While beer consumption in France is decreasing, the craft beer market is developing gradually, notably by increasing the number of microbreweries. A new profession is emerging: the beerologist.
Beer, a drink reserved for football fans in front of the TV? If this image remains well anchored, the beer is more and more trendy, with microbreweries that are multiplying everywhere in France and the latest business trend is that of beerologue.
In the early 80s, the French brewery was about to disappear, says the author of the Guide brewers and beers of France. But this time is over: in 2010, there were 334 microbreweries in the country and there were about 600 in 2013 – today even more breweries emerged.
CONSUMPTION OF 30 LITERS OF BEER PER YEAR PER PERSON
They have opened everywhere in France and forecasts are always on the rise.
This seems hard to believe, as we know that overall beer consumption is steadily decreasing. “We lose 1% per year since 1976”, explains the general delegate of the association of Brewers of France.
The French drink 30 liters of beer per year per person when the Germans consume 100 liters. France is the 26th largest beer consuming country out of 28 in the European Union.
PROGRESSION AT TWO DIGITS
But unlike the industrial beer, craft beer is growing insolently. “We have a double-digit increase for several years,” says the director of the Brasserie des Cimes, in Aix-les-Bains (Savoie), where twelve people work.
If you do not drink a lot of beer in the land of wine, you drink better and better. “Beer becomes something more refined”, “less bitter” and “sweeter”. We even offer beer as a gift, just like wine.
There are 2,000 different beers in France. The Brasserie des Cimes offers five specialty beers, including the “Yeti” and the “Aiguille Blanche”, sold at the brewery and in supermarkets in the region.
SMOKED BEER AT THE PEAT
This product seduces both women and men. Consumers want to get out of big group proposals to turn to local products.
Bruno Torres opened the La Baleine brewery in spring 2013, in the 20th arrondissement of Paris. He was a photographer in the pub and decided to change his life. He had thought of the wine, then discovered the beer and eventually started. “I like the creativity, the freedom that exists with beer,”he says.
In one year, he seduced wine cellars, delicatessens, restaurants … BrunoTorres offers a beer smoked peat that appeals to whiskey lovers. Its lager is citrus-flavored and is even offered in a fish restaurant. “My beers are made to go with dishes,” he adds.
THE EMERGENCE OF BEEROLOGUES
The beer seduces wine lovers. In fact, many microbreweries have been created by oenologists these days. But beer has now its specialists, called the beerologists.
Between the various malts, hops and yeasts, the possibilities of taste are almost infinite.
Artisan beer represents barely 3% of the market but has been pulling together for 3 or 4 years, the range of large breweries has also evolved in quality for this reason.
A BEER FOR ALL TASTES
Taking advantage of the dynamism of this market, the big industrialists put themselves to specialty beers. The big brewers create new craft beers every year to take a part of this fast growing market.
Before, we could say ‘I do not like beer’, but today there is a beer that fits everyone’s taste buds, there is something for everyone for sure.
Feel free to taste these delicious brews when visiting France and enjoy the new lifestyle a la French touch. Share your experiences here below with all of us – cheers