The growing number of start – up brewing companies reflects the changesin the global consumption of beer.
 
 

 
E.E.
Small brewers emerged in 1970s in Great Britain. Every week 20 small breweries opens somewhere in the EU, combining successfully local traditions with innovation, and expanding the EU list of the 9,000 breweries so far.
At the same time, the European brewing sector is booming and has a remarkable global presence, with exports accounting for 1/5 of the total production, thus showing the highest growth rates among the EU’s top 10 food and beverage exports.
USA
On the other hand, in the United States, large brewers such as AB InBev and Miller Coors, although still profitable, are trying to limit the plunge in sales of their top brands.
Americans now show preference for imported beer products from Mexico and consume beer, wine and spirits from local micro-crafts. The leading companies in this market create new products, but fail to keep pace with changing consumer preferences.
 
GREECE
Present situation
In the Greek market, beer sales record losses mainly due to the 100% increase in the Special Consumption Tax, with Greece ranking at the very bottom of the list of per capita beer consumption.
However, the Greek microbreweries have come up with a wide variety of short-term unfiltered and non-distilled beers, following the global trend which appeared in Europe and America two decades ago.
Οver 30 medium and small local breweries operate in Greece, with this number growing  steadily. The beer Voreia of the microbrewery Siris, the award winning beer NHSOS  made by Cycladic Microbreweries produced in Tinos, the brands Sknipa and Ali of  the citi of Thessaloniki, Pikri and Kirki produced in Chalkida, and the unfiltered Santorini Donkey (Crazy, Yellow, Red) are just a few to name.
Here it should be noted that the dispute between the Thrace Bakery (Vergina) and the Athenian Brewery (Amstel, Heineken, etc.) over the second’s dominant position in the Greek beer market, continues to influence the current situation in the Greek beer market.
 
Still, the future of microbrewery in Greece is brilliant.
Small Greek breweries are constantly gain popularity, transforming the Greek market from a monopoly to an oligopoly. The main reasons for this upward trend are as follows:

• The market for handmade beer is constantly evolving and continuous experiments create more and more flavors (aroma pale ale, blonde lager, black stout, bitter pilsner, Weiss fruit etc), as a result of their investments in the production of innovative products and of buying new equipment.
• Consumers in Greece have changed their beer preferences. They are now interested in flavors and varieties of beers’ colors. In addition they are consuming Greek beers more than in the past.
• They prefer products from small local businesses in order to keep pace with their healthy eating habits, since they are considered healthier and of a better quality.
• Beer is still the cheapest alcoholic beverage, and this is a reason why the domestic consumption by the youngsters’ and women has increased.