“The future that awaits us is a future in which the values are very clear, even if it is not easy to put them into practice – explained Francesco Morace, sociologist and essayist, founder of Future Concept Lab who spoke at the meeting for the 50th anniversary of Heineken in Italy which took place in Milan. “There is a great inspiration towards what we call crucial and sustainable – explained Morace -. A widespread sustainability in which beer becomes the protagonist because it can intervene both in terms of responsibility – and therefore responsible drinking – but also in terms of quality, quality of life. People somehow want beers that have a taste that is recognizable and that can function both as a great element of conviviality because in the future we would all like to reclaim the places of the city together with our friends, to meet up again. And at the same time, however, having a moment and an experience of quality in which beer represents a daily companion”.
A sociality with increasingly green and veg consumption will favor the natural taste of beer and “resonant natural refills”: consumption experiences that refer to nature, in outdoor settings and plant-based foods and drinks. This is a trend that crosses beer due to its essence as a natural and low (or no) alcoholic drink, enhanced by increasingly sustainable production.
“There is a desire for conviviality but at the same time, also to reclaim places and times. Therefore a moment in which beer truly becomes a facilitator through this ability to exchange experiences that are not only digital but in person. This is a request that young people are starting to propose” concluded Morace.
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