“We’re entering a world where increasing reliance will be placed on graphic and structural design elements to communicate brands and their values, beliefs and aspirations. So does this mean that beer is going to have to get all jazzy?”

Tess Wicksteed, Executive Vice President of Pearlfisher New York, goes into detail on how to design for the future of beer, listing 5 key starting points on what has made beer substantial since its inception, and what will now keep it relevant for the future.