Polski
Beer in Motion: Poland's Brewing Industry Speeds Up Its Transformation, the British Refresh Cask Ale Tradition
This week in the brewing world reveals two strategies for tackling the same problem – falling sales volumes of traditional beer. Polish producers are betting on premium, flavoured and alcohol-free variants, while the British are turning to nostalgia and tastings to give the iconic cask ale a new lease of life. We take a look at what both stories mean for the industry and for trade fair visitors.
01 · Market Transformation
Poland's beer market: a transformation that's only picking up speed
In an interview published on 18 September 2026, Mieszko Musiał, CEO of Carlsberg Polska and head of the Union of Employers of the Brewing Industry, leaves no room for doubt – change on the Polish beer market isn't just underway, it's set to accelerate in the near future [1]. Sales volumes of traditional beer are falling, but the industry is responding with a steady overhaul of its portfolio. Alcohol-free beers, small-batch specialities, flavoured variants and the premium segment are all moving to the fore.
According to Musiał, it's precisely these categories that are expected to rebuild the market's value, even as the sheer volume of beer sold keeps shrinking. In other words – less, but pricier and more interesting. For producers, this means investment in new recipes and product lines; for consumers, an ever-wider shelf that goes far beyond the classic lager.
Interestingly, the need to refresh the beer offering is being discussed the very same week on the other side of the English Channel – only there, the recipe for tackling falling volume looks completely different.
02 · Cask Ale
British Cask Ale Week aims to give cask beer a new lease of life
From 17 to 27 September 2026, the UK is holding Cask Ale Week – a campaign involving around 10,000 pubs giving away a total of one million free samples of cask ale [2]. The goal is clear: draw younger drinkers to cask ale before this segment, despite its long tradition, disappears from British bars altogether.
The figures cited by the organisers give reason for optimism. As many as 34% of people currently drinking cask ale are consumers aged 18-39, and brands such as Bass and Timothy Taylor are seeing growing interest among Gen Z – even as overall sales volume for this beer style continues to decline. The strategy, then, rests not on new recipes but on brand heritage and direct contact with the product through in-pub tastings.
This shows that the fight for younger consumers can be waged from two directions – through product innovation, as in Poland, or through a story of tradition and a shared tasting experience, as in the UK. For trade event organisers, this is a particularly inspiring thread – large-scale tastings can do more for an old beer style than many an advertising campaign.
Summary
Summary
Poland's market transformation and Britain's cask ale revival are, at heart, two answers to the same question: how to keep beer in the shopping basket of a generation that drinks less but wants more story and quality in every sip. The answers may differ, but both lead to the same place – tastings, conversations with producers, and hands-on discovery of new and refreshed beer styles.
That's exactly why it's worth setting aside time for the Targi Wyrobów Piwowarskich – Beer Warsaw Expo. It's there that the industry trends covered in this roundup can be seen, smelled and tasted live – from Polish specialities and alcohol-free beers to inspiration from foreign markets. See you at the fair!
Invitation
Want to see for yourself how premium and alcohol-free variants meet classic cask ale on a single stand? Visit the Targi Wyrobów Piwowarskich – Beer Warsaw Expo and meet the producers behind these trends. Tastings, conversations with industry experts and the latest brewing technologies are waiting for you. Book your visit today!
Beer Warsaw Expo 2026Footnotes
[1] portalspozywczy.pl — https://www.portalspozywczy.pl/alkohole-uzywki/wiadomosci/transformacja-bedzie-przyspieszac-tak-zmienia-sie-polski-rynek-piwa-wywiad,293146.html[2] BeverageDaily — https://www.beveragedaily.com/Article/2026/09/17/why-cask-ale-is-targeting-younger-drinkers-to-revive-sales-in-uk-pubs/