Deschutes Brewery recently teamed up with Humm to create Humm Zinger, a unique and refreshing product combining kombucha and beer. The refreshing summer beverage combines Humm’s tangy grapefruit kombucha with hops and malt to put a spin on the shandy—which typically puts beer with a clear, carbonated lemon-lime drink. The product boasts a low ABV of just 4.3% and will be introduced to consumers in packs of six in select markets in the United States.
At the same time hard kombuchas are hitting the mainstream, offering options that are flavorful, refreshing and boast a healthy base, consumers are also showing a preference for low-ABV alcohol products that are in line with their mindful drinking practices.
Citrusy Kombucha Beers
Deschutes Brewery & Humm Collaborated to Combine Kombucha and Beer
Trend Themes
1. Hard-kombucha Trend - The rise of hard kombuchas represents a disruptive innovation opportunity for breweries to tap into the growing demand for flavorful, low-ABV alcoholic beverages.
2. Healthy Alcohol Alternatives Trend - Consumers' preference for low-ABV alcohol products presents an opportunity for beverage companies to create innovative and refreshing options that align with mindful drinking practices.
3. Collaborative Beverage Innovation Trend - Partnerships between breweries and other beverage companies, such as kombucha makers, offer a chance for collaborative product development and the creation of unique and exciting drink combinations.
Industry Implications
1. Craft Beer - Craft breweries can explore the hard-kombucha trend by infusing their brewing expertise with kombucha flavors to create innovative and appealing offerings.
2. Beverage Manufacturing - Beverage manufacturers can capitalize on the healthy alcohol alternatives trend by developing and producing low-ABV products that cater to health-conscious consumers.
3. Collaborative Brewing - Collaborative brewing between breweries and kombucha makers presents an opportunity for both industries to expand their market reach and offer consumers new and enticing drink options.