From German Helles and Belgian classics to hazy cask beers and local independent brews, four London Beer Competition judges discuss the styles and categories attracting interest across their customer bases.

What deserves more space on your beer list? For pubs, bars and hotels, the answer depends on who is drinking, what they expect from the venue and which beers keep them coming back.

We asked four London Beer Competition judges the same question: Which beer styles or categories are gaining momentum with your customers? Their answers offer perspectives from beer importers, wholesalers and hotel hospitality, highlighting both familiar favourites and opportunities to broaden a range.

Stuart Pearson, James Clay & Sons: German Lagers and Renewed Interest in Belgian Beer

For Stuart Pearson, Head of Sales at James Clay & Sons, German Helles and Pilsners are among the styles gaining momentum. He also reports renewed interest in Belgian beer, supported by the company’s own promotional work.

“German Helles, Pilsners, we are also seeing a resurgence in Belgian beer,” he says, attributing that resurgence to work on launching Belgian Beer Week, which enters its third year in February 2027.

His experience offers a useful point for operators: established brewing traditions can provide a focus for discovery. A Belgian beer feature, tasting or themed event can give customers a reason to explore beyond their usual order, while providing staff with a clear story to tell.

Loucian Sotiri, The Dixon: Local Beers With a Sense of Place

At The Dixon, Tower Bridge, Autograph Collection, Food & Beverage Manager Loucian Sotiri sees growing interest in local beer and the independent producers behind it.

“Local beers are gaining interest among our customers, particularly those that offer a sense of place and a connection to the local brewing scene,” he explains. “Guests are increasingly curious about discovering independent breweries and trying beers with their own identity and character.”

For Sotiri, locally brewed options help create a distinctive guest experience while supporting independent producers. He also stresses the importance of maintaining a balanced selection that serves different tastes.

For hotels and other hospitality venues, this suggests a practical role for local beer: helping guests discover something connected to the place they are visiting. A well-chosen local listing gives the team something specific to recommend and explain.

Ben Selby, Cave Direct: Quality Lager, Fresh Pale Ales and IPAs

Ben Selby, a buyer at specialist beer importer and distributor Cave Direct, highlights the continuing importance of dependable styles.

“It's our bread and butter, but quality lager and fresh pale ales and IPAs are the areas I’d always highlight,” he says.

After changes in the market over recent years, Selby sees customers looking for great, consistent pints. His answer points towards the importance of getting the core range right: beers that deliver reliably and give customers a reason to order another glass.

For operators, that makes freshness and consistency central buying considerations. Choosing a beer is also a decision about whether the venue can store it properly, serve it well and sell it while it is at its best.

Joe Evans, Libra Drinks: Hazy Beers, Gluten-Free and Vegan Options

At Libra Drinks, Beer and Cider Buyer Joe Evans connects changing demand with work to modernise the company’s range over the past 18 months.

“Hazy beers in both keg and cask seem to be really gaining momentum within our range,” he says. “We have also seen a big shift in demand for Gluten Free and vegan beers as our customers aim to offer those options to their consumers.”

His observations highlight two considerations for beer lists. Hazy styles are attracting interest across both keg and cask, while customers are also seeking options that meet different dietary requirements.

For venues reviewing their selection, this creates a reason to look at both style and suitability. Clear product information and staff knowledge can help guests identify the beers that meet their preferences and requirements.

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What This Means for Your Beer List

These four perspectives describe demand within different businesses and customer bases, rather than a single ranking of the UK’s fastest-growing styles.

Together, they give operators several areas to consider: well-made lager, fresh pale ales and IPAs, Belgian beer, local independent producers, hazy styles and clearly identified gluten-free and vegan options.

The useful next step is to compare those observations with your own sales and customer requests. Which core beers earn repeat orders? Where is there room for discovery? And are guests asking for something your current range does not offer?

A thoughtful beer list can make room for familiar favourites and new discoveries, with each listing serving a clear purpose for the venue and its customers.

Also Read:
Know Your Judge: Ben Selby, Buyer at Cave Direct
Know Your Judge: Stuart Pearson, Head of Sales at James Clay & Sons
Know Your Judge: Loucian Sotiri, Food & Beverage Manager at The Dixon, Tower Bridge

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