Sometimes a cold beer can help when experiencing bodily discomfort, which is why Portsmouth Brewery created a beer that's specifically designed to relieve the symptoms in menopausal women.
The beer, known as the 'Libeeration,' has an ingredient list which includes lemon balm and chamomile, which are known to lessen uncomfortable symptoms experienced during menopause. To make the beer, the brewery consulted various healthcare professionals, herbalists and women experiencing menopause and discovered the most common annoyances were "sleeplessness, hot flashes and mood swings." The beer is described as a "gruit-style ale" that contains "fruity, spicy, earthy flavors."
The brew aims to attract a niche yet largely overlooked segment of the market, as craft beer brands often focus their marketing efforts on attracting men between the ages of 21 and 35.
Menopausal Craft Beers
Portsmouth Brewery's 'Libeeration' Was Made for Menopausal Women
Trend Themes
1. Menopause-focused Products - Companies can create products that cater to the unique needs of menopausal women, like Portsmouth Brewery's 'Libeeration' beer featuring ingredients to ease menopausal symptoms.
2. Natural Remedies for Health - Craft beer breweries and other companies can continue experimenting with ingredients long used as natural remedies to replace synthetic drugs.
3. Overlooked Niche Markets - Identifying underrepresented consumers can pay off, as Portsmouth Brewery did in innovating beer specially designed for menopausal women to stand out from the competition.
Industry Implications
1. Breweries - Craft breweries can pioneer the use of natural herbs, such as lemon balm and chamomile, and even consult herbalists and healthcare professionals to create unique beers with health benefits.
2. Pharmaceuticals - Pharmaceutical companies can research and invest in natural and effective remedies to replace synthetic hormone therapies that are commonly used for treating menopausal symptoms.
3. Health and Beauty - Health and beauty companies can use natural remedies long used in wellness, such as lemon balm and chamomile, to create products targeted at reducing menopausal symptoms experienced by women.