The 2025 beer trend you can’t afford to miss out on
British retailer Tesco has revealed it has witnessed a 250% increase in sales of fruit-led beers over the past year. Here, db looks at how the trend has grown.
Speaking about the sales spike, Tescos admitted that fruit beer styles were “Britain’s fastest-growing beer trend” which has continued to gain traction across the UK.
Tesco beer buyer Ben Cole said: “The soaring demand for fruit-led brews, particularly lager, has taken the UK drinks market by storm and is the biggest trend to hit the beer scene since the craft boom started more than 15 years ago.”
Cole insisted that the trend “has its roots in the craft beer movement because it introduced beers with tropical fruit profiles to more drinkers than ever before” and suggested that “for many people the craft movement changed the perception of what a beer could taste like and opened many drinkers’ palates to a wider range of styles”.
Despite Cole’s take on the rise of the trend, this is far from a new fad since fruit beers have, historically, been popular in Western European countries such as France, Germany, Belgium, Spain and Italy for a long time, even if they are only now making waves in the UK beyond world beer fans.
Across Europe, the styles have often also been associated with ‘after sport’ refreshment, particularly skiing and cycling, according to Cole.
Fruit beer styles such as Belgian brews, including fruli and kriek, have also purportedly paved the way for other lower ABV fruit styles like radler, shandy and damm lemon.
At the start of the year, the drinks business outlined how fruit-flavoured beers would be at the heart of boosting sales in the sector over the next five years, with cherry-flavoured brews leading as the fastest-growing style and raspberry-flavour accounting for the largest revenue share.
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In data from global drinks analysts, the findings showed that the global fruit beer category size has been estimated to reach US$433.2 million by 2030, expanding at a CAGR of 4.7% from 2025 to 2030.
Describing the growing trend, analysts also outlined how “in terms of flavour, the market is bifurcated into peach, raspberry, cherry, apricot, and others”.
Looking back, “raspberry-flavoured beer has accounted for the largest share of 29.9% in 2019 owing to high popularity of this fruit flavour among young consumers”.
Similarly, “the raspberry segment dominated the industry with the largest revenue share of 29.3% in 2024” which means “it is expected to witness significant growth in the coming years”.
Assessing the firm favourites within the fruit beer sector, “cherry-flavoured beer is primarily expected to expand at the fastest CAGR of 5.1% over the forecast period”.
Looking back to last summer, the arrival of Belgian brewery Haacht introducing its fruit flavoured wheat beers Super 8 Cherry and Super 8 Peach into the UK also gave a nod to this trend.
Clearly observing the rise of the style, Tesco’s Cole noted that the fruit trend in stores has also been further bolstered by British fruit lager brand Jubel, which was established back in April 2018 and is also now stocked with the retailer.
Jubel beer founder Jesse Wilson pointed out that Jubel is now available in five flavours – peach, mango, blood orange, lemon and grapefruit – and has since experienced volume growth “exceeding 300%”.
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