"All Good Beer."

It's a simple name, but it says a lot about where the drinks industry is heading.
This month, alcohol-free brewery BRULO® launched what it's calling the world's first high-fibre beer under its new All Good Beer range – with 5g of fibre per can.

It got us thinking...

For years, "better-for-you" has been a conversation dominated by soft drinks. Gut health sodas, functional waters and protein shakes are all having their moment.

Now, those same cues are starting to appear in beer. The alcohol-free category has spent the last few years rewriting the rules of what beer can be. It's no longer just about removing the alcohol – it's about giving consumers another reason to pick it up.

Whether that's functional ingredients, added nutrition or simply feeling better the next day, the proposition is evolving.

We're seeing functionality move beyond being a category in its own right and become something that can enhance almost any drink.

The question isn't whether functional drinks are here to stay - it's which category they'll shake up next.