Category
Lifestyle
Assisted Choices
Trend cluster
Category
Breakfast
Beer
Brands are launching interesting beer flavors to tap into consumer curiosity.
4.6
Trend score
Trend
What is the Breakfast Beer trend?
Breakfast Beer: Both breakfast restaurants and beer brands are experimenting with fusing the alcoholic beverage and the sensibilities of early morning dining. From red ales infused with bacon to coffee-accented stouts, the products offer interesting tastes to consumers.
Insight
The consumer insight behind the Breakfast Beer trend
Even though there are many options on the market for any given product, contemporary consumers are always looking to indulge in something new and exciting. By tapping their sense of adventurism, many feel entertained while also capable of satisfying their curiosity. As unconventional branding and recipes usually capture consumers' attention, this creates a demand for more interesting product combinations in any given market.
Trend themes
Themes within the Breakfast Beer trend
Three behaviours holding the trend together01
Unconventional flavor combinations
Brands are experimenting with unusual and adventurous flavor combinations to appeal to consumers' sense of adventurism and curiosity.
02
Caffeinated alcoholic beverages
Breweries are infusing their stouts and ales with coffee and other caffeinated ingredients to create a flavorful and unique drinking experience.
03
Fast-food inspired beers
Breweries are collaborating with fast-food chains to create beers inspired by their menu offerings, appealing to consumers' love for unique and nostalgic flavors.
Industry implications
What the Breakfast Beer trend means for industry
Where the trend changes the playbookFor
Alcohol and brewing
The alcohol and brewing industry sees opportunities in creating unique and unconventional flavor combinations, as well as partnering with other businesses to create innovative products.
For
Fast-food and restaurants
Fast-food and restaurant chains can benefit from collaborations with breweries to create limited edition products that cater to customers' sense of novelty and nostalgia.
For
Coffee and tea
Coffee and tea companies can explore partnerships with breweries to infuse their products into beer offerings, creating new and unique drinking experiences.
Workshop question
Conceptualize a product hybrid to capture consumer attention.
Trend signals
Trend signals for Breakfast Beer
Trend score 4.6 out of 10, from popularity 74%, activity 52%, freshness 13%.
Popularity74%
Activity52%
Freshness13%
Audience
50%Men
50%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 Breakfast Beer trend
9 featured examples from Oct 19, 2018 to Aug 30, 2022CategoryMarketing
Breakfast Restaurant-Branded Beers
Waffle House Has Its Very Own Beer Called Bacon & Kegs!
Restaurant chains can explore the opportunity to collaborate with local breweries and create their own branded beers, offering a unique and exclusive product to their customers.
CategoryMarketing
Alcoholic Cold-Brew Coffee Drinks
The Guinness Cold Brew Coffee Beer Features a 4% ABV
Beverage companies should explore the opportunity of combining coffee and alcohol to create innovative, premium drinks that appeal to both coffee and alcohol lovers.
CategoryLifestyle
Fast-Food-Inspired Beers
The 'Strawberry Biscuit Ale' is Inspired by Hardee's Scratch Biscuits
The food and beverage industry can capitalize on the trend of fast-food-inspired beers by partnering with local breweries to create unique products that drive foot traffic and app…
CategoryLifestyle
Breakfast Tea Brews
Guinness Breakfast Tea Amber is Brewed with Real Irish Breakfast Tea
Craft breweries can infuse tea into their beers to appeal to tea-drinking consumers and differentiate themselves in a crowded market.
CategoryLifestyle
Discarded Breakfast Cereal Beers
These New Seven Bro7hers Beers are Made with Kellogg's Cereals
Opportunity for breweries to incorporate food waste into their brewing processes and create new sustainable products.
CategoryBusiness
Beer-Serving Breakfast Joints
IHOP Has Just Opened Its First Location with a Full-Service Bar
Restaurants can explore the concept of combining breakfast service with full-service bars to attract a wider range of customers.
CategoryMarketing
Caffeinated Barrel-Aged Stouts
The Founders KBS Espresso Stout is Made with Premium Beans
Craft breweries can explore the potential of incorporating coffee into their beer recipes to tap into the growing market of coffee enthusiasts and beer connoisseurs.
CategoryLifestyle
Vietnamese Coffee Stouts
This Beer Combines Flavor Profiles Of East and West
Opportunity for craft coffee companies to expand their customer base by collaborating with craft breweries to create innovative beer products.
CategoryLifestyle
Chocolate-Infused Stout Beers
The Canadian Breakfast Stout Features Coffee and Chocolate
The Canadian Breakfast Stout exemplifies a disruptive innovation opportunity for craft breweries by offering unique and high-end brews that cater to sophisticated beer enthusiasts.
