Category
Lifestyle
Performance Powders
Trend cluster
Category
Barely
Booze
Lighter, sweeter & totally new takes on beer made for passive drinkers.
3.3
Trend score
Trend
What is the Barely Booze trend?
Barely Booze: Today, beer remains the beverage of choice among Americans who drink alcohol. Although men are still the primary beer consumer, accounting for more than 80 percent of the beer consumed (Beer-Brewing.com), there is still a tremendous opportunity for beer brands to capture female alcohol drinkers. Women tend to choose lighter beers and specialty brews, which means beer brands can experiment and create new takes on beer and beer-related products (such as ice cream) to capture the female demographic. In addition, these offbeat brew products may also appeal to more passive drinkers who are more likely to choose a novelty beer than a classic one, just for the fun of it.
Trend themes
Themes within the Barely Booze trend
Three behaviours holding the trend together01
Targeting Female Beer Drinkers
Beer brands can experiment and create new takes on beer and beer-related products to capture the female demographic.
02
Innovative Beer Marketing
Beer companies can collaborate with brands and engage in creative marketing to offer unique and interactive experiences, such as creating a website made entirely of chocolate or releasing a specialty margarita-flavored beer.
03
Novelty Beer Products
Passive beer drinkers are more likely to choose novelty beer over classic ones, leading to new opportunities for brands to create unique and unconventional beer flavors such as bacon maple or ice cream infused with beer.
Industry implications
What the Barely Booze trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can explore innovative ways to infuse beer and experiment with unconventional flavors to cater to consumers seeking new gastronomic experiences.
For
Marketing and Advertising
The marketing and advertising industry can help beer companies engage with consumers through creative marketing campaigns and collaborations with unique brands, such as chocolate sculptors or ice cream makers.
For
Packaging and Product Design
The packaging and product design industry can offer new ideas for beer brands to appeal to female drinkers or create unique packaging designs that reflect new and unconventional beer flavors.
Trend signals
Trend signals for Barely Booze
Trend score 3.3 out of 10, from popularity 59%, activity 31%, freshness 8%.
Popularity59%
Activity31%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Barely Booze trend
6 featured examples from Jun 4, 2011 to May 10, 2012CategoryLifestyle
Frozen Booze Desserts
Brewer's Cow 'Beer Infused Ice Cream' is The Pot Belly's Worst Nightmare
The food and beverage industry has the potential to benefit from the trend of alcohol-infused desserts.
CategoryLifestyle
Chocoholic Online Promos
The Sagres Chocolate Beer Website is Made Entirely from Real Chocolate
Food and beverage companies can explore using edible materials to create unique user experiences and marketing opportunities.
CategoryLifestyle
Girly Branded Brews
'Chick Beer' is the First Ale to be Marketed Specifically Toward Women
The alcoholic beverage industry has room for disruptive innovation by creating more gender-specific drinks like Chick Beer.
CategoryLifestyle
Margarita-Flavored Beers
Bud Light Releases the Lime-A-Rita
Brewers can innovate by creating new flavors that typically go in cocktails, beers that appeal to a wider audience, or new beer and cocktail hybrids.
CategoryLifestyle
Cuppa-Infused Booze
The Coors Light Iced T is the First Ever Extension of the Brand
Breweries can innovate by bringing unique products to market, such as non-alcoholic tea-infused beverages.
CategoryLifestyle
Delectable Savory Brews
Bacon Maple Ale Puts a Tasty New Twist on Beer
Craft breweries can capitalize on the trend of savory brews by experimenting with unconventional ingredients and exploring collaborative opportunities with food brands.
