NATURE
Engaging consumers The rising costs caused by the complexity of regenerative agriculture also requires an understanding consumer base, onto which many of the costs are routinely passed. In the UK, a strong relationship exists between a place and its local tipple.
Asahi’ s Izzy believes this connection to the drink’ s origin is vital to a brand’ s story.“ For British ales, consumers typically place greater value on local provenance, heritage and ingredients, making regenerative agriculture a natural extension of the brand story,” she says.
“ Fuller’ s Pride Lager, for example, is made using exclusively British-grown ingredients, which can help create a more direct and authentic connection between farming practices and the final product.” Tom believes consumers can also help drive demand for more sustainable beverages. As costs rise, brewers have a chance to tell the sustainability story.
“ The biggest challenge is education at the bar,” says Tom.
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