This represents a swing from figures four years prior, where 52% came from North America and 29% in Europe.

The research from Mintel, in this instance, categorises craft beer as anything labelled with the phrases such as batch, artisan, craft, and independent, among others.

It added that while the US is still the single most innovative market globally, with 17% of all global craft beer launches originating there in 2017, six of the top ten most innovative markets are in Europe.

Jonny Forsyth, associate director, Mintel Food & Drink, explained: “Over the last few years, interest in craft beer has migrated from the US into the UK and now into continental Europe.

“Our research suggests that Europeans are embracing craft beer because they are looking for new, more exciting offerings compared to their usual beer options, especially in markets such as Germany, where brewers and beer styles have remained unchanged for centuries.

“While markets like Germany, Belgium and Czech Republic are still dominated by their own beer styles when it comes to innovation, consumer interest in craft beers is already there and offers ample opportunities for manufacturers.”

The research also showed that drinkers in Poland (64%), France (63%), Italy (61%) and Germany (50%) are all interested in trying different types of craft beer, such as Indian Pale Ales or other pale ales.

Europeans, it revealed are also willing to spend more on craft beer. Around half of beer consumers in Italy (52%), France (51%), Germany (46%) and the UK (45%) agree that craft beer ‘is worth the extra money’.

“Craft is the ‘new premium’ in beer, and consumers are happy to pay more for smaller-batch, more hand-crafted options, rather than those that are mass-produced. For these consumers, craft beer taps into their desire for new experiences with a nod to the past for inspiration,  offering new beer styles that they have never drunk before.” Forsyth added.