The Rise of Premium Beers: Why Consumers Are Trading Up

Beyond taste, premium beer is also about storytelling. People want to know where their beer comes from, how beer is made, and what makes it special. Craft breweries and premium beer brands have responded by emphasizing their heritage, brewing techniques, and local sourcing. This transparency builds trust and fosters a deeper connection between consumers and their favorite brews. The rise of food pairing culture has also elevated premium beer into a fine dining experience, with sommeliers and chefs curating beer pairings just as they do with wine. As a result, premium beer is no longer just about refreshment. It’s about celebrating craftsmanship and quality.

What Defines a Premium Beer? Ingredients, Craftsmanship, and Experience

A premium beer distinguishes itself through the use of high-quality ingredients, artisanal craftsmanship, and the overall experience it delivers to the consumer. Brewers and manufacturers of premium beers often select the finest malts, hops, and yeasts, ensuring that each component contributes to a rich and complex flavor profile. The brewing process is characterized by attention to detail, patience, and a commitment to excellence, often involving traditional methods combined with innovative techniques. The result is a beer that offers not just refreshment but a memorable and immersive tasting journey.

The difference can often be tasted in every sip. Premium beers tend to have fuller flavors, well-balanced aromas, and a refined mouthfeel that mass-produced beers can’t replicate. Many premium beers also undergo longer fermentation and aging periods, allowing flavors to develop more deeply. Some are brewed using centuries-old techniques, while others incorporate modern innovations like barrel aging or dry-hopping to create entirely new flavor experiences. Packaging and presentation also play a role, as beautifully designed bottles and cans further enhance the drinking ritual, making every pour feel special.

The Future of Premium Beer: Innovation and Market Growth

The premium beer market is poised for continued growth, fueled by innovation and an evolving consumer palate. Brewers are experimenting with new styles, flavor combinations, and brewing methods to captivate beer lovers and differentiate themselves in a competitive landscape. The rise of health-conscious drinking habits has led to the development of premium low-alcohol and non-alcoholic beer suppliers that do not compromise on taste or quality. As the demand for premium beers expands, the market is expected to see increased diversity and creativity, offering consumers an ever-growing selection of exceptional brews.

Sustainability is also becoming a defining factor in premium beer production. Many brewers are prioritizing eco-friendly practices, such as sourcing organic ingredients, using renewable energy, and reducing water consumption. Consumers are increasingly drawn to brands that align with their values, making sustainability a key driver in the premium beer industry’s growth.

Globalization has introduced beer lovers to new flavors and brewing traditions from around the world. From rich European lagers to bold American IPAs and complex Japanese craft brews, premium beer is more diverse than ever. With an increasing number of craft beer suppliers and breweries pushing boundaries and setting new standards, the future of premium beer looks bright, innovative, and full of exciting possibilities.

Albion Plus

Company Name – Albion Plus
Headquarters – Czech Republic
Core Products – Premium beers, syrups, croissants, juices, chips

Albion Plus is a standout in the premium beer segment, offering a selection of high-quality brews that reflect Czech brewing excellence. Their Horal beers, including Horal, Horal IPA, Horal Strong 7,9% EPM, are crafted with expert precision, delivering robust flavors and refined character. Whether it's the rich maltiness of their classic Horal, the bold hoppy notes of their IPA, these beers are designed for those who appreciate depth and authenticity in their drink. Some of their other products are ALE, Premium Pilsner Lager, Premium Dark Lager and Bock.

Albion Plus's Horal beers proudly carry the Czech Beer Trademark (České Pivo), a certification that guarantees adherence to traditional brewing methods and the use of high-quality local ingredients. This prestigious mark reinforces their commitment to authentic Czech craftsmanship, ensuring a rich, full-bodied taste that stands out in the premium beer market.

Brouwerij De Ranke

Company Name – Brouwerij De Ranke
Headquarters – Dottenijs, Belgium
Core Products – Craft beers including Guldenberg, XX Bitter, Père Noël, Kriek De Ranke, Noir de Dottignies, and Saison de Dottignies

Brouwerij De Ranke is a Belgian craft brewery known for putting real hops center stage. Starting as a passion project in the 1980s, founders Nino Bacelle and Guido Devos turned their hobby into a full-fledged brewery by 1997, driven by a love for bold, characterful beer.

From hoppy classics like XX Bitter to their sour-fruity Kriek and dark, malty Noir de Dottignies, De Ranke’s lineup balances tradition with creativity. They even pioneered wet-hop brews during harvest season. Brewing independently in Dottenijs since 2005, De Ranke now exports to over 20 countries and is a go-to for drinkers who want serious flavor without compromise.

Attik Brewing

Company Name – Attik Brewing
Headquarters – Spain
Core Products – Craft beers

Attik Brewing started with Jaime and Umeed, two childhood friends from primary school, brewing beers in an attic as a hobby over 8 years ago in Málaga, Spain. A passion for brewing and a motivation to give Andalusia high quality craft beer, was the reason behind the start of this commercial project.

Since 2018, the growth and evolution has been incredible and substantial. With more than 100 beers brewed in varying styles, the focus still remains on producing hop forward beers and Imperial Stouts. After many years of dedication, the brewery has received recognition in the form of awards. Voted as the best brewery in 2022 by the

"Mediterranean Cup" as well as for an array of beers by the Barcelona Beer Challenge in several editions. In recent years, the project has gained a new dimension, with the development of fascinating projects such as the brewing wild ales, barrel aging and developing beers that require plenty of dedication. After all these years, the project at its core is still run by its founders who to this day carry the same mission since the beginning, to offer the best possible product locally, nationally, and open craft beer to everyone.

Azores Brewing Company

Company Name – Azores Brewing Company
Headquarters – Azores, Portugal
Core Products – Premium craft beers

Azores Brewing Company is an island-born craft brewery founded by Tara and Edmundo, two science lovers who traded city life for ocean views and brewing dreams. Tara, a chemist and one of the few female Head Brewers in Europe, leads the brewing with passion and precision, while Edmundo brings engineering expertise to the mix.

Crafted in the heart of the Atlantic, their beers are all about quality, creativity, and island spirit. What started as homebrew experiments for friends has evolved into a full-fledged brewery offering small-batch, premium craft beers that reflect the laid-back yet bold vibe of the Azores.

Whether you're into crisp lagers or hop-forward IPAs, Azores Brewing delivers a refreshing taste of adventure in every pour.

32 Via dei Birrai

Company Name – 32 Via dei Birrai
Headquarters – Pederobba, Treviso, Italy
Core Products – Craft beers, gift packs, beer vinegar

Founded in 2006 by three friends in the Veneto region, 32 Via dei Birrai has become one of Italy’s craft beer trailblazers. Renowned for its non-pasteurized, non-filtered beers brewed with passion and sustainability in mind, the brewery has built a reputation for innovation and exceptional taste. Signature labels like Audace, Oppale, and Ambita, made with 100% Italian ingredients, have earned awards and captivated beer lovers across Europe and beyond.

In recent years, the brewery has continued to push boundaries. They launched Oppale in a new 50cl format to meet the global demand for “session beers,” introduced Aceto 32, a sophisticated beer vinegar crafted for gastronomy and mixology, and formed an exciting partnership with Aprilia Racing’s hospitality team on the MotoGP European circuit. Most notably, 32 Via dei Birrai was honored as an “Eccellenza” in the Slow Food Italy 2025 beer guide, cementing its reputation as a leader in Italy’s craft beer movement.

With a deep commitment to local sourcing, creativity, and sustainability, 32 Via dei Birrai continues to redefine what Italian craftsmanship means in the world of beer.