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.


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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.”