# Beer Hospitality Beer brands expand into consumer lifestyle experiences with hospitality ventures. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 24, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/beer-hospitality ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## What is the Beer Hospitality trend? **Beer Hospitality:** Beer brands are going beyond traditional activation experiences by offering highly coveted brand experiences that range from brewery hotels to beer-centric spas. As brands across industry categories look to expand on their presence in the everyday lives of consumers, they are taking cues from the luxury and hospitality industries to appeal to Millennial consumers. ## The consumer insight behind the Beer Hospitality trend Millennials are gravitating towards "experiences" as they see them as a life-long investment in their happiness and wellness. Brands are leveraging this interest by offering cross-over products and services that prioritize engaging, luxury experiences. These activations are particularly appealing to those who see these indulgences as a natural extension of their interests. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 7, 2017 to May 24, 2019 - Published: May 24, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Examples of the Beer Hospitality trend 5 featured examples from Mar 7, 2017 to May 24, 2019. - [Pop-Up Airport Breweries](https://www.trendhunter.com/trends/voodoo-brewery): Voodoo Brewery Has Opened at the Pittsburgh International Airport (Category: World) Implication: The airport services industry can capitalize on the trend of pop-up airport breweries by partnering with local breweries to create unique dining experiences for travelers. - [Craft Brewery Hotels](https://www.trendhunter.com/trends/craft-beer-hotel): BrewDog is Crowdfunding for the World's First Craft Beer Hotel (Category: World) Implication: The hospitality industry can embrace craft beer tourism by offering unique experiences that center around craft beer, such as this craft beer hotel that will act as a destination… - [Beer-Focused Airlines](https://www.trendhunter.com/trends/brewdog-airlines): BrewDog Airlines Will Feature Beer Brewed Specifically for Air Travel (Category: Lifestyle) Implication: Opportunity for airlines to differentiate themselves and attract beer enthusiasts through specialized beer-focused flights. - [Relaxing Beer Spas](https://www.trendhunter.com/trends/piva-beer-spa): Chicago's Piva Beer Spa is a Natural Oasis for Lifted Energies (Category: Lifestyle) Implication: The hospitality industry can capitalize on the beer spa trend by incorporating beer spa experiences into their offerings to attract wellness-conscious customers. - [Relaxing Beer Spas](https://www.trendhunter.com/trends/beer-spa): Hop in the Spa is Opening Its Second Location (Category: Lifestyle) Implication: The spa industry can capitalize on the trend of beer-infused wellness experiences by creating new treatments that utilize the nutritional benefits of beer and cater to a growing d… **Workshop question:** How can you help your customers in their pursuit of "treating themselves" by expanding to offer branded hospitality initiatives? ## Themes within the Beer Hospitality trend ### Lifestyle Hospitality Ventures Beer brands are expanding into hospitality ventures by offering luxury and engaging experiences to consumers. ### Experiential Marketing Brands are taking cues from the luxury and hospitality industries to appeal to Millennials by offering highly coveted brand experiences. ### Crossover Products and Services Brands are leveraging Millennials' gravitation towards 'experiences' by offering engaging luxury activations, particularly ones that are a natural extension of their interests. ## What the Beer Hospitality trend means for industry ### For Beverage Industry Beverage companies across the industry are expanding into hotels, spas and other hospitality ventures. ### For Hospitality Industry The hospitality industry is experiencing emerging trends from beer brands, which are looking to leverage the industry's know-how around luxury and engaging experiences. ### For Wellness Industry The well-being industry is ripe for disruption by combining the health benefits of beer with high-end spa services. ## Trend signals for Beer Hospitality Trend score 3.2 out of 10, from popularity 58%, activity 29%, freshness 8%. - Popularity: 58% - Activity: 29% - Freshness: 8% ## Recent trend clusters - [Shelf Choreography](https://www.trendhunter.com/protrends/spirits-merchandising-strategy) (Lifestyle) - [Readable Sensing](https://www.trendhunter.com/protrends/connected-exam-tools) (Lifestyle) - [Shelf Supper](https://www.trendhunter.com/protrends/meal-assembly-products) (Lifestyle) - [Comfort Buffer](https://www.trendhunter.com/protrends/nostalgic-drink-launches) (Lifestyle) ## Trending in Lifestyle - [Gaming-Integrated Pizza Promotions](https://www.trendhunter.com/trends/gaming-integrated-pizza-promotions) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Immersive Fast-Food Restaurants](https://www.trendhunter.com/trends/immersive-fast-food-restaurants) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)