That's the base: what kind of beer the zoomers drink and what Kraft has to do with it
What is cringe to some is Spanish shame to others. With the beginning of a new era, not only language evolves — fashion, interests, and of course, tastes shift too. Including beer. We wondered what kinds of beer different generations prefer, whether millennials are still loyal to craft, and what Zoomers are sipping.
Who likes what kind of beer
According to the generational theory by William Strauss and Neil Howe, birth year influences food, drink, and lifestyle choices. Here’s how it plays out in beer preferences:
- Generation X (1965–1979): Beer traditionalists who stick to classic, time-tested brews — both domestic and imported.
- Millennials (1980s–early 1990s): Still loyal to craft beer and favor imported labels with character and complexity.
- Zoomers (born after 1996): Health-conscious and selective. They drink less beer overall, but when they do, it’s trendy — fruit-infused, tomato-based, or even beer smoothies.
What’s on trend
Several beer trends are expected to carry into 2025:
- Imported beer revival: After sanctions reduced its market share to 7%, imported beer is regaining popularity. Familiar labels may soon reappear on shelves.
- Non-alcoholic beer boom: Driven by the wellness movement and backed by major ad campaigns — even Olympic champions endorse it. Sales rose over 20% last year.
- Experimental flavors: Craft breweries continue to innovate. Expect vegetable, tomato, and mushroom gose, fruity and berry blends, and even “soupy” flavors like tom yum to stay in vogue.
No matter your age or taste, you’ll find a beer to love at Lambic beer restaurants. With a wide selection of brews, delicious food, and a cozy atmosphere — we’re ready to surprise you!
Blanche de Bruxelles with a boy on the label: two symbols in one bottle
Contents How it all began Exploding If you ask any passerby what could be considered a symbol of Belgium, you will most likely be told two things: beer and a sculpture of a boy peeing. Blanche de Bruxelles is a combination of both: it is a traditional Belgian beer, famous all over the world, with the famous statue on the label. All in all, it is a perfect souvenir that also has a rich history. But first things first. How it all began The first Belgian beer Blanche de Bruxelles was brewed back in the XIV century. It was made by Flanders monks, and they approached the production in a creative way — instead of hops they used gruyte — a special mix of spices and herbs. The beer existed for several centuries and then yielded to lagers because they were easier to produce and therefore were cheaper. The brewer Pierre Celis didn't let the drink go to waste. In the late eighties he recreated the old technology and set up production, and the drink suddenly caught the taste of modern Belgians. The name did not appear immediately, as well as the famous "appearance", but in time the beer with a boy on the label became exactly as we know it now. Exploding First of all, blanche differs from the classic lager in the absence of malt, instead of which brewers use wheat. Hops are not always present; they are replaced by a mixture of spices — orange peel, curacao, coriander — just like many centuries ago. The second distinctive feature is the high carbonation. The fact is that Belgian Blanche De Bruxelles beers are bottled with yeast sludge. Simply put, they are left to ferment in the finished container, at the expense of which the drink is saturated with carbon dioxide. Traditional blanc is produced by Lefebvre brewery, but every day there are more and more craftsmen who risk to repeat the famous drink. And some are even experimenting, creating other, darker varieties based on it. The taste of the original Blanche de Bruxelles beer is very mild, without the traditional hop bitterness, with notes of citrus, vanilla and honey. It is also famous for its long pleasant aftertaste, so it can be enjoyed even without snacks. For Belgian beer "with a peeing boy" to reach its peak, it is chilled to 5–10 degrees and served in tall glasses. True, there is another form of serving — in wooden mugs, and necessarily an even number. Tradition — you can't argue with it! Want to taste the symbol of Belgium? Come to the beer restaurants of the Lambic chain — we have only original beer from the best Belgian producers, the right serving and all the necessary conditions for a pleasant meeting with your favorite drink!
01 March 2021
Delirium tremens - a beer with an elephant on the label that the whole world knows
Contents The Elephant's Secret It would seem that what do white fever and the pink elephant from the cartoon "Dumbo" have in common? That's right, Delirium tremens, a strong Belgian ale that is known and loved all over the world. But it was not always so — the specific name played a cruel joke with the drink. However, this does not prevent Delirium tremens always remaining on the wave of popularity. What is its secret? The Elephant's Secret The pink elephant Jumbo the Younger does not appear on the label by accident — in one of the most famous scenes of the cartoon "Dumbo" he gets drunk and starts seeing hallucinations. The name, which literally translates to "white fever" and is also directly related to alcohol consumption, is fitting as well. But neither of them has anything to do with Delirium tremens — choosing a flamboyant name for their brainchild, the Belgian brewers just wanted to underline their creativity. Not everyone understood the idea: for a long time beer was banned from sale in several countries. The producers listened to the complaints — in some countries the drink is supplied under the abbreviated name of Delirium. But the loud arguments did not stop the success: beer with an elephant on the label won numerous awards all over the world and was even named the best beer on the planet at the World Championships in Chicago in 2008. Belgian beer with the pink elephant has been brewed since 1989, and today it is rightly considered the flagship of Huyghe brewery. Apart from the loud name, Delirium tremens has a memorable appearance — the ceramic-style bottle, colorful label as if drawn from the pages of Dante's book, shiny blue foil wrapped around the neck and covering the lid. But the main advantage of this variety is still the excellent taste. Delirium tremens is brewed using three different strains of yeast, one of which is unique. The result is a strong drink (8.5% alcohol) with a complex flavor. At the beginning you can feel rich tones of fruit, which are replaced by the sweetness of caramel, and in the aftertaste — tones of honey and pepper. It has a full-bodied aroma with distinct notes of herbs and spices, and an attractive appearance — a golden color and a stable foamy cap. Delirium tremens changed not only the Belgian beer world, but also the Huyghe brewery itself — the pink elephant became the symbol of the brewery. And the real fans of the brewery organized the "Brotherhood of the Pink Elephant", which actively promotes Delirium tremens to the masses. Join the brotherhood — come to the Lambic beer restaurant! In addition to the classic taste, you can try Delirium Red — a cherry beer with the elephant, as well as many other types of beer. We are waiting for you!
01 March 2021