# Barely Booze Lighter, sweeter & totally new takes on beer made for passive drinkers. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published May 21, 2012, updated May 24, 2012 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/barely-booze ## Key Figures - Trend score: 3.3/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 4, 2011 to May 10, 2012 - Published: May 21, 2012 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Barely Booze trend ### Targeting Female Beer Drinkers Beer brands can experiment and create new takes on beer and beer-related products to capture the female demographic. ### 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. ### 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. ## What the Barely Booze trend means for industry ### For 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 for Barely Booze Trend score 3.3 out of 10, from popularity 59%, activity 31%, freshness 8%. - Popularity: 59% - Activity: 31% - Freshness: 8% ## Examples of the Barely Booze trend 6 featured examples from Jun 4, 2011 to May 10, 2012. - [Frozen Booze Desserts](https://www.trendhunter.com/trends/brewers-cow-beer-infused-ice-cream): Brewer's Cow 'Beer Infused Ice Cream' is The Pot Belly's Worst Nightmare (Category: Lifestyle) Implication: The food and beverage industry has the potential to benefit from the trend of alcohol-infused desserts. - [Chocoholic Online Promos](https://www.trendhunter.com/trends/sagres-chocolate-beer-wesbsite): The Sagres Chocolate Beer Website is Made Entirely from Real Chocolate (Category: Lifestyle) Implication: Food and beverage companies can explore using edible materials to create unique user experiences and marketing opportunities. - [Girly Branded Brews](https://www.trendhunter.com/trends/chick-beer): 'Chick Beer' is the First Ale to be Marketed Specifically Toward Women (Category: Lifestyle) Implication: The alcoholic beverage industry has room for disruptive innovation by creating more gender-specific drinks like Chick Beer. - [Margarita-Flavored Beers](https://www.trendhunter.com/trends/bud-lights-lime-a-rita): Bud Light Releases the Lime-A-Rita (Category: Lifestyle) Implication: 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. - [Cuppa-Infused Booze](https://www.trendhunter.com/trends/coors-light-beer): The Coors Light Iced T is the First Ever Extension of the Brand (Category: Lifestyle) Implication: Breweries can innovate by bringing unique products to market, such as non-alcoholic tea-infused beverages. - [Delectable Savory Brews](https://www.trendhunter.com/trends/bacon-maple-ale): Bacon Maple Ale Puts a Tasty New Twist on Beer (Category: Lifestyle) Implication: Craft breweries can capitalize on the trend of savory brews by experimenting with unconventional ingredients and exploring collaborative opportunities with food brands. ## Recent trend clusters - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (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) - [Commemorative Tennis Sneakers](https://www.trendhunter.com/trends/the-roger-centre-court) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)