Will Instant Beer Beget the Next Unicorn?

23 May 2023
Alex Mavro, SEC Senior Advisor Eastern Germany-based Klosterbrauerei Neuzelle thinks its new powdered beer creation – turning water into lager in seconds – could be ready to bring to market by the end of 2023. It is the world’s first powdered beer. Even for those of us who make and drink instant hot chocolate or coffee, the idea of instant beer might take some getting used to. But by forgoing bottles and crates in favor of the significantly lighter powder packets, Klosterbrauerei Neuzelle hopes that beer powder will mark a turning point for the carbon footprint of beer exports. According to Stefan Fritsche, general manager of the brewer, calculations show that if we apply this process to Germany alone, we can reduce supply chain CO2 emissions by up to five percent. And he adds, “if you look at it globally, we could cut about 0.5 percent of CO2 emissions globally.” So far, the beer is alcohol-free, but plans call for creating a variety of flavors and textures, and Fritsche is optimistic about the prospects for success. Almost everything should be made of powder, he declared. “We want the full beer experience. We’ve already achieved the foam and taste of beer. Carbon dioxide powder is what we want to add. Alcohol in powder form is what we want to add. Powder allows us to do all of that. Of course, the fact that we have been successful for the first time anywhere is absolutely fascinating.” The logistics and distribution landscape has undergone significant changes accelerated by the coronavirus pandemic and ensuing worldwide shortages of essential goods. Greener solutions, especially in the transportation sector, are in wide demand with sustainability now at the top of many producers’ agendas. Sasin Sustainability & Entrepreneurship Center Chief Executive Lars Svensson commented, “Now, even beer-lovers can claim to be on the side of the angels by electing to minimize their carbon footprint with instant beer!” Be inspired to find ideas for additional supply chain solutions by reading more at https://tinyurl.com/2lg8jkz
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