# Feminized Libation As concepts of cultural gender shift, beer is reformatted for female drinkers. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Mar 25, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/feminized-libation ## Key Figures - Trend score: 3.4/10 - Evidence articles: 6 ## What is the Feminized Libation trend? **Feminized Libation:** The strict gender roles of years past are continuing to be broken down with reversals like women in the workforce and men as homemakers, but a broader cultural shift towards consumers that are less concerned with how they are perceived is giving way to the feminization of the masculine and vice-versa. As such, the rebranding and consumption of beer as a more approachable beverage for women drinkers is taking precedent, and marking a larger cultural shift towards heightened androgyny in products with unnecessarily gendered associations. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 28, 2013 to Mar 2, 2014 - Published: Mar 25, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Feminized Libation trend ### Gender Neutrality The androgynization of traditionally gendered products is becoming increasingly relevant as consumers are less concerned with socially constructed gender norms. ### Humorous Advertising Humor can be an effective tool for connecting with audiences on sensitive issues like gender equality. ### Fruit-Infused Beverages Pursuing new and exciting fruit-infused beverage flavors that translate well into a canned beer format presents a disruptive innovation opportunity. ## What the Feminized Libation trend means for industry ### For Alcohol Gender-neutral branding strategies and innovative fruit-infused flavors are particularly relevant in the alcohol industry. ### For Fashion/Jewelry Gender neutral products, such as jewelry with built-in bottle openers, presents an opportunity to promote functionality and fun in fashion accessories. ### For Marketing/Advertising Humorous advertising has the power to grab attention and promote meaningful messages on a range of societal issues. ## Trend signals for Feminized Libation Trend score 3.4 out of 10, from popularity 49%, activity 45%, freshness 8%. - Popularity: 49% - Activity: 45% - Freshness: 8% ## Examples of the Feminized Libation trend 6 featured examples from Jun 28, 2013 to Mar 2, 2014. - [Beer-Branded Southern Editorials](https://www.trendhunter.com/trends/kara-davis): The Editorial 'Kara Davis' Soaks up the Sultry Summer Sun (Category: Fashion) Implication: The fashion industry can leverage summer-themed editorials to showcase their latest collections and connect with consumers on an emotional level. - [Witty Feminist Beer Ads](https://www.trendhunter.com/trends/rotthammer-beer): Ads for Rotthammer Beer Comically Promote Gender Equality (Category: Marketing) Implication: Opportunity for disruptive innovation in creating inclusive and empowering ad campaigns. - [Functional Cap Opener Jewelry](https://www.trendhunter.com/trends/bottle-opener-earrings): The Bottle Opener Earrings are Essential at a Party (Category: Fashion) Implication: The fashion industry can take advantage of the popularity of multi-functional accessories by designing creative and trendy pieces that serve more than one purpose. - [Celebrity Parody Beer Ads](https://www.trendhunter.com/trends/newcastle-brown-ale): Anna Kendrick Lends a Helping Hand in This Newcastle Brown Ale Ad (Category: Lifestyle) Implication: Craft breweries can use humor and satire to promote their unique flavors and styles of beer in a crowded and competitive market. - [Margarita Canned Beer Creations](https://www.trendhunter.com/trends/bud-light): Bud Light Launched a New Line-Up of Delicious Summer Flavors (Category: Lifestyle) Implication: The beverage industry can leverage the popularity of canned margarita flavors to expand their product offerings and cater to the growing demand for ready-to-drink cocktails. - [Peace-Loving Beer Holsters](https://www.trendhunter.com/trends/tye-dye-6-pack-beer-holster): The Tie-Dye 6-Pack Beer Holster is a Free-Spirited Alcohol Belt (Category: Lifestyle) Implication: The beer holster trend can drive innovation in the beer and alcohol industry through the creation of portable and convenient products that enhance the consumer experience. ## 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)