Category
Lifestyle
Portable Mornings
Trend cluster
Category
Sophisticating
Brew
As Gen Y strives to seem more sophisticated, so to does their drink of choice.
4.7
Trend score
Trend
What is the Sophisticating Brew trend?
Sophisticating Brew: As members of Generation Y slowly enter adult age, they begin to feel the pressure of having to let go of old habits normally associated with adolescence. Unlike other youth generations, however, Gen Y is equipped with considerable purchasing power and thus, are being met by products that allow them to keep their old habits without seeming pedestrian. Ultimately, products that allow for a balance between youth and adulthood grant young consumers much-needed satisfaction.
Trend themes
Themes within the Sophisticating Brew trend
Three behaviours holding the trend together01
Sophisticated Products for Gen Y
As Gen Y grows older, they desire products that balance youth and adulthood, allowing them to hold onto old habits while appearing more refined.
02
Bridging Liquor and Beer Worlds
Products like bourbon-flavored beer and beer glasses designed to hold specific types of beer are blurring the lines between the liquor and beer industries.
03
Artistic Beer Branding
Beer companies are collaborating with design firms to develop stories and unique visual art on packaging, appealing to a younger demographic looking for new and creative experiences.
Industry implications
What the Sophisticating Brew trend means for industry
Where the trend changes the playbookFor
Craft Beer Industry
The craft beer industry can leverage the trend of sophisticated and unique packaging to appeal to a younger demographic with an eye for design.
For
Liquor Industry
The liquor industry can learn from products like bourbon-flavored beer that are attracting early to mid-20 year old men who are looking for something that is cheaper than actual liquor but still has a higher alcohol content than traditional beer.
For
Design Industry
The design industry can collaborate with craft breweries and beer companies to develop unique, artistic packaging that appeals to a younger, creative demographic.
Trend signals
Trend signals for Sophisticating Brew
Trend score 4.7 out of 10, from popularity 75%, activity 57%, freshness 8%.
Popularity75%
Activity57%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Sophisticating Brew trend
6 featured examples from Sep 14, 2013 to Mar 15, 2014CategoryLifestyle
Fanciful Bottle Branding
MIU Fruit Wine Packaging is Dressed Up for the Young Female Drinker
Developing packaging and branding strategies that cater to the young female demographic in the alcoholic beverage industry.
CategoryMarketing
Art-Infused Beer Label Makeovers
The Summit Brewing Company Showcases Charming New Packaging
Opportunity for craft breweries to differentiate themselves through innovative packaging and label designs that tell a story or evoke emotions.
CategoryLifestyle
Beer Connoisseur Books
Vintage Beer by Patrick Dawson Reveals That Some Beers Can be Aged
Craft breweries can explore aging techniques and promote their beers as suitable for aging.
CategoryLifestyle
Beer Connoisseur Glasses
Release Your Inner Connoisseur with These Pretentious Beer Glasses
Brewers and distillers can capitalize on the trend of using specialized glassware to create new drinking experiences for consumers.
CategoryLifestyle
Bourbon-Flavored Beer
Miller Fortune is Meant to Compete with Liquor Brands
The bourbon-flavored beer trend offers disruptive innovation opportunities within the alcohol beverage industry.
CategoryLifestyle
Daydream-Inspired Beer Labels
The Psychedelic Beer Bottle Designs by Karl Grandin are Eye-Popping
Disruptive innovation opportunity: Embrace unconventional branding and packaging designs to differentiate craft beer brands in a competitive market.
