Brewers of Europe: Innovation, responsibility and sustainability core policy

Brussels | Julia Leferman has officially assumed her role as the new Secretary General of The Brewers of Europe, with a bold vision to position beer at the centre of European Union policy. Leferman’s leadership will focus on driving innovation, promoting responsible consumption and enhancing sustainability across the continent.

Leferman, who brings over two decades of experience in political advocacy and management consultancy, spent the last seven years as General Manager of the Brewers of Romania. Under her leadership, Romania spearheaded Europe’s largest integrated deposit return system (DRS) with nearly 80,000 collection points for beverage packaging, setting the country on a strong path towards significantly improving its recycling rates.

“As the new voice for Europe’s brewers, I’m excited to champion beer and the vibrant culture it represents” said Leferman. “Beer is not just a beverage; it’s a pillar of our European heritage, supporting over two million jobs through more than 10,000 breweries. Our goal is to work closely with EU policymakers and partners to ensure that beer continues to bolster the economy, enrich local communities, and lead the way in responsible consumption and environmental sustainability.”

Leferman also highlighted the importance of reinforcing dialogue with policymakers as the European Union embarks on a new era with fresh terms for both the European Commission and Parliament. She emphasised that as consumers increasingly prioritise innovation and environmental awareness, the brewing industry is progressing with them – offering new beer styles, including lower and no-alcohol options.

“As the world changes, so too the beer sector continues to evolve”, Leferman continued. “We must keep on innovating responsibly, balancing creativity with craftsmanship, whilst maintaining the highest standards on product integrity.”

Earlier this year, The Brewers of Europe unveiled its 2024-2029 Manifesto for a Sustainable Brewing Future. The Manifesto outlines key recommendations for the next five years, including recognising beer’s value as a lower-alcohol, nature-sourced beverage, that drives job-creation, social integration, responsible consumption and sustainable production. Leferman expressed her commitment to engaging EU policymakers in discussions around these key priorities.

“When enjoyed responsibly, beer complements a balanced adult lifestyle,” she stated. “We are a dynamic and forward-thinking sector and we want the EU to view us as pioneers in responsibility and sustainability. Our industry is at the forefront of innovative packaging solutions, energy-saving practices and contributing positively to Europe’s economy and society.”