expanding into new territories demands careful thought—particularly regarding how cultural differences influence purchasing habits and, ultimately, how a product performs once it reaches the market. For producers considering export, these differences are not just theoretical.

For years, the narrative around British beer has been dominated by craft. New styles, bold flavours, and constant innovation reshaped the market. But we may now be seeing a shift in momentum. Across the UK, there are growing signs that drinkers are looking beyond heavily hopped, high-ABV craft beers in search of something different – and that shift is bringing one of Britain’s most traditional styles back into focus: cask ale.

Cider has long been a staple of the UK pub scene, but the category is evolving. The UK cider market is now worth over £3 billion annually, including around £2 billion in pubs, bars and restaurants. Premium craft styles are gaining traction, and the sector is showing steady value growth, even as overall consumption softens – reflecting a wider shift towards more considered, quality-led drinking.

Expanding into new markets is an exciting step for a beverage brand, but it can also feel daunting. In the past, adapting brand marketing to fit the needs of a new audience often meant needing a colossal marketing budget. Today, technology and digital tools make international marketing more achievable than ever before. Here’s how your brand can reach new audiences and grow globally without breaking the bank.

The UK drinks market has a lot to offer, known for its craft beers, traditional ciders, and premium gins and whiskies. However, SMEs looking to export globally face challenges. With stiff competition and cultural preferences to consider, it can be hard to know how to stand out. This is why at Cheers Global, we’ve put together a list of strategies for SME UK drinks businesses to differentiate themselves and succeed in international markets.

Expanding your drinks brand into new markets is an exciting endeavour – whether you produce traditional cider, premium ales, quality flavoured gins, or any beverage. But no matter how distinctive or high-quality your product is, international success hinges on one critical factor: finding the right distributor.

Breaking into the European market offers huge potential for UK drinks brands, from sophisticated consumers and diverse drinking cultures to some of the world’s most influential beverage hubs. However, with opportunity comes complexity. At Cheers Global, we've helped brands such as Adnams and Healeys navigate this landscape with confidence. If you're considering European alcohol export, here’s what you need to know.