The schnitzel beer that was ready to try at the end of our internal Innovation Days 2026 was meant to be a final punchline of sorts delivered by our product developers. But it’s more than that, too: It’s a symbol for those who dare to venture outside the traditional brewer bubble and challenge conventions.
Health and flavor elements from around the world are among the major nutrition trends that are driving the global drinks industry today.
But what do these global developments mean for the brewing industry in Germany?
Beer sales continue to fall – and it’s been this way for decades. With this in mind:
- What’s next for beer?
The answer is simple:
- It’s time to rethink beer!
However, this does mean the previously unthinkable is now up for discussion:
- The German Purity Law.
What do you think? Does the German Purity Law need a revamp to give the German brewing industry a new lease of life?
Join the conversation on LinkedIn!
