BayWa Expert: What Will 2025 Have in Store for the Brewing Industry?

Barbara Berger sees the industry facing a number of challenges in the coming year: “Rising costs remain an issue,” explains Berger, referring primarily to energy costs, which play a role in the entire brewing process. For example, the production costs of glass have risen and with them the price of bottles - with the bottle deposit remaining the same. 

“In addition, the stricter legal requirements, especially in the areas of water and food regulations, will keep breweries very busy,” says Berger. “Despite the decline in beer output, however, there are international markets with great potential.” 

In all of this, it should not be forgotten that farmers have achieved very good harvests in recent years. However, climate extremes pose a challenge to cultivation. Hop growers are increasingly restricted in the production of quality hops due to the recent tightening of plant protection guidelines. 

Barbara Berger has also identified current trends that could become interesting in 2025: “In Germany and Bavaria, non-alcoholic beers are still very much in demand.In other regions, such as North and South America, classic German beer styles such as Pilsner and Helles remain very popular,” she explains.  

In Asia, on the other hand, excellent wheat beers are being brewed, which marks another trend. The craft beer trend, which is interesting for the hop industry, has reached its peak and is now ebbing away. 

Although Barbara Berger went to the trade fair with mixed expectations due to the general economic situation, she was pleasantly surprised: “The number of visitors to our stand was greater than in previous years. This shows us that our expertise and the quality of our products continue to be highly valued.” There was particular praise from customers for the selection and quality of the beers at the BayWa stand. 

BayWa's role in the brewing industry

Barbara Berger is convinced that participating in Brau Beviale means more than just an opportunity to acquire new customers. “For us, the trade fair is above all an important networking event,” says Berger. “Personal contacts play a key role in the international brewing industry, and we have customers in more than 60 countries. This trade fair offers us the opportunity to maintain and expand our relationships.” 

International encounters and new contacts

The international discussions were therefore a particular highlight for the hops expert, for example with breweries from Angola and India. “These discussions were particularly enriching because they showed us how dynamic and global the brewing industry has become. The diversity of markets and cultures in the brewing industry is incredibly inspiring and offers a lot of potential.” 

In conclusion, Brau Beviale 2024 was a successful networking event for BayWa, which not only provided valuable insights into the industry, but also highlighted new opportunities for the future.