The European Beer Star Innovation Challenge
The beer and beverage market is changing. Consumers are seeking new taste experiences, transparent ingredients, unconventional fermentation methods, and artisanal authenticity. For breweries, this is less of a threat and more of an enormous opportunity. After all, few industries have as deep an understanding of diverse raw materials, innovative processes, and sensory refinement as the brewing industry.
This is exactly where the European Beer Star Innovation Challenge comes in. This special prize is aimed at breweries that think beyond beer production and develop novel beverages - alcohol-free or alcoholic, fermented, with hops, or with alternative grains. The key requirement is that the product is still in the experimental stage and not yet on the market.
The participating innovations will be thoroughly evaluated by a special panel of experts during the European Beer Star tasting in mid-September: aroma, taste, balance, and texture are just as much a focus as innovative strength and market potential. The jury takes the time to provide the participating breweries with constructive and well-founded sensory feedback.
This allows breweries to have their product ideas professionally evaluated by international experts and thus assess potential market opportunities at an early stage.
In the end, the most compelling product will be honored with an award. By successfully participating in the Innovation Challenge, the participating breweries showcase their technological expertise. This sends a strong signal to market partners, retailers, and the entire industry.
The Innovation Challenge at a glance
The Innovation Challenge is a special category of the European Beer Star for novel beverages.
Description
The product innovation must be produced by a brewery. The use or application of one of the following elements is mandatory:
- Use of brewing grains (not limited to barley) or
- Use of hop products or
- The beverage is fermented (any type of fermentation is permitted)
The product may be alcoholic or non-alcoholic. The product may still be in the experimental stage and does not yet need to be available on the market. Submitting beer to the Innovation Challenge is not permitted.
The innovations will be evaluated by a panel of experts based on sensory analysis of smell and taste. Additionally, innovative strength and market potential will be factored into the evaluation. A special panel will take the time to thoroughly examine the products.
The most promising product will ultimately be honored with an award.