Julia Leferman is the new Secretary General of The Brewers of Europe, which brings together national brewers’ associations and companies from 28 European countries to support the united interests of Europe’s breweries. She took up the position on August 1, having previously been the General Manager of the Brewers of Romania for seven years.
You have taken the reins as the voice of an industry with over 10,000 breweries accounting for over two million jobs and €40 billion in government revenues across the European Union. What do you hope to achieve during your tenure as Secretary-General of The Brewers of Europe?
My primary goal is to ensure that the brewing industry not only thrives economically but also leads the way in promoting responsible consumption and sustainability. Beer has a unique role in Europe’s culture, economy, and communities. But with that comes the responsibility to encourage moderation and healthier drinking habits.
I aim to work closely with policymakers, breweries, and communities to foster a culture of responsible consumption. This includes expanding our educational campaigns, implementing self-regulatory initiatives, and promoting non-alcohol and lower-alcohol beer options. Our industry is and will continue to be proactive in addressing the societal impacts of alcohol consumption. This, while showcasing how beer can be enjoyed by adults in a balanced, responsible way.
Additionally, I want to position the brewing sector as a champion of sustainability and innovation, driving positive change across supply chains, reducing carbon emissions, and supporting circular economies. We’ll build on the industry’s heritage while looking forward to new opportunities, showing Europe and the world that beer is more than a product; it’s a driver of economic and social progress, rooted in responsibility.
Above all, I want Europe to know that beer remains an integral part of its culture, bringing people together. By leading with responsibility and sustainability, we can ensure that beer continues to be a symbol of unity and positive impact for generations to come.
Some of the numbers around the economic scale of the sector are astonishing. Do policymakers and legislators understand the size of the economic contribution that the industry makes to Europe?
It is amazing, isn’t it? In 2022 alone, the beer industry’s contribution to the European value added was over €52 billion. To put that in perspective, that’s about the same as Slovenia’s entire GDP! But it’s not just about the breweries. It’s the jobs beer creates in agriculture, hospitality and the supply chains that make it all work. Despite that, beer often doesn’t get the attention it deserves in policy discussions. My job is to make sure policymakers realise that brewers are not only key economic players but also forward-thinkers who are leading in areas like sustainability, innovation and entrepreneurship.
We can ensure that beer continues to be a symbol of unity and positive impact for generations to come.
You are known to be passionate about sustainability, and you scored a major success with packaging deposit return systems (DRS). What has the industry done to improve sustainability across Europe?
Sustainability is central to the brewing industry’s mission. I'm proud of the progress we've made, particularly in areas like packaging and energy use. The implementation of Deposit Return Systems (DRS) has been a game changer, significantly reducing waste and promoting recycling. Breweries across Europe have embraced this shift, helping to create a circular economy where packaging is reused, recycled, or repurposed.
One of the most remarkable achievements is the near-endless reusability of our 50-litre kegs, which stand as a symbol of the industry's commitment to reducing waste. On top of this, breweries are also pushing boundaries with sustainable packaging innovations, including lightweight bottles and biodegradable materials.
Beyond packaging, we’ve made great strides in reducing water usage. In an industry that depends on clean water, we’ve managed to decrease the number of litres needed to produce each litre of beer, with some breweries leading the way in water reclamation and recycling technologies. This reduces the environmental footprint while safeguarding a vital resource.
In terms of energy, breweries are investing heavily in renewable energy sources like solar panels and wind turbines, significantly reducing reliance on fossil fuels. Many are also moving towards carbon-neutral operations, demonstrating that brewing can be aligned with Europe’s broader climate goals.
These actions reflect an industry-wide commitment to sustainability, not just for today but for the long-term. We’re collaborating with suppliers, governments, and communities to drive systemic change and ensure that beer production remains not only economically viable but also environmentally responsible. Sustainability isn't just a buzzword for us – it’s ingrained in the way we operate and plan for the future.
How can industry practices continue to deliver sustainably right across the value chain?
We’re proud of the progress we’ve made, but sustainability is a continuous journey. There are several areas where we can further improve across the value chain. One key opportunity lies in deepening partnerships with local farmers and suppliers to source ingredients more sustainably and locally. By prioritising local sourcing, we can reduce transportation emissions, support regional economies, further strengthen our communities and foster more resilient supply chains.
Another focus is optimising energy use throughout the production process. Advanced energy management systems and smart technologies can help breweries further reduce their carbon footprint by efficiently managing energy consumption. Some breweries are already transforming brewing secondary products, like brewers’ grain, into bioenergy or repurposing it for animal feed, which minimises waste and adds value to the supply chain.
