From Czech lagers to Belgian fruit beers: The EU styles shaping summer drinking

“One of the biggest opportunities this summer comes from the growing popularity of lighter and lower-ABV styles. Session IPAs and lagers around 3-4% ABV continue to gain traction as consumers seek moderation without sacrificing flavour. At the same time, alcohol-free beer has become a credible and increasingly important part of many operators’ ranges.

“Countries with established brewing traditions have been leading the way. Germany produces a wide range of alcohol-free lagers and wheat beers, while Spain has built a strong reputation for quality alcohol-free lager. Denmark’s alcohol-free IPAs have also attracted attention, demonstrating how far the category has evolved in recent years.

“Alongside lower-alcohol options, fruit-led beers are also proving popular. Traditional Belgian styles such as Kriek and Framboise continue to attract drinkers looking for something refreshing and accessible, while modern fruit-forward beers featuring citrus, peach and tropical flavours offer a natural fit for summer drinking occasions.”

Dredge also predicts continued growth for Radlers, the refreshing style that originated in Germany and traditionally combines lager with lemonade. Increasingly, brewers are experimenting with different fruits and beer styles, creating lighter beers that appeal to consumers looking for flavourful alternatives during warmer weather.

For operators, however, success is not simply about expanding the beer list. It is about helping customers navigate it.

“Consumers are open to trying new things, but they often need guidance," says Dredge. “Simple questions such as whether someone prefers something hoppy, malty or sour can help staff recommend beers with confidence and improve the overall guest experience.”

Smaller serves can also encourage exploration. Offering thirds or half pints allows guests to sample unfamiliar styles without committing to a full pint, creating a more relaxed and discovery-led drinking experience.

Beer pairing presents another opportunity. While wine remains the default recommendation in many restaurants, beer’s versatility makes it exceptionally well suited to summer menus. Wheat beers can complement salads and seafood dishes, pale ales pair naturally with fish and chips, while fruit beers work surprisingly well alongside desserts and cheese boards.

The key, according to Dredge, is not to overcomplicate things: “Beer and food pairing should feel natural and intuitive. The most successful combinations are often the simplest,” he says. 

As consumers return from summer holidays inspired by new flavours and experiences, hospitality operators have a chance to bring a taste of the EU to their own venues. By embracing lighter styles, highlighting provenance and encouraging discovery, pubs, bars and restaurants can use European beer to create memorable experiences that resonate long after the holiday season ends.

For any further queries, please visit the campaign website or contact: morethanfood_UK@agripromotion.eu