From bartop to supermarket aisle, the familiar bottles of Heineken, Budweiser, and Tsingtao are no longer alone. These recognisable brands, hailed by purists for their age-old recipes and whose advertisements reach everywhere from the Super Bowl and to frat parties, now rub shoulders with a whole slew of new beers. From hipster, moustache-sporting micro brewers to unfamiliar liquor-instilled brews, the beer industry is undergoing an unprecedented change.\u00a0 Faced with a stagnant global economy and shrinking market share, global brewers like Anheuser-Busch InBev<\/a>, SABMiller<\/a>, and HEINEKEN International <\/a>are stepping up efforts to find viable alternatives to beer and recapture the changing palette of their drinkers.<\/p>\n <\/a><\/p>\n \u201cHistorically, beer has not been an innovative industry,\u201d says at HEINEKEN’s\u00a0Director of Innovation Xavier Mahot in an interview for Bloomberg<\/a>. \u201cBut this is changing, and the new generation of drinkers that is coming are looking into other categories.\u201d<\/p>\n Millennials make up\u00a0 a rising figure of more than 26% of drinkers and 35% of beer drinkers, according to Nielsen. Recapturing this consumer segment has become a major priority for brewers across the board. As Mahot points out however, the changing tastes, lifestyles, and demands of millennials demand that the mainstream and historically traditional brewers change their tune.<\/p>\n