Magic Hat's DuVine is a Millennial-Targeted Grape Ale with 51% Beer & 49% Wine
Laura McQuarrie — April 25, 2019 — Lifestyle
References: magichat.net & fastcompany
Magic Hat Brewery may be best known for its floral and fruity No. 9 light ale but it is introducing an innovative new product that has the potential to win over fans of both beer and wine. DuVine is a grape ale that was created after much experimentation with grape-infused beer products.
The beer-wine is made with grapes from winemakers near the brewery's Vermont location and boasts 51% beer, 49% wine and an ABV of 7%. A number of other brewers have experimented with Italian grape ales, which are sometimes also called IGAs, but Magic Hat is set to be the first major brewer to have a grape ale in its regular lineup.
When it comes to identifying the hybrid product, DuVine can be classified as a malt beverage and slotted into a beverage category that also includes products like spiked seltzers, hard ciders and RTD cocktails.
The beer-wine is made with grapes from winemakers near the brewery's Vermont location and boasts 51% beer, 49% wine and an ABV of 7%. A number of other brewers have experimented with Italian grape ales, which are sometimes also called IGAs, but Magic Hat is set to be the first major brewer to have a grape ale in its regular lineup.
When it comes to identifying the hybrid product, DuVine can be classified as a malt beverage and slotted into a beverage category that also includes products like spiked seltzers, hard ciders and RTD cocktails.
Trend Themes
1. Beer-wine Hybrids - The trend of beer-wine hybrids presents an opportunity for breweries to attract both beer and wine enthusiasts with unique flavor profiles.
2. Grape Ale - The emergence of grape ales opens up possibilities for breweries to tap into the wine market and offer a new twist on traditional beer.
3. Malt Beverages - The popularity of malt beverages like DuVine allows for the expansion of the beverage category, providing an innovative alternative to other alcoholic drinks.
Industry Implications
1. Craft Beer Industry - Craft breweries can capitalize on the beer-wine hybrid trend by creating unique grape ales to cater to a wide range of consumers.
2. Wine Industry - Winemakers have the opportunity to collaborate with breweries to produce grape ales, bridging the gap between beer and wine and attracting new wine enthusiasts.
3. Alcoholic Beverage Industry - The emergence of malt beverages like DuVine presents disruptive innovation opportunities within the alcoholic beverage industry, providing consumers with exciting new options.
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