In the early 1980s, consumers were not exactly spoiled for choice when it came to beer. These days though, in pretty much all western countries a beer explosion has uprooted the beer landscape. And with it, it has provided a template for other industries..

“The explosion of innovative breweries in the US has had a push-back effect on the UK,” says Cole. But this doesn’t explain the success abroad. What is it about our brews that makes them so transferable? “Partly it’s because we have such category-defining and iconic beers, but mostly because we make the most sessionable beers in the world. There’s huge interest.” The humble British drinking session: an export for the 21st century.

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