# Approachable Artisan Beverages hit a happy medium for Boomers. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 4, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/approachable-artisan ## Key Figures - Trend score: 3.6/10 - Evidence articles: 5 ## What is the Approachable Artisan trend? **Approachable Artisan:** It's been said that Boomers and Millennials have similar desires regarding food and beverage, with the former skewing more toward familiarity. Satisfying the desire for authenticity among the previous hippie generation while still maintaining comfort levels means combining artisan branding with un-intimidating flavors. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 19, 2015 to Jun 29, 2016 - Published: Jul 4, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Top markets: North America ## Themes within the Approachable Artisan trend ### Approachable Artisan Beverages Brands can combine artisan branding with un-intimidating flavors to cater to the Boomer generation's desire for authenticity and comfort. ### Fermented Health Drinks Consumers are increasingly seeking health benefits from traditional fermented drinks like Kefir, giving rise to opportunities to launch innovative product lines ### Ultra-Premium Mixers Consumers are looking for higher quality mixers to complement premium spirits, creating the market for ultra-premium brands like 1724 Tonic Water ## What the Approachable Artisan trend means for industry ### For Beverage Industry Beverage industry professionals should take notice of the changing preferences of consumers and the health-conscious trends that are driving the market. ### For Health and Wellness Industry The rise of fermented health drinks and Curcumin+ beverages indicate that the health and wellness industry has potential to create innovative functional food and beverage products. ### For Luxury Spirits Industry The trend towards ultra-premium mixers like 1724 Tonic water suggests there is a growing market for higher quality mixers to complement premium spirits. ## Workshop question What lifestyle trends are shaping the way consumers are choosing products in your industry? ## Trend signals for Approachable Artisan Trend score 3.6 out of 10, from popularity 51%, activity 49%, freshness 8%. - Popularity: 51% - Activity: 49% - Freshness: 8% ## Examples of the Approachable Artisan trend 5 featured examples from Jan 19, 2015 to Jun 29, 2016. - [Anti-Inflammatory Drinks](https://www.trendhunter.com/trends/curcumin): ARYA's Curcumin+ Beverages are Made with a Bioactive Turmeric Extract (Category: Lifestyle) Implication: Disruptive innovation opportunity: Incorporating innovative curcumin-based formulas into the functional beverage industry to offer health-boosting properties. - [Vibrant Natural Fruit Products](https://www.trendhunter.com/trends/le-fruit): Le Fruit Enjoys a Rebrand Focusing on Local Preservative-Free Angle (Category: Lifestyle) Implication: Food and beverage companies can incorporate the trend of local, natural and preservative-free food products to appeal to health-conscious consumers. - [Premium Tonic Water](https://www.trendhunter.com/trends/1724-tonic-water): The Upscale 1724 Tonic Water is Designed to Complement Luxury Spirits (Category: Lifestyle) Implication: The beverage industry can capitalize on the demand for premium tonic water to create innovative and upscale mixers for luxury spirits. - [Flavoured Kefir Drinks](https://www.trendhunter.com/trends/yorvale): The New Yorvale Drinks Combine Live Yeast Cultures with Sweet Ingredients (Category: Lifestyle) Implication: Innovation opportunities in developing and marketing fermented food and beverage products with health benefits. - [Refreshing Drink Branding](https://www.trendhunter.com/trends/refreshing-drink): Ashridge Offers Organic Sparkling Options That Are Vibrantly Packaged (Category: Life-Stages) Implication: Opportunity for beverage companies to refresh their branding and attract health-conscious consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)