"Consumers are seeking more quality in the jar"

Jean-Louis Van de Perre of the Belgian Brewers says it's far too early to speak of the demise of the pilsner lager, though he readily concedes special beers are doing awfully well.

Even in Belgium beer consumption has fallen. Jean-Louis Van de Perre: "We used to drink 100 litres of beer a year per person in Belgium. This figure has now dropped to 72 litres."

Belgian beer sales remained flat last year, though the industry admits that it was only the Football World Cup that prevented a decrease. It's not really surprising that Belgium's leading producer AB InBev was a major sponsor of this event.

Joris Van Eetvelde of drinks store Van Eetvelde in Lokeren confirms the trend: "Pilsner lager has been losing ground for 30 years now, but last year's World Cup arrested the trend."

Joris Van Eetvelde is not optimistic about the future of pilsner lager: "We're expecting a new drop this year."

Across Europe beer is losing ground to wine and other alcoholic beverages. Globally speaking less alcohol is being consumed too. AB InBev hopes to square the circle by offering greater variety.

Joris Van Eetvelde has noticed the rise of special beers in his store: "At AB InBev lager remains the mainstay, but they have created many new, different varieties of beer often using one and the same brand. At the end of the day consumers are getting confused."

"On average we sell 30,000 hectolitres of beer a year. 20,000 hectolitres used to be AB InBev beer, but this has fallen to some 18,000 hectolitres."

Beer sellers Hopduvel in Ghent confirm the trend. Silke Van Liefferinge: "We've noticed growing interest in high alcohol beers and less well known brews. Pilsner lagers aren't selling like they used to and it's a segment that is unlikely to grow any day soon."

Alain De Laet of brewers Huyghe in Melle (East Flanders): "Our turnover rose 20% last year. Special beers make up 60% of our turnover. Lager is no longer our focus."

Huyghe still produces lager, but the brew is only supplied to pubs, restaurants and cafés.

"Big breweries can supply cheap lager to the supermarkets, but this is far more difficult for smaller breweries with lower capacities."

"Special beers are our growth market. Consumers are seeking greater authenticity, more quality on the jar."