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Vegan Beer Industry to Expand Due to Millennial Demand

Market research suggests that brewers will follow Guinness' lead to capitalize on the growing demand for vegan beer.

Market research firm GlobalData recently released a report that analyzes current trends in the global beer industry which included a tendency for younger generations to seek out vegan beer. “The market for gluten-free and vegan beers is still relatively small but is expected to grow in [the] future, mainly thanks to interest from millennial consumers,” GlobalData consumer analyst Aleksandrina Yotova told media outlet BeverageDaily. “Millennials are careful about what they eat and drink and as a result, are making conscious decisions to take better care of themselves, including when it comes to alcohol.” Beer is often produced with animal-based filtering agents such as isinglass—an ingredient derived from fish bladders. Last year, now-vegan Irish beer brand Guinness removed isinglass from its beer-production processes and replaced it with a high-tech filtration system that does not rely on animal products. “[Veganism] is also increasingly trending,” Yotova said. “The fact that brewers like Guinness have committed to producing 100-percent vegan-friendly beverages in recent years also suggests this trend will expand hugely in the future."

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