Beer and wine hybrid beverages grow in popularity
Trend - Brands in the alcohol industry are combining the qualities of both beers and wines and creating hybrid drinks that would appeal to avid drinkers of both or either beverage. Ranging from sparkling wine-like beers to hop-infused wine six-packs, the craft beer market continues to push innovation.
Insight - Craft beer consumption is popular with Millennials who view their beverage purchasing decisions as a symbol of their social standing. As demand for these products remains, consumers face an over-saturation of choice in the craft beer industry. These individuals are looking to maintain their loyalty to the craft beer community while being picky about what they choose--with more unique offerings in this space now capturing their attention more than traditional options.
Insight - Craft beer consumption is popular with Millennials who view their beverage purchasing decisions as a symbol of their social standing. As demand for these products remains, consumers face an over-saturation of choice in the craft beer industry. These individuals are looking to maintain their loyalty to the craft beer community while being picky about what they choose--with more unique offerings in this space now capturing their attention more than traditional options.
Workshop Question - Conceptualize a hybrid product you brand could create with a brand in an adjacent industry.
Trend Themes
1. Beer and Wine Hybridization - Brands in the alcohol industry are combining the qualities of both beers and wines and creating hybrid drinks.
2. Sparkling Wine Inspiration - Craft beer brands are creating libations with highly carbonated profile that is reminiscent of sparkling wine.
3. Hybrid Packaging - Some beer brands are packaging their wine-beer hybrids like beers, while other wine-beer hybrids are packaged like wine.
Industry Implications
1. Craft Beer Industry - Opportunities for craft beer companies to create hybrid and unique beer-wine blends that cater to the sophisticated tastes of Millennials.
2. Wine Industry - Wine brands can explore the potential of hybrid drinks that combine the sophistication of wine with the approachability of beer.
3. Alcohol Packaging Industry - Packaging companies can innovate to create unique packages that represent the hybrid nature of beer-wine blends, with brands opting for either beer-like or wine-like packaging.