Transportation and logistics present another critical area for sustainable improvement. We can explore lower-emission transport options, optimise distribution networks, and adopt more sustainable packaging practices to reduce the overall environmental impact. Collaboration will be key here—by sharing best practices and innovations across the industry, we can drive sustainability initiatives that benefit all players, large and small.
Ultimately, our goal is to embed sustainability into every step of the brewing process. From sourcing raw materials to energy use, waste management, and logistics, we’re committed to working together to make meaningful improvements that benefit both the environment and the communities we serve.
Promoting responsible consumption is also at the heart of your goals. What can Europe do to reinforce this?
Brewers have been proactive in promoting responsible consumption across Europe. By leading with education, innovation and community engagement, we are helping reduce alcohol-related harm while encouraging a healthier drinking culture. Clear, informative labels on products — detailing alcohol content, calories and ingredients — also help consumers make more informed choices and are an instance of the brewing sector pioneering voluntary action even where legislation doesn’t demand it.
Beer is already a low alcohol beverage, with an average of 4.5% alcohol by volume, but brewers are expanding their range of even lower alcohol beers. In Europe, every fifteenth beer consumed is now a non-alcohol beer – and these numbers are growing year-on-year. These alternatives provide the flavour and experience of beer, whilst giving more choice to people when they don’t wish to, or in situations where they can’t, consume alcohol.
By making responsible drinking an integral part of their brand identities, brewers can foster a culture where beer is enjoyed in moderation and with care.
The EU can play a big role too, by coordinating strategies that focus on reducing harmful alcohol use while promoting moderation. The key is to pursue policy actions that are proportionate, based on solid scientific evidence and recognise the intrinsic and specific characteristics of the different products, such as beer.
I should add that the recent WHO Global Status Report on Alcohol and Health 2024 showed alcohol consumption in the EU declining 6.1% since 2010, alcohol-related fatalities dropping nearly 17% in the same period and binge drinking amongst older teenagers declining 15% in just five years. I think our many actions in the brewing industry have contributed to this.
Sustainability isn't just a buzzword for us – it’s ingrained in the way we operate and plan for the future.
What is your personal vision for the industry by 2030?
By 2030, I envision a brewing industry that is a global benchmark for sustainability, innovation, and community engagement. Our breweries will not only be powered by renewable energy but will operate with near-zero waste, thanks to cutting-edge recycling and resource recovery technologies. The circular economy will be fully integrated into our operations—every by-product of brewing, from brewers’ grains to wastewater, will be reused, recycled, or repurposed, fuelling renewable energy, nourishing soils, or supporting local agriculture.
Innovation will be at the heart of this transformation. The beer of 2030 will offer even more choices to consumers, with lower-alcohol and non-alcohol options that rival traditional beers in both flavour and quality, satisfying changing consumer preferences for balanced lifestyles. Experimentation with ingredients, brewing techniques, and fermentation processes will create a new generation of beers, allowing us to explore bold, exciting flavours while maintaining our heritage.
At the same time, our commitment to the communities that have supported brewing for centuries will deepen. We will continue to be the industry that brings people together, with local breweries working closely with their communities to ensure that beer remains a cultural cornerstone across Europe. Through responsible consumption initiatives and deepened local partnerships, we’ll ensure that beer is enjoyed in ways that strengthen social bonds and promote moderation.
By 2030, the brewing industry will be seen not just as a contributor to the economy but as a leader in sustainable business practices and innovation, inspiring other sectors to follow in our footsteps.
What is the one message you would like policymakers to know about Europe’s brewery industry?
The one message I want policymakers to hear is that Europe’s brewing industry is a force for good—economically, socially, and environmentally. Beer is more than just a product; it’s a cultural staple that brings people together, fosters community spirit, and is a vital part of Europe’s heritage. Brewing is not only rooted in our history but also plays a crucial role in our present and future, driving innovation, sustainability, and economic growth.
We are proud of our contribution to Europe’s economy, with over two million jobs created and €40 billion in government revenues generated, but equally proud of our efforts to promote responsible consumption and lead the way in sustainability. Policymakers can take pride in this success, knowing that brewing supports both local and global goals—from community building to environmental protection.
I am eager to work closely with policymakers, particularly through initiatives like the European Beer Group, to shape policies that ensure the industry continues to thrive responsibly. Together, we can create a regulatory environment that promotes innovation, supports sustainability, and fosters a responsible beer culture that benefits society as a whole.
