Focus Areas


Beer has played a role in society for millennia. Whether it’s grabbing a beer with colleagues after work, raising a pint to your local sports team, or sharing a brew with family over a meal, beer is part of the social connections that make us human.

At a Glance

For thousands of years, beer has been at the heart of social rituals which create positive shared experiences and strengthened social connections.

Beer is local through and through. Beer is brewed in ways and with ingredients that reflect local products and techniques, and brewers invest in local culture and traditions through robust community initiatives.

With expanding lower- and no-alcohol options, beer makes drinking occasions more inclusive because people can continue to enjoy the custom of sharing a beer, with or without alcohol.

Go Deeper

What they’re saying

“We need to be looking at alcohol consumption—and particularly moderate, responsible consumption—in a more holistic way. Drinking is not just the act of consuming a certain amount of ethanol. It often takes place in a social space, and it’s a way for humans to form connections, celebrate, mourn and stave off loneliness and isolation, which we know from the pandemic can have real medical consequences.”

“Beer, out of all other alcoholic substances, has the unique ability to engender regional pride and cohesion. In part, beer is a result of geography....Since regional flavor was highly dependent upon local grains and flavorings, cultural identities were inextricably linked to specific brews.”

“Beer is what makes us human...Humans use these beverages to encourage social interaction, to celebrate special ceremonies in the political realm.”

Learn more about the heritage and craft of beer from the Brewers of Europe