IBA webinar shows how breweries can win with NA, functional beverages and new consumer experiences

The brewery industry is evolving, and so are consumer expectations. Younger consumers are increasingly moderating their alcohol intake, exploring non-alcoholic alternatives and seeking beverages that deliver unique experiences, functional benefits and social connection. For breweries, these changing preferences present an opportunity to expand beyond traditional beer offerings and create new revenue streams that attract a broader audience.

In a recent webinar presented to Independent Brewers Alliance members, Jason Pickle, President of Volunteer Botanicals, explored how breweries can embrace a beverage-first mindset without abandoning their beer roots. The session examined emerging trends shaping consumer behavior, including the growth of non-alcoholic beer, hop waters, mocktails, functional beverages and other innovative drink categories. Attendees also gained insights into flavor development, formulation considerations and strategies for creating compelling taproom experiences that keep customers engaged.

As consumer demand continues to shift, breweries that diversify their beverage portfolios will be better positioned to reach new customers, increase taproom traffic, and build long-term resilience. Whether you are a brewery owner, operator, innovation leader or beverage developer, this webinar offers practical strategies for transforming your business into a modern beverage destination. Watch the webinar to learn how your brewery can capitalize on the next wave of beverage innovation.