The Brau Union’s new beer culture report was published in time for the end of the year. 91% of those surveyed are convinced that beer plays a key role in the Austrian beverage culture. After all – after the Czechs – Austrians are vice-world champions in consumption! Regional brands and specialties are preferred. Great pleasure is taken in trying out new varieties and flavors. There is also a trend towards alcohol-free beers and mixed drinks, such as Radler beer. These drinks are particularly popular among women (55%) and younger consumers (18-29 years – 72%). In the meantime, the beer industry is also increasingly paying attention to sustainability. In addition to organic beers, the regional origin of the raw ingredients and packaging play a role. Reusable bottles (70%) are clearly preferred to beer cans. Almost half of Austrians (42%) believe that the image of beer has improved in the past few years. And the interest in information about fine beers is increasing too, especially among young people (55%).
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